Touch and go – increasing visibility through in-store 'touchpoints'

Making biscuits easier to find in store and making them unmissable can significantly boost sales. Discover our recommendations for the best impact.

The red light on your car’s dashboard. A cobweb in the corner of the ceiling. A utility bill that you’d forgotten to pay. We are all guilty of missing something unless it’s staring us in the face.

As we already know, Convenience shoppers are on quick missions, typically three minutes or less* and often down walk an entire store. And that it’s also crucial to disrupt them from their usual autopilot state to driving additional sales.

One way of doing this to boost Biscuits' sales is by increasing the number of locations - or "touchpoints" - that the category features on in store.

We know that when visibility of Biscuits increases in store, the amount shoppers buy into the category increases. This is demonstrated clearly by the fact that we know a third of Sweet Biscuits sales in Convenience are driven by locations that are not the main fixture*.

Key touchpoints

There are a number of key places that Biscuits can be sited outside of main fixture in Convenience stores to drive sales. We recommend focusing on:

  1. Aisle ends at back of store - these are frequently visited areas of store by shoppers and have a high conversion levels.
  2. Coffee machine - 61% of all Sweet Biscuit occasions feature a hot drink**, so situating with hot beverage equipment is a logical pairing for shoppers.
  3. With Food To Go - With over £1 in every £5 spent on food-to-go missions in Convenience***, positioning Eat Now formats of Sweet Biscuits and Snacks can capture shoppers looking for a boost on the go.
  4. Seasonal / Event Fixture - Placing Biscuit tins in a festive display as the ideal gift for a loved one or having a range of Sweet Biscuits to round off a ‘Big Night In’ display will drive incremental sales.

So there you have it. Make sure your shoppers don’t blink and miss your range of brilliant Biscuits by increasing the number of places they can be found in store.

 

Source:

pladis Convenience research study 2024

Kantar usage 52 week ending 9 July 2023

Lumina Intelligence CTP September 2024