C-Store Product Availability
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Shoppers use convenience stores as a “back up”. When they’ve run out they don’t expect the C-store to have run out too. In superstores, the difficulties involved in getting product “the last 10 metres”, from back room to shelf, are the main reason for out-of-stocks. But in C-stores the situation is often more complex. Store size, lack of discipline on range and merchandising, low stock holding, complicated logistics, day and week part demand spikes and unpredictable sales mean that C-stores face a much greater challenge in maintaining on-shelf availability.
Routes to market in the C-store sector are also much more fragmented than in the superstore sector. Solutions to the sector product availability challenge must take the differing circumstances of big box retailers, convenience multiples, forecourts, symbol and unaffiliated independents into account as well as drawing the common threads together. How can suppliers develop strategies that improve their product availability across the board?
Leading suppliers are prioritising different areas for different routes to market. The key issues for the symbol and unaffiliated independent channel are: EPOS penetration, ranging discipline, correct merchandising within each category, retailer buying habits and the effectiveness of supplier trade engagement, retailer education and communication strategies. By contrast, the key issues for the big box/multiple channel differ. They are: the absence of a tailored logistics solution, forecasting inaccuracy, day and week part demand peaks in stores that overtrade their space, smaller case size, automated replenishment/exception reporting and the problem of staff motivation and focus.
Generalisations about the UK Convenience sector are problematic but possible. The key sector issues for ALL convenience retailers are: appropriate ranging, the negative impact of promotions, “C-store friendly” shelf ready packaging and shrinkage, Our report and presentation gives suppliers a C-Availability benchmark for their overall sector strategy.
Information Sources for this Project
• Interviews with senior management in UK Convenience retailers, symbol retailers and leading suppliers.
• Analysis of qualitative survey data from 70 unstructured interviews with symbol/independent standalone and forecourt retailers.
•Analysis of quantitative survey data from telephone interviews with 1000 symbol& independent standalone and forecourt retailers using structured questionnaire.
Published:
Price: £495 price includes hard & electronic copy of report and Powerpoint presentation on CD ROM. In house presentation/C-Availability benchmarking session costs an additional £495
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