Convenience Store Trends & Benchmarking
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Convenience Stores Trends and Benchmarking December 2012
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Transcript of Convenience Store Trends & Benchmarking
SCG London Page 1
Convenience Stores Trends and Benchmarking
December 2012
SCG London Page 2
Key Market Trends Smaller, Closer, Faster
SCG London Page 3
Customer Trends — Convenience
• Smaller,morefragmented household• Lesstime(foranything)• TheINternet INconvenience• Moreeatingout/on the move • SeekingValue• Location(nearyou)
SCG London Page 4
UK Trends
• Growthinnew forecourtsstatic- consolidation• Growthin multiples+2.4%• Growthinsymbol chain+5.2%• Co-opmovement+5.3%• Conveniencemarket 2011-2012=£34bn• 20%ofallgrocery sales•Symbolgroups increasedby5.1%to takeover40% of market
SCG London Page 5
Lesstime-food
• SmallerStores- Topupfoodshopping
•Quickerservice
• Specialisationby multiples
• ONLINESHOPPING
• Peopleonthemove •car/petrolstation •railway •airports
24Hours
SCG London Page 6
Newcustomertrends-Specialisation
• Stations• PetrolStations• Ticketoffices• Kiosks• Freshfoodonthego
SCG London Page 7
Newcustomertrends-Specialisation
• Communities,cafe/food• Highqualitytopup food• Seatingandsocialising• Value• Localindependents/ symbolbrands
SCG London Page 8
Theinternet=convenience
• Local- butinyourpocket
Servicebasedoffers• Order/Pickup-foodtickets,mail, services,fulfillment,gamesetc... • Freenewspapers
• Onlineretailand media
• Interfaceofdigital
SCG London Page 9
FromValuetoQuality
•Symbolgroups Independence Value Variety
•Multiples Cityspecialists Brandquality
Drivenby:QualityCommunicationDisplayLocalneeds
SCG London Page 10
“Foodtogo”Brand-Ownbrand
•Ownlabelcontrol•Specialists•Establishedbrands•Brandauthority•Symbolgroups-Value andindependence•Qualityin communicationand display=Valueandcare
SCG London Page 11
Newtrends
• Frozenhealthy/ nutritious•Qualitymerchandising•Qualityservice
Frozen, taste & qualityPicard
Farm Foods Concept Development - August 2011 - Page 10
Competitor benchmarking
PicardPicard Surgeles is France’s leading frozen foods specialist. Company operates as both a manufacturer and a distributor, with a network of more than 500 retail stores throughout most of France
The company also operates an e-commerce capable web site and off ers home delivery services. Picard’s revenues gives it a market share of more than 12 percent of the total French frozen food market. Picard has distinguished itself through a commitment to high quality and innovation. Some 95 percent of the
more than 1,000 products on off er are company’s own brands which include a line of prepared exotic meals under the Cuisine Evasion brand; ice cream, sorbets, and other frozen desserts under the François Théron name; Formule Express, for microwaveable meals; and Le Soleil, for Mediterranean dishes.
SCG London Page 12
UK - EuropeanConvenience store benchmarking
SCG London Page 13
UK-European-Conveniencestorebenchmarking
Quality — Fresh food & service
Value — Price - convenience & service
Local — Traveling, work & home
SCG London Page 14
• Largemultiples• Segmentation• Localtopup• Delicatessens Cafes freshproduce delivery• Primelocations Qualitydisplay
Quality—Value
SCG London Page 15
•Zabka•AlbertHeijn•Carrefour• Sainsbury’sEtc...
Quality—Value
SCG London Page 16
• Fromqualityto discount•LargeMultiples•Targetedcategories•Cleardefinedbrands•Promotionandcommunications
Quality—ValueCasino/Carrefour
SCG London Page 17
• Innovative• Compact• Clear
Quality—ValueALBERTHEJN
SCG London Page 18
• Quality•Upscale• Individual• Social
Quality—ValueMONOPRIX
SCG London Page 19
• ExpandingSector•Control/supplychain/ Authority• Independentvariety• Local value innovative responsive
Co-ops&symbolgroups
SCG London Page 20
• Independentwith mainbrandinput•Spaceplanningsuport•Clearmixdefinition• Localretailers
Co-ops&symbolgroups
SCG London Page 21
•Bestinclassonly•Qualitybranding•Qualitydisplay•Authority
Cafe’s,FoodtoGo
SCG London Page 22
Spar-Walthamstow
•Localpizza•LocalRetailer•Clearcategories•Instantauthority•...
