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Article | December 8, 2009
Pump up sales at service station C-stores?
Opportunities seem plentiful at these small marts. The margins exceed those for selling gas, and packaging can play a role in helping move shoppers in and out of the store.
Service station C-stores often are an overlooked distribution channel in the marketing plan for consumer packaged goods, but as a posting in Supermarketguru.com points out, they’re evolving fast with more sophisticated product offerings.
Why are these mini-marts worth a look? Because there are 145,000 of them, and they’re looking for products that enhance value. In particular, they want food and beverage products that save consumers time and keep food fresher, such as squeezable drink pouches that can be purchased and immediately consumed.
Opportunities abound. Though 75% of service station C-stores’ revenue is derived at the gas pump, those sales account for only 32% of gross profits. The takeaway is there is money to be made, and further brand exposure is possible, in these small stores.
Keys to success are knowing both the fast-paced spend-and-consume pattern of shoppers who purchase items at these stores and also the store layout. Supermarketguru.com points out that these store layouts minimize right angles to maximize product visibility and store flow. How can packaging be adapted for your brand to succeed in this store environment?
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