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Article: The new niche: smashing cookie-cutter molds. (convenience stores) (Convenience Store Report)
- Article from:
- National Petroleum News
- Article date:
- August 1, 1994
- Author:
CopyrightCOPYRIGHT 1994 M2Media360. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Add one part sugar, one part luck, a dash of back-water instinct and throw away the cookie cutter. It may seem hard to believe, but a few of the country's largest convenience-store/petroleum operators are taking the cookie cutter out of their merchandising recipe and replacing it with a home brew of product appeals targeted to local tastes.
Some call it a new way of doing things. Some say it's just plain old merchandising. Some call it a twist on the old idea of "niche" marketing. Whatever it's called, new selling ideas are opening up the minds of petroleum and convenience store retailers with operations large and small.
What is the new niche marketing? It's ...