ALEXANDRIA, Va. - Convenience retailers seeking a profitable path to the future now have five compelling directions to explore, according to a new NACS/Coca-Cola Retailing Research Council (NACS/CCRRC) study about what motivates shoppers to spend more in c-stores. According to "C-Growth: Using Shopper Research to Grow C-Store Sales," by engaging shoppers in new ways, retailers have the potential to reinvent the reasons people make purchases at their outlets.

The growth platforms include:

1. My Time: Shoppers seek stores where it??s easy to browse at their leisure, then check out quickly. The report presents store layout and service suggestions to address this shopper??s needs.
2. Fresh Value Fast: These busy shoppers want to take care of themselves without sacrificing food quality. Discover specific recommendations about how to compete for immediate consumption business.
3. Female Friendly: Women want a place that feels comfortable and safe, and they also are motivated by the opportunity for a break. Learn how to go head-to-head against coffee shops and drug stores for women??s time.
4. Family Time: C-stores can more effectively compete with ice cream/yogurt shops by offering affordable treats for the whole family, plus a clean, safe environment. The report provides details about creating such a destination.
5. My Place: Turn up the heat with blue-collar males through service, coffee and seating recommendations specified in the report.

Part 2 of the study follows up on insights released on February 22 that offer an orientation to shopper research and reviews shoppers?? Hierarchy of Needs. The document is available online at ccrrc.org (click on the NACS/CCRRC link).

Learn more by joining the NACS/CCRRC LinkedIn group, follow the council on Twitter @NACSCCRRC or read blog reviews at ccrrc.wordpress.com. For more information, visit ccrrc.org.