Learnings from the SEIC can create
truly unique and engaging in-store
experiences that drive revenue.”
— Ron Hughes, director of shopper experience innovation, Coca-Cola Refreshments
While the innovative suppliers mentioned
in this article have their methods, NACS
can also help you learn more about consumer behavior.
The NACS Convenience Tracking Program (CTP) is based on shopper intercepts
conducted on-site at the retail “moment
of truth.” The program captures actionable
insights based on customer perception,
experiential factors, opportunity gaps and
conversion rates for specific categories,
category drivers/destination categories
and the forms of promotion customers find
Subscribers are using these insights to
identify opportunities and gaps in
n What drives customers to shop in
n What are shoppers buying and why?
n What did you fail to sell shoppers that
they intended to buy and why?
n Do they notice promotions and what
types/ methods are most effective?
n How can we extract additional sales from
n What is preventing fuel-only shoppers
from entering the store?
The NACS CTP sample size has grown to
more than 15,000 interviews per year across
40 states. This robust sample size enables
the insights to be segmented by missions,
demographics, daypart, product categories/
subcategories and brand.
To learn more about CTP, visit nacsonline.
com/CTP or contact Leroy Kelsey, NACS
director of industry analytics at lkelsey@
nacsonline.com or (703) 518-4255.
The OTRA is a small footprint cooler
integrated with a 10-inch video screen
that displays updated brand and promotional messaging; an expanded version
includes racks for snacks and meals.
The idea behind the merchandising
tool is to generate combo sales by placing beverages and food items within an
arm’s reach of one another, generating
impulse buys and enhancing overall
“We believe OTRA will help Kum &
Go meet multiple business objectives
and enable us to serve our customers
quickly,” said Richard Ginther, catego-
ry manager of Kum & Go,
OTRA is just one outgrowth of the
SEIC, an evolving program that Hughes
said offers strong opportunities for the
company’s retailing partners. “Our ob-
jective is to become our customers’ most
valued supplier, and this facility amps up
our ability to do so.”
Global Customer Insights Center
Similar to Coca-Cola’s SEIC effort,
The Hershey Company developed
a Global Customer Insights Center
(GCIC) that offers retailers a custom-
izable retail format — convenience
store or grocery store, for example
— where they can assess customer
behavior and tweak operational ele-
ments to optimize engagement.
“The innovation center helps us
move away from the conference
room and step into the retail
environment, creating a di-
alogue about what the fu-
ture [of retailing] can
be,” said Rachel Rogers,
vice president of U.S.
knowledge and in-
sights for Hershey.
brings to life the
with tightly sim-
ulated retail en-
enable the close
monitoring of op-
es. “We focus on
shopper insight to