Maximizing Impulse Purchases: Strategic Counter Placement
By Meline Beach
In the convenience and gas channel, where customers are laser-focused and in a hurry to complete their transactions, every inch of space at and around the cash register has the potential to boost your bottom line.
This spontaneous spending, known as impulse purchases, is a critical component of retail success. Strategic product placement, visual appeal, attractive packaging, and perceived need or value influence emotions that drive impulse purchases. Placing products strategically on the counter takes advantage of this behaviour to boost sales.
Key Products
Confectionery, Chocolate Bars and Snacks have universal appeal and colourful packaging that provide a quick boost of sugar energy and satisfy cravings.
Surprise candy bags at the counter are a top seller at Airways General Store in Prince Township near Sault Ste. Marie, Ontario. Small paper bags with an assortment of candy sold for $1.00 “go like hot cakes.” With penny margins, the store relies on volume for profitability.
Gum and Mints are essential for counter displays due to their small size and low price, which makes them perfect for impulse buys, appealing to customers looking to freshen their breath quickly.
Chips and Pretzels and small bags of salty bites attract customers seeking a quick, savoury snack. One example is TWIGZ, a Canadian-based craft pretzel company that packs savoury flavours in 100-calorie snack bags – Zesty Dill Pickle and Buttery Herb & Garlic being the most popular. Sold nationwide through various distributors, TWIGZ is best sold in easy stack knock-out boxes, shelf wobblers, and clip strips.
“Our vibrant branding and shockingly delicious flavours set us apart from major brands,” says TWIGZ Co-Founder Mark Brandt. “As we continue to learn the strategic placement game, I’m excited to announce the launch of new pack sizes this year, providing our stores with more opportunities to boost sales through effective placement and increased trials.”
Energy Drinks, Bottled Water and Soft Drinks sold in countertop coolers appeal to customers needing an immediate energy boost or rehydration. Often, these customers don’t realize their need for a drink if their original shopping intention was something else, like paying for gas or buying a lottery ticket.
Local baked goods appeal to customers looking for ultra-fresh products made with quality ingredients, and unique flavours. These products, often made by local independents or small businesses, are often artisanal, which can evoke nostalgia and comfort, making them more attractive to customers seeking a personal touch.
Rhonda Reid, owner of Airways General Store, stocks 12 to 14 different kinds of fresh-baked goods on display at the register area of her store. Items like banana bread, butter tarts, and various cookies (such as peanut butter, s’mores, and cotton candy) are packaged in sealed, clear cellophane bags and sold for $3.25 each. Buying in bulk from the local baker allows Reid to sell the cookies for a profitable price. Among all the consumable and non-consumable items at the counter, fresh baking is Airways General Store’s top seller, with an average of 10 butter tarts, 10 cinnamon buns, and three to four dozen cookies sold per day.
“I’m particularly interested in supporting local suppliers, such as bakers, chefs, florists, and artisans,” says Reid. “If someone comes in and makes a decent pitch, I’m happy to give it a try for a couple of weeks to test sales.”
Health, Wellness and Personal Care Products
Hand Sanitizers gained popularity due to the COVID-19 pandemic with an increased focus on hygiene. Their convenient size and essential nature make them a frequent choice for customers.
Pain Relievers and Supplements in small packets cater to customers who might need a quick remedy for discomfort.
Lip Balm and Hand Cream in travel-sized packages are common on counters and cater to customers who may have forgotten their personal care essentials.
Tech Accessories
Phone Chargers and Cables: have become essential counter items given the popularity of smartphones and how easy it is to forget these accessories.
Earbuds and Headphones: Affordable earbuds and headphones appeal to travellers who may have forgotten theirs or need an inexpensive spare.
Novelty Items and Gifts
Lottery Tickets are a significant driver of impulse sales, appealing to customers’ excitement over the possibility of winning.
Small Toys and Gadgets like keychains, stress balls, and novelty pens attract the interest of both children and adults.
Novelty items can also be seasonal and require a rotation of products depending on the time of year. Reid displays bug spray and sunscreen near the register in the summer and advent calendars in the winter. In addition to seasons and holidays, Reid also pays attention to what’s trending and will rotate items on a four-week basis.
Strategic Fixtures to Boost Impulse Sales
McCowan’s modular store fixtures are designed specifically for the convenience retail industry, offering adaptability to both large and small format stores. This versatility is ideal for the diverse c-store market in Canada. One of McCowan’s standout fixtures that significantly boosts impulse sales is its modular queue line system. This innovative fixture allows retailers to create a customer queue line where they can merchandise site-specific top-selling impulse products. McCowan’s extensive library of shelving components, including hooks, shelves, baskets, and signs, allows for flexible merchandising plans tailored to maximize sales and increase average basket values.
Working with the Right Supplier
According to Chris Soucie, director of sales & marketing at McCowan, a strategically planned fixture layout that is cohesive and reliable has demonstrated a significant increase in sales. Partnering with the right supplier gives access to a diverse range of fixtures, offering different heights, sizes, finishes, and price points.
“If your fixture supplier offers limited options, such as only two colours with restricted merchandising attachments, it can impact your store’s sales negatively,” says Soucie. “Working with experts like McCowan for in-store merchandising can help boost profitability by providing comprehensive solutions that align with your store’s unique requirements.”
Pricing and Customization
Every site is unique, and there is no one-size-fits-all solution or cost when it comes to store fixtures. As the saying goes, ‘you get what you pay for’. Fixtures are an investment that will be with you for years to come, making it essential not to cut costs.
“McCowan offers a highly effective program with three tiers of support specifically tailored for independent operators,” says Soucie, who handles everything in-house from forecourt to interior fixtures, signage, and tobacco security. “From simple layout support to detailed on-site consultations and merchandising plans, McCowan ensures that each operator receives the level of assistance they need. Our quick and easy assembly products significantly reduce installation and shipping costs, making them an efficient choice for busy convenience and gas retailers.”
Placing impulse items like snacks, drinks, personal care products, and tech accessories on the counter can significantly boost sales. These items cater to immediate needs and desires, encouraging spur-of-the-moment buys. By making these products highly visible, using attractive displays, and rotating them seasonally, retailers can maximize their sales impact. In an industry where convenience and quick decisions are crucial, mastering counter placement and fixture strategy can turn a checkout counter into a powerful sales driver, fueling growth and success.
Meline Beach is a Toronto-based communications practitioner and frequent contributor to Convenience and Carwash Canada. In addition to freelance writing, Meline provides communications and public relations support to businesses across Canada. She can be reached at www.mlbcomms.ca.
