Wally’s convenience stores are unlike most others. The stores in this Fenton, Missouri-based chain are brimming with general merchandise, from Wally’s-branded hats, cups and more to stuffed animals, playing cards, bumper stickers and personal tech.
“We highly curate the collection of general merchandise to be different from other roadside travel stops,” said Andy Strom, chief experience officer, adding that they want the stores to have a “road trip, tailgate vibe.”
Many customers at Wally’s two current stores are looking for “giftable” items, said Julie Lazarus, senior manager of store operations. Wally’s dedicated general merchandise section features offers homewares, clothing, camping and outdoors equipment.
Although Wally’s general merchandise assortment may be unique, its blend of everyday and unique, trending items holds lessons for other c-store chains, experts say. Here are five ways retailers can spice up their assortments in the months ahead.
Make it visible
The key to a brisk business in general merchandise is making it visible, and Wally’s general merchandise areas are hard to miss. Each features a 1970’s Winnebago with an open side to merchandise products on shelves inside, and a diorama with taxidermied animals wearing and using Wally’s-branded products.
The average dwell time in the stores is 27 to 31 minutes, Strom said, adding, “people take their time and discover.”
However, such products don’t need to be in their own section. Wally’s cross-merchandises retail products, too. It recently developed a line of wine and liquor gift bags that it sells in the wine section, and small items like stickers, sticker packs and postcards are next to the checkout.
Pilot travel centers also focus on visibility by placing general merchandise in high-traffic areas in the center of the store or near the restrooms and checkout zones. It also uses signage to help shoppers easily spot last-minute essentials or to highlight impulse buys, said Adam Bover, senior category manager for general merchandise, truck supply and electronics for the Knoxville, Tennessee-based company. Pilot also uses point-of-purchase displays and shelf-toppers to draw attention to general merchandise.
Get creative with placement
Oklahoma City, Oklahoma-based Love’s Travel Stops, by contrast, typically places general merchandise en route to the bathrooms in its stores. It’s “a great way to surprise our customers with items they may not expect from a travel stop,” said category manager Beau Burdett.
And when the stores added NFL workwear this year, the company tried something new — promoting it heavily on the Love’s Connect App.
Texas-based c-store distributor McLane recommends placing easy-to-grab, last-minute items near the checkout area or in high-traffic areas. These can be anything from phone accessories, to disposable lighters and toys.
“We see quite a lot of consumers grabbing something on their way out of the store that they may have forgotten to get at a bigger box store,” said Jacob Jordan, category insight manager.
This category is very dependent on impulse, he explained. “We usually see a lot of themed novelty, seasonal and holiday items selling well in high-traffic areas like end-caps and the checkout area. Technology-related items are largely driven by necessity, so these items sell reasonably well.”
Focus on everyday needs
Best-sellers at Pilot are often items that are easily misplaced — things like cellphone cords and sunglasses — as well as novelties like diecast cars. Pilot’s travel centers also feature a large selection of regional novelty items that highlight the local area.
“We offer a broad range of retail price points, from a $2 novelty item to a $200 trucker headset,” said Bover.
It’s worth paying attention to the essentials in a general merchandise category, said Steve Holtz, president of Holtz Media Consulting in Chicago.
“We’ve all left a phone charger in a hotel room or had batteries die on a child’s toy on a road trip,” Holtz said. “These types of merchandise allow c-stores to define just how convenient they are, and typically the margin is pretty sweet. They’re not going to drive a lot of consistent traffic, but if a c-store can save a harried traveler from a visit to a mall, it’s done its job.”
Mix in unique and proprietary goods
But a real opportunity in general merchandise “is to set yourself apart with variety and uniqueness,” Holtz added. He pointed to companies like Sheetz, which is working with Dickies to sell branded clothing and hats.
“These things aren’t inexpensive,” Holtz pointed out. “Customers are paying for the privilege to advertise for you. Sometimes it’s worn tongue-in-cheek, but the name recognition is worth it.”
Love’s stores offer state-specific souvenirs like T-shirts, keychains, and mugs, holiday-themed merchandise and its own branded diecast slot cars and trucks.
Love’s recently launched its own travel gear brand, Traverse. The Traverse collection includes long-drive essentials like neck pillows and blankets.
The company’s stores also have a Love’s Mobile to Go Zone with a variety of technology products such as phone chargers, earbuds and headsets. Similar to Pilot, the area showcases items that both travelers and professional drivers might have left behind or broken and would need on the road, Burdett said.
Bover noted that profit margins on general merchandise are typically around 50%, while technology-related items can reach upwards of 60%.
Incorporate seasonality
During the fall and winter, Pilot’s travel centers offer a selection of cold-weather clothing. Then during the summer that switches to toys for families out on the road, flip flops and other warm-weather items. Staples, like essential road trip gear such as lighters and phone accessories, are available year-round.
Seasonal products are also important at Love’s.
“A big part of our customer base is professional drivers, and we recognize that they may not have time to shop at large retailers or be home to have something shipped,” said Burdett.
McLane offers its c-store customers a variety of seasonal items which help consistently drive additional sales. Popular products include charcoal and sunscreen in the summer of ice scrapers and windshield wash fluid in colder months.
Overall, said Jordan, “the success of the category can be driven by promotions and having the right seasonal mixes.”
