ATLANTA – “Get in the
Game,” a new report from the NACS and the Coca-Cola Retailing Research Council,
showcases how convenience retailers use advice provided in the previously
published Playbook for Success to
defend their turf and attract new business. Based on in-depth research with
thousands of operators, the three-step guide helps c-stores better align with
and meet their customers’ needs.
“Get in the Game”
highlights how some retailers use shopper research to “scout the opportunity”
before executing an initiative. For example, it demonstrates that a simple
survey, designed to identify shopper satisfaction, can guide an operator to
develop an action plan that leads to success. Case studies include:
- A six-store convenience retailer, that found a
survey to be “a simple and affordable way” to collect customer feedback,
identified how to defend its existing business and strengthen several
categories to grow sales.
- A forty-store chain that employed a survey
discovered that although it received strong customer satisfaction scores,
the business would benefit from working on the basics.
“Market basket missions,”
another shopper research tool addressed in the latest report, analyzes the
combination of products purchased during a transaction. This helps operators
determine the needs customers wanted to satisfy on each visit and supports their
merchandise planning activities.
Imagine how much more you
could grow your business if you leveraged shopper research to focus your
efforts. Learn how by downloading the free “Get in the Game” at www.ccrrc.org.