In order to successfully Americanize the innovative idea of modern candy and confectionery retail, the objective had to be an almost, but not quite, exaggerated variety of candy products, many choices of distinct and exciting candy flavors and experiences, including nostalgic, popular and even exotic hard and novelty candies.
To meet this objective a promising concept had to offer hundreds of different and well assorted self-service products that would succeed on a broad range of impulses, memories and taste preferences of their potential customers. All of this had to be achieved in commercially justifiable self-service retail environments of in-line stores of not more than 600 to 800 square feet or, in more compact form, in a walk-around self-service kiosk with a 120 to 150 sq. ft. footprint.
Ideally, the breakdown of product mix would be approx. 50% wrapped and unwrapped bulk candies, both of these products producing the lion share of margins among the entire mix, 40% novelty candies because of their unbeatable popularity among younger buyers, plus 10% more upscale gifts for adults and special occasions.
Seasonal and visual merchandising changes would be made relatively frequently, first, to give the customers new choices of products and, second but equally important, to spontaneously create newly exciting retail atmospheres and invitations for the potential passer-by to stop, take a closer look and indulge him- or herself.
Candy retail history had demonstrated that lack of creative changes and samplings of product offerings and persistent enhancements of visual displays resulted in consumers’ perception of “wasting, stale and redundant” candies, which, in turn, did not offer sufficient incentive for a consumer to browse and spend his / her money. As a consequence of the traditional full service retail approach at arm’s length, only well known and the most basic and common candies in a limited selection sold without markedly increasing retail revenues and profits over a period of many lost decades. The Candico Theater would change all this dramatically and in a very, very short time span.
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