INDUSTRIES
Convenience
The convenience channel is not a smaller mass retail planogram. It is a different sale.
WHERE THIS USUALLY STARTS
The situations we recognize on the first call.
01
Your convenience channel is an afterthought run off the mass retail planogram.
02
Your c-store programme has no cooler set, no counter display, and no trained operator.
03
Your product is in the warehouse and not on the shelf in the store the buyer actually walks.
04
Your convenience placement has no reorder discipline and the shelf goes empty between visits.
C-store programme design and placement. Like our consumer packaged goods work, we design c-store programmes through category management and trained distributor management, because the convenience buyer stocks a different shelf and the reorder runs on a different rhythm.
Glade and Fix-A-Flat convenience-channel lines built and managed across Central America.
01
C-store programme design
We design the cooler set, the counter display, and the reorder rhythm the mass retail planogram does not solve.
02
Convenience placement
We place the product on the shelf the buyer actually walks, not the warehouse the distributor fills.
03
Reorder discipline
We own the reorder cycle so the shelf does not go empty between visits, which is how the convenience buyer keeps a vendor.
FAQ
Questions before you sign
The convenience buyer stocks a different shelf. The cooler set, the counter display, and the reorder rhythm do not fit the mass retail planogram. A c-store programme has to be designed from scratch, not scaled down from mass retail.
The cooler set, the counter display, the trained operator, and the reorder discipline. Without all four the shelf goes empty between visits and the buyer drops the vendor.
Glade and Fix-A-Flat convenience-channel lines have been built and managed across Central America.
Yes. The operator who sells the product last is the one trained least. We train the distributor and retailer staff on the product and the reason to recommend it, in their language, inside their culture.
A decision under uncertainty
An air care brand had a mass retail planogram and tried to run the convenience channel off the same set. The cooler set and the counter display did not fit the mass retail planogram, and the shelf went empty between visits. The choice was to keep forcing the mass retail set, or to design a c-store programme from scratch. We designed the c-store programme, because the convenience buyer stocks a different shelf and the reorder runs on a different rhythm.
WHERE THIS GOES NEXT
A two-week diagnostic, on site.
We sit with your internal and external stakeholders, look at the c-store programme and the shelf, and give you a written view of where the constraint sits, what moving it would take, and whether we are the right firm to help.
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