Single Store Owner

APR 2016

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28 / Convenience Store News for the Single Store Owner / APRIL 2016 aged beverages; candy, gum or breath fresheners; prepared/fast food; hot beverages; and fountain drinks, indicating that the way to core shoppers' hearts may be through their stomachs. It's worth remembering, though, that while areas of the store like the prepared food section and the cold vault might see the majority of foot traffic, there are other non-consumable offerings that core shop- pers are significantly more likely to take advantage of, including money orders, check cashing, coin counting and using a copy/fax machine. Conversely, non-core shoppers are significantly more likely to say they use none of these value-added services. Another important question is: What types of marketing efforts resonate with core shoppers? Once you know who these shoppers are, you're going to want to effectively target them. According to the research findings, the kind of marketing that will appeal to core shoppers varies. Customers who regularly buy in-store merchandise with gas are significantly more likely than others to respond to virtually every form of marketing. Daily/weekly c-store shoppers respond more strongly to digital marketing. Mobile app offers, promotions or messages on social media, and text messages, along with word-of-mouth, are all signifi- cantly more likely to influence their decision to visit a c-store vs. other shoppers. Although there's no magic button to press to identify who has the potential to become a core shopper, understanding how they think and what they want can position single-store owners to best meet their needs, resulting in a win-win for consum- ers and retailers alike. There are a lot of reasons, but the most popular ones cited are the purchase of gasoline and to buy immediately consumable food and beverages, such as snacks, fountain drinks and prepared food. Additionally, core shoppers are more likely to cite the purchase of lottery tickets, newspa- pers and magazines, cigarettes, and ancillary services such as using the ATM, even though the number of consumers who list these reasons remains considerably smaller. Consumers who responded that they don't usually buy in-store merchandise after fueling up are significantly more likely to point to the purchase of gasoline as their foremost reason to visit a c-store. This suggests that for these customers, a trip to fill up the gas tank is only that and nothing more, rather than an oppor- tunity to also pick up a snack, drink, etc. The specific products that core shop- pers buy reflects the foodservice revolution that is sweeping the U.S. convenience store industry. When compared to the base of total respondents, core shoppers more so reported purchasing in the past month: gasoline; pack- Who is the Core C-Store Shopper? FREQUENT FREQUENT GAS/ TOTAL SHOPPER IN-STORE SHOPPER (BAse) (1,501) (1,081) (407) Gender: Male 58.6% 58.3% 54.8% Female 41.4 41.7 45.2 AGe: 18-24 12.7% 13.0% 13.3% 25-34 19.1 19.6 27.0 35-44 22.0 23.3 25.3 45-54 18.1 18.7 16.7 55+ 28.1 25.3 17.7 reGion: Northeast 22.4% 22.0% 17.2% Midwest 21.0 21.1 23.8 south 36.7 38.5 39.3 West 19.9 18.4 19.7 income: Less than $35,000 29.4% 29.6% 23.1% $35,000 - $49,999 18.9 20.5 20.9 $50,000 - $74,999 22.5 22.8 24.6 $75,000 - $99,999 14.0 14.8 19.4 $100,000 or more 15.1 12.2 12.0 children in household: Yes 42.8% 46.8% 58.0% No 57.2 53.2 42.0 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 Source: Convenience Store News Realities of the Aisle Study, 2016 What Influences Core Shoppers to Go From Pump to Store? Did any of the following promotional elements influence your decision to purchase in-store products on a recent trip to purchase gasoline? FREQUENT FREQUENT GAS/ TOTAL SHOPPER IN-STORE SHOPPER (Base) (1,234) (902) (407) influenced (net) 44.9% 46.2% 63.9% Frequent buyer/loyalty programs (net) 16.7 17.4 25.8 Banners/window signs 15.3 16.9 23.1 Pumptoppers 12.5 13.9 23.1 Promotional signage (net) 11.0 12.1 18.9 Car wash promotions 10.3 10.1 17.2 Coupons dispensed from pump 8.3 8.6 12.3 Video displays on pump 8.2 9.2 17.4 Gasoline nozzle display ads 7.9 9.2 15.7 Mobile app promotions/deals 4.9 4.7 7.4 Audio music feed with messages 3.7 4.1 7.9 Other 0.2 0.1 0.2 not influenced 55.1% 53.8% 36.1% 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 Cover Story

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