SCG London Page 23
PlanningClear, quick and simple
SCG London Page 24
•Makespacework- easy•Integrateintightquick corners•Useallwalls•Segment&focus categories•Bright&appealing graphics& communications
Planning/Environment
SCG London Page 25
PEREKRESTOK BRAND & STORE DESIGN PRESENTATION 3 . JANUARY 2010 . PAGE 21
Perekrestok Express - Entrance
•Condensedcategories•Heros-butwhere customers need them•Easycirculation•Clearcommunication•Simplecolour&frieze unification
Plan/Benchmark
PEREKRESTOK_ BLUE EXPRESS_ 220MSQ/100MSQ. SCALE: 1.100@A3
BLUE EXPRESS_ 220MSQ
FRUIT &
VEG
.
DAIRY
GRAB
& G
OBE
ER /
JUICE
FISH
SALADDELI
COOKEDMEAT
BWS
GROCER
Y
EXIT
ENTRANCE
BAKE
RY
DELIPROMO
DELIPROMO
DAIRY
DAIRY/
CHEE
SE
SNACKS
/ C
AKE
S &
CONFEC
TIONER
Y
GROCER
Y
GROCER
Y
GROCER
Y
JUICE/
WATER
PROMO PROMO
HOT
sna
cks
or C
HILL
EDdr
inks
BASKETS
BAGUET
TES
/PASTRIES
FRESH MEAT
FRUIT /VEGDISPLAY
FRUIT /VEGDISPLAY
BAKE
RY
BWS
GROCER
Y
DAIRY
PREP
ARED
FOOD/ S
ANDW
ICHES
/ D
ELI
SALA
D/ C
HEE
SE
EXIT
DRINKS
& S
NACKS
BASKETS
KIOSK
FRUIT AND VEG
MAGAZINES
/ N
EWS/ C
DS
GRAB 'N' GO
ENTRANCE
CIGARETTES, HIGH VALUE ESSENTIALS & ALCOHOL
BLUE EXPRESS_ 220MSQ
GROCER
Y
MAGAZINES & NEWS
KIOSK
CIGARETTES, HIGH VALUE ESSENTIALS & ALCOHOL
SCG London Page 26
NarvesenPlans
PLANNING PROPOSALS PRESENTATION BY SCG LONDON | NARVESSEN PAGE 10
Monetu Option 1
MONETU STOREGA OPTION 1
ENTRANCE
BACK OFHOUSE
900
FOOD & SNACKS
DRINKSDRINKS
FRUIT &VEG
DAIRY
ALCOHOL
SNACKSSNACKS
HIGH VALUEALCOHOL
PROMO
850
SALADIMPULSE IMPULSEHOT & COLD
SERVEBAKERY SALAD
900
800
COFFEE BAR
DOTTED LINE INDICATES LINE OF BULKHEAD
COFFEE
FULL HEIGHT DISPLAYFULL HEIGHT DISPLAY
CASH 1 CASH 2
PROMO1200
PLANNING PROPOSALS PRESENTATION BY SCG LONDON | NARVESSEN PAGE 6
Gogola Option 1
ICE CREAMDAIRY
BASK
ETS
BRANDSIGNAGE
BASK
ETS
ALCOHOL
BACK OF HOUSE
FRESH1350
BAKERY
AMBIENTFOOD
1250
12001100
MEDIA &MAGS
POSSIBLE SERVE-OUT
LOW
ICE
CREA
M
SNACKS
DRINKS
REFRIGERATORDISPLAY
SELF SERVESALAD
MEDIA & MAGS
1500
MAIN ENTRANCE FROM STATION - 'ASSUMED' HIGHER FOOTFALL
CAR PARK/EXTERNAL ENTRANCE - 'WALK' THROUGH TO STATION
FRESHPRODUCE
GONGOLA STOREGA OPTION 1
HOT SERVEBAKERY BAKERYAMBIENT
AMBIENT
SNACKS COFFEE & HOTSNACKS
BUILT IN CORNER
1200
CASH 2 CASH 1
IMPULSE
IMPULSE BELOW
NEW HOT & CHILLED SERVER OVER COUNTER, WITH SERVERY TOP
COFFEE BAR TO WINDOW, WASTE ETC BELOW
FULL HEIGHT REFRIGERATORS
1600 HIGH REFRIGERATOR1600 HIGH REFRIGERATOR
FULL HEIGHT DISPLAY
1000
PLANNING PROPOSALS PRESENTATION BY SCG LONDON | NARVESSEN PAGE 7
Gogola Option 2A
CHILLEDFOOD
BACK OF HOUSE
MEDIA & MAGS
LOW UNIT BELOW WINDOW WITH 'MARKET' FEEL & VIEWED THROUGH GLASS
CAR PARK/EXTERNAL ENTRANCE - 'WALK' THROUGH TO STATION
ALCOHOL
BAKERY
CASH
1CA
SH 2
1500
BAKERY
AMBIENT/GROCERY
FRUIT & VEGDISPLAY
DRINKS
MEDIA & MAGS
860
PROMO
BASKETS
GONGOLA STOREGA OPTION 2A
1300 1500
1900
1900
CHILLED
ALCOHOL
PREP AREA
ICE CREAM
HOT SERVE
SALAD
IMPU
LSE
IMPU
LSE
COFFEEDRINKS
