The challenges facing the industry today cannot be overcome by simply doing what we already do more efficiently. Too many channels now compete for convenience dollars, an the shopper definition of convenience is changing before our very eyes. Given the urgent need for new ideas, the Council felt that it was worth the risk to try a different approach.
We chose to work with The Integer Group because they could do two things we believed were essential. They could conduct the research needed to take a fresh look at how shoppers view convenience, and they had proven experience with a process that helps businesses and industries “fast forward” to new and effective ideas about how to grow sales. The process is called “disruption.”
Retailers have been engaged in the development of these ideas every step of the way. Their participation in an intense two-day disruption workshop in 2008 made crucial contributions to the study findings. Their feedback has clarified and strengthened key insights. And the pilot projects they are conducting will yield valuable information on results.
The combination of retailer experience with formal research presented in this report has made it possible to reach our goal: to develop not just urgently needed new ideas about how to capture emerging opportunities for growing store business — but ideas that will work.