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Engagement Summaries |
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Retailer Delivers Differentiated Experience To Consumers Exceeding
Competitor Results From Rebranding
How A Convenience Store/Gasoline Retailer Delighted Target Consumers
To Drive Growth Through Same Store Sales & Acquisitions
The Situation: |
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• Retail division of vertically integrated petroleum company
underperforming
• Same-store sales lagging
• Competitors rebranded C-store/gasoline retail locations fueling
significant growth
• Significant opportunities to grow through acquisition available
• Marketing, advertising & remodeling retail locations to rebrand require
intense investment
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The Challenge: |
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• Validate financial opportunity of rebranding c-store/gasoline
locations
• Test consumer segmentation to ensure a focus on the greatest
opportunity
• Align the people & the processes with the rebranding
• Develop an implementation plan that guarantees success
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The Solution |
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• Revised consumer segmentation found a
more profitable segment
with a significantly larger opportunity
for increased loyalty &
revenue growth
• Modeling of the drivers of consumer loyalty demonstrated how
key
employee behaviors would drive loyalty & business performance
— Rebranding didn't drive for newly identified segment
• Marketing, advertising & remodeling investments put on hold, saving
tens of millions of dollars
• Manager & employee training system deployed with minimal labor
costs
• Economic, focused coaching of district and store managers executed
• One scorecard to forecast & manage performance from the retail
location to corporate headquarters implemented
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The Results: |
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• Store manager talent upgraded
• Improved perceptions of petroleum product quality & c-store
pricing
• Double digit increases in employee satisfaction, consumer
loyalty,
average transaction & same store sales
• Revenue & margin results exceeded 15% achieved by competitor
rebranding
• Tens of millions of dollars re-allocated from rebranding to
fund
acquisitions
• Acquisitions integrated using training, coaching & scorecard
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