Convenience Store News

Consumer Insights Guide 2017

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52 Guide to Consumer Insights | FEBRUARY 2017 | WWW.CSNEWS.COM program, at 23.3 percent compared to 17 percent of infrequent shoppers. Daily shoppers in particular are likely to cite a loyalty program, as 62.9 percent did so compared to 49.9 percent of weekly shoppers. Frequent c-store shoppers are also more likely to say they are enrolled in their favorite c-store's loyalty program (39.5 percent) than infrequent shoppers (31.2 percent). Retailers that want to increase their number of familiar faces should consider adding a loyalty pro- gram, as 35.4 percent of frequent shoppers say they would enroll if one existed at their favorite store. And adding a loyalty program can be an all-around win, as infrequent shoppers are likely to join as well: 31.2 percent say their usual c-store offers a loyalty program and they are enrolled, while 37.3 percent say their store does not have one, but they'd enroll if it did. Another (not surprising) reason for c-store opera- tors to court their highest frequency shoppers is that this group spends more money at their stores per visit. When asked how much they spent during their last in- store visit to a c-store (excluding fuel purchases), fre- quent shoppers averaged $16.22, compared to $14.12 for infrequent shoppers. This figure for daily shoppers was even higher, averaging $19.45 on their last visit. Both frequent and infrequent shoppers are most likely to have paid for their last in-store purchase with cash (40.3 percent and 39.8 percent, respectively), followed by debit cards and credit cards. Frequent shoppers were slightly more likely to have used a debit card, while infrequent shoppers were slightly more likely to have used a credit card. TOTAL FREQUENT INFREQUENT (Base) (1,299) (841) (458) Frequent buyer/loyalty programs 17.0% 19.0% 13.3% Banners/window signs 12.5% 13.7% 10.5% Promotional signage 11.9% 13.6% 8.7% Gasoline nozzle display ads 7.5% 8.7% 5.2% Coupons dispensed from pump 6.6% 8.0% 4.1% Pumptopper ads 5.8% 6.8% 3.9% Car wash promotions 5.7% 5.9% 5.2% Mobile app promotions/deals 5.5% 6.1% 4.6% Video displays on pump 4.3% 4.8% 3.5% Audio music feed with messages 2.3% 3.0% 1.1% Base: Purchased gasoline/motor fuels at a c-store in the past month Source: Convenience Store News Market Research, 2017 TOTAL FREQUENT INFREQUENT (Base) (1,505) (969) (536) Influenced (net) 50.2% 52.5% 46.1% Loyalty program 21.1% 23.3% 17.0% Word of mouth 12.2% 13.3% 10.3% Coupon 12.1% 13.2% 10.1% Gas price app 12.0% 11.9% 12.1% Mobile app offer from convenience store 5.3% 6.1% 3.9% Billboard 5.7% 5.8% 5.6% Radio or TV advertisement 4.1% 4.3% 3.5% Email 4.0% 4.3% 3.4% Print circular 3.3% 3.6% 2.8% Promotion or message on social media 2.9% 3.4% 1.9% Text message 3.1% 3.0% 3.2% Not influenced 49.8% 47.5% 53.9% Base: Respondents who shopped at a c-store in the past month Source: Convenience Store News Market Research, 2017 Did any promotional elements influence your decision to buy in-store products on a recent c-store trip to purchase gasoline? How much did you spend on your last in-store visit to a convenience store?* Have any of the following elements influenced your decision to visit a convenience store? *Not including gasoline/motor fuel Source: Convenience Store News Market Research, 2017 Total $15.59 FREQUENT $16.27 INFREQUENT $14.12 DAILY SHOPPER $19.45 WEEKLY SHOPPER $15.40 This figure jumps to 20% among daily c-store shoppers. This figure jumps to 62.9% among daily c-store shoppers.

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