Single Store Owner

JAN-FEB 2016

Issue link:

Contents of this Issue


Page 35 of 95

34 / Convenience Store News for the Single Store Owner / JANUARY/FEBRUARY 2016 seasonal items, new products should be given time to catch on. A three- to four-month timeframe is not out of the ordinary. "You don't have to try everything, but try- ing nothing is not the right thing either," Matos advised. "Look at your consumer base and look at what has done well in the past. But don't be afraid to try new items, especially in a small display on the counter." SSO a significant driver for customers to walk into the store, with more than 35 percent of consumers surveyed pointing to this as motivation, according to Wheeler. McLane offers an ordering platform called Virtual Trade Show and it includes a new item page. Single-store operators can log in and see the items and displays available, and then pick and choose based on their floor space and promotional plan- ning, according to Matos. In-store execution and merchandising is another important piece of new prod- uct introductions in order to generate awareness. Where allowed, in-store sampling is one approach, but also placing new products in an area where they can be seen is key, Hertel noted, explain- ing some operators dedicate an endcap or one area of the store to showcase new items to- gether in a variety of categories. Dedicating a portion of the traditional set to showcase new products is another option, and highlighting new items with counter displays is also a great way to get customers' attention. "If a display is not avail- able from the manufacturer, a new candy or snack item is easy to put on the counter to see how customers respond," said Matos. "Also, don't be afraid to put something new by the coffee bar if it matches with the coffee drinks." Furthermore, outside of limited-time-only or " You don't have to try everything, but trying nothing is not the right thing either. Look at your consumer base and look at what has done well in the past. But don't be afraid to try new items, especially in a small display on the counter. " — Cassandra matos, mClane Co. inC. TOPS IN 2015 new products featuring chocolate and peanut butter shined in the CpG space Chocolate and peanut butter once again proved to be an enduring combination, as new products boasting these flavors topped Los Angeles-based market research firm Instantly Inc.'s ranking of the top 10 new consumer packaged goods to hit super- market and convenience store shelves in 2015. Instantly based the list off its monthly Shelf Score reports throughout the year. These reports rank the top 10 new CPG products each month by consumer intent to purchase. The top 10 new products and their purchase intent scores for 2015 were: 1. Reese's Snack Mix — 79 percent 2. Reese's Mini Sticks — 78 percent 3. Nabisco Hot Cocoa Chips Ahoy Cookies — 78 percent 4. Butterfinger Peanut Butter Cups Minis — 77 percent 5. M&M'S Easter Peanut Butter Speck-Tacular Eggs Chocolate Candies — 76 percent 6. Cheez-it Grooves: Original Cheddar — 75 percent 7. Dove Promises: Peanut Butter and Dark Chocolate — 75 percent 8. HealthyChoice Cafe Steamers: Chicken and Vegetable Stir Fry — 73 percent 9. Hershey's Kisses Deluxe Chocolates — 73 percent 10. Oreo Thins: Mint — 72 percent To determine the scores each month, 300 consumers evaluate each new product on their mobile devices at home or in-store via the Instantly Concept Test platform, which collects feedback on key success indicators such as purchase intent, dif- ferentiation, need/desire and value.

Articles in this issue

Archives of this issue

view archives of Single Store Owner - JAN-FEB 2016