life where you can relax.” Offering a full coffee bar and
an extensive fountain area where customers can create
their beverages their way is a key first step toward zoning
in on this platform.
with their hard-earned money. This continuum of the five
platforms allows c-stores to accommodate that range of
needs,” Bishop said.
• My Time. Shoppers seek stores where they can control their time. They want a c-store where they can browse
without feeling rushed. But once they’ve selected their
products, they want to check out and depart quickly.
Store layout and service suggestions are keys to meeting this need.
IMPLEMENTING PHASE TWO
“Retailers want to be sure their store is warm, welcoming,
airy and clean, so people are comfortable trusting it as a
place to buy whatever they’re going to immediately consume and also be comfortable to spend their time there,”
CCRRC, over the next 3-4 months, will meet with small
groups of retailers that have specific interests in each of
the five platforms. “We’re going to be flushing these out to
determine, from a retail point of view, what some of the
execution opportunities might be,” Bishop said.
Retailers zoning in on this platform want to be sure their
stores are clean and have enough checkout registers so
lines don’t form.
CCRRC aims to determine how c-stores can use these
growth platforms to invade some of the other areas of
business where they are less successful. Secondly, the
focus is going to be on how c-stores can do more with
grab-and-go foodservice today, mainly take their cleanliness, safety and hospitality to the next level.
• Fresh Value Fast. Shoppers may be busy, but they
don’t want to sacrifice quality. Retailers catering to this
platform would offer fresh, or even made-to-order items.
Retailers interested in participating in CCRRC’s
research can contact Bishop directly at firstname.lastname@example.org. A copy of the full report is available at
CSD HT May 2012 AD 1.pdf 1 4/3/12 1:43 PM
Kwik Trip is a prime example of a store doing a strong
“Fresh Value Fast” business with upscale sandwich offerings at a quality price point, and fresh bananas sold at
an aggressive price, Bishop said.
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• Female Friendly. Catering to the needs of female and
male customers is markedly different. “The staff needs to
understand that having a conversation with a female customer is much different than having a conversation with a
male customer. For example, a male customer would be
quite happy if a clerk said,‘I think this is what you want and
I’ve assembled it for you.’ Where as female customers would
say,‘I will let you know what I want,’” Bishop said. Comments
on appearance that might be appropriate between men
are perceived as “creepy” to female customers.
Above all, women want a place that feels comfortable—not cramped—contemporary and modern, as well
as safe with professional staff who don’t infringe on their
personal space. They also are motivated by the reward of
having a break in their day—time to look at magazines or
enjoy a cup of coffee.
• Family Time. Retailers looking to zero in on family time
should ensure they have a range of choices that appeal
to children. “You need a range of choices, so their only
choice isn’t just an ice cream cone. Plus, cost needs be
reasonable so you’re not going to break the bank. Kids
like having choices,” Bishop said.
• My Place. This platform is especially enticing to blue
collar males—one of the primary c-store targets, and provides a decent cup of coffee to connect with friends. “This
is like a c-store called Cheers where everybody knows
your name,” said Bishop. “It’s a familiar, routine place
where you can get a break from the fast pace of your
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