Across the UK there are c.50,000 convenience stores, four times the number of supermarkets, with a plethora of decision makers which adds additional layers of complexity. This is very different from the grocery channel where might expect to only deal with two to three decision makers to get your display/POS agreed.
The convenience sector faces a number of headwinds, causing fierce competition and wide scale changes. Shopper trends are completely different within convenience vs. grocery, with much less time spent in store. Retailers and suppliers invest huge amounts of money on in-store display communications without having a true indication on ROI.
Our recent report uses ground-breaking, vision tracking technology to provide the first-of-it’s-kind review of the display effectiveness in convenience. We investigate 573 shopper journeys and analyse over 424,000 Point-Of-Purchase display interactions to finally answer a number of burning questions from the sector, including:
Which in-store displays are most effective in convenience stores?
Our research shows that the most effective in-store display has a 1 in 4 conversion ratio – meaning that for every four people who stop and engage with the fixture, one of them will purchase an item from it. The least effective method has a sales conversion rate of just 4%, which highlights the importance of implementing the right strategy to help boost sales.
What type of messaging has most impact on the shopper?
Location and fixture type are key to driving awareness in-store, but the messaging on the fixture is vital in order to turn awareness into sales. Are bundle deals, multibuys or price reduction messages best for your category? Our research shows that the right messaging for your fixture can have a sales conversion rate of 14%.
What display delivers the most conversions for my category?
This is entirely dependent on your category – certain displays perform different across different categories. For example, the most effective method of in-store communication for the beer & cider category is completely different to that of the confectionery category. Further to this, per category there is a huge gap in sales conversions between the best and worst performing in-store comms methods.
Should I focus on-shelf? In category second siting, or out of category?
According to many, category based merchandising is slowly becoming a thing of the past, with retailers encouraged to focus on mission based merchandising to help inspire shoppers and enhance the shopping experience. We look at the best locations for your in-store messaging and the best type of fixture to use both in and out of category to grow sales and drive awareness.
The answers to these questions and many more are key to growing your brand within the convenience channel. Without these answers brands will continue to throw large sums of money into in-store activation without having a true indication on ROI.
Speak to us and see how we can use our latest piece of ground-breaking research to support your in-store comms strategy and maximise sales conversions for you and your retailers.