When most people walk into a convenience store, they’re focused on the task at hand — grabbing a coffee, filling up their tank, maybe picking up a snack or two. What they don’t see is the thought that goes into every item on the shelf, every endcap, every cooler. That’s where category management comes in, and it’s the core of what I do at Dash In.
As Category Manager, I help make those stops feel more convenient. Category management isn’t just about deciding what products we carry. It’s about how those products work together to serve our guests and how we organize them to save time. It also means continuously adapting our mix of offerings to reflect what our customers want — sometimes before they even realize it.
In this post, I’ll share how we approach category management at Dash In. I’ll walk through how we decide what stays and what gets added, how we use data to keep our stores running smoothly, and how our behind-the-scenes decisions help shape a better convenience store experience for our guests.
The Role of Category Management in Convenience Stores
At its core, category management is about making decisions — lots of them. Which products belong on our shelves? Which brands resonate with our guests? Where should items be placed to make the store feel intuitive to shop? Every one of those decisions contributes to the guest experience.
At Dash In, we think of category management as the bridge between what our guests want and how we deliver it. It starts with understanding their habits — what they’re picking up on their morning commute, what they’re grabbing for the road, what they come back for again and again. From there, we build a product mix that reflects their needs while staying aligned with our business goals.
Product selection is just one part of it, though. Placement matters, too. Category management includes grouping items logically, making high-demand products easy to find, and keeping the store layout clean and functional. When it’s working well, our guests don’t have to think too hard about where to go or what to look for. The store just makes sense.
And that’s the point. Good category management should feel invisible. When everything is in the right place, in stock, and aligned with what the guest came in for, the entire store runs smoother. It reduces friction, builds trust, and creates the kind of experience that makes someone want to come back.
Balancing Core Staples and New Products
One of the biggest challenges in category management is finding the right balance between consistency and discovery. Our guests count on us for certain staples, like those go-to snacks, drinks, and everyday items they expect to find every time they visit. But they’re also curious. Guests want to see something new from time to time. My job is to make sure we’re doing both.
We always protect the core. If a product is something our guests rely on, it’s not going anywhere. But we also carve out room for innovation. Whether it’s a trending flavor, a seasonal item, or a new brand making waves in the market, we look for ways to bring fresh energy into the store without disrupting what’s already working.
We achieve this balance by using data, guest feedback, and good old-fashioned testing. Sometimes, that means rolling out a new product in a handful of stores to see how it performs before going wider. Other times, we work closely with supplier partners to identify gaps or opportunities in our assortment. We also factor in pricing competitiveness to make sure we’re offering strong value. If something new fits our brand, aligns with guest preferences, and adds value to the mix, we’ll give it a shot.
When it doesn’t resonate, we pivot. That’s the beauty of staying flexible. A good category strategy isn’t static — it evolves with our guests, their habits, and what they’re excited about.
Behind the Scenes: Inventory, Metrics, and What’s Next
Most of what we do happens behind the scenes. It’s not just about what goes on the shelves — it’s also about how we manage what’s behind them. That includes managing vendor relationships, tracking a product’s performance, staying ahead of inventory issues, and using data to make smarter decisions.
We look at daily metrics such as sales by category. If something’s flying off the shelves, we need to know why and make sure we can keep it in stock. If something’s sitting too long, we investigate whether it’s the product, the placement, or something else entirely. The goal is always to keep the right mix of products available at the right time without over-ordering or running out.
That means understanding what’s selling across the board and what’s working in specific stores and communities. We take a local-first approach, where applicable, adjusting product assortments and planograms to reflect what makes sense for each location.
Category management also helps us use space wisely. Shelf space is precious, especially in convenience stores, so every decision has to count. We prioritize high-performing items, reduce clutter, and introduce new products in a way that feels natural.
Looking ahead, technology will continue to play a bigger role in managing categories. Advanced data analytics already help us understand our guests better and forecast demand more accurately. Also, keeping an eye on AI and automation can potentially help us react in real time to inventory needs, streamline ordering, and adjust product assortments with less manual guesswork.
And then there’s personalization. With programs like Dash In Rewards and Loyalty, we’re starting to build deeper insights into guest behavior and preferences. That opens the door to tailored promotions, smarter merchandising, and product decisions that feel more intentional and individualized, without losing the consistency our guests expect.
The Quiet Power of Category Management
Most guests don’t think about category management when they walk into a Dash In, and they shouldn’t have to. If we’re doing our job right, the store feels easy to navigate. The products make sense. The staples are right where they should be. And the new items spark just enough curiosity to keep things interesting.
That’s the goal. Category management isn’t about flashy changes or one-size-fits-all solutions. It’s about making thoughtful decisions that support our guests, our team members, and the Wills Group family of businesses. It’s about being intentional, responsive, and always ready to adapt.
Earlier this year, I was honored to receive a Category Management Award from CStore Decisions and to be named Category Manager of the Year by CSP Daily News. These recognitions reflect the collective efforts of our entire Dash In team to create thoughtful, guest-focused experiences across all our stores.
At Dash In, we’re not trying to follow trends for the sake of it. We’re using data, real guest feedback, and a deep understanding of what works to elevate the convenience store experience in a way that makes our customers want to come back.
