WASHINGTON -- Is the current economy swaying consumers' purchasing decisions, compelling them to buy more items at a convenience store when they stop to buy gasoline? Do consumers expect to pay more at a c-store? Are private-label products really finding more acceptance? A just-completed c-store research project by Information Resources Inc. (IRI) helps to separate fact from fiction.
The U.S. economy is undergoing a fundamental shift that will forever change all aspects of retailing, according to the results of IRI research project, which was driven by consumer intercepts, surveys and [image-nocss] scan data information from more than 10,000 convenience stores.
Thom Blischok, president of consulting and innovation at Chicago-based IRI will present the results during the Outlook Leadership conference on Wednesday, Sept. 17, in Washington, D.C. Blischok's presentation includes proprietary, independent research from focus groups, field research and IRI's database analysis. He will discuss the emergence of a new level of consumer understanding and shopper marketing.
During the research phase, questions asked of consumers included:
Where do you go for fast, grocery items? What do you buy at c-stores? Why do you shop at this convenience store instead of another location? Do you look for and buy new products at c-stores? How much are you willing to pay for convenience? Do you buy private label? Would you buy at c-store?The dialogue will encourage attendees to design and deploy product assortments based on future spending patterns. To prosper, the c-store industry must make "consumer tuning" the No. 1 driver of strategies, investments and decision making, according to Blischok.
After framing the topic of retail tuning in to consumers, Blischok will lead the compelling panel, titled "Re-Wiring Convenience: Consumer Tuning in This Transformational Economy," exploring the concepts he presented and their practical application.
Panel members will include:
Bill Reilly, chief marketing officer for The Spinx Co., Greenville, N.C. Ieva Grimm, director of consumer research for Sheetz Inc., Altoona, Pa. Joseph Bona, president of CBX Strategic Branding, New York. John Gorman, national sales director, specialty markets for Johnson & Johnson, Skillman, N.J.The panel is sponsored by Johnson & Johnson.
Other speakers at the conference include:
Forbes Inc. president and CEO Steve Forbes, who recently served as national co-chair and senior policy advisor for Rudolph Giuliani's campaign for the 2008 presidential election. E-Z Mart Stores' CEO and incoming chairman for NACS Sonja Yates Hubbard. Senior economist for the National Center for Policy Analysis Barry Asmus. United Energy's chief technical analyst Walter Zimmerman. Joni Doolin, CEO and founder of People Report. Sen. George Mitchell, former U.S. senate majority leader and partner, chairman of the global board of DLA Piper.CSP Information Group's Outlook Leadership will be held Sept. 15-17 at the Gaylord National Resort & Convention Center. Now on its 14th year, Outlook Leadership is the premier location for leading executives to gather for insight and relationship development. For more information, visit www.outlookconference.com or contact Bryn Cotton at (480) 337-3420 or bcotton@cspnet.com.
Oak Brook, Ill.-based CSP Information Group, publisher of CSP and CSP Independent magazines, is a business-to-business communication company specializing in the convenience and retail petroleum industry. Its other business units include the CSP Daily News e-mail newsletter, CSPNetwork CyberConferences, CSPTV, CSP Meetings & Conferences, 24-7 Connect Virtual Expo and b2b Solutions LLC Consulting.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.