End caps, side stackers, coolers, and displays are among the terms used to describe the placement of products in multi-outlets and convenience stores. To help drive sales, retailers are placing varying beverage products, including still waters, energy drinks and ready-to-drink (RTD) coffees and carbonated soft drinks, in coolers near cash registers to drive impulse purchases.
Yet, when looking at a retailer’s category management and merchandising strategy, Blaine Ross, president of the Minneapolis-based Category Management Association (CMA), notes the challenges faced when balancing burgeoning SKUs with the type of merchandise/larger volume beverages in market today.