This document summarizes key trends in the convenience store industry and benchmarks competitors. It notes that customers have less time and are seeking smaller, closer, faster options. Growth is seen in symbol groups and multiples that offer quality, value, and local specialization. New trends include cafes, food-to-go, and using digital interfaces. European benchmarks show a focus on quality products, value through price and service, and meeting local needs. The document provides plans and examples of how competitors implement principles like clear organization, focused categories, and bright displays.

1. Convenience Stores Trends and
Benchmarking
December 2012
SCG London Page 1

2. Key Market Trends
Smaller, Closer, Faster
SCG London Page 2

3. Customer Trends — Convenience
• Smaller, more fragmented
household
• Less time (for anything)
• The INternet
INconvenience
• More eating out / on
the move
• Seeking Value
• Location (near you)
SCG London Page 3

4. UK Trends
• Growth in new
forecourts static -
consolidation
• Growth in
multiples+2.4%
• Growth in symbol
chain +5.2%
• Co-op movement
+ 5.3%
• Convenience market
2011 -2012 = £34bn
• 20% of all grocery
sales
• Symbol groups
increased by 5.1% to
take over 40% of
market
SCG London Page 4

5. Less time - food
• Smaller Stores -
Top up food shopping
• Quicker service
• Specialisation by
multiples
• ONLINE SHOPPING
• People on the move
• car/petrol station
• railway
• airports
24 Hours
SCG London Page 5

6. New customer trends - Specialisation
• Stations
• Petrol Stations
• Ticket offices
• Kiosks
• Fresh food on the go
SCG London Page 6

7. New customer trends - Specialisation
• Communities, cafe/
food
• High quality top up
food
• Seating and socialising
• Value
• Local independents/
symbol brands
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8. The internet = convenience
• Local -
but in your pocket
Service based offers
• Order/Pickup - food
tickets, mail,
services, fulfillment,
games etc...
• Free newspapers
• Online retail and
media
• Interface of digital
SCG London Page 8

9. From Value to Quality
• Symbol groups
Independence
Value
Variety
• Multiples
City specialists
Brand quality
Driven by:
Quality
Communication
Display
Local needs
SCG London Page 9

10. “Food to go” Brand- Ownbrand
• Own label control
• Specialists
• Established brands
• Brand authority
• Symbol groups- Value
and independence
• Quality in
communication and
display = Value and care
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11. Competitor benchmarking
New trends
Frozen, taste & quality
Picard
• Frozen healthy/
nutritious
• Quality merchandising
• Quality service
Picard The company also operates an e-commerce capable
web site and offers home delivery services. Picard’s
more than 1,000 products on offer are company’s own
brands which include a line of prepared exotic meals
Picard Surgeles is France’s leading frozen foods revenues gives it a market share of more than 12 under the Cuisine Evasion brand; ice cream, sorbets,
specialist. Company operates as both a manufacturer percent of the total French frozen food market. Picard and other frozen desserts under the François Théron
and a distributor, with a network of more than 500 has distinguished itself through a commitment to name; Formule Express, for microwaveable meals; and
retail stores throughout most of France high quality and innovation. Some 95 percent of the Le Soleil, for Mediterranean dishes.
Farm Foods Concept Development - August 2011 - Page 10
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12. UK - European
Convenience store benchmarking
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13. UK - European - Convenience store benchmarking
Quality — Fresh food & service
Value — Price - convenience & service
Local — Traveling, work & home
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14. Quality — Value
• Large multiples
• Segmentation
• Local top up
• Delicatessens
Cafes
fresh produce
delivery
• Prime locations
Quality display
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15. Quality — Value
• Zabka
• Albert Heijn
• Carrefour
• Sainsbury’s
Etc...
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16. Quality — Value Casino/Carrefour
• From quality to
discount
• Large Multiples
• Targeted categories
• Clear defined brands
• Promotion and
communications
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17. Quality — Value ALBERT HEJN
• Innovative
• Compact
• Clear
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18. Quality — Value MONOPRIX
• Quality
• Upscale
• Individual
• Social
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19. Co-ops & symbol groups
• Expanding Sector
• Control / supply chain/
Authority
• Independent variety
• Local
value
innovative
responsive
SCG London Page 19

20. Co-ops & symbol groups
• Independent with
main brand input
• Space planning suport
• Clear mix definition
• Local retailers
SCG London Page 20

