When we talk about mobile and retail,
we often move fast to features, tactics, and strategies, but unless we back up
to see the enormity of the change we’re dealing with, we might fail to get to
retail’s true digital destination.
specifics in the Playbook for Success, published by NACS/CCRRC, apply to convenience retailers, but the principles
apply to all: Deliver on the basics, defend your turf, and attract new
business. To find the right opportunities to use technology to drive sales and
improve performance, sometimes it helps to step back and look at the big
BMC Black Belt Brian Numainville talks feedback programs: how shoppers perceive them, where the big opportunity is for retailers, and the magic that can turn automated surveys into personal relationships with customers.
Starbucks CEO Howard Schultz credits mobile technology and social media with bringing about a “seismic change in consumer behavior," and he warns that this change "demands that we be as relevant outside the four walls of our store as inside."
Our retail Guidance for 2013 paper focuses
on the most significant changes taking place among shoppers today. It
identifies six key shopper trends, examines insights they reveal, and offers
guidance for retailers on how to respond in the short and long term. “Responding to shoppers is the
most crucial component of successful retail strategies, and these six trends
point the way,” says Bill Bishop, Chief Architect of Brick Meets Click.
Retailers typically try to achieve hyper-localization by altering the assortment in specific stores, so Starbucks’ novel approach to localization caught our eye. They’re designing the exterior of a new wave of stores to reflect the materials, attitudes, and styles of the area where the store is located. This Fast Co article explains the program. The new stores are smaller, modular, factory-built and assembled on-site, but their exteriors vary. The façade of a Colorado store is clad in Wyoming snow fencing, for example.
On the go and want to order a deli sandwich, no waiting?
Publix is making that easy with an online ordering system
that adds another digital touchpoint for thier shoppers. Simply access the internet via a mobile device
or computer to select a sub, toppings, and even how thinly the
meat should be sliced; then specify a pickup time. The store emails a confirming order number.
All shoppers have to do is show up, collect the order, and pay. No waiting to order,
no waiting for prep, and shorter transaction times.
A recent National Association of Convenience Stores/Coca-Cola Retailing Research Council report
focuses on identifying growth opportunities for convenience retailers,
learnings have implications for others as well. The project began with a
“What can our shoppers tell us that would encourage them to spend more
stores?” For answers, the Council, known as NACS/CCRRC, turned to some innovative shopper
research. The findings revealed valuable insights into how shoppers
think about convenience occasions, and these led to development of five new potential growth platforms. Here are two points that retailers of
all stripes can use in their search for growth opportunities with
Segment Scope & Leadership
Convenience-driven shopping occasions across retail and foodservice channels.