C-Store Merchandising Strategies: How Top Convenience Retailers Turn Shelves Into Sales Machines

What Is C-Store Merchandising — and Why It Matters More Than Ever

Walk into any thriving convenience store chain, and you’ll notice something right away: every shelf, cooler, and counter looks intentional.
That’s C-store merchandising — the art and science of displaying products in a way that drives more sales, speeds up decision-making, and keeps customers coming back.

For retailers, merchandising is about controlling shopper flow, boosting margins, and creating experiences that make people stop, look, and buy — even when they only came in for coffee.

Fact: According to NACS, up to 35% of convenience store sales come from impulse purchases triggered by effective merchandising.

If you’re managing a smaller gas station convenience store, check out our hands-on guide to convenience store merchandising

Why Merchandising Defines C-Store Profitability

Margins are tight in convenience retail. But the layout of your store can make or break your profits.

A strong merchandising plan helps you:

• Turn slow-moving categories into top performers

• Keep high-margin items front and center

• Reduce out-of-stocks through smarter inventory rotation

• Improve employee efficiency (less time rearranging shelves)

• Deliver a better customer experience that encourages repeat visits

Think of merchandising as your silent salesperson — one that never stops working.

1. Build Around Planograms — and Make Them Work for You

A planogram is your blueprint for profitable shelving. It shows exactly where each product belongs, how much space it gets, and how categories flow together.

But here’s the secret most retailers miss: planograms are not static. They’re living documents that should evolve with your sales data.

Smart retailers:

• Review planogram performance monthly

• Test new placements in pilot stores before rolling out

• Highlight top sellers at eye level

• Use “power lanes” (endcaps + checkout zones) to test new items

Real-world example: A Midwest C-store chain moved its top-selling protein bars from mid-shelf to eye level at checkout. Result? 19% sales lift in 30 days.

Pro tip: Don’t let vendors dictate your planograms completely. Their goal is brand visibility — yours is profitability.

 

2. Use Data and Category Management to Drive Decisions

Gone are the days when shelf space was assigned by instinct.
Modern category management uses POS data to guide merchandising.

You can track:

• Which SKUs sell fastest

• Which products drive basket growth

• Which promotions truly convert

When you know your top 20% performers, you can give them 80% of the visibility, while cutting underperformers that tie up cash.

Example insight: If data shows that flavored sparkling water sells best on weekdays between 2–6 PM, consider creating a mid-afternoon “refresh zone” display near the coffee area.

3. Keep Multi-Store Merchandising Consistent

If you operate multiple stores, consistency builds trust.
Customers love walking into any of your locations and knowing exactly where to find their favorite items.

That’s why C-store merchandising at scale requires:

• Brand-wide planogram standards

• Field execution audits

• Staff training checklists

• Photo compliance tools

Pro tip: Create a “Store of the Month” program rewarding teams that execute the merchandising playbook best. It drives motivation and ensures compliance without micromanaging.

4. Partner Smartly With Vendors — Don’t Let Them Run the Show

Vendors are critical allies. They offer promotional funding, displays, and insights.
But your merchandising plan should serve your goals first.

Here’s how to strike the right balance:

• Share your sales data with vendors for collaborative decision-making

• Negotiate co-op deals tied to sell-through, not just placement

• Ask for vendor-funded endcap takeovers during slow seasons

• Rotate promotional displays to prevent “visual fatigue”

Example: A Texas-based operator partnered with a snack vendor to feature local sports team packaging on endcaps — and saw a 22% seasonal spike in snack sales.

5. Design for Impulse — Because Shoppers Rarely Stick to the Plan

Most customers don’t walk in with a list. They walk in with a mood.
That’s where impulse merchandising pays off.

Key zones to focus on:

• Checkout counters: gum, chargers, lighters, and small snacks

• Coffee stations: pair sweet bakery items or breakfast deals

• Endcaps: feature seasonal or limited-edition products

• Power aisles: space for trending items and cross-merch bundles

Bundle example: “Energy drink + protein bar = $1 off combo.”
These simple cross-promotions can move hundreds of extra units each week.

6. Leverage Technology to Streamline Merchandising

Technology isn’t replacing merchandisers — it’s making them smarter.

Top-performing chains now use advanced planograms and compliance tools to ensure every shelf matches the merchandising strategy.

