Industry Insights: Shopper Behavior Part 1
The Convenience Consumer Insights Panel (cciPanel), a first-of-its-kind mobile research panel from Management Science Associates and Paradigm Sample, was designed to capture purchase-decision and attitudinal information among convenience store shoppers, including the millennial segment most likely to shop the channel.
cciPanel examined the recent market baskets among 18+ year old shoppers between April and September, 2012. Among 5,000 recent trips to convenience stores, 78% trips were made to chain stores, 17% to non-chain stores and 5% were unsure of store type.
Some shopper insights from these non-chain convenience store visits:
- Visitors to convenience stores have varied missions; some routinely visit to buy tobacco and lottery tickets, while others make last-minute stops for beverages, gas and on-the-go immediate consumption snacks.
- Retailers should employ tactics, such as using social media and prominently displaying signage at the gas pumps, to drive traffic into their stores to build a loyal customer base and attract new customers
- Differentiate your store and product assortment and provide superior customer service so that you become their preferred C-store.
- Reward your regular customers with promotional offers to increase their trips to your store and dollars per trip
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