Step by Step To Added Sales

The path to building in-store sales at convenience stores can begin with simple improvements in the shopper experience that make the shop more inviting and satisfying.

The newest study from the NACS Coca‑Cola Retailing Research Council examines how to entice fuel customers into the store for a range of products, especially prepared foods. The study, done in collaboration with the Cadent Consulting Group, identifies a clear hierarchy of needs to build shopper trial, satisfaction and loyalty.

The most fundamental level of performance, identified in surveys and interviews with shoppers, begins with friendly staff and a clean store, especially restrooms. Once operators master that level they can look to build growth by identifying the correct assortment of products for the specific shopper segments they serve.

And to really capture these sales, operators need to develop signature products that turn the store into a destination for prepared foods.

The new study includes tools any retailer can use to best align their stores with target shopper groups. The study’s findings will be premiered at next week’s NACS convention in Las Vegas. The Council session takes place at 9 am, October 7, in ballroom A.