Convenience stores can be a strong channel for specialty food makers to leverage for success. During SFA’s In the Know webinar, “Channel Strategy: Selling to Convenience Stores,” Michael Sears, CEO of S&S Food Brokers explained what convenience buyers seek in a product, how to innovate a product for success, and how to effectively sell in the channel.
S&S Food Brokers has partnered with various retailers including Wawa and Sheetz, and represents brands like Terra Chips, Clif, Pop Chips, and Pepsico.
Sears explained the difference between convenience and other channels, stressing that c-stores' customer base differs dramatically.
“It’s crucial to understand your target audience. In many cases, as you’re selling into other channels you realize that convenience store consumers look through a different lens,” Sears said. “They don’t necessarily have the same amount of time they would have in a grocery, mass, or club retail outlet. So, it’s important to really hone in on whom you are targeting and that you have the right products positioned for the channel.”
When selling via the channel “convenience” is key: a product should be easy to find, easy to purchase, and easy to consume, Sears said. Streamlined packaging that is eye-catching, informative, and stands out on shelves is important. Sears advised brands to consider what separates their products from competitors, and make sure that these differences are efficiently communicated.
A product range featuring different sizes and flavor profiles can also help increase a line’s chances of success, as customers in this channel tend to have varied preferences and tastes. Single-serve options do particularly well in convenience to cater to on-the-go customers who buy snacks and beverages for immediate consumption, according to Sears.
“It seems like a simple step but many products come into convenience with the wrong size or pack. It’s important to invest the time to research what you would like to accomplish. With single-serve options you are able to gain trials of your brand,” he said.
When trying to break into the channel, Sears said the use of market research is important. During this phase, a brand’s goals should be clearly defined, and makers should network and seek guidance from other brands in the space, as the channel is nuanced and ever-changing. The fast-paced atmosphere also necessitates remaining abreast of industry trends that can help inform consumer preferences, he said.
To learn more about how to launch a successful convenience store selling strategy, you can watch the webinar on demand in the SFA Learning Center.
Related: SFA Webinar Preview: Selling to Convenience Stores; H-E-B Rebrands Convenience Store