Convenience Store News

MAR 2017

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48 Convenience Store News | MARCH 2017 | WWW.CSNEWS.COM 2017 delivered $105 million in sales, up 7.6 percent vs. a year ago; • Kellogg shipped 7,054 shippers to 7-Eleven's U.S. store network; • The Text-to-Win program generated 50 percent consumer engagement, exceeding a benchmark of 11 percent; and • Volume, anticipated to be 95,000 units, exceeded 421,000. The program also earned 22.4 million media impressions, and a press release about it was picked up by more than 210 media outlets. The Text-to-Win contest even won a 2016 Mobile Web Award from the Web Marketing Association for "outstand- ing achievement in mobile application development." ••••••••••••• FOODSERVICE/COLD & FROZEN BEVERAGES: f'real foods f 'real foods is a frozen beverage com- pany with its brand located in more than 17,000 retail estab- lishments in North America. It is the leading milk- shake brand in convenience stores. The company prides itself on innovation; not only in equipment, but products as well. Limited-time flavors of f'real frozen beverages are presented throughout the year. This past year saw a significant increase in smoothie sales as the company put research in place to refresh the fla- vors of the brand with an emphasis on texture. In 2016, seeing the incremental sales in the smoothie cat- egory, f'real also introduced a yogurt-based smoothie flavor, Berry Yogurt. Made with real Greek yogurt, it targets customers who are looking for a refreshing treat with more protein than the average smoothie. f'real has slowly seen some movement toward consumers looking for items that are in the healthier halo space. With the release of Berry Yogurt, the company has seen positive sales and looks forward to more innovation in the smoothie category. ••••••••••••• FOODSERVICE/LICENSED OR FRANCHISED: Hot Stuff Pizza H ot Stuff Pizza was the first provider of high- quality pizza in c-stores and has perfected the prepared foodservice model over the last 30 years. With both a national and global presence, Hot Stuff Pizza provides menu items to cover all dayparts, including breakfast, lunch, dinner and snacks, to maximize sales in a retailer's foodservice operation. Hot Stuff is a one-stop solution providing everything from customized layout and design to foodservice training, ongoing Working with an independent research agency, Hershey then developed multiple test layouts that improved positioning of stan- dard-size bars and tested them in the market with several retail- ers to prove out what the best possible layout would be for total category sales and shopper satisfaction. The supplier was very methodical in developing a best-in-class testing strategy/environ- ment. Test and control stores were used, and the results showed lifts measured against performance in the control stores. The layout that delivered the very best results for standard- size bars and the total category was vertical merchandising by pack type. This allows for the core, volume-driving brands and items in each pack type to be positioned in the Strike Zone, easy for the shopper to locate. With the average shopping time in the confection aisle being less than 30 seconds, positioning the items shoppers are looking for in the prime location on the set drove increases in conversion. Retailers that have adopted or tested this new approach have consistently seen strong double-digit growth in standard-size bars, no impact to king-size sales, and mid-single- digit growth for total instant consumable bars. This was a win- ning combination to grow the category. ••••••••••••• EDIBLE GROCERY: Kellogg Co. T eens want to create their own cool experiences; they just need a fun, novel product as their springboard. The "Add More Fun to Your Slurpee" cel- ebration with Pop-Tarts capitalized on the synergies between 7-Eleven's iconic frozen dispensed beverage and Kellogg's popu- lar pastry treat. Created for the 50th birthday of Slurpee, the program targeted the Pop-Tart core customer (teens and young adults, aged 14-24) with the Slurpee core customer (Gen Z, aged 16-19). Kellogg created an exclu - sive limited-time-offer on two top-selling flavors of Pop-Tarts, Frosted Strawberry and Frosted Blueberry, with "printed fun on frosting" that lever - aged Pop-Tarts and Slurpee characters with birthday message callouts. The pastry treats were packaged in c-store printed pouches, with a tray and shipper offering consumers a Text-to- Win contest through an interactive digital mobile game. Also included was a 7-Eleven exclusive floor shipper that was ordered through the customer pre-book process. Among the results of the partnership: • The pastry category in 7-Eleven increased 13.6 percent compared to a year ago; • During the promo window, the Pop-Tarts limited-time offer

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