Surviving the C-Store Industry
The supplier-focused workshop spot­lighted four speakers — three retailers and a Nielsen researcher — who presented top trends collected from re­search and retailer and distributor sectors of the industry. Supplier work­shop attendees heard from the mouths of these retailers how to succeed in the convenience channel.

The Facts
Nielsen Company research presented showed that in the current economy, more shoppers are interested in value, value and more value, but those same shoppers still have loyalty to many top brands.

“In branded sales, the mid-level brands have been hit the hardest,” said Kristen Moore, director of product leadership for Nielsen, adding that sales of private-label brands are grow­ing, but “customers are loyal to top brands.”

The same research also showed more consumer interest in convenience prod­ucts to prepare at home, and those same customers are increasingly carrying their lunches to work.

Retailers are also finding success with grab-and-go foods, and some are adding ovens to offer fresh-prepared foods, Moore said, noting that foodser­vice is “exploding in the c-store channel. Convenient solutions are skyrocketing.”

The Advice
Tony Kenney, presi­dent of SuperAmeri­ca, presented the view of the mid-size retailer. He made it clear that his stores recognize that their customers want val­ue, convenience and good service. “Value means more than a low price, though,” he said, adding that having product in stock and being innovative are also part of the mix. He also urged suppli­ers to approach retailers about supply chain efficiency through technology.

Kenney also discussed what he felt set his stores apart. “The difference is our customer loyalty program. It is the glue that holds everything togeth­er,” he said, adding that customers like to earn points to redeem for gasoline or coffee.

Presenting the large retailer view­point was James Hachtel, senior cat­egory manager for BP/ampm, who emphasized the importance of know­ing your market. “Our core customers tend to be highly impulsive and highly indulgent,” he said.

Also important to Hachtel is innova­tion to help site managers, and a mar­keting plan with the right product mix. What he looks for from suppliers are “sound category management strate­gies” that provide value to both ampm and the customer.

Stuart Clark, senior vice president for sales and marketing for McLane, discussed distribution, noting that his key needs and what McLane tries to deliver are productivity, efficiency, accuracy and quality — and that his company is interested in working with suppliers to optimize supply chain solutions.

For more insights from the workshop and other educational sessions, visit siattend.com and purchase a digital audio record­ing that’s fully synchronized with speaker presentations, animation, video and the speaker’s pointer movements.