What a Peach
Extensive coverage of the 2013 NACS Show in Atlanta.
Grow Traffic, Image and Spend
Forget about the ABCs of improving convenience store sales. Doug Middlebrooks is more interested in PITA.
Middlebrooks, assistant vice president of shopper marketing for Coca-Cola Refreshments, developed the acronym as a way to underscore the four ways a retailer can sell more stuff.
P: Population, or store traffic.
I: Incidents, or how many of those customers buy snacks or beverages.
T: Transactions, or how many times they buy a snack.
A: Amount, or how much they spend.
Middlebrooks offered suggestions for growing each element of PITA (see PDF).
“There’s not one area that’s right for every retailer; it depends on your store,” Middlebrooks said. “This helps you frame up which marketing opportunities to focus on.”