S. Abraham & Sons Inc. (SAS), a convenience store distributor and subsidiary of Imperial Trading Co. based in Grand Rapids, Michigan, concluded its third annual National Candy Month. It experienced a 29% increase in unit sales over the prior month and a 21% increase in unit sales over the prior year’s program.
National Candy Month, an annual celebration endorsed by the National Confectioners Association (NCA), is dedicated to indulging in the sweet treats. By partnering with top confection manufacturers, SAS was able to generate significant sales growth for the category and bridges the gap between the surges in candy sales near Easter and Halloween.
“We are thrilled with the overwhelming success of our National Candy Month promotion,” said Alyssa Snyr, category manager of confection and snacks at S. Abraham & Sons. “The collaboration between our manufacturers offering great deals, our sales representatives pushing the contests and our retail partners’ participation allowed SAS to create a buzz around confectionery products and drive sales. We are committed to continuing our tradition of providing outstanding National Candy Month promotions each year.”
The campaign, which ran throughout the month of June, witnessed 40% of stores participating and implementing in-store promotions.
SAS offered a 16-page National Candy Month ad that featured deals on 112 top candy items. To help entice the sales team, there was an incentive for the sales region that sold the most items.
The in-store promotions were also key aspect of SAS’s strategy, aimed at captivating consumers’ attention within the candy aisle, it said. SAS hosted a second sales competition, encouraging sales representatives to submit photos within an online portal with a goal of 20% of their stores showing the use of provided point-of-sale (POS) materials. This contest resulted in a 40% submission rate featuring anything from shelf danglers and window clings to homemade signs and retailers’ own in-store contests.
Imperial Trading, Elmwood, La., and SAS, Grand Rapids, Mich., provide marketing, distribution and technology solutions to convenience retailers. Their service area extends from the United States and Canada border to the Gulf of Mexico where they service more than 5,000 retail locations. The companies have six distribution centers serving 20 states.
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