Shopper Survey Leads to Treasure Trove of Information
Insights lead to effective action plan for convenience store retailer
Asking a few simple questions can result in some unexpected success. When a six-location, family-owned convenience store business sought customers’ opinions, it unearthed valuable information. This sales intelligence was generated after applying tips from Playbook for Success, a hands-on instruction guide for convenience retailers about how to defend their turf and attract new business.
Playbook for Success is the brainchild of NACS/Coca-Cola Retailing Research Council (NACS/CCRRC), which produced the step-by-step manual after conducting research with c-store operators to determine factors impacting profitability. The Council’s 2014 report, "Get in the Game” spotlights convenience retailers that used the process to uncover and satisfy shoppers’ needs.
Meiners Markets in the greater Kansas City area, tapped the Playbook’s Shopper Satisfaction Survey as a simple and affordable way to gain feedback from patrons. Insights gave the company useful information to develop a viable action plan — leading to positive outcomes.
While the regional retailer confirmed it was delivering on basic needs — such as clean restrooms and friendly staff — it found opportunity gaps as well. First, customers were unaware of price promotions throughout the store, helping Meiners realize that its messaging wasn’t getting across. Shoppers also shared better deals provided by a competitor and suggested appealing offers.
As a result, the company strengthened its combo meal package and price, and more effectively communicated weekly specials through a revised mobile app.
“This more consistent approach will improve Meiners’ reputation for good promotions and increase sales,” says owner Mary Braddock.
Visit www.ccrrc.org to learn more about NACS/CCRRC and to download a copy of “Playbook for Success".