Newspaper article THE JOURNAL RECORD

Circle K Changes Strategy for Area Covenience Stores

Newspaper article THE JOURNAL RECORD

Circle K Changes Strategy for Area Covenience Stores

Article excerpt

Interior of STAX Store By Darrell Morrow

Feature Editor

The Circle K brand on 44 convenience stores in the Oklahoma City metropolitan area will disappear by June 28.

Some of the Circle K stores in Oklahoma City and all in Moore already have new signs with a new name.

"The stores are being changed to STAX stores," said Ann Vry, public relations manager for Circle K Corp. of Phoenix. "The name was derived from the way products were originally displayed in the stores. STAX is a play on stacks.

"We recently made the same change in Tulsa. Forty stores there that were Circle K stores became STAX stores. That change is also going to be happening in Oklahoma City. The grand opening is June 28.

"STAX is basically a retail hybrid that combines supermarket value with corner store efficiency, so it's not a conventional convenience store," she said. "It is more of a corner grocery that offers very competitive prices on products and then hot promotional pricing on 12 to 20 products throughout the store that will meet or beat the lowest prices in town.

"It truly is more of a corner grocery store. It has come full circle. We like to think that, like the mom and pop grocery stores, we can get to know the customers, and it is small enough that it is a very friendly environment. On the other hand, we can offer prices on products that are very competitive with supermarkets, and in many cases, are more competitive."

More changes will be apparent in the STAX stores than just the name change. Lines of products, their display and general marketing strategy will be different under what Circle K Corp. calls the "STAX concept," Vry said.

"Basically, STAX features a wide variety of low-fat, nonfat foods, a full fresh produce section, and there is high shelving to hold more products, and aisle markers for easier shopping," she said.

The new marketing concept is intended to reach a larger group of consumers in their neighborhood by offering them replacement items between major shopping trips. …

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