6 Ways to leverage confectionery promotions

Author: Lauren Earle

Confectionery is consistently one of the highest performers in the c-gas industry, but that doesn’t mean it doesn’t require retailers’ attention. Promoting confectionery creates in-store excitement and increases impulse purchases, both of which effectively drive sales. Here are six tips to help you make the most of confectionery promotions:

Plan in advance

Create a calendar to map out when each promotion will run. This way you can fully prepare for promotions, ensuring you have all the appropriate materials at your disposal at the right time.

Be selective

Not every promotion is suited to every store, so consider your customers’ preferences for coupons, free offers, sweepstakes and instant wins when deciding which one will work for you. Also remember that running too many promotions at once will decrease their impact and confuse customers.

Collaborate with sales reps

Maximize time spent with your full-service distributor or supplier sales rep, and take advantage of their promotional knowledge – they are there to offer advice and provide you with the promotional materials you need, when you need them.

Engage staff

Ensure your staff see the promotional calendar and understand what each promotion entails. Provide them with information about all promoted products and encourage them to upsell these products to customers.

Utilize displays and signage

The path to purchase, especially near the checkout, is prime real estate for displays, so leveraging this space will lead to impulse sales. Keep all displays fully stocked, as customers are less likely to grab a product from a half-full display. Placing POS signage in high visibility locations will also attract customers.

Maintain inventory

Avoid dreaded out-of-stocks by ordering enough SKUs for the promotion. Keep track of your sales and speak to your distributor or supplier rep if you have any questions or concerns.