Biscuits are bought on 63% of top-up missions, and drive sales when placed in high-traffic areas. However, they are also highly impulsive. Find out how best to optimise their location and drive sales within your store!
Convenience stores are very important for meeting shoppers' needs for quickness, ease, and proximity. On average, people spend only 3 minutes and 16 seconds in the store for a quick top-up shop, and even less time for grabbing food to go or food for later. This means retailers have a short time to attract shoppers and encourage extra impulse buys.
Biscuits are popular with many people and come in various types for different occasions. Since 63% of biscuits are bought on a top-up mission, it's important for shoppers to be able to find them easily in the store. Retailers can use biscuits to drive additional spend throughout the year, not only all year round, but also at key seasonal celebrations, and events.
Biscuits also have one of the highest conversion rates in convenience stores compared to other snacks. This means they are often bought on impulse and should be placed in high-traffic areas, or 'Perimeter' locations around the edge of the store. If biscuits are placed in central aisles, opportunities might be missed because these areas are less visited. In food-to-go missions, the conversion rate is even higher, so placing biscuits near drinks and other snacks can tempt shoppers.
To sum up, convenience stores play a key role in providing quick and easy shopping experiences. Biscuits are a versatile and popular item that can drive additional sales if placed strategically in the store. Retailers should focus on high-traffic areas and multiple touchpoints to maximise impulse buys and meet shoppers' needs effectively.
Source: Shopper Intelligence Small Store Research 2024