ATLANTA - A new study reveals how in-store displays can make it simpler and easier to shop convenience stores. The NACS/CCRRC "Meeting Shopper Needs: Simplicity and Ease" report summarizes a yearlong study at Ricker Oil exploring how in-store, "solution-oriented" marketing drives increased sales.

This report shows an application of key learnings from the 2009 "Finding the Way Forward: Emerging Opportunities in Convenience Retail Report." The report details the impact of display fixtures designed to more quickly and easily "solve their problems."

The report:

• Translates the shopper needs for greater, "simplicity and ease" into specific themed displays.
• Measures the impact of these new displays using in-store observation, surveys, and sales data.
• Documents the sales building power of these displays and offers some new insights into how to execute shopper marketing in convenience stores.

This project involved collaboration among multiple suppliers in each of the displays. This new type of collaboration can bring challenges, but, as this report documents, the results are well worth the extra effort.

To see the full report, visit the NACS/CCRRC page at CCRRC.org. Look at the New Studies list on the right-hand column and click on "Meeting Shopper Needs." This will pull up a page with the title and description. Select "View Study" at the top of the page to read the report.