Single Store Owner

APR 2016

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APRIL 2016 / / 27 addition, these frequent customers and those who regularly buy in-store merchandise are significantly more likely to make an evening c-store visit, during the 7 p.m. to 10 p.m. timeframe. The Big Draw Of course, the most important question is: What draws core customers to the c-store? c-store trip is made while on the way to work or school (65.5 percent of frequent shoppers vs. 48.6 percent of less-frequent shoppers) or while run- ning other errands (63.3 percent vs. 57.6 percent). Frequent shoppers are also significantly more willing to visit c-stores as part of a special trip to the store from home (48.9 percent vs. 27.6 percent, respectively) or while traveling for business (23.8 percent vs. 14.5 percent). Interestingly, shoppers who regularly buy in-store merchandise with gas are no more likely to make a c-store visit as part of their work/school commute or while doing errands, but they are more likely to make special trips to the c-store from home, or to visit while traveling on business. Despite finding the time to visit c-stores on a regular basis, core shoppers are just as busy as ev- eryone else in today's on-the-go society and must fit their shopping trips into their packed schedule and many obligations. Consumers who visit c-stores on a daily or weekly basis are significantly more likely to do so in the morning, from 6 a.m. to 8:59 a.m. In When Do Core Shoppers Make Their Visits? FREQUENT FREQUENT GAS/ TOTAL SHOPPER IN-STORE SHOPPER (Base) (1,501) (1,081) (407) 6 a.m. - 8:59 a.m. 35.2% 39.1% 41.3% 9 a.m. - 10:59 a.m. 27.0 27.5 30.0 11 a.m. - 1:59 p.m. 32.8 33.8 36.9 2 p.m. - 3:59 p.m. 33.8 35.2 34.4 4 p.m. - 6:59 p.m. 50.1 51.6 54.8 7 p.m. - 10 p.m. 34.8 37.3 44.0 After 10 p.m. 13.3 15.2 16.7 Don't know 4.3 2.7 1.7 Frequent Shoppers = Daily/weekly c-store shoppers Frequent Gas/In-store Shoppers = Shoppers who buy in-store merchandise when shopping for gas every time or almost every time Multiple responses accepted Source: Convenience Store News Realities of the Aisle Study, 2016

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