Is the secret to selling more 5-hour ENERGY® shots as simple as carrying more flavors? According to a recent case study from a national convenience retailer, the answer is yes.
Our category management team studied to see if offering additional flavors would increase sales. At select locations, they increased the number of 5-hour ENERGY SKUs from five to anywhere from six to 10.
The study showed that stores which carried more flavors grew sales more than those that stocked fewer. And the more SKUs a store stocked, the more sales and revenue grew per week.
For example, adding just two SKUs led to a 38% increase in dollar velocity, with average weekly per-store revenue growing from $75.62 to $104.45. The impact on unit velocity was even more pronounced: The number of bottles sold went up 47%, increasing from 20.1 to 29.5 units per week.
Stocking additional SKUs had an even greater impact on sales and revenue, the study says. Carrying eight or nine SKUs resulted in a 13% increase in dollar velocity, with per-store sales reaching $117.70. Weekly unit sales increased 10%.
The biggest jump took place in stores carrying 10 flavors. Those outlets saw a 57% spike in dollar velocity, with per-store sales averaging $184.32. The effect on unit velocity was stronger still, with unit sales increasing 69% to an average of 54.6 bottles per week.
Simply put, carrying more 5-hour ENERGY flavors not only gives consumers more choices; it actively boosts sales, too.
Is your store ready to see its sales velocity skyrocket? Upgrade to a 12- or 15-box 5-hour ENERGY rack today.
