When a customer actually enters a convenience store, they can have a completely different experience than if they simply pay at the pump. Bringing them inside the store can prove to be extremely profitable, even if they intend to only pay for their gasoline. More than 63% of all convenience store customers say that when they actually go into the store, they will purchase at least a package of gum, mints or small candy at the checkout counter while they are paying. These consumers had not intended on buying anything else while going in the store, therefore this is known as an impulse buy. (NACSonline.com)
Additionally, once inside the store, studies show that consumers will most likely pick up other items that they had planned on purchasing sometime in the near future, in order to combine shopping trips and save time. Females and individuals earning less than $50,000 a year are especially likely to buy other items inside the store than the overall population. (“What Fuels Consumer Behavior?” by Jeff Lenard, NACS Magazine, March 2008 Issue)
Also, now more than ever, consumers are viewing convenience stores as easy “one-stop shops” that are much quicker than going to other, larger types of have-it-all stores such as Wal-Mart, K-Mart...etc. Consumers argue that parking is closer, wait time is shorter and that they can find items they need much easier because the store is a great deal smaller. With convenience stores now providing multiple types of products and services (tobacco, internet service, money orders, lottery tickets...etc.), many consumers will spend more time and money at the store once they actually enter and see what is available and convenient to them. Now, several convenience stores have been developing a ‘dashboard dining’ type of food selection which includes fresh sandwiches, fresh fruit, etc. in order to compete with quick service restaurants. This is being used as another incentive to get consumers inside the stores.
Many store owners and/or managers use advertising to try to get customers into their stores, however, how does a convenience store owner or manager know what to advertise if they are unsure of who to target or what types of consumers will be shopping in their stores? Studies done by NACS (The Association for Convenience & Petroleum Retailing) show that 42% of all convenience store gasoline customers say they always go inside the store to pay, no matter what form of payment they are using. Of this 42%, 18-34 year olds are the consumers that are most frequently making in-store purchases from convenience stores. More than 3 out of 5 (61%) say they shop inside the store at least “somewhat often”. (“Making Cents of Gasoline Consumers” by Jeff Lenard, NACS Magazine, April 2007 Issue)
Furthermore, bringing a consumer inside any convenience store, instead of paying at the pump, whether just to pay for gasoline or to purchase one small item, can pay off. For example, even the impact of a $1 pack of gum that was an impulse buy can make a substantial difference to a convenience store when it occurs various times in one day.
Call us today at: 800-821-9013 ext. 48 or
