INTOUCH INSIGHT LTD. There's been a 47% increase in use among c-stores since fall 2021, with prepared food and groceries the most popular purchases.
Yet convenience stores can't afford to depend on the convenience factor when luring in customers, according to
Loyalty programs are key to boosting the customer base, according to the report data that revealed 70% of coffee drink shoppers seek a 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, 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,"
For c-stores to remain competitive, they must maximize why their shoppers would choose their brand over a traditional competitor, according to the data.
"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," Watt said in the release. "Now more than ever it's critical to ensure shoppers feel acknowledged and valued no matter how they are engaging with your brand."
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, according to the data. Yet convenience stores didn't even crack the top three most popular types of programs, trailing behind grocery, restaurants and fast food.
One reason may be that mystery shopping data showed only 28% of cashiers mentioned a c-store's loyalty program and not all locations had signage/materials promoting the program.
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