Focusing on the Female Perspective in C-stores
Wendy Kadlovski is a Director of CCSA, Chair OCSA and VP Operations, Nicholbys.
Have you ever wondered why some women who purchase fuel at a location with a convenience store tend to use the pay at the pump option and never enter the store?
Why is it that women tend to drive past the corner store convenience store? Why is it that males are the predominant c-store shoppers? What is it about c-stores that women do not find appealing?
The most common answer to this question is cleanliness. Cleanliness is a huge issue for convenience retailers because it seems to be easy to talk about, challenging to standardize and difficult to execute on a consistent basis. There are other factors as well which impact the purchasing decisions of women. Safety and security are other ones. Similarly, a friendly customer environment will either draw women into the store or turn them away. Shopping convenience is also a factor as convenience means “convenient”…is the store easy to shop with complementary products organized close together (i.e. milk and bread). Let’s delve into each issue in a little more detail.
Cleanliness is something which everyone will speak about but what does it really mean? Everyone has a different perspective on cleanliness, but there are certain “must haves”. A clean washroom which is checked and stocked on a regular basis will draw in customers who look for this service and know that this is a given at all times. Cleanliness of glass doors is also a key factor. It is not sending a very positive message if the main entrance door to your store is covered in dirt and finger prints. Likewise, the cooler doors must be clean. Pay special attention to the dairy door. Nothing is more unappealing that a milk splattered door which smells of sour milk when you open it. Recently, I had an attendant in a c-store tell me that “the milk inside the bag was fine;” “it was just the milk that spilled from the other bags that smelled sour!!!!” Ensure that the store floors are clean and uncluttered. No one wants to trip over product or rumpled floor mats on their way to the cash register. Is there a scheduled cleaning and maintenance program for your store?
The issue of safety and security are the other key factors for female convenience shoppers. Stores which are dark and have their windows covered with posters and the like are not only unappealing, they pose a potential trap because it is difficult to see who is inside. Conversely, when it is easy to see into the entire store and identify the cashier on duty because they are wearing a uniform, there is a strong sense of security in entering the store.
A friendly environment encompasses all of the factors of cleanliness and security, but also reflects a store which has been organized in a logical fashion. Are complementary products such as bread and milk close together? Is it easy to locate certain products in the store because the store flows logically? It doesn’t make sense to have the health and beauty section next to the dog food!!!!
The C-store industry has come a long way in many areas over the past few years. The focus on cleanliness and store design has certainly changed the landscape and demographics of those shopping in convenience stores resulting in higher traffic counts. It is important not to take our eye off the ball by continuing to improve on our best performance by focusing on these fundamentals. Losing focus will deteriorate the positive impact which has been made in recent years. So, focus on the basics of cleanliness, security and purposeful, customer friendly merchandising and you will reap the rewards by maintaining your current customers and attracting new and discriminating customers!
All CCSA associations have received presentations of the 2009 State of the Industry report for retailers, distributors and manufacturers.
The rise in consumption of contraband tobacco is the main reason behind the rapid increase of C-store closures across Canada. In 2009, 1 out of 10 convenience stores closed. Most of the closures occurred in Quebec, Ontario and the Atlantic provinces.
Merchandising directly impacts on generating in-store traffic first and that should translate into in-store sales. Merchandising creates the ambiance to attract people to enter the store, and once inside, that same merchandising must not just create a good first impression; it also must sustain and leave a positive last one!
