BOGO offers, the buy one get one free, may be the earliest, easiest, and still one of the most effective bundling sales strategies ever created. It moves product, deepens customer interactions with the brand, and stimulates store traffic. Today, bundling programs are a cornerstone of c-store tactics. That is why the programs have grown in use, scale, and pitch.
Let’s explore why bundling works, how c-stores can leverage it more effectively, and the critical role POP plays in its execution.
Why C-Store Bundling Works
Purchasing a bundled package is like hitting the easy button for shoppers. The value is the hook, but the simplicity is what compels many shoppers to say yes.
Bundled offers take away the need to consider, compare, and price out alternative options. Instead of wondering which bag of chips is the largest size at the best price, shoppers simply trust that the bundle is the way to go. Sometimes bundled offers seem too good to be true. They may lead some shoppers to wonder, “How can that be profitable for the Frito-Lay corporation?” Often, the desire to act on a bundled offer is not a need for more product. Instead, it’s a fear of missing out on an offer. The best bundled offers feel too good to miss.
As a rule of thumb, bundled offers appeal to customers who are short on time, don’t care intensely about the purchase, are price-conscious, and decision-fatigued. Nothing says “grab me” better than a bundled deal after a long day of shopping. Especially on non-essentials and treat items like snacks, candy, and beverages — the cornerstones of c-store inventory.
C-Store POP is the Power Driving Bundled Offers
A great bundled offer needs a great vehicle to reach customers. The best option is POP. From the exterior of the store to the very shelves where products are, POP entices, attracts, and converts shoppers at every moment in the purchase journey.
Exterior signs on walls, windows, ice-coolers, and gas pumps are the first hook. They announce, “Hey there, come inside and get a deal that’s too good to miss.” As they enter the c-store, posters on the wall, hanging from the ceiling, endcaps, shelf talkers, floor clings, and counter mats can all be used to promote the offer. They can even provide wayfinding so customers know exactly where to go inside the store to find the items. Once customers stand in front of the items, shelf talkers and freestanding displays bring the message home, ensuring the offer is real, right next to the item at the moment of decision.
Key Roles of POP for Bundled Promotions
- Builds awareness of the offer
- Guides customers to the products
- Assures that the offer is real
It may seem excessive, but c-stores that deploy POP signage from exterior right to the product shelf create the best opportunity for conversions. Leaving any of the customer journey phases out could be all the reason they need to forget, say no, or make a less valuable purchase.
Bundling Messages that Go Beyond Two for the Price of One
As noted in the first paragraph, BOGOs work great. However, bundling strategies often extend beyond a single product category.
As corporations grow larger, it is common to acquire and launch brands across many product lines. That could include chips, candy, energy drinks, even condiments and dips. Those associations under a single corporate umbrella make cross-product line bundling easier to execute.
Corporate relations mean a bundled offer could include getting a free dip or salsa when you buy two bags of chips. Or, get a free 2-liter of soda with the purchase of four candy bars. All of that is arranged and negotiated at the corporate level.
Bundled offers that span product lines are highly beneficial to both consumers and brands. They create even easier shopping choices for the customer and broaden the consumer’s interactions within a family of brands. For example, a customer who is loyal to a beverage suddenly has a reason to try a snack they never would have considered before. Why? The offer was too good to pass up.
The key to cross-product line bundling is suggestive cross-selling via POPs. Leverage product A and imply that it is much better when paired with product B.
Examples of POP Cross-Selling Messaging
- Try it with dip
- Wash it down with Soda
- Lunch isn’t complete without a snack
- Don’t forget the chips
Lean Into Contextual Selling with POP In-Store Promotion
Always think beyond the product when exploring bundled offers. Think of where and how they are placed within a c-store. That is called contextual selling. The idea inside a c-store is to make a product feel incomplete without something else within the store.
Examples of Contextual Selling Inside a C-Store
- Promote pastry and bakery goods near the coffee station.
- Promote ice near the shelved/unfrigerated drinks.
- Promote salty snacks inside the beer cave door.
A related idea to support contextual selling is adjacency merchandising. Put the items you are cross-promoting close together. Perhaps even just add a free-standing display. Going back to the beer cave idea, don’t only mention a reminder to get some salty snacks, but also place some options to grab the moment the customer exits the beer cave.
Use Dayparting with Your Bundles
Some products sell best during certain times of day. Lean into that with your bundled offers. Create recurring offers that apply only to specific times of day.
Dayparting Bundle Suggestions
- Morning combo of coffee and a free donut.
- Lunch packs with a sandwich, chips, and a drink for $7.
- Afternoon recharge featuring buy three, get one free energy drink.
- Late-night cravings offers for snacks like five candy bars for $5.
What makes dayparting work so well, especially when promoted using POP? The offers sound more like a good suggestion or a way to give customers a break at certain times of day, rather than an advertising message.
Bundled Offer Tips for C-Store Operators
It’s common for brands to offer bundled programs, but nothing prevents c-stores from creating their own packages.
Ideally, a c-store wants to create bundled offers by combining high-margin, high-demand items, such as fountain drinks, with lower-margin items. This strategy protects overall profitability and moves a wider range of inventory. Also, look to pair national brands with private house-brands. Doing so leverages the appeal and customer base of popular items to help you try your own labeled goods.
Ready for C-Store Solutions That Use Bundles and POP Marketing?
C-store bundled offer programs with POP marketing are just one aspect of in-the-moment marketing — a strategy created by Momentara. We turn in-store, out-of-home, and event promotions into useful touchpoints that sync with your customers’ routines to encourage behaviors. The Momentara approach makes your marketing messages a welcome, impactful, and natural part of the customer’s day.
Whether your media buying needs are focused on POP marketing or you’re intrigued by the in-the-moment opportunities offered by Momentara, we invite you to reach out. We bring you the technology, experience, production, scale, resources, and national presence to build certainty and programmatic success.
