Introduction
European Storedits
The convenience grocery sector is one which is growing
right across Europe. With more and more shoppers doing
‘top-up shops’ to complement their main supermarket
or online shop, it is clearly an area which provides
opportunities for retailers. Those already in the convenience
market can continue to improve their shoppers’
experience, while those yet to enter it would be wise to
consider a smaller-store format as part of their portfolio.
From window messaging to in-store displays, convenience
retailers are faced with challenges not seen in their
larger counterparts. Smaller footprints and less space
for messaging and stock don’t afford them the same
indulgences as a larger supermarket, and require creativity
and ingenuity to differentiate them from their competitors.
And with shoppers making short but frequent visits, the
key is in inspiring loyalty in these customers by making their
shopping experience one to remember.
Our research into a number of convenience retailers across
Europe saw us auditing stores for everything from the instore
environment to loyalty schemes and cleanliness.
Some of the results were as we would expect, but others
led us to conclude that there is room for improvement in
this ever-growing industry.
Essentially, convenience shopping should be just that…
convenient.
