A C-STORE DISPLAY TO GET IN THE DOOR

FOR RETAILERS WITH LICENSED C-STORES

In this extremely competitive marketplace, the convenient store channel may be down, but they still drive significant volume. While not all states allow sales of alcoholic beverages in c-stores, overall they account for approximately 55% of measured beer volume. This number dwarfs the second venue for beer sales…supermarkets. They account for about 30% of measured beer volume nationally. The liquor store ranks third with 11%, followed by the drug channel with 5%.

As we all know, getting a product placed into a c-store chain can be a difficult task. Their coolers are just so big and the number of SKU’s is limited. Things are getting better though, as some of the c-store buyers are beginning to see the benefit of expanding their SKU’s. It is now up to the individual supplier and their respective distributors to make that new placement.

One placement method that has worked in a number of markets around the country is selling in a small display of 6 packs for placement at or near the register. Don’t try to place this product in the cooler immediately. Explain the benefits of the profits generated by these incremental impulse sales. The entire display will take up less than 3 square feet. The 6 pack has a low price point (posted on a price sign, placed close to the display)) and that specific package is less likely to be on sale in other brands, offering a fairly high PTC for the retailer.

If the product begins to sell, the manager/owner will hopefully suggest placing it in the cooler, as a regular item even before you do. Fight for your fair share. THINK OUTSIDE THE BOX, LITERATELY!

We appreciate your continued support. Please feel free to add a comment, suggestion or question at the end of this post.

Thank you,

Don Apostolos

The Apostolos Pro Beer Post

973.692.9585
908.770.6237

dapostolos@optonline.net