CSD: Taking Convenience to a New Level
By Erin Rigik
Through a special arrangement, presented here for discussion
is an excerpt of a current article from Convenience Store Decisions magazine.
The milkman is making his rounds in Mountain Top, Pa. Good2Go
is enhancing its convenience offering by providing residents the option
of having fresh, all-natural and organic products delivered directly to
their front doors.
When partners Awais Ahmad, V.J. George and Thomas Job opened
the store in September 2008, they had no idea how popular their fresh,
glass-bottled milk from Hillside Dairy would become with consumers.
“We started using their milk in our store and it was
a big success, so that’s where the idea kind of sprung up about doing a
home delivery.” said V.J. George, senior partner and president.
The delivery service is a first for the area and began at
the end of May in Luzerne and Lackawanna counties, “where we feel
the market will demand this home delivery,” Mr. George said. Customers
seem happy to pay the $3 delivery fee. The company’s fleet of 10 trucks
makes the weekday deliveries.
The delivery service is allowing the store to expand its customer
reach without having to open additional stores. Once the delivery service
gets underway, the partners plan to consider extending it to more routes
in various nearby counties.
“Already we have 150 people signed up, and every day more
and more customers are inquiring or signing up at the stores,” Mr.
As evident by the number of people who have requested the
service already, consumer feedback has been very strong.
“Today, if you look at the lifestyle of a family both
the husband and wife are working, so it is very difficult to (find time
to) get the right products, and not all stores have organic products, so
that is the convenience proposition we are providing,” Mr. George
In addition to milk, the service also offers organic ice cream,
butter and cheese, organic beef from grass-fed cattle, free-range organic
chicken and fresh baked bread from local bakeries. As time goes on, the
company may also begin offering regular products alongside the organic
and all-natural options.
“We feel it will be a successful venture and hope to
double our business to at least 300 customers by the end of this year,” Mr.
George said. Three hundred may be a modest number considering the popularity
the delivery option is currently generating. But, Mr. George noted that
as they gain new requests, he also estimated about two percent of the original
customers will cancel the service during the same period.
Discussion Question: How would you rate
the opportunity in home delivery for convenience stores? What are the
inherent challenges in making such as service work?