Issue link: https://read.dmtmag.com/i/585738
33 Oil Prophets C-store owners should consider designing the store with a high-end feel to reflect the high-end products that are becoming more prevalent in the c-store space. Customers are looking for the shopping experience in their big box stores, supermarkets, neighborhood markets and, now, convenience stores. Customers are expecting a destination and are willing to pay for the experience. C-stores should take the same approach with the cold vault. Make sure the cooler/freezer section is designed to complement the store layout and draw customers in. Innovative and modern designs can help influence customer purchasing decisions. Even small innovations to the cooler doors can make a huge difference. Does the cooler/freezer door have elegant handles? Does the glass offer a full view of all the products inside? Is it lit well? Are the doors configured for efficiency? These are all critical things to ask when critiquing the cold vault. Enough Room The cold vault must be large enough to accommodate the myriad product SKUs that customers expect from today's c-store. Operators can no longer stock only the standard offerings of carbonated soft drinks and expect to remain competitive. However, additional SKUs, limit the amount of the cold vault's available real estate. Add the recent explosion of the craft-beer market and the real estate inside a traditional cold vault becomes extremely strained. The solution lies in the installation of more, taller, wider or, perhaps, seamless doors that maximize SKU capacity and increase viewable space. These larger doors can add two or three additional shelves of product, which is critical to meeting the varied demands of customers. An added benefit is the perception of exceptional quality, which can increase purchase justification for higher ticket items. Well-Lit Selection Packaged-goods companies spend billions of dollars a year on attention- grabbing logos, glowing colors and exciting type styles for one reason: growing sales. Smart c-store operators can capitalize on package design by upgrading to LED fixtures so these beverages "pop" for customers. LED lights come in numerous mount- types, have impressive color rendering and provide uniform illumination to decrease hotspots and dead zones. Not only can LED lights increase sales, but they save a considerable amount of energy, and can easily be retrofitted in existing cold vaults. Make A Change Sometimes it's difficult to make a change. Obviously, there is cost associated with this, but keep in mind, the convenience shopper is highly coveted by other retail segments that are going to great lengths to steer them into their stores. By implementing the right equipment, c-store owners can create and sustain a significant advantage in the competition for the convenience shopper. Embrace bigger, brighter, wide-view, designer doors for less cluttered and more varied product displays in order to win the cold-vault competition. About the Author: Paul DeVane is a regional manager for Anthony®, a Dover company.