News • 08.09.2022

How convenience stores can drive shopper loyalty in 2022

Convenience, prices, loyalty programs – how to retain customers

A black coffee to go mug on a dark table; copyright: Masaaki Komori/Unsplash...
Source: Masaaki Komori/Unsplash

According to this year’s Convenience Store Trends Report from Intouch Insight Ltd., convenience does not trump brand loyalty for today’s consumers. For example, when it comes to their cup of joe, 70% of shoppers would seek out their favorite brand over the most convenient cup.

“In a world where channel blurring is forcing c-stores to compete with other verticals such as grocery or quick-service restaurants (QSR), leaders need to go beyond being the most convenient option to being one that also offers top quality products, speedy and accurate service, and a variety of shopping methods,” said Cameron Watt, President & CEO at Intouch Insight.

Three-fourths (76%) of consumers have purchased ready-made meals at a c-store, with these numbers rising higher among shoppers in their 30s (87%). Quality of ready-made food also rated highly among respondents, but for c-stores to remain competitive, they must maximize why their shoppers would choose their brand over a traditional competitor.

Respondents gravitate towards c-stores for grab-and-go meals because they can purchase gas at the same time, it can be faster than a drive-thru and is located along their commute. However, they can be steered away because of high prices and lack of alternative shopping methods that allow them to remain in their vehicle.

Infographic on survey results on how customers pay for gasoline...
Source: Intouch Insight

While consumer adoption of alternative last mile services – like curbside, delivery, mobile ordering – was initially slow, the report shows a 47% increase in use among c-store since fall 2021. Prepared food and groceries are the most popular purchases, bought most frequently through third-party apps.

“We found that a vast majority of those who purchased fuel from a c-store preferred to keep their transactions at the pump. At the same time, shoppers are increasingly engaging with convenience retailers through third-party applications and delivery services which implies that c-store operators are going to have to find new ways to make room for in-person customer interaction,” said Watt. “Now more than ever its critical to ensure shoppers feel acknowledged and valued no matter how they are engaging with your brand.”

A strong tool to attract more customers and influencer purchases are loyalty programs. Ninety-four percent of consumers are a part of at least one loyalty program and 76% would choose a brand with one over a competitor. Yet convenience stores didn’t even crack the top three most popular types of programs – trailing behind grocery, restaurants and fast food.

Why? Mystery shopping data showed that only 28% of cashiers mentioned their c-store’s loyalty program and not all locations had signage/materials promoting the program. Better promotion will not only help attract more customers but influence their purchases too.

Source: Intouch Insight

related articles:

popular articles:

Thumbnail-Photo: Online grocery shopping during COVID-19
24.10.2022   #online trading #e-commerce

Online grocery shopping during COVID-19

NITC study about barriers, access and what happens next

When the COVID-19 pandemic first swept across North America and led to emergency shutdowns during the spring of 2020, the way people acquired food and household necessities was dramatically impacted. As stay-at-home orders minimized personal travel, ...

Thumbnail-Photo: Omnichannel: The right herbal mix of online and offline...
03.09.2022   #e-commerce #sustainability

Omnichannel: The right herbal mix of online and offline

Convenient shopping and service experience across all channels

Shopping today is more diverse than ever, and customers expect a comprehensive experience, not only at home or on the go when shopping online, but also directly in the store. The boundaries between offline and online are becoming increasingly ...

Thumbnail-Photo: Gamification in retail: turning shopping into a game...
22.08.2022   #Tech in Retail #app

Gamification in retail: turning shopping into a game

Games and gamification can sound a little bit childish, but major enterprises love gamification as much as users love games

With the retention and engagement crises arise, the retail industry is looking for a remedy. Customer experience has become an important factor for success in retailing. Gamification appears to be a go-to tactic to enhance sales, brand awareness, ...

Thumbnail-Photo: Insights on the Buy now, pay later market in Latin America to 2028...
07.11.2022   #online trading #e-commerce

Insights on the 'Buy now, pay later' market in Latin America to 2028

The BNPL payment industry in Latin America has recorded strong growth over the last four quarters, supported by increased e-commerce penetration

The "Latin America Buy Now Pay Later Business and Investment Opportunities - 75+ KPIs on Buy Now Pay Later Trends by End-Use Sectors, Operational KPIs, Market Share, Retail Product Dynamics, and Consumer Demographics - Q3 2022 Update" ...

Thumbnail-Photo: Launch of Walmart Land and Walmart’s Universe of Play...
14.10.2022   #omnichannel #food retail

Launch of Walmart Land and Walmart’s Universe of Play

Roblox community members can check out the Walmart ‘isles’ to collect verch, catch top music artists and unlock exclusive interactive content

Recently, Walmart announced the launch of two new immersive experiences in the metaverse mega-platform, Roblox. Called Walmart Land and Walmart’s Universe of Play, the spaces offer unique interactive content and entertainment for customers, ...

Thumbnail-Photo: retail salsa – Spice up your community
21.09.2022   #online trading #brick and mortar retail

retail salsa – Spice up your community

THE virtual webtalk for retailers, suppliers and retail experts

Be a flavor mixer and spice up your customers' shopper journey with the webtalk format "retail salsa"

Thumbnail-Photo: Is German e-commerce in good shape before the recession?...
14.09.2022   #online trading #e-commerce

Is German e-commerce in good shape before the recession?

Feed Marketing Report 2022 confirms good prospects for German retail even in difficult times

According to the freshly released Feed Marketing Report 2022, German online stores have a very strong stand in multichannel presence, with retailers advertising across 3.6 channels on average, compared to the global benchmark of 3.2. And against ...

Thumbnail-Photo: #DWMF Europe for top-level digital marketing insights...
09.08.2022   #digital marketing #event

#DWMF Europe for top-level digital marketing insights

DMWF Europe at the RAI in Amsterdam on 21-22 November

DMWF Europe returns to the RAI, Amsterdam on 21-22 November, for a must-see hybrid conference and exhibition bringing together the brightest minds in digital marketing. It’s three days of top-level strategic content, digital marketing ...

Thumbnail-Photo: Macy’s announces sustainable initiatives to drive a more circular...
30.09.2022   #sustainability #Tech in Retail

Macy’s announces sustainable initiatives to drive a more circular future

Through its social purpose platform, Mission Every One, Macy’s, Inc. is committed to creating a brighter future for all

Macy’s, Inc. has provided an update detailing its achievements towards its long-term sustainability goals – including initiatives that promote circularity throughout its value chain. ...

Thumbnail-Photo: 6 disruptive ideas for sales promotion in retail...
22.08.2022   #digital signage #consulting

6 disruptive ideas for sales promotion in retail

If you want to sell, you have to captivate, convince and inspire

"Creating a bridge between the product and the shopper" – that’s how one interviewee describes the goal of their marketing efforts. These diverse activities range from talking robots to virtual stores to treasure hunts. ...

Supplier

salsify
salsify
7 rue de Madrid
75008 Paris
Canto GmbH
Canto GmbH
Lietzenburger Str. 46
10789 Berlin
iXtenso - retail trends
iXtenso - retail trends
Heilsbachstraße 22-24
53123 Bonn
EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf