Bill
Bishop Jr. president of Willard Bishop presented findings from the
NACS/Coca-Cola Retailing Research Council. Bishop identified five major
platforms of opportunity for Convenience Stores. Those five platforms are: Fresh Value Fast,
Female, Friendly, Family Time, My Time and My Place.
- My
Place: “It’s where I go. Friendly and familiar.” The appeal is that it’s a
great place to start the day. This platform targets blue-collar workers
and the morning shopping occasion. Most convenience stores address this
platform successfully with a warm, bright and clean environment.
- Fresh
Value Fast: This platform requires decent food for a good price. The
environment is clean and modern. The target shopper is working adults, and
the occasions targeted are breakfast and lunch.
- Female
Friendly: This platform is a challenge as many women don’t find c-stores
clean or safe enough, according to the research. To target this
opportunity, retailers must keep their stores modern, safe and clean. And,
that includes employees. “One woman said she felt ‘creeped out’ by the
personnel in c-stores,” noted Bishop.
- Family
Time: Retailers that target this platform provide weekend activities and
are a place for parents to take their kids. The appeal is the opportunity
to connect and offer something for everyone. The obvious target is
families on a budget, and the occasion is a family treat.
- My
Time: This involves being efficient, but not rushing. Allowing customers
time to browse. It offers a break in the day.
Personalization,
Customization, Family Meal Cohesion were second only to Cleanliness for time
starved consumers. The continued
opportunity for retail and fresh food sales success within the convenience
store sector of food retailing looks bright.
For international corporate presentations,
educational forums, or keynotes contact: Steven Johnson Grocerant Guru at
Tacoma, WA based Foodservice Solutions.
His extensive experience as a multi-unit restaurant operator,
consultant, brand / product positioning expert and public speaking will leave
success clues for all. Facebook.com/Steven
Johnson, Linkedin.com/in/grocerant or
twitter.com/grocerant
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