If your mental image of the traditional convenience store customer is a harried mom making a quick stop as she rushes from work to her child's soccer game, you'll need to press the refresh button. The Media Audit reports that men are the dream customers for this retail segment. Annual spending at convenience stores by gender breaks out as follows:
- Men $3,107
- Women $2,035
To reach these consumers, agencies should consider revising the current media mix. The Media Audit study infers a strong correlation between consumers who drive over 200 miles a week and convenience store shopping. This correlation also points to a consumer base that sees out-of-home advertising and listens to the radio while in the car. In addition, this group spends at least 7 hours a week online.
When's the last time you revised the media mix you're recommending to your C‑Store clients?[Source: Media Audit, January 2009]