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FMBX News
Posted: Jan 18, 2011
Convenience solution with CACI's c-score
CACI has announced the birth of c-score,the new tool to score, rank and segment convenience stores for brands and markets.
Ranking and segmenting convenience stores (c-stores) has never been so important as it is today, with convenience stores accounting for 20% (and growing) of food and grocery expenditure.
According to David Jones, CACI’s director of Fieldforce planning, one of the major headaches for field marketers has been where to start. Putting together a field team to call on all 65,000 convenience and independent stores in the UK is not economically viable. “The industry has always yearned for a product that will tell them which c-stores offer the best returns”, he says, when introducing the new solution.
c-score is a sophisticated gravity model, which identifies the attractiveness of store locations based on accessibility, competition (including other c-stores and multiples), complementary retailers, population, brand demand and other demographic influences.
The solution is a simple process for the user. Marketers identify the factors that are important to their brand, load in a store list and out comes a ranked list of stores ready for segmentation.
