1. Go for the gallon
Texas might be known for its 10-gallon hats, but Randy Morton makes do with just one: He’s an advocate of everyday low pricing for 1-gallon milk.
Morton, owner of Morton’s, Hallettsville, Texas, understands that using milk as a destination purchase can help build the market basket.
“My gallon milk ($3.99) is often a loss leader that produces a positive domino effect,” says Morton, who profits on pint ($1.69) and half-gallon ($2.59) sales. “We get mom to buy milk and also buy bread and staples. Eventually, her husband comes in to buy craft beer.”
Morton allots one full cooler door, top to bottom, to gallon milk. He then advertises it regularly via digital messaging on his fuel dispenser.