How to find a niche that drives traffic and loyalty
Posted April 2026
Foot traffic to your FASC can be unpredictable. There may be other stores in your area that offer shipping services. So, how can you stand out and keep customers coming back? By turning your location into a destination, like Norman Froscher did with Grumpy Man Coffee.
Become a community magnet and success will follow
Norman has owned Espresso Mail in West Palm Beach, Florida, for 12 years. “Our store was large and had extra space,” he explained. “At the time there were no coffee shops in the area. And I was going to drink coffee during the day anyways, so I might as well sell a cup or two.”
Norman grew his customer base naturally, by brewing coffee that gets five-star reviews. And by choosing a niche that made sense with a pack-and-ship location. He has expanded his team to five employees to support the shipping and coffee business.
“We focus on building relationships with our guests, not just on transactions,” he said. “People come in for shipping and want coffee. Or they come in for coffee and realize they need to ship something.”
And five years ago, Norman found another niche: roasting his own coffee in-house and selling his beans online and in-store.
Giving back can be part of your brand
Norman offers free tape to shippers if they donate to rotating charities. He’s asked customers to collect blankets and towels for a dog rescue, and prints lost pet flyers at no charge. Norman also works with a local non-profit that helps kids gain business experience. What could you do at your store?
Narrow down your next big opportunity
It’s important to consider local demographics and customer behavior when choosing your focus.
“Every store and area is different,” Norman said. “For example, we’re near a 55+ community. Their needs are different than customers in a downtown metro area.”
While research is a key part of the process, don’t be afraid to just go for it. Try new products or experiences, like Norman does.
“I’ve used trial and error a lot,” he said. “I bring in products a few times a year to try out. If they don’t work, I move on to something else.”
What has worked for Norman: Selling eclectic retail items—including fun mugs, coin purses, and candles!
Urban opportunities:
Customers move fast and want friction-free conveniences.
- Grab-and-go snacks and beverages
- Mailboxes or self-serve tables
- Packing supplies such as tape and scissors
Suburban opportunities:
Customers value dependable, one-stop convenience.
- Local crafts or goods
- Notary or document services
- Season gift displays
Let data guide your decisions
A solid niche is informed by data. You may have a dream, but if there’s a similar business down the street, you should reconsider.
“You have to figure out what your market wants,” Norman said. “And stay true to your brand. My brand is Grumpy Man Coffee, because it’s not my nature to be smiley.”
Here are some thought starters:
What are the peak foot-traffic windows at my store?
This can help you plan events or sampling stations. Norman hosts pop-up events, allowing local vendors to come and sell products during busy times.
What local partnerships could I establish?
Are there other business owners you could team up with? For example, a notary, baker, or artist?
What do customers need at different times?
Look for trends that could influence what you sell when. Norman created monthly subscription boxes with one, two, or three bags of coffee.
Add value to every visit
With insight-driven planning and community-focused experiences, your FASC can be more than a location. It can be a destination that drives connection, engagement, and growth.