After 30 years in the convenience retail sector, I am sensing a real move in shopper habits.

It became clear to me about 10 years ago that customers knew what the price of a jar of coffee was in every outlet – so the answer was to bring in price-marked packs for transparent pricing, and switch to a number of BOGOFs to compete, hoping that margin could be maintained.

Add to that deep-cut promotions, which were very repetitive but necessary, and food to go to add a point of difference to the store.

But our customers are evolving and they are demanding something different. They want destination stores, almost like the old department stores, where they can treat themselves to whatever they like.

Women in Convenience: Meet the ambassadors

All the products are separated into categories and displayed strategically, but never stale, and they have to be ahead of the curve all the time.

It’s about concession-type convenience, where we make use of the power of the brands that have invested thousands into research, so we don’t have to. Imaginative convenience, which inspires us to evolve with twists and turns, is desirable.

Let’s lead the customer on a journey – from a decision to visit, an invitation to purchase and, importantly, an experience they wish to revisit.

Register to attend this year’s Women in Convenience event