The checkout area is a key part of any store, and many retailers use it to drive impulse purchases. But what are the real drivers of impulse buying, especially when it comes to confectionery?

In this episode, I’m joined by Fred Naymark, one of the co-founders of the candy brand Yolloh. With his impressive on-the-ground experience, he shares his highly pragmatic vision of the confectionery category, covering innovation, merchandising, and shelf management.

Together, we talked about trends, impulse buying, how to optimize checkout zones, top-performing formats, and best practices to boost in-store sales through co-creation.

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