Tribal Summit Group Membership Meeting May 17, 2018 How to Improve the C-Store Customer Experience
Tammy Rozga, C-Store Consultant
Understand The C-Store Customer Agenda Adjust to Meet Customer Needs Tactics to Drive Repeat Trips Strategies to Increase Basket Size
Understand The C-Store Customer
Customers Today - Working Longer Hours - On The Go - Seeking Value - Want Fast Friendly Service - Require One Stop Shopping Understand The C-Store Customer
Worth Worth $1.4 Trillion $600 Billion Annual Spend By Annual Spend 2020 Millennials Are Core To Our Business
# of Smartphone Users in the United States (in millions) 2018 237 Million https://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/ Customers Are Digitally Connected
Fastest Growing C-Store Categories Include: Fresh Food & Beverage Hot Food Deli Coffee Fountain Customers Demand Fresh Food Frozen Beverage Growth Rate of 27%!
Key Learning Meet the Customer Where They Are at Today!
Adjust To Meet Customer Needs
Know Your Trade Area & Demographic Commuter vs. Residential Traffic Freeway Access Local Ethnicity/ Age/ Gender/ Income Tourism/ Beaches Local Colleges Competition C-Stores Drug Chains QSR s Dollar Stores
C-Store News reports that Constellation Sales +7.6% Q1 2018 with Modelo being a driving force! https://csnews.com/bad-weather-takes-toll-c-store-beverage-sales-2018sfirst-quarter Client s Store Competitor s Store Know Your Competition Los Angeles Demographic is 50% Hispanic! Competitor s Store Client s Store Sold 100 Units in 1 st Month Sold 120 Units in 1 st Month
Know Your Numbers! Invest In a Back Office System Using Your Store Level Sales Data Allows You to Make Quality Inventory Decisions Sales Increase 3.2% Reduce Inventory Carrying Costs Price Book Capabilities drive up Margins Inventory Sales Sales Customer Demand Customer Demand
Use Your BOS Data Sort By: Department Sub-Department Individual UPC/ Items Day/Week/Month Quickly Identify Top-Sellers Mid-Sellers Slow-Sellers Dead Items Use Data Order to Maintain In-Stocks Merchandise Leveraging Space-to-Sales Delete Dead Items to Reinvest in Top Sellers
Cooler Sales Contribute 30-35% of Total Inside Sales! Leverage Vendor Relationships Align Your Vision!
C-Store Average Cooler In-stock Rate 84.7% Zenput aggregated Mystery Shop Data from 38,298 mystery shops between 1/1/15 and 10/8/15
Take Ownership
Take Ownership Front Face Displays Re-Stock Inventory Ensure Product is Priced Display Promotional Signage
Key Learning Take Ownership of Your Business; Success Depends on You!
Tactics To Drive Repeat Trips
Loyalty Programs Tactic #1
Customer Loyalty Program Advantages Customer Retention Increased Customer Satisfaction Garnering Insights Increased Revenue Loyalty Programs
Loyalty Programs Come In Many Forms
You Can Do It! Develop Your Own Branding & Loyalty Program
Fresh Food Tactic #2
The Perfect Storm With soda and cigarette sales continuing to fall, and the margins on gas staying very low, convenience stores are turning to food to replace the lost revenue. Food sales are an opportunity for them, said Frank Beard, an analyst for GasBuddy and NACS Daily contributor. It s a perfect storm of factors. Source: NACS Daily C-Stores Appeal to Health-Conscious Consumers January 17, 2018
Fresh Food Programs = Destination!
61% U.S. C-Stores Reported Sales Increase in 2017! Healthy Is The Trend! http://www.convenience.org/media/press_releases/2018/pages/pr010218.aspx#.wu_heuxfymo
Look The Part!
Coffee Freshness Is Critical
Coffee Captain
Fountain & Frozen Carbonated Beverage Quality & Availability are Key!
Exterior Marketing Tactic #3
Leverage Exterior Marketing Window Signs Pump Toppers Pole Signs
Offer Product Deals with Fuel Purchase Only 35% of Fuel Shoppers Come Inside!
Key Learning Embrace What s Working and Make Your Store A Destination!
Strategies To Increase Basket Size
Promotions Tactic #1
Bundle Promotions Target High Velocity Items Bundle High Affinity Items Increase Market Basket Drive Repeat Business
It s Harder to Get Noticed Today 40
The People Make the Difference Offer Deal to EVERY Customer EVERY Time! Monster 2/$4
Team Engagement Tactic #2
Create A Culture Of Selling Vending Mentality Selling Mentality
Sampling
Set Goals & Track Results Goal 10 Deals
Make It Fun Provide Recognition
Key Learning Leverage Your Best Resources!
Tammy Rozga President Phone: (626)314-0381 E-mail: info@rozgabusinesssolutions.com Website: www.rozgabusinesssolutions.com