In summer 2022, the Common Market Co-op in Frederick, Md., was struggling with sales growth. Its café, Rt. 85, had seen significant declines in sales, and the 7th Street location sales increases were not covering those declines. Additionally, deferred maintenance was adding up at Rt. 85. The co-op knew they needed to focus on a solution.
They began to dig into their Customer Experience (CX) Program results and implemented a retail readiness checklist. NCG’S CX Survey allows stores to capture post-transaction shopper feedback, measure satisfaction and improve customer loyalty — things that ultimately help drive sales — because all co-ops have a tremendous opportunity to grow sales if they can connect with and be more responsive to customers.
The co-op created a turnaround plan for Rt. 85, utilizing industry benchmarks and CX data to guide their efforts. They sought assistance from NCG Produce Retail Specialist Jeffrey Owens and NCG National Meat and Seafood Retail Specialist Dan Hein, who worked with leadership at both locations, coaching on what to look for at opening and a review of closing tasks to be completed. With their help, the co-op implemented “cull for freshness walks” to look for product freshness. They also used their CX data and focused on staff training.
“We talk about it in morning huddles, and it was discussed during our all-staff Town Hall. We especially like the awards that the system creates,” said Susan Schulman, Common Market marketing manager. “We have a bulletin board in both store staff breakrooms so that team members can read about how their co-workers made a difference in someone’s shopping experience.”
The result? By the summer of 2023, Common Market had seen measurable success. Recent CX Program results show 82% of shoppers are highly satisfied with their experience at the co-op, and sales growth is strong, up nearly 5% over summer 2022. They admit there’s still a lot to do as they work toward a positive net income, but Common Market is making strides toward achieving its goals.
Co-ops interested in the CX Program can contact coop.support@ncg.coop to begin onboarding.
