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Consumer Insights Guide 2017

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WWW.CSNEWS.COM | FEBRUARY 2017 | Guide to Consumer Insights 67 "I t feels nice to be appreciated." So said one of the respondents in this year's Realities of the Aisle consumer study, which also delved into the purchasing behavior of con- venience store shoppers enrolled in a c-store loyalty program vs. those not enrolled. Of the 1,505 consum- ers who participated in the study, a little more than a third of them (36.5 percent, or 550 respondents) said they are enrolled. While making shoppers feel appreciated certainly supports the single-minded focus on customer service that many convenience store retailers aspire to, provid- ing customers with this positive feeling also translates into positive effects of the dollars-and-cents variety. When asked what products they have purchased at a convenience store in the past month, c-store loy- alty program participants indexed significantly higher in the purchase of cold/frozen dispensed beverages (a 24.5-point differential vs. those not enrolled in a loyalty program) and hot dispensed beverages (a 21.2- point differential). Prepared food was another category The Loyalty-Program Effect How do c-store shoppers enrolled in loyalty programs purchase differently? By Linda Lisanti Does your usual convenience store have a frequent shopper or loyalty program? 13.2% 36.1% 36.5% 14.2% Base: 1,505 total respondents Source: Convenience Store News Market Research, 2017 Yes, and I am enrolled Yes, but I am not enrolled No — if they did, I would enroll No — I would not enroll even if they did TOTAL ENROLLED NOT ENROLLED (Base) (1,505) (550) (955) GENDER: Male 58.4% 61.1% 56.9% Female 41.6 38.9 43.1 REGION: Northeast 20.4% 21.8% 19.6% Midwest 23.4 32.6 18.1 South 37.1 30.9 40.7 West 19.1 14.7 21.6 AGE: 18-24 12.7% 11.1% 13.6% 25-34 19.3 19.3 19.3 35-44 22.0 27.5 18.8 45-54 18.1 19.6 17.2 55+ 27.9 22.5 31.1 CHILDREN UNDER THE AGE OF 18 IN HOUSEHOLD: Yes 42.0% 50.0% 37.4% No 58.0 50.0 62.6 INCOME: Less than $35,000 19.9% 15.5% 22.4% $35,000 to $49,999 16.9 16.7 17.1 $50,000 to $74,999 25.0 28.4 23.1 $75,000 to $99,999 17.8 17.3 18.1 $100,000 or more 20.4 22.1 19.3 Base: Respondents who shopped at a c-store in the past month Source: Convenience Store News Market Research, 2017 Demographics Snapshot TOTAL ENROLLED NOT ENROLLED Gasoline 88.5% 93.1% 85.9% Packaged beverages 81.8% 86.4% 79.2% Prepared food 66.2% 71.3% 63.2% Cold/frozen dispensed 65.7% 75.1% 60.3% Candy/gum 63.8% 66.9% 62.0% Hot dispensed beverages 63.2% 71.1% 58.6% Beer/malt beverages 24.7% 25.3% 24.4% Cigarettes 23.1% 24.4% 22.3% Base: Respondents who purchased each category Source: Convenience Store News Market Research, 2017 Which of the following products have you purchased at a convenience store in the past month?

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