Beefing Up the Backbar

CHICAGO — The coronavirus pandemic and related supply challenges shook up how many convenience-store retailers thought about their backbars in 2020 and into 2021.

CSP asked tobacco manufacturers for tips to create a flexible backbar. Here’s what four suppliers said …

“Swisher feels it is critical to consistently review tobacco category and subcategory performance for results. Retailers can utilize this knowledge, to change shelf space allocations and product mix to items that are trending and providing exceptional margins. …. Building good product assortments focused on adult consumers’ purchase patterns should be first and foremost in the decision-making process,” said Karen Saber, vice president of business analytics and strategic sales innovation at Swisher, Jacksonville, Fla.

“Retailers need to re-evaluate their backbar space in new builds and existing stores. Any products that can be moved to the selling floor, should be. This would help increase the flex space available for retailers to offer consumers new and different products they feel have potential,” said Howie Heylmun, zone manager north for E-Alternative Solutions, Jacksonville, Fla.

“Retailers need to balance space on the backbar for innovative products that are experiencing rapid growth and ensure inventory capacity to support sales for the large and profitable traditional tobacco products, e.g. cigarettes and moist smokeless tobacco. … The AGDC Marketplace e-commerce site offers one-stop shopping for back-bar merchandising resources,” said Jessica Pierucki, managing director of trade marketing–innovation, Altria Group Distribution Co. (AGDC), Richmond, Va.

“The linear space and category allocation of that space for the backbar of yesteryear will need to evolve to accelerate emerging categories. Looking beyond the traditional space with digital technologies and assets will complement this evolution. How much of the linear and total space is dedicated to new categories today? What is preventing you from making the change?” said Daniel Harrington, senior director of retail at Reynolds Marketing Services Co., Winston-Salem, N.C.