Convenience stores thrive thanks to their ability to offer something for everyone. Whether it’s a quick drink for the road, a bag of chips to go with lunch, or some lottery tickets to split with coworkers at the office, convenience stores serve as an excellent resource for those needing to buy quick items on the go.
Many convenience stores try to promote the simplicity of their store — after all, convenience is literally in the name. If a customer can’t find what they need quickly and efficiently, the convenience store in question fails to provide the quintessential C-Store experience.
That said, many successful stores (both chain-operated and independent) try to blend their simplicity with a sense of personalization. A bit of personal flair can go a long way in the eyes of the consumer, as it can build a level of familiarity with the brand.
Let’s take a look at some of the key steps convenience stores need to take to get the most out of their limited floor space.
Logical Convenience
To put it simply, store layouts need to make sense. If they are confusing or hard to navigate, customers will leave the store without making any purchases.
Stores that follow a logical flow with easy-to-read signage typically create seamless shopping experiences. Best-selling products should be positioned in a location within the store that is clearly labeled and easy to find. Shelving arrangements and product placements should make finding specific products a simple task. Everyday items, seasonal specials, and checkout station products (convenience items like gum, candy, etc.) should be differentiated through strategic positioning as well.
Consistency is also important. Although it may be tempting to reorganize products based on sales volume or customer feedback, try to avoid drastic layout changes that will confuse your customers who have grown accustomed to finding their favorite products in certain parts of your store.
The area near the register needs to be prioritized within your store’s layout. Make sure that items such as drinks, candies, chips, gum, breath mints, and other personal hygiene items (in travel size) are positioned in a way that the customer can easily see them as they go to pay. This section serves as an excellent reminder of products that customers may need for their travels. These items, which are often the sites that people forget before they hit the road from their homes, are the last-minute impulse purchases that can elevate your store’s monthly revenue if designed correctly.
Getting Personal
Personalization can be key when designing a new layout or revamping an old one. You can use a custom branding plan to draw attention to certain areas of the store and direct customers to take specific routes upon entering.
Convenience stores should try to immerse the customer in a branded experience the moment they set foot in the store. From the beginning of their journey to the moment they check out, the customer should associate the duration of their visit with distinct branding that separates the store from its competitors.
Customized shelving is one of the most commonly used branding tactics for convenience store personalization. A mixture of the right colors, materials, logos, and unique fixtures can make new products, limited-time discounts, and other areas of interest stand out within your storefront.
Interactive Elements
Aside from your shelving and the products on said shelves, it helps to include some interactive elements within your store to increase visit duration and customer engagement.
Digital touchscreen menus or checkout screens put customers in the driver’s seat by giving them a sense of control. Complimentary mobile phone charging stations or selfie booths give customers a reason to stick around a little longer, perhaps to browse the store for an extra few minutes.
Any sort of engaging activity that can increase visit duration is a net positive from a revenue generation perspective. Entertainment devices are some of the best options for convenience store owners to consider when attempting to attract new clientele in the modern era, as the demand for these kinds of machines has steadily increased in recent years.
Maximizing Floorspace Value
Your available floor space may be limited, which means that every new addition must be measured and evaluated for its ROI potential. You may be thinking about adding more racks to increase your snack selection or perhaps a new refrigerator to offer more drinks during your rush hours. While those aren’t necessarily illogical decisions, you may want to consider alternative strategies that offer much higher rates of revenue per square foot.
Skill gaming can add an entirely new dimension to a convenience store’s customer experience. With INAMAX, you can transform your underutilized space into a new revenue stream and a unique customer touchpoint. We aim to provide revenue-generating opportunities for our clients while ensuring their brand consistency remains intact. Our terminals are built to maximize engagement with minimal floor space, only requiring a mere 5-7 square feet of space to operate.
If your goal is to increase your customer’s average time spent in-store, supplying an accommodating route gaming environment can be your solution. By providing some hot food, a varied drink selection, and comfortable seating to go along with some of the most popular skill games on the market today, you can easily extend your customers’ average time per visit duration.
We’ve structured our team and our business model to adapt to the changing demands of our customers’ markets. INAMAX’s Culture of Support supplies our corporate partners with 24/7, 365 days-per-year technical assistance to ensure maintenance issues are resolved quickly and effectively. Our Account Management team also plays a critical role, partnering with our clients to address unique challenges and providing data-backed customized growth plans designed to simplify operations and continuously drive profit.
Interested in growing your store’s revenue with INAMAX? Reach out to a member of our team by calling us at 770.449.0400 ext. 700 or filling out our contact form found here.