Crafting a c-store that works for future shoppers doesn’t mean abandoning everything that has worked in the past, but it does require creative thinking about how to evolve existing strengths to meet emerging needs.
Embracing Modern Convenience: Responding to Shopper Needs, the newest study from the NACS/Coca-Cola Retailing Research Council, explores numerous ways that this type of creativity can build sales and loyalty among today’s shoppers.
In the study, you’ll find several areas where today’s convenience store shoppers have embraced enhanced or evolved offerings. When it comes to coffee, for example, shoppers talk about their desire for a better tasting product and even a willingness to go out of their way to get what they want.
Likewise, page 34 of the report tells of convenience retailers who have offered limited edition adult beverages to satisfy shoppers’ growing desire for local micro-brews. By offering these products, a convenience store can strengthen its reputation as a retailer of choice.
The report offers a range of ideas c-stores can use to both cement relations with current customers and connect with new groups. The entire report can be downloaded for free at http://www.ccrrc.org/.