CHICAGO -- Want to learn the secrets of selling more in an increasingly competitive world of convenience retailing? NACS State of the Industry attendees were privy to the answer on Wednesday when Fran Duskiewicz, senior executive vice president of Nice N Easy Grocery Shoppes, Canastota, N.Y., unveiled the most recent NACS/Coca-Cola Retailing Research Council (CCRRC) report.
This research "is the great opportunity that exists within the industry," Duskiewicz said. Most notable is the shift in focus from demographic and customer research (scan and transactional data) to shopper research (an exploration of motivations and prejudices).
"We wanted something that could change the industry," he said.
In his role as chair of the NACS/CCRRC, Duskiewicz helped develop and refine the latest CCRRC report, "C-Growth: Using Shopper Research to Grow C-Store Sales," which uses in-depth qualitative research to identify five growth platforms for retailers.
John Essigan, executive vice president of TDS Landis, the firm that conducted the shopper research, explained to the crowd the five platforms, which are based on the perceived strengths of convenience stores and what was learned about where shoppers would like to see improvement. Each platform addresses an element of control, reward or escape.
The five platforms include:
1. My Time: I can take my time, browse around and find something to buy.
2. Female Friendly: I have to feel safe, relaxed and the place needs to be lit and clean for me to feel comfortable shopping.
3. My Place: A place I go to start my morning off right or for a break from my fast-paced life later in the day.
4. Fresh Value Fast: Just because I'm busy doesn't mean I can't get a decent bite to eat for a good value.
5. Family Time: A place I can take my kids for a treat without breaking the bank, with both indulgent and sensible choices.
Building on past studies conducted by the Council, the current report focuses on guiding c-store executives into a new era of competitive differentiation. For more information about the NACS/CCRRC or to read the entire report, visit www.ccrrc.org.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.