Given the current economic challenges many convenience retailers will currently be facing, it is more important than ever for retailers to be performing at the top of their game and that’s where category management comes into play.
So, we asked our panel of retail and category experts on the Partners for Growth team to tell us the things retailers should be focusing on this Autumn?
They told us that by better understanding what their shoppers want and ensuring they meet those needs by offering those products and services instore, presented in a way that makes them easy to find, retailers can maximise their sales and cement their stores position at the heart of their community.
1. Capitalise on the Key Autumn events
With Christmas on the horizon, and both Halloween and Bonfire Night fast approaching, these key events present significant opportunities to engage with your local community, so this should be a key focus currently.
Simply by creating eye-catching in store displays to capture the seasonal spirit and drive impulse purchases.
Stocking a selection of costumes, decorations, and of course sweets, cakes and beverages can help create theatre and excitement amongst young ones in store and drive impulse purchases. Why not challenge your team to come up with a fun and creative display to further build staff involvement and motivation?!
Dean Holborn of Holborn’s Stores, which recently celebrated its 50th anniversary, believes strongly in the power of community events, so he runs a big community bonfire night every year, with a BBQ. This has proven effective at raising considerable sums of money for local causes, as well as bringing his community together by building a strong community spirit. What’s more, by cementing his store as a community hub by running events like this, he increases loyalty and footfall to the store which helps his sales too.
That’s why Dean is also preparing for big Christmas sales, by stocking Christmas trees to his local community. Last year he sold over 400 trees and is looking to sell the same number this year, as they are not only effective at building the festive spirit in his store, but they are also a good way of building incremental sales.
As the crisp air sets in and the leaves turn, convenience retailers should focus on the following key product categories for Autumn:
2. Convenient Cooking Ingredients and meal solutions
Baking Supplies: Autumn is a peak baking season. Stocking a variety of baking ingredients, such as flour, sugar, spices, and baking mixes, is crucial.
Meal Kits and Ready-to-Cook Options: Offering meal kits with seasonal recipes can attract busy customers who want to prepare home-cooked meals without the hassle of extensive shopping. These kits should include fresh ingredients, Cooking Sauces and or stocks and easy-to-follow instructions.
3. Back to School / University
Pots of Gold
: if your store is close to schools or universities, speedy and tasty lunch options are great for sales. Pot Snacks are also hugely popular for those seeking quick, value for money meals. Make them visible and place them close to impulse categories such as crisps and confectionary. If you can, create an area where customers can access forks and hot water.
Sandwiches are of course still the most popular lunchtime option so offering meal deals and siting adjacent to soft drinks and bagged snacks displays can be an effective way of generating incremental sales. Also offering a good range of breads, spreads, fillings and condiments will meet the need for those customers looking to make their own sandwiches.
4. Personal Care products
Anti-Bacterial wipes, gels and hand washes are high on the agenda for many of your customers in Autumn, as they seek to help minimise the spread of germs, at a time when concerns for the winter flu are heightened. With the nights drawing in, people also have more time to indulge themselves to help avoid the spread of germs. Check out our Personal Care recommendations to ensure your offerings meet all demands.
5. Hot Beverages
Autumn is a key time for hot beverage sales, as customers look for comforting solutions to provide breaks in their day, so it pays to have a selection of the best-selling SKU’s across all core segments of the category. In addition to a robust selection of coffees, make sure you offer a core range of the best-selling teas, segmented by Normal, Specialty, Herbal, Green and Decaf teas. Its important to offer different pack sizes, ranging from smaller packs for those on a top up mission or those that might have walked to the store, to larger packs for those on a weekly shop, enabling them to maximise value.
6. Local and Seasonal Produce and Snacks
Local and Seasonal Produce: Autumn tends to bring lower temperatures and nights are becoming longer which is synonymous with warmer evening meals. Stocking locally sourced produce not only supports local farmers but also appeals to customers seeking fresh, seasonal items. In addition, Meal Deals – including meat, fresh veg and handy Cooking Sauces can go a long way to inspire shoppers with their evening meals. By highlighting these products in attractive displays, savvy retailers can draw attention and increase sales.
7. Promotions and Bundles
With value high on your customers minds currently, you can tap into incremental purchases by offering competitive lead in prices, packs on promotion and product bundles. With the increasing levels of competition from online, discounters and multiples, it is essential for retailers to demonstrate value to their customers. Consider offering discounts on bundled products, such as a hot beverage paired with a seasonal snack, or a baking kit that includes all necessary ingredients for a specific recipe. However, it is not just about cost – customers are also expecting more from Convenience Stores. Find out more about the importance of delivering value to customers.
Conclusion
As the leaves fall and the air cools, adapting to the seasonal shift by focusing your priorities to autumn-specific events and product ranges can significantly grow a convenience retailer’s sales. By focusing on seasonal produce, comfort foods, health and wellness products, festive items, and convenient cooking ingredients, retailers can meet the changing customer priorities and enhance their shopping experience and ensure that their store remains a convenient and appealing destination for all.
