Promoting Holiday Candy, Snacks

Merchandising seasonal candy and snacks is constantly evolving.

September 29, 2017

HERSHEY, Pa. – What can retailers do to capitalize on seasonal snacks and candy? The Hershey Co. has four key suggestions, Progressive Grocer reports.

Focus on the customer. Use displays to call attention to customer needs. “For example, retailers may see a stocking-stuffer merchandising unit,” said Jan Grinstead, senior brand manager for The Hershey Co. “Consumers are shopping based around needs, and one-stop shop solutions are a great way to help them easily find what they seek.”

Draw customer attention. Use interactive displays to capture the consumer’s eye. “These include spinning signs, open windows, etc.,” she said. “This is especially necessary in today’s world, where attention spans are on a decline.”

Use versatile displays. Retailers need the ability to offer versality within their merchandising. “We understand that there are a lot of needs in the market, including where our customers need units to fit,” Grinstead, said. “Versatility will help them to tailor units to best fit their needs.”

Watch out for online candy buys. Online purchases of confection has not accelerated as much as other categories, but that won’t stay the same. “Consumers are increasingly more likely to use online promotions or coupons than traditional coupons,” she said. “Don’t be surprised if you see in-store displays that begin to incorporate online or digital promotions as online and in-store continue to merge.”

Finally, Dennis Bonn, vice president of marketing at the merchandising firm Menasha, offers this bit of advice: “Major retailers like Walmart continue to encourage brands to provide retail-ready packaging for both on-shelf and floor displays, and I expect that trend to expand. … It significantly reduces the time it takes workers to unpack merchandise, especially when compared to hanging individual packages on hooks. It makes it easier to keep popular products in stock and is also easy to locate in back rooms. Plus effective retail-ready packaging helps shoppers easily find the candy and snacks they want in the store.”

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