Forget about the ABCs of improving convenience store sales. Doug Middlebrooks is more interested in PITA.
Middlebrooks, assistant vice president of shopper marketing for Coca-Cola Refreshments, developed the acronym as a way to underscore the four ways a retailer can sell more stuff.
P: Population, or store traffic.
I: Incidents, or how many of those customers buy snacks or beverages.
T: Transactions, or how many times they buy a snack.
A: Amount, or how much they spend.
Middlebrooks offered suggestions for growing each element of PITA (see PDF).
“There’s not one area that’s right for every retailer; it depends on your store,” Middlebrooks said. “This helps you frame up which marketing opportunities to focus on.”