ICEE Puts Self-Service Machines at Wal-Mart Checkout

ICEE self-service machines are taking center stage these days -- a move that has increased exposure and stimulated sales by more than 50 percent at several Wal-Mart stores. The new location is National ICEE Corp.'s first effort to promote its ICEE frozen drinks at the checkout counter."Prominent, upfront placement of the self-service ICEE machine focuses on consumers' impulse buying habits and utilizes the pulling power of the checkout lane," says James Bogie, vice president and director of marketing for Philadelphia-based National ICEE Corp. "The ICEE specialty drink is not available at home or in vending machines, and its increased visibility is an excellent opportunity to generate impulse sales."The new strategy is being marketed to all 2,200 Wal-Mart stores nationwide, with a goal of penetrating at least 100 by this summer. Of the 2,200 Wal-Marts, 1,300 have snackbars and already feature at least one of the 19-inch-wide by 61-inch-high by 42-inch-deep ICEE machines in their snack areas."The additional upfront location has to be sold on a store-by-store basis," says Bogie. "Wal-Mart's corporate headquarters recommends the new strategy as a profit-making venture, but individual store managers make the final decision.""Everybody has to exit our stores at some point," says Ken Ross, food services buyer for Wal-Mart, Bentonville, Ark. "The upfront ICEE machine location gives customers a chance to see and purchase a product they may not otherwise realize we offer. We have the opportunity to sell every customer, which is a substantial traffic base, not just those who enter our food service operation."Stores embracing the new placement have experienced double-digit growth on the ICEE product. We're very pleased with this program," Ross says.National ICEE Corp. is now working with Wal-Mart and M&M/Mars Corp. to use the striped ICEE paper cup as an advertising medium that would carry a cents-off coupon. "ICEE cups are held by consumers for an average of 20 minutes and brought up to the face often, presenting an excellent opportunity to communicate a message," says Bogie. "We've gotten good feedback about advertising from several companies. This is a real growth area for us."

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