CTN and c-stores have gaps in their instore POP communication and category initiatives, according to Retail Marketing Services.
Newspapers and magazines are destination categories, yet in a study of 300 shoppers for The Grocer only 17% of newspaper/magazine buyers went on to buy confectionery at the same time, indicating significant opportunities for display development and commanding better category affinity. Siting newspapers just inside the door does not encourage shoppers to penetrate other store areas.
Sixty per cent of the shoppers were under the age of 35 and 70% were men. Pre-planned purchase was 85% but 30% bought extra items, and they were more likely to be women. A third visited daily, mainly men, while a quarter visited every few days.
Produced for The Grocer by Retail Marketing Services. For more information call RMS on 01923 699600 or email firstname.lastname@example.org.