Award-Winning Essay

The COVID-19 pandemic has reshaped our economy and the purchasing behavior of consumers. How can convenient store retailers and wholesalers better navigate this new environment and be better for it?”

BY ALEX ISING

My first semester at the University of Kentucky was not the normal college experience that I had anticipated due to the COVID-19 pandemic, but I respect the planning that the University of Kentucky put into place for the students’ safety. I observed the focus on safety within the restaurants and convenient stores around campus. Many stores that have adapted to the pandemic and adjusted how they do business have had more business from students compared to other stores that made no changes. Convenience stores near college campuses are very important to the community. Students seek stores that can meet their last-minute needs such as energy drinks, coffee, and snacks as they prepare for classes and exams. I have observed the purchasing behaviors of students change which could be an opportunity for the convenience store industry. Many students have avoided crowded grocery stores due to COVID safety concerns and opted for smaller stores. They typically do not go to a place where their chances of contracting the virus is greater than another place. Convenience stores around the country can use this information to grow their business and help keep the people safe who chose their business.

The pandemic should encourage wholesalers and convenience store retailers to find creative ways to better service their customers. Retailers should be thinking about long-term solutions to safety concerns among consumers in these unpredictable times. Self-checkouts could be one solution to help keep purchased products from being touched by others during check-out. Phone apps could be another idea during check-out since mobile devices are almost owned by everyone. Similar to on-line ordering at grocery stores, convenient stores could set up on-line ordering to help manage the number of consumers in the store. The apps and on-line system could also assist with suggestive selling and product promotions. Requiring gloves for all employees, whether it is a worker handling food or a worker at the register, may make many customers feel safer in the store. Touchless keypads at the gas pumps and shields over the register counters would also help consumers feel safer.

Convenient stores should also take into consideration their location to consumers compared to grocery stores. A large number of consumers in America, especially in rural areas, only have convenient stores near them. The closest Walmart or grocery store may be 30 minutes to an hour away, so convenience is important to many. Customers want to go to these stores and feel safe. They want to feel good about their families not contracting COVID-19 from the store or from the employees at the store. Convenience stores need to consider that many people may not want to risk going into a crowded place like a Walmart. If convenient stores act on this by making their stores safer for customers, then they could possibly be more profitable than before COVID-19. If retailers look into the future, they would see that having safety procedures doesn’t have to work just during the pandemic but could also bring in additional revenue after the pandemic. COVID-19 has changed how we function in everyday life in almost every way. People are going to remain concerned about safety, and they would rather spend their money at a store where they feel safe.

My father has worked for H.T. Hackney for 35 years, and I have always enjoyed learning about his business and meeting his convenience store customers. I have seen the deep connections he has made with many of these owners over the years. During this difficult and challenging time, he is making sure he can still talk to customers and keep a personal connection, while also keeping everyone safe from the virus. During COVID-19, I observed how his company had to change the way they conducted business due to safety concerns. For example, H.T. Hackney was able to host a virtual trade show partnering with manufacturers within a short period of time. Even though this is usually done in person, they still found a way to make it work and keep everyone safe during these challenging times. It is also an opportunity for wholesalers to be a true partner to the retailers when they needed it most. Zoom meetings have also helped to improve communication between wholesalers and manufacturers. They continue to grow as essential businesses and help to provide much needed job opportunities. This industry does great things for all the hardworking men and women of this nation during these troubling times with a commitment to keep all of these people safe. n