21. Cafe’s, Food to Go
• Best in class only
• Quality branding
• Quality display
• Authority
SCG London Page 21

22. Spar - Walthamstow
• Local pizza
• Local Retailer
• Clear categories
• Instant authority
• ...
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23. Planning
Clear, quick and simple
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24. Planning /Environment
• Make space work -
easy
• Integrate in tight quick
corners
• Use all walls
• Segment & focus
categories
• Bright & appealing
graphics &
communications
SCG London Page 24

25. Plan / Benchmark
• Condensed categories
• Heros - but where
DELI
DELI
DELI
SALAD
customers need them
DAIRY
BEER / JUICE
COOKED PROMO PROMO FRESH MEAT FISH
MEAT
• Easy circulation
DAIRY
GROCERY
FRUIT /VEG
SALAD/ CHEESE
DISPLAY
• Clear communication
GROCERY
SNACKS / CAKES &
CONFECTIONERY
JUICE/ WATER
PREPARED FOOD/ SANDWICHES/ DELI
FRUIT & VEG.
PROMO PROMO
BAKERY
• Simple colour & frieze
GROCERY
GROCERY
GROCERY
GROCERY
DAIRY
BAKERY
FRUIT AND VEG
BAGUETTES/
HOT snacks
or CHILLED
PASTRIES
unification
drinks
FRUIT /VEG
DISPLAY
GRAB 'N' GO
DAIRY/CHEESE
GRAB & GO
DRINKS & SNACKS
BWS
KIOSK
MAGAZINES/ NEWS/ CDS
KIOSK
BWS
MAGAZINES & NEWS
CIGARETTES, HIGH VALUE
BASKETS CIGARETTES, HIGH VALUE
EXIT
ESSENTIALS & ALCOHOL
EXIT ESSENTIALS & ALCOHOL
BASKETS
ENTRANCE
BLUE EXPRESS_ 220MSQ ENTRANCE BLUE EXPRESS_ 220MSQ
Perekrestok Express - Entrance
PEREKRESTOK_ BLUE EXPRESS_ 220MSQ/100MSQ. SCALE: 1.100@A3
SCG London Page 25

26. Narvesen Plans
Gogola Option 2A Option 2B
• How we
1600 HIGH REFRIGERATOR 1600 HIGH REFRIGERATOR HOT OR COLD SERVE
applied these
OVER 1600 HIGH REFRIGERATOR 1600 HIGH REFRIGERATOR HOT OR COLD SERVE
OVER
COFFEE PREP AREA
principles....
BASKETS CHILLED
BAKERY BAKERY CHILLED COFFEE PREP AREA
DRINKS DRINKS FOOD BASKETS
BAKERY BAKERY DRINKS DRINKS FOOD
CAR PARK/EXTERNAL
ENTRANCE - 'WALK' CAR PARK/EXTERNAL
ICE CREAM GRILL ENTRANCE - 'WALK'
THROUGH TO STATION GRILL
THROUGH TO STATION ICE CREAM
1400
1900
IMPULSE
CASH 1
IMPULSE
CASH 1
AMBIENT PREP AREA
FRESH FRESH PREP AREA
1300 1500
1300 1500
CHILLED 1200
LOW UNIT BELOW WINDOW HOT SERVE
WITH 'MARKET' FEEL & VIEWED LOW UNIT BELOW WINDOW HOT SERVE
FRESH
FRESH
CHILLED
FRESH
FRESH
ICE CREAM
THROUGH GLASS WITH 'MARKET' FEEL & VIEWED
860 THROUGH GLASS
CHILLED 860
ALCOHOL
IMPULSE
CASH 2
ALCOHOL
IMPULSE
CASH 2
FRESH FRESH
FRUIT & VEG
DISPLAY
BACK OF HOUSE FRUIT & VEG SNACK SNACK
DISPLAY
BACK OF HOUSE
SALAD
SALAD
1900
1600
PROMO
AMBIENT/GROCERY PROMO
AMBIENT/GROCERY
ALCOHOL
MEDIA & MAGS ALCOHOL
MEDIA & MAGS
MEDIA & MAGS FULL HEIGHT DISPLAY MEDIA & MAGS FULL HEIGHT DISPLAY
FULL HEIGHT DISPLAY Option 1
Gogola
FULL HEIGHT DISPLAY
Option 1
GONGOLA STORE
GONGOLA STORE
GA OPTION 2A
GA OPTION 2B
FULL HEIGHT DISPLAY FULL HEIGHT DISPLAY
FULL HEIGHT 1600 HIGH REFRIGERATOR 1600 HIGH REFRIGERATOR BUILT IN CORNER
REFRIGERATORS
SALS PRESENTATION BY SCG LONDON | NARVESSEN PAGE 7 PLANNING PROPOSALS PRESENTATION BY SCG LONDON | NARVESSEN PAGE 8 REFRIGERATOR
HIGH VALUE DISPLAY
FOOD & SNACKS ALCOHOL
COFFEE
900
BASKETS
FRESH SELF SERVE ICE CREAM
CASH 1 CASH 2 ALCOHOL DAIRY
PRODUCE SALAD
BRAND
900 SIGNAGE
SALAD CAR PARK/EXTERNAL
ENTRANCE - 'WALK'
BAKERY IMPULSE HOT & COLD IMPULSE SALAD THROUGH TO STATION
1350
DOTTED LINE SERVE BACK OF
DAIRY
INDICATES LINE OF HOUSE
BULKHEAD 1200 DRINKS
AMBIENT 1100
800
FOOD AMBIENT
1250
ENTRANCE BAKERY
1200 PROMO COFFEE BAR TO
PROMO WINDOW, WASTE
ETC BELOW
FRESH
SNACKS
1200
850
FRUIT & IMPULSE BELOW
VEG
COFFEE BAR DRINKS
NEW HOT & AMBIENT BACK OF HOUSE
DRINKS CHILLED SERVER BAKERY HOT SERVE BAKERY
SNACKS OVER COUNTER,
IMPULSE
WITH SERVERY CASH 2 CASH 1
SNACKS TOP
1500
LOW ICE CREAM
POSSIBLE
SERVE-OUT
1000
COFFEE & HOT
FULL HEIGHT SNACKS ALCOHOL MEDIA & MAGS
DISPLAY
SNACKS MEDIA &
MAGS
BASKETS
MONETU STORE
MAIN ENTRANCE FROM
GA OPTION 1 GONGOLA STORE STATION - 'ASSUMED'
GA OPTION 1 HIGHER FOOTFALL
SCG London Page 26

