When it comes to gaining candy sales, product, price, placement and promotion are important.
That is according to Kathy Williams, senior category leader at Minuteman Food Mart, Elizabethtown, North Carolina, owned by Campbell Oil Co. Williams spoke at CSP’s Center Store Forum, which kicked off Monday in Lombard, Illinois.
- Campbell Oil Co./Minuteman Food Mart is No. 117 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
Williams told the audience of center store category managers that it’s important to adopt an array of strategies and tactics, including brainstorming “outside the box” of traditional planograms styles and going after a particular audience.
With candy sales down this year, likely due to cost increases, Williams said it was important to pivot and make changes. To do that, Williams said it was necessary to talk to a particular consumer—children.
“I made multiple changes in our planograms,” Williams said.
Williams installed a “Kids Korner” in Minuteman stores to engage young shoppers. The area of the store combines candy with small toys, including themed candy dispensers.
By cross-merchandising, Williams said it encourages multi-item purchases and boosts average basket size, which has resulted in a 38% lift in sales.
“Children are highly influenced by stimuli and often make spontaneous requests,” she said. “When kids are drawn to a display, they often ask their parents to buy something.”
Looking to expand Minuteman’s consumer base by offering a diverse product mix that caters to various consumer groups, Williams also shared another new “korner” of the store.
The “Lifestyle and Fitness Korner” in Minuteman stores, offers a wide range of high-protein and other functional products for health-conscious consumers.
“Consumers are seeking protein-rich, fiber-dense and plant-based snacks,” she said.
Williams listed several strategies and tactics that are needed when it comes to targeting a particular audience, including asking if the program is right for every location.
Price and promotion are key, she said, adding that otherwise it will not leave the shelf.
“It is also important to pay attention to where the consumer trends are and prepare ourselves and our space for that.”
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