Convenience store operators wondering how to improve their in-store shopping experience need only do one simple thing: walk into a convenience store.
Changing one’s perspective — experiencing shopping inside a c-store as a customer — can open even a veteran retailer’s eyes in ways that might surprise them. Rather than crafting an experience from a retailer’s viewpoint, much can be learned by actually being the consumer and seeing what parts are enjoyable and which are not.
Begin with the visual experience on the way into the store. Is the parking lot well maintained, including surrounding shrubbery? Is there enough parking? Is the building’s exterior clean? Is the area around the store well lit? Are windows clean and uncluttered and signs clearly legible?
Are store hours posted? Is the dumpster area neat and clean?
Next comes the walk-through. Is the color scheme warm and inviting? Are the aisles clear of impediments such as boxes, mops, buckets and brooms? Are the shelves neatly tended, clearly marked and fully stocked?
Are the most popular products, brands and package sizes present? Are there limited-time products and offers to help spur impulse purchases? Are there freestanding displays to capture shoppers’ attention? Is pricing in line with local customer expectations? Are there intriguing promotional deals, including seasonal offers?
Is lighting sufficient to afford clear visibility of shelved product? Are floors clean? Can customers smell cleaning products? If there are baked and cooked goods being prepared, is the smell wafting through the store to entice shoppers? Is there music playing?
Are restrooms clean? This is an often underestimated but nonetheless serious issue in the eyes of customers. The cleanliness of restrooms speaks volumes about the sanitation of the rest of the store for many customers.
Are food and beverage areas clean, with cups, napkins, utensils and condiment areas well stocked? Are dispensers and other food and beverage machines operating and clean? Are checkout lines long? If so, opening a second register may be in order.
Are employees providing friendly service? Are their uniforms clean and worn correctly? Are they knowledgeable about the products the store is selling? Is suggestive selling being encouraged?
These are all things that can make or break a convenience store customer’s in-store shopping experience. They are the basic elements to consider, but c-store operators should also be thinking of how technology, such as digital payments, ordering kiosks and more, can improve a customer’s trip. The c-store industry is constantly evolving, and operators would do well to make sure they stay up-to-date with what they can offer their customers.