For example, planogram software like PlanoHero helps C-store teams:

• Design layouts using real store dimensions
• Automate shelf adjustments based on sales data
• Share digital planograms across multiple locations
• Track planogram compliance through cloud dashboards

Example: A regional retailer using PlanoHero reduced reset time by 40% and improved shelf consistency across all stores.
That means fewer errors, faster rollouts, and better sales performance.

Technology ensures your merchandising plans don’t just look good on paper — they’re executed perfectly in every store.

7. Keep It Fresh: Seasonal and Local Merchandising

Your shoppers don’t stay the same — your shelves shouldn’t either.

Seasonal merchandising keeps your store relevant:

• Summer: cold drinks, sunscreen, travel snacks

• Fall: pumpkin coffee, comfort food, football promos

• Winter: hot chocolate, gloves, car care

• Spring: energy drinks, allergy relief, bottled water

And don’t forget the local touch — support local brands or sports teams with limited-time displays. It builds loyalty faster than discounts.

8. Measure, Adjust, and Repeat

What gets measured gets managed — and that’s especially true for merchandising. If you want to know whether your shelves and layouts are truly working, you need to track a few key performance indicators consistently.

Start with sales per square foot. This metric shows you exactly how productive your selling space is. If one section of your store consistently underperforms, it’s a sign your layout or product mix might need rethinking.

Next, monitor planogram compliance across all your stores. A strong merchandising plan is only as good as its execution. Regular audits — or better yet, planogram software with built-in compliance tracking like PlanoHero — can help you identify which locations are following the layout strategy and which need retraining or adjustments.

Keep an eye on SKU velocity, or how quickly each product sells over time. High-velocity items deserve prime shelf space, while slow movers may need promotions or replacement. This helps ensure your inventory and displays reflect what customers actually want.

Another crucial metric is average basket size — the number of items each customer buys per visit. When merchandising is done well, shoppers add more to their baskets without realizing it. If your basket size is growing, your impulse displays and cross-merchandising efforts are working.

Finally, evaluate your promotion lift — the difference in sales during a promotion versus your regular baseline. This tells you which discounts and displays truly drive incremental sales rather than just shifting existing demand.

When you combine these insights, you get a clear picture of what’s driving performance and where to improve. And because planogram platforms like PlanoHero can automatically pull sales and compliance data into visual reports, you can spend less time guessing and more time fine-tuning your strategy.

Merchandising analysis in PlanoHero

The “Product Layout Analysis” report helps analyze the number and effectiveness of linear meters occupied by each product group on the floor plan. Analytics allows you to analyze data by Brand, Category, Supplier, Store Plan, Floor Plan, or Product. 

The “Displayed Goods Analysis” report allows you to analyze the goods displayed on all planograms in the store plan.

The “Chain Sales Analysis” report will help you analyze network performance more effectively by conveniently comparing sales between stores in the network.

Indicators available for analysis in PlanoHero:

• Running meters of display on equipment (reflects the running meters of product display on equipment)
• Percentage of display on equipment, % (reflects the share of product display on equipment)
• Recommended display percentage (calculated based on historical sales data for the current store)
• Average recommended display percentage (calculated based on historical sales data for all stores where the selected planogram is located)
• Percentage of display from shelf, % (reflects the share of product display from all shelves on which the product is displayed)
• Stock on shelf, pcs/kg
• Stock on shelf, days (reflects how many days the displayed goods will last)
• Number of stocks (number of goods available in the store at the end of the selected period)

Quadrant analysis in PlanoHero

9. The Future of C-Store Merchandising

The next generation of C-store merchandising will be personalized, automated, and data-connected.

Emerging trends:

• AI-driven assortment decisions

• Dynamic digital promotions

• Real-time planogram optimization

• Customer behavior analytics tied to loyalty data

The best chains are already testing “predictive merchandising” — layouts that change automatically based on time of day, weather, or traffic.

How PlanoHero Helps C-Stores Optimize Merchandising

• Automates planogram creation

• Syncs layouts across multiple stores

• Tracks planogram compliance

• Provides visual shelf analytics

• Simplifies seasonal resets

Final Thoughts: Merchandising Is Your Competitive Edge

Great C-store merchandising doesn’t just sell products — it tells a story.
It shows customers you understand their routines, moods, and moments.

Whether you’re a franchise manager, an independent retailer, or a merchandising director, one truth stays constant:

The shelf is your silent salesperson — train it well, and it’ll never stop working for you.

Quick Takeaways for Retailers

• Refresh your planograms quarterly

• Treat data as your best merchandiser

• Keep impulse zones exciting and profitable

• Test new layouts and track results

• Reward execution excellence