Making C-Store Sales

Product Knowledge - Where do you get it!

Customers make their purchase decisions based on their perception of the service, the feel of the store and the shopping environment and whether they recognise the product.

Statistics have been quoted from customer surveys that indicate over 56% of customers didn't purchase any product in the store because it was either out of stock or they couldn't find it.

Many of these customers probably wouldn't have bothered asking the store staff for that product either. They have probably experienced a lot of poor product knowledge and service in the past, so If they can't find it quickly and easily, they will leave without making any purchases. If they couldn't find the product they came for, there is very little chance that they will be interested in an "impulse product".

As C-Store Operators we need to ensure we can satisfy the customers demand shopping requirements and then be able to offer them a range of impulse products and promotions. This is the basics of retail revenue growth. Satisfied repeat customers who appreciate that we have their core demand requirements as well as a range of other retail products to satisfy their consumer impulses and get Value for money.

But, If customers have an expectation that you will have their "demand - top up" product they also have an expectation retail staff will know about the product they sell.

We all know that it is probably a waste of time to ask a supermarket cashier or checkout operator about the products they sell. However when we enter a Convenience store as customers ourselves, we always look for the service attendant when we have a question.

The information we request ranges from price and best in the range to the most popular with other customers. The more involved product such as engine oils at service stations requires attention to details, as one product doesn't fit all like a jar of coffee. You need to know how they will work in particular cars and if we don't know we must know where to find out.

Knowledge of products and the specifications customers ask about comes with time but also needs some effort on the part of the service provider. Researching products to find the information is an ongoing process. Some tips and hints can come from fellow staff who have been in the game for some time, they often pass on the benefit of their experience with customers and the types of questions they have been asked. It is important to ask them if we need support.

Product packaging is a good source of information and with most oils there is usually a manual, quick reference material or hotline to obtain the latest recommended product for the customers make, model and even year of car manufacture.

Customer feedback is another area of product information. Our customers discuss food items or drinks with us all the time, "love the taste of that new energy drink", "those muesli bars are gluten free", "these chips go great with dip". Passing on these types of comments is quiet acceptable if you haven't tried the product yourself.

Even our fuels these days have product information that customers may wish to know about. Clean fuels, power enhancers, environmental benefits etc. have given us more to discuss with our fuel customer.

When a customer asks us if we have a product in stock or where is it in the store do not want to hear answers like:

"If we have it, it should be down the back of the store".

This is not very helpful to the customer. A good service operator will know exactly what products they sell and where they are merchandised in the store. You should be able to tell a customer:

"Yes we have some. They are in the back row, on the right hand shelving bay, on the top shelf."

And if you aren't busy at that time you would even show them. Now that is true Convenience Service.

Familiarising yourself with what your store stocks is the first priority in gaining the information your customers will ask for. Seek assistance from the store managers and supervisors as to what training you can undertake.

Your knowledge expectations extend beyond the products on the shelves. Sometimes customers ask for your assistance on local information. "Which way to a particular attraction", "where is the shopping centre, hospital or parks" etc. Being able to provide this information has often resulted in the grateful recipient purchasing goods before leaving as a thank you and they also talk up your store's friendly service to their friends.

Product knowledge is easily obtained if you make the effort to look, ask and research. Customers are impressed by the effort which in turn gives the service attendant a competent feeling.

Look around your store, ask other staff, read the packaging when you complete tasks in the storeroom or out in the store and think about how you can simplify that information to advise a customer quickly. Your customers will appreciate your expertise and sales are improved when the customer's questions can be answered without fuss.

Atmp Training and Skill Development provide C-Store induction training for staff and Certificate II Retail Operations Training in flexible learning formats. Both of these programs include segments on Product Knowledge.

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