NACS has partnered with him!, a retail consultancy firm in the U.K., to launch the Convenience Tracking Program (CTP) a consumer insight research program to NACS retail and supplier members in the U.S. him! has over 11 years experience in the field of market research and CTP is already well-established in both the U.K. and Australia, with most large retailers and suppliers participating in it.

CTP is a store-level shopper entry and exit research and insight program.  The “moment-of-truth” shopper interviews at the c-stores provide participants insights into shopper intentions and behaviors.  These insights can be leveraged to identify opportunities and provide action points to fill any gaps in performance at the stores.  The program is full disclosure, meaning each retailer can benchmark their shopper feedback with other chains’ shopper feedback.  Both retailers and suppliers benefit: the goal is to develop best practices for the c-store industry by answering the “Whys?”, validating marketing strategies, and confirming or eradicating industry myths to grow sales and profits by focusing on what is important to the customers.

Summary:

• Minimum six retailers to launch CTP in initial year
• For each retailer: 750 targeted shopper interviews, across 50 stores
• Half on entry
• Half on exit
• Shopper profiles and demographics are always included
• A store staff survey is also included to get their feedback on key initiatives within the store
• At least total 4,500 shopper impressions at moment-of-truth, and build database each year
• 1 study per year – conducted within a 4 week time window