ATLANTA -- "Two consumers have similar views on usage of a certain diet soda. However, one may feel it is important to stock up on diet soda so there is always more in the refrigerator/pantry, while the other feels that diet soda is so readily available in all outlets that they don't want to take up storage space at home and are comfortable buying it as needed. These two shoppers will be motivated to purchase very differently."
So begins the type of insights offered in the newest study being released by the NACS/Coca-Cola Retailing Research Council (NACS/CCRRC): "C-Growth: Using Shopper Research to Grow C-Store Sales."
Give shoppers more control over their hectic days or a welcomed diversion and retailers may have the secret to selling more in the increasingly competitive world of convenience retailing, according to the report.
The study turned to shoppers themselves, asking what would motivate them to spend more money in a convenience store.
"We live in an era when retailers can differentiate themselves by creating engaging experiences," said Bill Bishop, research director for NACS/CCRRC. "This is a novel concept for the c-store industry, which defines itself as efficiently selling specific products at certain prices with a focus on speed." The study reveals that contemporary shoppers want more control and rewards out of their visits--or a little of both.
The report, based in part on research conducted by TNS Landis, part of one of the world's largest insight, information and consultancy groups, will be released online in installments during the first quarter of 2012. The reports will be posted at www.ccrrc.org (click on the NACS/CCRRC link). The final phase will be released prior to the NACS State of the Industry Summit to be held April 3-5 in Chicago, where council members will present additional study details.
"The report encompasses valuable information, including the results of in-depth qualitative shopper research conducted in fall 2011," said John Essegian, executive vice president, TNS Landis. "It builds on past studies conducted by the Council and provides context about the value of shopper research. It's a concise and powerful tool to guide c-store executives into a new era of competitive differentiation."
- Part 1: Released Feb. 22, offers an orientation to shopper research and addresses why convenience-store retailers should expand their focus from traditional consumer research. It also reviews shoppers' Hierarchy of Needs, which includes safety, cleanliness, hospitality, simplicity and ease, and time enrichment. "These basic needs must be addressed before shoppers will give a retailer more business, but many stores still neglect them," said Bishop. The report explains how the hierarchy can be used to guide shopper research.
- Part 2: Posted March 19, provides an overview of five potential new growth platforms for c-stores, as well as proposed strategies and tactics that convenience retailers can implement. "This portion of the report delivers fresh ideas designed to help c-stores grow and prosper," says Bishop.
In the next phase of its work, the council will embark on an effort to put this information into a broader context by examining how convenience shopping fits in with larger shopping occasions.
The NACS / Coca-Cola Retailing Research Council is dedicated to understanding and developing practical responses to strategic challenges experienced by the convenience retail industry and its operators. As a result, the council generates ideas and solutions by retailers, for retailers.
Composed of 17 visionary c-store executives, the group oversees research initiatives conducted by independent third parties, serving as an authentic and comprehensive "voice of the customer." The Coca-Cola Co. sponsors NACS/CCRRC as part of its commitment to help customers drive their business forward and to expand knowledge in the convenience retail community.
Click here for more information about attending the NACS State of the Industry Summit.
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