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 United States. him! has more than 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.

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

• Seven retailers have confirmed participation: ExxonMobil, Chevron, Sheetz, Cumberland Farms, Nice N Easy Grocery Shoppes, Quick Chek and Tedeschi Food Shops
• Top suppliers/manufacturers are joining too – so collaboration reigns!
• 850 targeted shopper interviews across 50 stores per retailer is included
• 750 interviews on entry
• 750 interviews on exit
• 100 fuel pay-at-the-pump shopper interviews
• Almost 6,000 shopper impressions at moment-of-truth in year one, and build database each year
• Shopper profiles and demographics are always included
• A store staff survey is also included to get their feedback on key initiatives within the store
• One study per year – conducted within a 6-week time window

The survey fieldwork scheduled for April-May 2009 includes:

• Store Entry Questionnaire
• Store Exit Questionnaire
• Fuel Shopper (who pay-at-the-pump) Questionnaire
• Rotational Questionnaire
• In-Store Check list
• Store Manager Questionnaire
• Store Staff Questionnaire

Preliminary results available in June-July 2009 with customized analysis available soon after. Key deliverables include:

• Customized executive summary and PowerPoint presentation
• Interactive report for user-friendly data mining
• NACS consulting support to turn answers into action