Assortment archetypes for convenience missions

Convenience stores compress missions into minutes. Archetypes help buyers see repeatable patterns—morning coffee adjacency, evening meal solutions, distress health—without pretending each outlet shares identical demand.

We combine basket proxies with morning versus evening footfall where banners share the data. Archetypes emerge as hypotheses, not commandments. Each hypothesis ships with a measurement plan: two stores pilot, two act as controls, and a concise readout decides expand vs refine.

The method keeps innovation disciplined. Teams resist the temptation to add SKUs for every neighbourhood anecdote, because the archetype brief names what would break if another line entered.