TheNACS/Coca-Cola Retailing Research Council’s has released their findings from the latest convenience store pilot initiative. Testing supports the Shopper Hierarchy of Needs Model that was revealed last year which identified a shoppers’ basic, fundamental, and emotional needs. The test aimed to further previous findings by testing solution-oriented merchandising fixtures designed to increase simplicity and ease of shopping to see if it, in turn, engaged shoppers and increased sales. The report reveals that:
- 78% of shoppers say they choose a c-store based on whether or not the store “always has what they need”
- Cravings drive impulse purchases
- Brand specific purchases can be influenced
To read more of the findings you may download the full report here.
