A Datamonitor Report
timely
Case Profile: Stock
Rotation in the
Forecourt Shop
Publication Date: Dec-04
Reacting to the latest news
breaking in your industry
focused
Product Code: DMEN0307
Limitations of size, changing consumer needs and
intense competition make innovative approaches
to inventory management an important consideration
in the forecourt shop. This case profile examines
the emergence of stock-rotation or split-stocking as
a strategy which enables the forecourt retailer to
maximise shop space whilst better meeting the
diverse demands of its customer base.
The world's leading convenience retailer, 7-Eleven, serves six
million customers everyday. The notion of split-stocking which
involves a carousel of breakfast, lunch and dinner options are an
essential part of its consumer-centric approach to convenience
retailing. This profile asks how feasible is the implementation
of split-stocking in the forecourt shop? Can supply chains cope
with an increase in demand? Is consumer demand strong
enough to compensate for additional costs? Which European
forecourt retailing markets are most suitable for this stocking
innovation?
For details of all Datamonitor reports, go to:
www.datamonitor.com/energy
Hundreds of hours of analyst
time distilled into a few pages
primary research
Unique survey data and
interview results
thought-provoking
Fresh opinions and
out-of-the-box thinking
timely
Case Profile: Stock Rotation in the Forecourt Shop
DMEN0307
Reacting to the latest news
breaking in your industry
Scope and coverage
• Quantitative assessment of the consumer trends and market drivers demanding
new approaches to inventory management
• Detailed analysis of the split-stocking strategy and insight into the operations
of the global convenience retailer which pioneered it
• Market-specific assessment of split-stocking as a solution to the growing
demands of the convenience consumer
Key findings and highlights
• By 2007, there will be 72 more out-of-home meal occasions per European adult
than in 2002, chiefly at breakfast and lunch time. Accordingly, the convenience
retailer must be prepared to meet the growing requirements of the mobile
and dynamic consumer of today.
• In the competitive convenience arena, the larger the shop the better the product
choice. Whilst the average US 7-Eleven store is 2700 square ft, most European
forecourt shops are substantially smaller. With the potential to make your shelves
work three times harder, split-stocking stands as a solution to the constraints
of size.
• Although on-the-move consumption is increasing across Europe, the feasibility
of stock-rotation hinges on whether or not the time of day consistently dictates
the type of food purchased. Where there are distinct preferences for breakfast
and lunch options at the relevant day parts, consumption patterns become more
erratic at dinner time.
Reasons to purchase
• Understand why traditional approaches to category management should be
reconsidered and how the strategy of split-stocking provides a solution
• Evaluate the implications of a split-stocking strategy at each point of the supply
chain, in terms of distribution, space, personnel and the customer
• Maintain pace with competitors by being in a position to adopt, modify or reject
stock-rotation based on specific market and store characteristics
Contact us...
From Europe:
tel:
From Germany:
tel:
From the US:
tel:
From Asia Pacific: tel:
+44 20 7675 7202
+49 69 9750 3119
+1 212 686 7400
+61 2 9006 1526
fax:
fax:
fax:
fax:
+44 20 7675 7016
+49 69 9750 3320
+1 212 686 2626
+61 2 9006 1559
email:
email:
email:
email:
enmarketing@datamonitor.com
deinfo@datamonitor.com
enmarketing@datamonitor.com
apinfo@datamonitor.com
focused
Case Profile: Stock Rotation in the Forecourt Shop
DMEN0307
Hundreds of hours of analyst
time distilled into a few pages
Table of contents
INTRODUCTION
APPENDIX
ASSESSING THE OPPORTUNITY
• Introduction
• Key findings
• The dynamics of the forecourt retailer
• The strategy of split-stocking
• Maximise limited shop space
• Respond to consumers' out of home meal
occasions
- Breakfast
- Lunch
- Dinner
- Snacks
• Maintain pace with convenience market
competitors
• Conclusions
TABLES
SEIZING THE INNOVATION
• Introduction
• Key findings
• The pioneering convenience retailer
- Product range: 7-Eleven wake up and smell
the coffee
- 7-Eleven: Innovative inventory management
- Distribution: 7-Eleven delivers
- 7-Eleven: Size isn't everything
- Stock-rotation: Winner or washout?
• Conclusions
FIGURES
Table 1:
Average forecourt shop sales per site
between 2002 and 2007 and the percentage
CAGR over this period for selected European
countries
Table 2:
Percentage change between 2002 and 2007
of meal occasions consumed at home
and out-of-home in Europe per adult
Table 3:
The average number of meal occasions
consumed per adult (18 years and above)
for the years 2002 and 2007 in Europe
Table 4:
Percentage of on-the-move meal occasions
per European adult (18 years +) by country
for 2002 and 2007
Figure 1:
Percentage change between 2002 and 2007
of meal occasions consumed at home
and out-of-home in Europe per adult
Figure 2:
7-Eleven's Breakfast option and the Big Eats
Figure 3:
7-Eleven's US distribution network
Figure 4:
Percentage of on-the-move meal occasions
Deli™ Sandwich
per European adult (18 years +) by country
for 2002 and 2007
FORECOURT FEASIBILITY
• Key findings
• Assessing Forecourt Feasibility
• Consumer eating patterns
• Time and taste
• Forecourt floor space and storage
• Distribution
• Personnel
• Pricing mechanisms
• Conclusions
Contact us...
