Editor's Letter
Be a Shopping Destination
Shoppers don’t always have time to find the best retailer for purchasing
every item on their lists, let alone the gas budgets to make visiting
several outlets worthwhile. Time-crunched consumers have always
loved getting the most done in the least amount of trips, but today’s soaring
gas prices mean shoppers of every income level are cutting the number of
retailers they visit. Is your store doing all it can to provide for your shoppers’
needs in just one stop? If not, investigate stocking what it takes to make sure
you’re not losing customers to convenience.
“Value and convenience are more important
than ever as rising gas prices impact where and how
often consumers shop,” says Todd Hale, senior vice
president of Consumer & Shopper Insights for Nielsen
Consumer Panel Services. A recent poll done by
Nielsen shows that in 2001 the annual number of
shopping trips per household was 181, while in 2007
it dropped to just 100. Drug stores and supercenters
showed incredibly large gains in household visits
during this same time period because they offer
convenience items and provide one-stop-shopping
destinations. This research shows that every retailer
needs to examine if it is meeting as many of its
shoppers’ needs as possible during a single visit.
I thought I knew the meaning of time-starved,
until I had my son. (We just welcomed a new foodie
to our family, Nicolas Bryant Noblitt, born Feb. 23.)
Now I have a much better appreciation for just how
busy life can really get. Being a new mom makes
my local specialty food store even more valuable,
with its great selection of quality basics, quick meal
solutions and interesting gourmet products. My only
complaint is that I can’t get the health, beauty and
cleaning supplies I also need in that same stop. I’ve
found myself switching brand loyalties just to get the
quickest item available and avoid another trip out
of the house for laundry detergent or toothpaste.
I’d also be willing to pay a bit more at this same
store for the brands I like and items I would have to
go elsewhere to buy, like last-minute gifts and cards.
The time and gas saved would make it completely
worthwhile. I believe many of your shoppers feel the
same way.
But it’s not just cleaning and health products
that can make you a complete shopping package
to your consumers. Hard goods and housewares
are valuable finds that might require another trip
to an outlet further than your store. “Best Bets
in Housewares” on page 30 and “A Cut Above
the Rest” on 33 offer great new finds from this
spring’s International Home & Housewares Show,
from funnels and measuring cups to cutting boards
and food storage. By stocking up on quality cooking
tools and giftable items, your store can knock out
the number of car trips consumers must make, and
garner higher-per-ticket sales.
Also consider creating personal shopper and
reasonably priced delivery services as a way to make
life easier on your clientele. Creating a reputation for
yourself as a life-saver during crunch times will build
loyalty among your shoppers — especially for those
new moms among them — and help you win over
new consumers in your area.
Until next month,
Natalie
Hammer Noblitt
