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1952 Theatre Catalog, 10th Edition, Page 378 (340)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 378
Page 378

1952 Theatre Catalog, 10th Edition, Page 378

OPEN COUNTER DISPLAYS ARE MOST SUCCESSFUL in properly merchandising candy. A good point is to place the higher priced items within easy reach so that patrons can actually feel additional value.

items by their variety of price, manufacture and content.

Eventually, the attendant should be so well acquainted with the variety of bars available for sale that experience will even indicate as to what age groups prefer certain types of bars. This can be a great asset to the conscientious attendant who is confronted with a hesitant buyer. Knowing his, or her, approximate age group appropriate suggestions can be made at times to help them determine their choice.

Although we have stressed the sale of 10 and 12 cent bars primarily, we should not lose sight of the occasional kiddies show demanding the sale of five and six cent merchandise. We cannot neglect requests of this nature, but in doing so must remember its promotion should be minimized, and confined to limited display space.

Despite the salesmanship an individual might possess he is sometimes severely handicapped if the item he is selling is poorly merchandised, either by poor wrapping qualities or in the manner in which it is displayed or advertised. This theory can also apply to the selling of confectionery at a theatrels counter if the stock is not properly merchandised.

Upon dealing with bar items We would like to stress the success we have found in the present method of open counter displays. Already in locations where counter renovations have been changed to open selling units, it has increased candy sales tremendously.

Together with this improvement we cannot refrain from mentioning the necessity of placing bars, and in particular higher priced bars, within the reach of customers in order that they may actually feel the bar they are purchase ing. In conjunction with this method of

merchandising, bars should be placed in such a manner as to induce the buyer to sense the fulfilment of his desire for a particular bar, or item. In many cases the counters now used are laid out in three or four steps, whereupon it gives an excellent opportunity to allocate a specific portion of display space to higher priced, or slower moving items. Bars should be placed in a very neat and uniform fashion giving sufficient variety and done in such a manner as to create a responsive eye appeal in their colorful array. At no time should bars be placed on end, despite the limited space available for displays. If such circumstances prevail, it is much better to diminish variety, but maintain a neat and orderly display. It should be remembered that manufacturers spend a considerable amount of money to create designs attractive enough to prompt attention toward their merchandise. Let us, therefore, take advantage of their consideration by utilizing their merchandising contributions.

New Sales Potentials

Although the sale of chocolate bars may predominate our candy sales at present, the purchase of cello wrapped merchandise is growing rapidly. Cello lines are distributed by large and small manufacturers alike.

The variety of merchandise in this field is quite large with the more popular packages containing chocolate buds, mints, fruit gums and jellies. Almost all manufacturers produce lines similar to their competitors and by this token it is most important that ordering and the control of stock inventories should be watched with closed scrutiny. It should be carefully watched and confined to a maximum of two lines for each type of candy.

Upon selling this type of merchandise every effort should be made toward maintaining its freshness, as it is known lines packed in a cellophane container have a great tendancy to become stale in a short period of time. It is highly recommended that such items be constantly checked for freshness. If any indication of deterioration exists the item should immediately be put in the most suitable selling space for a fast turnover, broken up for childrenis bargain sales, or discarded entirely.

Similar to the method used in acquainting herself with the bar lines, it will be necessary for the attendant to know the consistency of such lines as mints, jellies, covered peanuts, and the many other types.

There are two distinct methods of merchandising cello units. The most effective being similar to the one already used in displaying bars. Whether the display is of a step type counter, or a flat surface, it is important to have cello lines well placed in sequence of price, type, and most of all in a good selling location where patrons can pick up the unit.

Another method which is predominant in Western Canada is the placing of cello units on wire prongs jutting out from a display board obtained through various manufacturers. This method can be quite effective by its neat appearance and can be hung in close proximity to the counter itself, thereby giving greater space for displaying other merchandise in the limited space available at the counter.

Back Bar Items

Among the notable six items we sell are the popular Life Saver Mint and Fruit Drops. As one is probably aware, they come in a wide variety of flavors, of which the Five Flavor and Pep-omint Life Savers are by far the most popular.

Despite the popularity of Life Savers we have proven their sales are not an immediate repeat item, and when sold at six cents retards our efforts to increase our return per patron ratio. It is recommended, therefore, that these lines be confined to a minimum amount of space on the corners of counter or on backbars, preferably on the various smaller stands supplied by the manufacturer.

Gum is another six cent purchase of the non-repeat variety.

Although quite a popular item with the public, theatrc-managements have at times been reluctant to accept this type of merchandise as part of their candy bar items. Both sides of the discussion have merit and figures to prove their arguments. Some say the sale of gum adds to theatre overhead by the necessary cost incurred in cleaning customers clothing, theatre seats and carpets. As many others, some of which, sell a tremendous quantity week by week, maintain their expenses for cleaning have not been increased since they began selling gum in their house. The popularity of the commodity is not questioned as any manager selling it will confirm.

1952 Theatre Catalog, 10th Edition, Page 378