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CONFECTIONERY FROM PAGE 29 Ranging considerations When choosing a brand for your retail store, says Ms Proctor, retailers should ensure it’s the right fit. “Know your demographic and ensure you appeal to them when choosing a brand/product range for your retail store,” she advised. “Don’t be afraid to try a new product range and evolve.” The Rocky Road House is a small, Australian made and owned, family business that manufactures “allergy friendly” confectionery products with a key focus on products being free from gluten, peanut and egg. Its Rocky Road chocolate range and Rock Candy lolly range have helped the brand to go from strength to strength. “Since launching our Rock Candy lolly range in July 2020, our sales have increased month on month in the P&C sector, which prompted us to introduce a further four flavours in January 2021, bringing this product range to 14 flavours,” Ms Proctor said. “As sales of this range continue to exceed our expectations, we anticipate we’ll continue to expand on this range in 2021.” Importance of activations According to Nestlé, optimised activation in-store is critical in driving performance of the category. Chocolate remains one of the most impulsive categories in the P&C channel, the company says, with 21 per cent of surveyed shoppers buying more than they planned when entering a store (CMA Convenience Shopper Report 2020). “Driving sales at counter and off-location displays are crucial to conversion by reaching the consumer with multiple touchpoints,” Nestlé said. “Forty-six per cent of \\\\\\\[surveyed\\\\\\\] shoppers purchase chocolate at the counter, reinforcing the role of visibility on the path to purchase.” Similarly, it says, 32 per cent of surveyed shoppers buy lolly bags near the front counter and 21 per cent off a floor display, reinforcing that lollies, too, need multiple points of disruption in- store to encourage conversion. The findings echo those of the Ferrero Confectionery Shopper Vision Study 2018. “Multiple locations offer more opportunities for shopper consideration and impulsive purchase,” Ferrero’s Ms Juchau said, “with over a third of \\\\\\\[surveyed\\\\\\\] shoppers (33 per cent) likely to buy more from displays. “Our POS off-locations are designed to attract attention in a range of spaces. Regular in-store activations and bespoke counter units for Kinder Surprise promote our new collections throughout the year, giving retailers an engaging new way to drive consumer/ shopper interest.” 30 CONVENIENCE WORLD MAY/JUN, 2021