Boxoffice-November.24.1951

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i
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HOW TO INCREASE
CANDY SALES
too far apart and tilted forward, as pre'
viously mentioned. Viewed from the from;
Continued from page 46
display equipment for the backbar will pay
for itself many times over.
7. Lighting. Do you make the most of
lighting possibilities? Most theatre concessions
have adequate general lighting, and
many make good use of neon signs. But
too often there is more light on the attendants
and patrons than upon the confections
being offered for sale. The chances
are that you need more showcase lighting
to properly illuminate your confections.
The fixtures can be mounted outside of the
case to avoid overheating the candy. The
more you eliminate the dark shadows in
your candy case, the better will be your
sales possibilities.
this gives the illusion of practically a solii'
bank of candy from the bottom to the toj'
shelf. Neatness and fresh appearance aM
a standard rule.
U. The counter top. Where most of thi
confections are displayed under glass, thi|
negative effect of this barrier between thi
customer and the merchandise can be par
tially offset by displaying at least a fe?
items on top in the open. Surface spacil
not required for serving patrons should bt'
put to profitable use with open displays
This makes possible handling more item;
and helps to create the feeling of "lots o:
everything here." Pile up some bars, chewing
gum. and packages on your counter toi
and watch them sell.
12. Special displays. The excuses art
WEIGHT, 165
s
LBS.
25
DOWN
Balance $10 Monthly
400 DE LUXE
PENNY FORTUNE SCALE
NO SPRINGS
WR/Tf fOR PRICES
LARGE CASH BOX HOLDS
$8500 IN PENNIES
Invented and Made Only by
WATLING
Manufacturing Company
4650 W. Fulton St. Chicago 44, III.
Eit. 1889—Telephone: Columbus 1-2772
Coble Address: WATLINGITE, Chicogo
8. Attention devices. Accessory equipment
is widely used in some form to attract
attention to the concession. Devices in motion
and the on-and-off types of lighting
are effective in accomplishing this result.
They help further in contributing to the
air of busy-ness and merchandising excitement
about the stand.
CHECK DISPLAYS
9. Merchandising excitement. Unusual
and appealing displays of products create
merchandising excitement. This is the utilization
of equipment and merchandise in
various effective ways to convey a morethan-ordinary
impression. Merchandising
excitement thus attracts customers and
makes them want to buy. It is the perfect
setting and atmosphere for successful retailing.
It need not be garish and noisy,
but neither is it dull and sedate. A confection
stand can have merchandising excitement
in any type of theatre and still
be in good taste.
You can tell at a glance if your concession
has the flair and magnetic power of
merchandising excitement. It is a goal to
strive for and maintain, because it builds
sales and profits.
10. Showcase interiors. It is an old
maxim that full stocks help to stimulate
sales. The effect of a filled case can be
greatly enhanced by having the shelves not
practically limitless for special displays tci
attract attention and stimulate purchases
These include new and regular items, giver'
special attention by themselves. There iii
always the opportunity to tie in with the'
seasons, holidays and the pictures. Us«|
appropriate candies selected from yoiu!
stock or purchased for the purpose. Dis-I
play in special containers of unusual nature.
Remember that the value of these!
displays is not only in the volume of salesj
but also in their contribution to the overaL
lively appearance of the concession.
|
13. Unexpected locations. Put a stack
of candy bars on the soft drink countei
and near the popcorn machine or warmer
so that patrons buying those items will be
prompted to buy candy too. This employs
the idea of placing merchandise in additional
locations, outside their normal departments,
to make extra sales.
14. Arrangement of candy. The two
principles to follow in arranging any display
of confections are: U) Provide contrast
so that each kind will get attention,
and i2) make the display neat and orderly
but not perfect. Lean toward informality,
even occasionally toward the haphazard:
arrangement. Try always to convey the
impression that the confections are selling
as fast as you fill up the display. The nat-
( Continued on page 50