CHILLED
CHILLEDICE CREAM
AMBIENT
HOT OR COLD SERVE OVER
GRILL
PREP AREA
1600 HIGH REFRIGERATOR1600 HIGH REFRIGERATOR
FULL HEIGHT DISPLAY
FULL HEIGHT DISPLAY
PLANNING PROPOSALS PRESENTATION BY SCG LONDON | NARVESSEN PAGE 8
Gogola Option 2B
GONGOLA STOREGA OPTION 2B
CHILLEDFOOD
BACK OF HOUSE
MEDIA & MAGS
LOW UNIT BELOW WINDOW WITH 'MARKET' FEEL & VIEWED THROUGH GLASS
CAR PARK/EXTERNAL ENTRANCE - 'WALK' THROUGH TO STATION
ALCOHOL
BAKERY
CASH
1CA
SH 2
BAKERY
AMBIENT/GROCERY
FRUIT & VEGDISPLAY
DRINKS
MEDIA & MAGS
860
PROMO
BASKETS
ALCOHOL
PREP AREA
ICE CREAM
HOT SERVE
SALAD
IMPU
LSE
IMPU
LSE
COFFEEDRINKS
HOT OR COLD SERVE OVER
GRILL
PREP AREA
1600 HIGH REFRIGERATOR1600 HIGH REFRIGERATOR
FULL HEIGHT DISPLAY
FULL HEIGHT DISPLAY
FRES
H
FRES
H
FRESHSNACK
FRESH
FRES
H
FRES
H
FRESHSNACK
FRESH
1300
1600
1200 1500
1400
•Howweappliedtheseprinciples....
SCG London Page 27
UK petrol forecourt audit
SCG London Page 28
Total–Spar
SCG London Page 29
Total–Spar
Bright,fresh,communicatestheoffer ‘Healthy,chilled,fresh’ Everydayessentialscommunicatedathighlevel Prominenteye-catchingpromotions
Prominenteye-catchingpromotions Bright,fresh,communicatestheoffer Selfservice&servedfood-Colour&materialscreateanambientarea
SCG London Page 30
Shell–Select
SCG London Page 31
Shell–Shop&Select
‘Healthy,chilled,fresh’ Integratedpurchase&fueloffer
Shelfedge-clearcommunicationofcombinedoffer
StrongaisleendoffersOrganised&welcoming
Stand-outpremium&cohesiveselfservicearea
Highlightedareas
Compactandintegratedproduct andoffers
BP–M&S/WildBeancafe Premiumconvenience
SCG London Page 33
BP–M&S/WildBeanCafe
Strongcommunicationofcoffeeofferoutside Exteriorclearlyzonedbetweenbrands&offer
Offerclearlycommunicatedatentrance Sophisticatedambientgraphics,appealingproductdisplay Zonedflooringfromshoptoservice
SCG London Page 34
BP–M&S/WildBeanCafe
Snacks&impulseimaginativelydisplayed Crosssellingbakeryunit‘Igogreatwithcoffee’
Strongbranding
Stylish&appealingphotography
Perchseatingincoffeearea
SCG London Page 35
BP–M&S/WildBeanCafe
Multibuy&seasonalpromotions Consistentlanguage
EveryareautilisedtopromoteEngagingbackwall&ambientcolour/texture Consistentfriendlygraphiclanguage,cross-selling
SCG London Page 36
Esso – On the RunEsso–OntheRun
SCG London Page 37SCG London Page 36
Esso – On the Run
Strongbranding&communicationsheirarchy Zones clearly delineated Floorzoning
Bold promotions & product categories
Ambientperimetersignage
Attractiveandvariedmid-foorunits&promotionalpallettes Marketleadingcoffeebrandoffer
Esso–OntheRun
SCG London Page 38
Texaco – The Co-operativeTexaco–TheCo-operative
SCG London Page 39SCG London Page 38
Texaco – The Co-operative
Attractive&welcomingentrances Strong promotions Self service Costa Express
Clear & clean product departmentImpulsepurchaseaisle Marketleadingcoffeebrandoffer
Texaco–TheCo-operative
SCG London Page 40
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