27. UK petrol forecourt
audit
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28. Total – Spar
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29. Total – Spar
Bright, fresh, communicates the offer ‘Healthy, chilled, fresh’ Everyday essentials communicated at high level Prominent eye-catching promotions
Prominent eye-catching promotions Bright, fresh, communicates the offer Self service & served food - Colour & materials create an
ambient area
SCG London Page 29

30. Shell – Select
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31. Shell – Shop & Select
‘Healthy, chilled, fresh’ Highlighted areas Stand-out premium & cohesive self service Integrated purchase
area & fuel offer
Organised & welcoming Compact and integrated product Strong aisle end offers Shelf edge - clear communication of
and offers combined offer
SCG London Page 31

32. BP – M&S / Wild Bean cafe Premium convenience

33. BP – M&S / Wild Bean Cafe
Strong communication of coffee offer outside Exterior clearly zoned between brands & offer
Offer clearly communicated at entrance Sophisticated ambient graphics, appealing product display Zoned flooring from shop to service
SCG London Page 33

34. BP – M&S / Wild Bean Cafe
Stylish & appealing photography Snacks & impulse imaginatively displayed Cross selling bakery unit ‘I go great with coffee’
Strong branding Perch seating in coffee area
SCG London Page 34

35. BP – M&S / Wild Bean Cafe
Engaging back wall & ambient colour/texture Consistent friendly graphic language, cross-selling Every area utilised to promote
Multi buy & seasonal promotions Consistent language
SCG London Page 35

36. Esso – On the Run
Esso– On the Run
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37. Esso – On the Run
Esso– On the Run
Strong branding & communications heirarchy Zones clearly delineated Floor zoning
Ambient perimeter Bold promotions & product Attractive and varied mid-foor units & promotional pallettes Market leading coffee brand offer
signage categories
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36

38. Texaco – The Co-operative
Texaco– The Co-operative
SCG London Page 38

39. Texaco – The Co-operative
Texaco– The Co-operative
Attractive & welcoming entrances Strong promotions Self service Costa
Express
Impulse purchase aisle Clear & clean product department Market leading coffee brand offer
SCG London Page 39
38

40. SCG London
8 Plato Place
72-74 St Dionis Road
London
SW6 4TU
+44 (0) 20 7371 7522
SCG London Page 40