Healthy Snack Brand: Circle K Register-End Format
Circle K shoppers don't browse. They grab. A healthy snack in convenience lives or dies at the register-end. Single-serve format and impulse-zone placement were the whole engagement.
Growth in Conversions
Healthy snack brand needed Circle K grab-and-go placement with multiple pack formats to fit impulse zone, register-end, and shelf SKUs.
Content Optimization
MOART designed 3 pack formats (single, multi-pack, register-end), negotiated impulse-zone placement, and executed regional rep training program.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Convenience-channel shoppers convert in seconds. The category data is clear: 73% of Circle K purchases beyond fuel happen within 8 seconds of the shopper reaching the register. Shelf-aisle placement is decorative; the register-end is the real estate. A healthy snack brand entering convenience without register-end placement is selling against the impulse architecture rather than with it.
Execution
We rebuilt the pack architecture into three formats: a single-serve at the register-end (the conversion-driver), a 4-pack multi for the snack-aisle browser, and a 12-pack club-back format for take-home purchase. Each format had its own price ladder and shelf-position negotiation. Regional rep training ran across Circle K's North American zone structure. 11 territory managers covering impulse-zone resets.
The buyer negotiation hinged on register-end fixture rights, which Circle K typically reserves for confectionery. We pitched the healthy-snack-at-register-end as a category-expansion play rather than a substitution.
Project Results
4 SKUs across 6,847 Circle K North American stores with register-end placement secured at 2,140 of those locations. 3 pack formats live (single, 4-pack, 12-pack). Impulse-zone trial rate ran 18% above the category buyer's stretch target.
Conclusion
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