Industry Insights: Shopper Behavior - Part 2
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.
In this Part 2 of shopper insights about non-chain convenience store visits, we learn:
- Approximately 6 in 10 trips were made by shoppers employed outside the home. Retailers should differentiate their store so that it becomes the destination for these in-transit visits to fulfill shoppers’ convenience needs.
- While the majority of visits to C-stores occurred between the typical working hours of 9am and 5pm, retailers should offer special promotions to increase foot traffic and buyers during slower day parts, such as reduced price or combination deals on packaged beverages, salty snacks and confections.
- Buyers who made last-minute stops spent less than buyers who planned their trips. Retailers should utilize outdoor signage and social media to drive more traffic inside the store and place impulse items in high traffic areas to increase dollars per trip.
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