From Europe:
tel:
From Germany:
tel:
From the US:
tel:
From Asia Pacific: tel:
+44 20 7675 7202
+49 69 9750 3119
+1 212 686 7400
+61 2 9006 1526
fax:
fax:
fax:
fax:
+44 20 7675 7016
+49 69 9750 3320
+1 212 686 2626
+61 2 9006 1559
email:
email:
email:
email:
enmarketing@datamonitor.com
deinfo@datamonitor.com
enmarketing@datamonitor.com
apinfo@datamonitor.com
thought-provoking
Case Profile: Stock Rotation in the Forecourt Shop
DMEN0307
Fresh opinions and
out-of-the-box thinking
Datamonitor: Your total information solution
Datamonitor is a premium business information company helping 5,000 of the
world's leading companies across the Automotive, Consumer Markets, Energy,
Financial Services, Healthcare and Technology sectors.
Our products and services are specifically designed to support our clients’ key
business processes - from corporate strategy to competitive intelligence. We
provide an independent and trustworthy source of data, analysis and forecasts to
improve these processes and ultimately, to help grow your business.
Corporate Strategy
& Business Planning
Make more effective strategic
and business decisions
Quality
Data
Product Development
& Commercialization
Accelerate delivery
of commercial success
Expert
Analysis
Targeting &
Influencing the Market
Market &
Competitive Intelligence
Future
Forecasts
Assess and influence your
commercial and market
environment
HELPING
TO GROW
YOUR
BUSINESS
Maintain or obtain critical
competitive advantage
No-one speaks louder than our clients
Bord Gais
Eskom
Scottish & Southern Energy
BP
Exxon Mobil
Scottish Power
British Energy
Fortum
Scottish Water
Centrica (BG Trading)
Galp Energia
Shell Group
Cepsa
Gas Natural
Statoil
ChevronTexaco
Gaz de France
Total
Dalkia
Gilbarco Veeder-Root
Vattenfall
EDF Energy
Iberdrola
Verbund
E.ON
Kuwait Petroleum
Vertex
Electrabel
Norsk Hydro
Electricite de France
npower
Electricity Supply Board
Powergen
Endesa
Repsol
Essent
RWE
89% of our clients use Datamonitor research
to develop competitive intelligence
Source: Datamonitor Customer Research
primary research
Case Profile: Stock Rotation in the Forecourt Shop
DMEN0307
Hundreds of hours of analyst
time distilled into a few pages
Place your order now...
Fax back to
+44 20 7675 7016 (from Europe) or 212 686 2626 (from the US)
I would like to order:
Product title
Product code
Price £ / € / $ / ¥ *
__________________________________________________________________
___________________
__________________
__________________________________________________________________
___________________
__________________
__________________________________________________________________
___________________
__________________
__________________________________________________________________
___________________
__________________
__________________________________________________________________
___________________
__________________
__________________________________________________________________
___________________
__________________
__________________________________________________________________
___________________
__________________
__________________________________________________________________
___________________
__________________
* Please refer to our website www.datamonitor.com for up-to-date prices
Complete your details:
Complete payment details:
Name
Please indicate your preferred currency option:
UK£
US$
Euro
Yen¥
I enclose a cheque payable to Datamonitor plc for $_______ (+ postage $30 UK/$60 rest of world)
Job Title
Please invoice my company for £/$/ /¥ ________________
Department
(+ postage $30 UK/$60 rest of world)
Please debit my credit/charge card
Company
Amex
Visa
Diners
Mastercard
Address
Card No ______________________________________________________________________
State/Province
Expiry Date _________ / _________ Cardholder Signature ___________________________
Cardholder address____________________________________________________________
Post Code/ZIP
Please supply purchase order number here if required by your accounts department:
Country
_____________________________________________________________________________
Email
EU companies (except UK) must supply: VAT / BTW / MOMS / MWST / IVA / FPA number:
Tel
___________________________________________________________________________________________
Fax
Datamonitor products and services are supplied under Datamonitor’s standard terms and conditions,
copies of which are available on request. Payment must be received within 28 days of receipt of invoice.
Sign below to confirm your order:
I do not want to receive future mailings from Datamonitor and its related companies.
______________________________________________________________________
Occasionally, our client list is made available to other companies for carefully selected mailings.
Please check here if you do not wish to receive such mailings.
DMEN0307WEB
From Europe:
tel:
From Germany:
tel:
From the US:
tel:
From Asia Pacific: tel:
+44 20 7675 7202
+49 69 9750 3119
fax:
+1 212 686 7400
+61 2 9006 1526
fax:
fax:
fax:
+44 20 7675 7016
+49 69 9750 3320
email:
+1 212 686 2626
+61 2 9006 1559
email:
Contact us to find out more about our products and services
email:
email:
enmarketing@datamonitor.com
deinfo@datamonitor.com
enmarketing@datamonitor.com
apinfo@datamonitor.com