What drives consumers to shop in convenience stores? What are they buying — or not? Do they notice promotions? How can we extract additional sales from shoppers?
NACS launched the Convenience Tracking Program (CTP) in 2009 to answer these questions. Partnering with him!, a U.K.-based retail consulting firm with more than 17 years of consumer research experience.
The NACS Convenience Tracking Program (CTP) is based on shopper intercepts conducted on-site at the retail “moment of truth”. The program is designed to capture actionable insights based on: customer perception; experiential factors; opportunity gaps and conversion rates for specific categories; category drivers/destination categories; and effective forms of promotion that customers find most engaging. The insights facilitate the development of strategies that increase brand equity and customer loyalty, and ultimately grow sales and gross profit dollars.
Subscribers are using these insights to identify opportunities and gaps in performance, including:
- What drives customers to shop in convenience stores?
- What are the most important factors to deliver in the shopping experience to drive frequency
- How do shoppers rate our current ability to meet their expectations?
- What are shoppers buying and why?
- What did we fail to sell shoppers that they intended to buy and why?
- Do they notice promotions and what type/method are most effective?
- Do they engage in promotions that they notice?
- How can we extract additional sales from shoppers?
- What is preventing Fuel Only shoppers from entering the store or shopping when they pay inside?
The NACS CTP sample size has grown to more than 15,000 interviews per year across 40 states. This robust sample size enables the insights to be segmented by missions, demographics, day-part, product categories/subcategories and brand. Interviews are conducted throughout the week. The questionnaires, developed in consultation with all participants, include store profiles (i.e., Rural, Urban, Interstate…, Fuel/No Fuel, Beer Cave/No Beer Cave, Franchise Food/Proprietary, Size, etc.) and characteristics.
Primary research of this scale and scope has never been conducted in the U.S. market. CTP provided participants with vital insights into shopper intentions and behaviors. Because it’s a syndicated program, the cost to participate is far lower than that of independent, proprietary consumer research and allows for benchmarking performance over time.
To learn more about CTP, contact Leroy Kelsey, NACS director of industry analytics.