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The Morrison Group Blog

  • 6 Things to Watch for at the 2015 NACS Show


    The 2015 NACS (The Association for Convenience & Fuel Retailing) Show is just around the corner.

    Over 23,000 industry stakeholders travel from all over the country to the 40,000 square foot expo space at the Las Vegas Convention Center in Las Vegas, Nevada every year to discover what's new in convenience retail.

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  • 5 Hot Ways to Kick Off Hot Cup Season

    Hot CupHot cup season is here--that means it's time to gear up your promotions to move your hot cups.

    Hot dispensed beverages are the number one traffic driver when it comes to in-store sales. So, it's important that you plan your promotions accordingly.

    There are several ways you can spice up your hot dispensed beverage offerings to move your hot cups. Below are 5 ways you can kick off your hot cup seasons right:

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  • The Perfect Pair: Loyalty Programs and Insulated Mugs

    Loyalty ProgramYou have 3 seconds to capture your customers’ attention once they walk into your store. How can you effectively market your mugs to drive refillable beverage traffic?

    Introducing a loyalty program not only rewards your regular customers, but will draw new customers to regularly patron you. The number one form of marketing and advertising hasn't changed for decades: word of mouth.

    When your current customers are happy, new customers will pay attention to their experience. A refillable mug program can be a very easy way to build customer loyalty.

    According to NACS, beverage loyalty program participants visit c-stores 5-7% more with spends that are 70 cents higher per trip than non-loyalty shoppers.

    A strategic, refillable mug loyalty program can increase trip frequency, loyalty, and basket size while tapping new demographics.

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  • Study: A Customer Will Own What They Touch

    CustomerIn a study conducted by Joann Peck and Suzanne B. Shu titled "The Effect of Mere Touch on Perceived Ownership", they discovered that merely touching an object results in an increase in perceived ownership of that object.

    For a customer, perceived ownership can be increased with either mere touch or with imagery encouraging touch.

    According to the research, the value of an object can be influenced by both the perceived ownership and the touch experience by the customer.

    What does this mean for convenience stores trying to increase basket size?

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  • Foodservice: Combining Categories for Stronger Promotions

    foodserviceThe shift in the convenience store industry from a quick, fuel-up to a fresh, foodservice location is having its impact on more and more convenience stores.

    Consumer expectations for fresh food and beverages at their fuel stop has now become the norm.

    Whether you are starting your foodservice or beverage program or you need to freshen up your offering, you may be leaving money on the table if you aren't taking advantage of promotions and marketing.

    Properly marketing your food and beverage programs will not only create consistency in your store's brand, but improve your customers' experience so they keep coming back for more.

    However, it's not enough to just promote one item from your beverage program or your food offerings. In order to strengthen both programs, try combining categories to create a themed promotion.

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  • How to Create Timely Promotions That Matter

    Timely PromotionsManaging a convenience store while trying to build your business can be challenging.

    Besides managing employees, dealing with vendors, making sure your store is clean, and ensuring that product is fully stocked, you have to consider your customers' experience and build your brand.

    However, quality far exceeds quantity--you don't have run constant promotions and spend hundreds of dollars on marketing.

    Instead, create timely, quality promotions that matter to your customers.

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  • The Case for Iced Coffee

    Iced Coffee CupsTwenty-one percent is the convenience store’s share of the restaurant coffee industry. However, a fractional amount of this is iced espresso or blended/frozen coffee which tremendously lags in success compared with other channels. (Source: National Coffee Association, Samuel Nahmias, principal and COO of StudyLogic, Cedarhurst, N.Y.)

    Creating an experience of freshly-brewed, quality iced coffee in the brisk c-store environment can be challenging. The industry as a whole has not figured out how to target the biggest consumer age group of 18-24 year olds and embrace that iced coffee is a growing trend—not just fad.

    However, as the industry continues to shift towards a foodservice experience, c-stores are ideally positioned to capture the demand of iced coffee lovers.

    According to Mintel research, the market share of cold-brew drinks as a percent of all coffee sales in U.S. coffeehouse and restaurant menus rose from 19% in 2009 to 24% during the first quarter of 2013 (Source: NACS Online). Dunkin’ Donuts conducted an independent study that revealed the most popular time of the day for an iced coffee is between 10 am and 2 pm (41%), followed closely by 2 pm to 6 pm (37%). By having an iced coffee program, c-stores can attract that heavily sought afternoon day-part, where most consumers crave a salty before-dinner snack alongside a beverage "pick-me-up”.

    So, how do convenience stores looking to bolster their existing coffee programs enter in to this highly competitive market space and execute a well-developed iced coffee program?


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  • Choosing the Best Cold Cup Material for Your Region

    Best Cold CupCold cup season is in full force.

    Promotions for $.99 fountain drinks are covered on convenience stores all across the nation.

    However, for your customers, not every experience is the same. In the world of cups, material can mean more than you think.

    In this article, you will learn how to choose the best cold cup for your region.

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  • 3 Surefire Cold Cup Promotions

    Plastic Cold CupsCold cup season is here, and what better way to kick start cold beverage season than with a promotion?

    Of the 44% of people who went inside the store after filling up, 38% bought a drink (coffee, fountain drink, can or bottle) in 2014. (2014 NACS Consumer Fuels Report)

    When asked if consumers purchased a list of items from a convenience store that sells gas in 2014, the #1 item was a soda/fountain drink (34%) and the #2 item was coffee (26%). (2014 NACS Consumer Fuels Report)

    If you don't have a program or strategy in place to promote your fountain drinks, you are missing an opportunity to turn a customer into a regular.

    Here are 3 surefire ways to promote your cold cup drinks today.

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