In convenience store (C-store) grab-and-go sections, customers are guided by visual cues rather than premeditated grocery lists. In this article, we share product placement tips and tricks for grab-and-go sections that produce a stronger bottom line.
Consider the Eye-Level Advantage
Think of human vision as a spotlight. The most illuminated area, roughly between our shoulders and eye level, is where our gaze naturally falls. In grab-and-go sections, this space is prime real estate.
Here, place your high-margin, fast-moving items based on the general height of your key demographics. For instance, products attractive to children should be placed lower than products for adults. The logic is simple: maximize visibility, maximize sales.
Create a Sense of Urgency
There’s a reason limited-time offers (LTOs) sell out fast — scarcity fuels desire. Capitalize on limited-time and seasonal flavors by strategically placing a limited number of high-demand items at eye level.
Creating this sense of urgency prompts customers to make impulse purchases, fearing they’ll miss their chance. For an additional boost, employ small, shelf-mounted flags that announce “limited-time flavor!” or “new!” to further amplify this effect.
But be wary — overdoing the scarcity tactic can backfire. Ensure there’s enough stock to avoid customer frustration.
Cross-Merchandise
Imagine a customer grabbing a sandwich. Often, the next step in their C-store stop is to look for a refreshing drink. Make their decision-making process easier and faster by placing complementary food items next to each other.
Cross-merchandising works primarily through two factors: spatial memory and impulse buying. In terms of spatial memory, we tend to remember items seen in close proximity. For instance, seeing a fresh vegan sandwich next to a plant-based protein drink connects the two products, prompting them to add the beverage to their basket.
Their decision to buy a protein drink might not have been pre-meditated, but seeing it next to the sandwich creates an impulse to complete the meal. Other classic pairing combination examples would include tortilla chips and salsa, or displaying hot coffee near comforting breakfast items in the winter.
Sell With Signage
While strategically placed products nudge customers towards impulse buys, clear and concise signage will push your efforts along. As we mentioned earlier, catch a customer’s eye by using signage to announce new arrivals or limited-time offers.
Effective signage highlights key features and benefits, i.e., organic ingredients or locally sourced items. These are characteristics that sway people’s decisions, so clear signage will streamline the process while reducing decision-fatigue.
Analyze Traffic Flow Patterns
Place high-margin items in their usual location, but also add them to a secondary location at the end of aisles. End-of-aisle displays are naturally eye-catching and encourage browsing. They disrupt the usual flow of the customer’s journey, tempting them to pause and take notice. Doubling down on high-margin product visibility also increases sales because customers tend to follow a familiar path through a store and may have missed them the first time.
Optimizing C-Store Grab-and-Go
The C-store grab-and-go section is a microcosm of the retail landscape, where every detail counts. And it all begins with a solid foundation of eye-level placement, cross-merchandising, signage, and traffic flow tactics. Moreover, the journey towards optimization is a continuous process of understanding your customers’ purchasing habits and then experimenting with informed strategies. What’s your strategy for grab-and-go? Let us know in the comment section!
