Confectionery is not only the most valuable category in your store, it is also the most impulsive category. It can play a huge role in driving incremental sales in your store. The keys to getting this category right are outstanding display with an optimal range.
How to use this guide:
Confectionery is a great opportunity to help drive incremental sales in store. The key to success lies in having a great main fixture which is easy to shop, and well-located secondary displays which inspire shoppers.
Trade communications manager, Mondelez International
Focus on best selling brands
Make sure your range covers the key confectionery sub-categories: singles, blocks, pocket candy, bags and sharing & gifting.
When appropriate, create space for seasonal displays to create excitement in store.
Make your display easy to shop
On your main fixture follow our key principles:
- Have the best selling bars on the best selling shelves
- Group products by pack formats i.e. singles together, bags together, blocks together
- Within pack formats group brands together
- Keep shelves fully stocked with clear prices
Inspired to buy
Confectionery is highly impulsive. Secondary displays in high footfall areas increase visibility and help to drive impulse purchases. Displays need to stop your consumer in their tracks. They are ideal for new products, products with media investment and promotion.
Only 13% of people visit all the areas in your store, so secondary locations allow more consumers to see the category.
Offer better choices
Sharing is really in growth growing at 4.6% year on year, so don't forget your bags range. Bestsellers should be displayed between 1 and 1.4 metres from the floor. Split chocolate and sugar confectionery on the fixture and within sugar split into sub-categories traditional and family favourites.
Seasons, such as Christmas, Easter and Halloween, provide a great opportunity to drive incremental sales. Be ready for day one, focus on bestsellers and create a great seasonal display.
Make sure your fixture is highly visible
Every shopper that visits your store should see your confectionery display. That display could be on the counter, under the counter or in a specific location in a high traffic area.
Each of the three planograms, left, follows the four basic principles. They are:
- Group packs by format
- Group brands together within product type
- Stock the bestsellers on the bestselling shelves
- Keep shelves fully stocked with clear prices.