Convenience retail has become a key part of the Challenge experience and looks quite different today than it did a decade ago.
Joann Deane, store owner of Challenge Omokoroa, said that for many customers, the site has become more than just a fuel stop; it is now a quick, reliable place open 7 days a week to grab essentials.
“We are forever changing our retail offering to meet demand. It’s about making life easier, whether you're a regular local or just passing through. Each Challenge is owner-operated, so each site tailors their retail offer to suit its own customer base,” said Deane.
“Grab-and-go is what we do. Most customers are on the move and want fast, fresh and easy-to-grab food and coffee. That said, we have a welcoming space to sit down in-store, with free Wi-Fi, and we often double as a meeting point.”
Deane highlighted that the Omokoroa site has a majority of return customers, with regional and travelling customers accounting for a small percentage of trade, which heavily influences the retail offering.
She mentioned that hot food, drinks, and coffee have been the biggest drawcards for the store, especially for tradies and regular clients en route to work and school drop-off. Lollies, snacks and real fruit ice creams have been other popular categories, along with oil top-up packs, bait and tackle.
However, the biggest growth space has been health and wellness products, including protein powders, collagen powders, creatine, health bars and better-for-you drinks.
“Customers want convenient food that still supports their lifestyle goals. Expanding in that space is a huge opportunity. App-based ordering and loyalty rewards can help us build stronger connections with customers,” she added.
“Working in a service station isn’t as easy as it sounds. It's fast-paced, takes vigilance, initiative and a passion for customer service. We couldn’t do it without our awesome team, as they know the locals, are flexible, and work hard to keep everything running smoothly. Good systems and strong teamwork make it possible to deliver all these services under one roof.”
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