Which C-Store Structure Is Best For Your Product?

February 12, 2015

Each manufacturer wants his creation to become a hit in the market with buyers craving for more and convenience stores vying with each other to display the product at their stores. But the whole process of manufacturing, marketing, distribution and sales along with competition management can get a bit too overwhelming for the manufacturer.


If you are a manufacturer of non food convenience product than your only sales outlet will be small and large convenience stores in the local region and across the state www.cstoredirectory.com, which can be done with help from distributors and wholesalers www.cstoredistributors.com, that can give you advice about how to get products into c stores. As a manufacturer of food products you have the option of selling your products through both c-stores and grocery stores which increases your customer base.


Whether you want to sell your products through small mom and pop convenience stores or large super stores like Walmart, efficient distribution is vital to the success of your brand and its future. To guarantee the success of your product it has to meet a vital need of target customers and should be available at a price that they are willing to pay for it.


As a manufacturer you may have little understanding of market conditions and thus try to sell your product through stores which have several close competitors in the same category leading to early death of your brand. So to be a successful convenience store brand you need to carry out detailed research of stores first in your area to find out the categories of products they sell and also the prices they are available at which will help set up an viable price for your product to induce target customers to buy them.


Categories of C-stores that would be ideal for your product


Standalone single c-stores – These are attached to gas stations and are located close to housing societies or are in remote highways away from civilization. These stores are generally part of chain of gas station or can even be a single mom and pop neighbor stores storing essentials that can be needed at any time of the day. These stores have limited stocks of products and are more tolerant to start-ups and the limited number of brands can help your product in getting the recognition it deserves as there is less competition. Even though these stores have limited customers they are loyal and have been with them for a long time so it is easy for your product to establish its brand value here and then proceed to more competitive areas.


Large superstore and warehouse retailer – These are spread across different levels which store a wide category of products like Walmart, Costco or Target. To get your product into this category of stores it has to show record of popularity in other markets as these stores do not accept starters. If you want to create a niche demand for your products then it is not likely to happen by making a start at a large superstore as it is likely to get lost among the numerous categories in the store. This category of c-store is workable if you have a large production facility and would be able to handle large orders by superstores as they depend on volumes to drive their profits.


C-store and grocery store chains – There are statewide and nationwide chain stores of mid-sized convenience stores which have retained their hold on local markets for several decades despite pressure by large superstores. To get your product into these chains you can either contact their buyers or take the assistance of convenience store brokers which supply to them.


When you are able to get a product into c-store chain it is easy to get it into other stores in the group once your product becomes popular as then it will get automatically accepted. If you are a manufacturer of liquid beverage then it is ideal that you carry out the beverage distribution yourself to retain the quality and freshness of the product. Stores have vending machines and fountains for beverages which can be helpful in dispensing the beverage or it can be packed and sold in cans and bottles to give a unique brand name to it.


Specialty stores – If you want to establish an upmarket reputation of your product brand then it is ideal that you adopt a selective distribution system so that they are available only in upscale stores. This can be done by using Checkstand Program which is a independent group of food distributors, rack jobbers and wholesalers which work as a professional distribution system to introduce new products into the market. They will carry out an area wise sampling of your products through the stores they work with to check its viability and then depending on popularity distribute it across stores affiliated with them.


Factors determining choice of store for your products – Though you can choose any of the above given store types to sell your convenience products ultimately it is the profit you earn and the growth in brand name will determine which is best for you. Unless you are selling your product online, distributors, wholesalers and store owners will charge a margin from their services which will get added to the actual sale price of your product that will be paid by customers. If these margins drive up the price of your product and it becomes more expensive than that of competitors, it will be difficult to gain a foothold in the market.


Retailers are offered a wide variety of products on a regular basis to stock on their shelves which gives them bargaining power to accept or reject a new product. Though this may seem unfair to you as a manufacturer one should consider that a retailer is taking a risk by replacing a product which is already giving returns with a completely new product. It is vital for the success of your brand to select the most ideal type of stores which can present it effectively and complement your advertising outlay.