ALEXANDRIA, Va.
– Most convenience stores know that there is more competition for consumers
than ever before — and some of the newer competitors are doing a pretty good
job. Adding to that challenge is research showing that the convenience store
channel must also overcome negative images shoppers have of the industry.
But there is
hope — and help — for convenience stores. “The Playbook for Success: A Three
Step Guide to Growing C-Store Business” offers ways to conquer those challenges
and build a better, stronger business. Based on shopper research by NACS and
the Coca-Cola Retailing Research Council (CCRRC), the Playbook for Success
provides guidance for retailers who are still working on getting all the basics
in place and for those looking for ideas to fine tune their grab-and-go
business. The study also shows new growth platforms for retailers who are ready
to serve entirely new types of shopper needs.
The Playbook
contains a short set of questions for a retailer to use to survey their own
customers. The results will point to places to make immediate changes, such as:
- Putting all the basics in place to
meet minimum shopper expectations.
- Defending “their turf” in order to
be the best choice for grab and go.
- Identifying and building new areas
to generate sales.
To develop
future playbooks, the council is asking retailers to send in their experiences with
using guidance from the “Playbook For Success.” The Council will then develop
case studies, large and small, to help others see how they can benefit from this
work.
“The Council
encourages retailers to participate by providing information and case studies
about their experiences to help other retailers,” said Carol Jenson, chair of
the NACS/CCRRC and chief marketing officer for Wawa. “Our industry has a strong
entrepreneurial foundation, and each member company has an opportunity to learn
from each other. There’s clearly an opportunity for more retailers to jump
start their own sales growth by being part of this ‘doing and learning’ phase
of our work. Take action now!”
Download a
copy of the Playbook and check it out. This is an opportunity to learn
along with some of the best retailers in the business. There’s no cost to
participate. For more information about participation in the case studies,
contact Bill Bishop, council
director.