Have you noticed a slump in the amount of confectionery you’ve been selling? Or do you want to find out how to improve your good sales even more? Recent marketing research performed by large wholesale sweets and chocolate companies has revealed that 70% of purchases of sweets and chocolates are made on an impulse buy. With this in mind, confectioners need to be making the most of their displays in order to catch their customers’ eyes.
Here are some tips on securing those impulse buys.
Do your Research
Firstly, find out what the best selling wholesale sweets and chocolates brands are – or even better, determine what your own bestselling brands are. Customers are especially habitual with food purchases and they will continue to buy the confectionery they know and trust rather than try something new from an unfamiliar brand. Once you have determined your best sellers, buy stock in bulk and allocate the most amount of space for them in your window and main confectionery display. Give them various facings on the highest trafficking points in your store as well.
Take a walk around your retail establishment and note the places that draw your attention. You’ve now got your list of best selling wholesale sweets, so your next move is to fill these ‘hot spots’ with your highly demanded products. Your hot spots should reflect the impulsive tendencies of your customer. For example, if you fill your pay point area with your best selling product, a customer who perhaps didn’t notice this product on your other displays will be given another opportunity to see it. Naturally, your main confectionery display should be your priority for selling chocolate and wholesale sweets, but if you notice another location that is improving product sales particularly well, it can be wise to widen your options or remerchandise.
Make your Display Consumer Friendly
Make sure your confectionery display is well organised and easy to browse. Research on consumer shopping habits has revealed that people shop in categories, so if they are browsing through your chocolates they won’t want to come across unrelated products in the same place. Divide your confectionery into categories such as filled chocolate bars, block bars, packets and so on. Put the most emphasis on the better selling products by having them at the front. Research tells us that if most customers can’t see their usual product they won’t choose a replacement, so you’ll be missing out on an impulse buy if you have the product in stock but simply aren’t displaying it to its full potential.
Angelina Moufftard works for HF Chocolates, suppliers of high quality wholesale sweets to the retail trade and others who wish to purchase wholesale quantities of chocolate and confectionery. Renowned since 1957, we’ve sourced the best suppliers from France, Spain, Germany, Holland, Belgium, the USA and UK. Our great tasting and beautifully packaged products also represent excellent value for money.