Product Selection Is Key Driver for Frequent C‑Store Shoppers

Convenience store shoppers cited product selection as a reason for choosing the store they most recently shopped more in the 12 months ending November 2009 than in the previous year, according to The NPD Group, a leading market research company. 

NPD's Convenience Store Monitor, which tracks the consumer purchasing behavior of more than 49,000 convenience store shoppers in the U.S., reports "product selection" buyers make up just over 20% of the c‑store buyer population, but they make double the number of purchases per month than the average c‑store shopper and spend more per purchase than the average shopper.

"I believe the reason we see an uptick in product selection as motivator is that the c‑store consumer is now more focused on convenience and value rather than just price," says David Portalatin, industry analyst for NPD's automotive aftermarket unit. "Convenience is what gets a consumer to a c‑store but they need to find the product brands they like when they get there."

In addition to product selection, according to NPD's Convenience Store Monitor, consumers also cite friendly employees, value or price of products, overall store appearance, hours of operations, clean bright store, and a variety of services as reasons for choosing a c‑store.

"Product selection shoppers spend 10.7% more per purchase occasion than the average shopper," says Portalatin. "Measuring the value that these consumers contribute to the bottom line, and uncovering how to attract these choosy buyers will better position brands and operators to grow this loyal, important consumer group."

Convenience Store Monitor, The NPD Group. 24 Mar. 2010  Web.  29 Mar. 2010.