Increase Basket Size with Convenience Store Displays
Convenience stores are a vital part of many a local community. Who among us hasn't suddenly run out of a necessity, or realised they'd forgotten to get something in their "big shop", and dashed into a convenience store to grab the essential items?
Despite this, the average basket size for convenience shoppers is just 2.8 items [1]. Tobacco, vaping products and alcohol account for the majority of sales, too.
The key question:
As a convenience shop owner, how can you push beyond this and increase basket size?
Finding new ways to maximise every customer interaction and increase the basket value for each customer can make such a massive difference to your revenue.
The answer:
Fresh convenience store displays.
Never underestimate the power of your shop displays to convert customers, to upsell, cross-sell and to increase impulse buys.
Read on to discover our top tips for basket-boosting convenience store displays, including:
- What products to sell
- How to display your products
- Which deals to run
- How to distinguish yourself from larger competitors
What products to sell
Nobody should know the local community as well as you. Convenience store owners and staff typically work and live in the same area. ACS, the Association of Convenience Stores, found that 80% of independent retailers were actively involved in their community over the last year.
So, you will understand the local residents - consider them your target audience. Basic demographics can be important of course.
Age, class and ethnicity are all examples of demographic details which could influence how they shop.
Think further though, and consider who they really are as people - what they need, what delights them, and what frustrates them.
Adjusting your products and displays to attract your target audience will raise the average basket value in your shop. Customers will find that their needs are met by the basic goods. They will also be attracted to displays of items they hadn't planned on buying. It makes it likelier that they will return to your shop for more items rather than heading further afield to a competitor.
How to display your products
Placing small, low-value items around the checkout is always a good way to boost impulse buys. Don't stop there though - there are a number of other ways to organise your displays to encourage extra purchases from your customers.
1. Empty space
- It may seem illogical to leave empty space where you could be displaying extra stock.
- In fact, having a "decompression zone" around the store entrance will help customers relax and adjust to their environment, resulting in a more positive shopping experience [2].
2. Shelf edge signs
- Clever signposting at your shelf edges can draw customers in, help them find things, and highlight prices and promotions.
- Use aisle sign holders to identify product groups and data strips to add price labels. Use shelf talkers or shelf wobblers to grab attention and spotlight your special offers.
3. Clip strips
- You can use clip strips and merchandising trays to add extra display space and promote more products on your shelf edges.
- Make them relevant to the main display and cross-promote relevant products together, like snack foods next to beer, or hair accessories next to shampoo.
4. Overhead signage
- Overhead signage is not only great for wayfinding, you can also use it to highlight your current deals, and make customers think about products they hadn't considered.
- They don't take up any wall or shelf space, and they can tend to move slightly in a breeze, which works to make them even more eye catching.
5. Dump bins
- Dump bins are an easy way to display lots of items at once. They're perfect for boosting impulse buys, especially at aisle ends and near the till. Fill them with low-cost, high-appeal products. Add a sign holder to display your prices.
- They're typically collapsible, too, so you can fold them away and refresh your displays regularly.
6. Sign stands
- Adding sign stands will prompt your customers to take a look and consider the products nearby that they might not otherwise have looked for.
- Don't block paths, but add them where displays might need an extra draw. Prop colourful showcard stands under pallets of items which may otherwise be bypassed.
Which deals to run
You'll need to think carefully about what special offers you run in order to protect your income. Done badly, special deals could lose you money. But, if done correctly, they will result in customers spending far more. Customers tend to be receptive to deals that claim to save them money or time, such as buy-1-get-1-free offers and bundled products [3].
How to distinguish yourself from larger competitors
It can be hard to compete with the prices and marketing of larger supermarket chains, especially if they are close by. But one thing the big chains will struggle to outdo you on is a personalised experience for their clientele.
Engage with your community. Building a relationship with regulars and greeting them by name makes a real difference. It often results in your customers spending more with you, and recommending your shop to family and friends.
Make every interaction count.
You can use your local knowledge to serve the specific needs of your target audience. This might include organic, vegan, locally sourced, or international products.
Summary
We've now covered a number of ways to increase sales in your convenience store. These include how to:
- Identify your target audience
- Tailor your products and displays to meet the needs of locals
- Use empty space to affect the customer experience
- Refresh your displays with the right signage and storage
- Run deals that make customers feel like they're saving time or money
- Stand out against larger competitors by providing a more personalised experience
If you liked this article, check out more of our industry guides, such as this guide to clear pricing and labelling.
References
1. ‘Local Shops Report’, ACS (Sep 10 2024), https://cdn.acs.org.uk/public/ACS%20Local%20Shop%20Report%202024%20(low%20res).pdf.
2. ‘Store design: Enter the decompression zone’, Gaelle Walker (2019), https://www.conveniencestore.co.uk/your-business/store-design-enter-the-decompression-zone/593764.article
3. How To Use Impulse Purchases To Increase Sales, UK Point Of Sale Ltd, https://www.ukpos.com/knowledge-hub/how-to-increase-impulse-buying-in-store.
