Convenience revisited.

We know what convenience is as well as we know our right hand from our left, don't we? To make sure, we checked in with our consumers to see how they were defining and perceiving it these days. We asked them for their definitions of convenience, and what kinds of changes would make the supermarkets in their area more convenient. We also asked them to rate the convenience of the stores and products in today's marketplace. Finally, we checked in with Merriam-Webster to see how they were defining convenience on the American side of the Atlantic (in Britain, a convenience often refers to what we call a toilet.)

[ILLUSTRATION OMITTED]

Here's what we found:

* Convenience has become a necessity. It was an option when people had more time.

* The main reasons that convenience is necessary now are lack of both time and personal service.

* Things that are convenient are close at hand and easy to use.

* Having people to help throughout the store was the only thing any of our shoppers suggested that would improve convenience more than anything we had on our checklist.

* Being in stock on all the items shoppers expect to be there is the key to the perceived convenience of favorite supermarkets. "They always have what I need when I get there."

* Advertised specials are still important, but having what is expected is important whether or not it's an advertised special. Even dollar stores are expected to have their standard assortment in stock "because I certainly don't have time to go back."

* As more time is spent in transit, location convenience is regaining strength.

* Eliminating lines is the best way to make a store seem more convenient and be more appealing.

* Having to wait in line to return something doubles the inconvenience (and negative appeal) of waiting in a checkout line.

* Things that make life more pleasant add to the perception of convenience. Friendliness is the prime example.

* There is a huge difference between the perceived convenience of favorite supermarkets and other supermarkets in the area.

* Being partially open is inconvenient. To be conveniently open for business, service departments that are open should be open whenever the store is open for business.

* Drug stores are less convenient than favorite supermarkets for getting "stuff" other than prescriptions.

* Fewer gimmicks are associated with more convenience.

* One-stop shopping makes a store more convenient. But so would having samples of new products in the front of the store!

* Favorite supermarkets get much higher convenience ratings than Wal-Mart or Target. Reasons for the higher ratings include faster in and out, shorter lines, and closer to home.

* Supermarkets would be more convenient if they had fewer out of stocks, took anything back,

Happy Summer! Mona Doyle