Wednesday, April 02, 2008

Struggling with Convenience Store Cooler Box Sets?

Why do we lose sleep over cooler resets? How come my company never gets enough cooler space? Will there ever be a time when I can expect fair market share in a beverage cooler? Space management is more important to your beverage business than anything else. When building your beverage business, building a space management plan will deliver added market share and cash flow. Some key characteristics to a good space management plan include:

1. Take time to analyze your current space in all accounts.
2. Take more time to analyze the space allocated to the competition.
3. Note the brands and packages that are selling.
4. Watch for out of stocks.
5. Definitely check code dates…they are time bombs sitting on the shelves.
6. See which packages are over spaced and under spaced.
7. Make sure there are no gaping holes in the set or underutilized space.
8. Discuss your products strengths and your competitors’ weaknesses with account decision makers.
9. Keep your space clean! Doors, shelves, products, deep well…your customers appreciate this more than you know.
10. For incremental sales, think outside the cooler. Use racks, suction cups, displays, hot shelves, ice downs, etc.
11. Refuse to lose space…find alternatives, beg, and whine. Remember in the beverage business you can go from first to worst any given day.

Your space management plan should revolve around these key characteristics. You will enjoy the benefits of increased sales from more packages on the shelves, less out of stocks, more cash flow, and a buyer impressed with your knowledge and interest in his business.

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