2018便利店行业报告（英文版）_15页_1mb

2018 Convenience Store Report Summary

Core Content Overview

This report provides an in-depth analysis of consumer behavior and preferences in the convenience store (c-store) market, focusing on the values, concerns, and purchasing habits of different customer segments. It emphasizes the importance of understanding local and demographic differences rather than comparing brand loyalty or market share. The study surveyed 2,173 respondents and identified key factors influencing their choice of c-stores and their likelihood to engage with new services like delivery.

Main Points and Insights

1. Customer Priorities

• Location is the top priority for most convenience store shoppers, with an overall average score of 4.07. It is crucial for both frequent and infrequent customers.
• Safety is the second most important factor, with an average score of 4.05. It is especially critical for women, who are more likely to prioritize safety than men.
• Gas Prices rank third, with an average score of 3.99. This is particularly relevant for travelers who visit c-stores for fuel and food.
• Hours of Operation and Product Prices are also significant, especially for regular customers, with scores of 3.64 and 3.57 respectively.
• Restrooms and Product Offerings are less critical, with scores of 3.33 and 2.73, indicating that these are secondary concerns for most shoppers.

2. Frequency of Purchases

• Daily and weekly shoppers are more likely to prioritize hours of operation and product prices, as these factors help them distinguish between similar stores.
• Travelers and infrequent shoppers place more importance on gas prices and restrooms, highlighting the need for c-stores in remote areas to cater to these needs.
• Delivery service is less popular among infrequent shoppers (5%) compared to daily shoppers (25.1%), suggesting that frequent customers are more open to digital expansion.

3. Trust in C-Store Prepared Food

• 49.1% of respondents have moderate trust in the safety and quality of c-store prepared food.
• Only 2.8% completely trust it, while 9.8% completely distrust it.
• Rural consumers tend to have greater trust in c-store prepared food than urban and suburban ones.
• Health-conscious and value-focused customers are the least trusting of convenience store food.

4. Consumer Clusters

The study identified four key consumer clusters based on their values and purchasing behaviors:

• Value Cluster: Prioritize the best deals, especially on higher-value items. Safety is a key concern for this group.
• Convenience Cluster: Value ease of access, efficiency, and proximity. They are more likely to use delivery services.
• Price Cluster: Focus on cost-effectiveness and the cheapest options. They are less likely to use delivery.
• Health Cluster: Seek healthier alternatives in a market dominated by salty and preservative-laden products. They are the least likely to use delivery and have the least trust in prepared food.

5. Recommendations

• Prioritize Safety: Implement security measures and emphasize safety in marketing, especially for women who place higher importance on it.
• Reconsider "Freshly Prepared" Messaging: Consumers are skeptical about the freshness of c-store food, so rebranding efforts should focus on transparency and quality.
• Enhance Product Offerings: Regular customers are more interested in product variety and pricing, so stores should consider expanding their offerings.
• Target Urban Areas for Digital Expansion: Delivery services are more likely to succeed in densely populated areas with frequent shoppers.
• Avoid Over-Investing in Delivery: For stores in remote locations, such as rest stops, delivery is not a viable option.
• Know Your Consumers: Conduct local and regional market research to better understand your customer base and improve their shopping experience.

Key Takeaways

• Convenience stores are ubiquitous but underrepresented in mainstream media and consumer discourse.
• Location and safety are the most important factors for c-store shoppers.
• Delivery services are not yet in high demand, but frequent shoppers are more open to the idea.
• Trust in prepared food varies by frequency of visits and consumer cluster, with health-focused shoppers being the least trusting.
• Segmentation is essential for tailoring strategies and improving customer satisfaction and loyalty.