TrendSource-2018便利店行业报告（英文版）-2018-17页

2018 Convenience Store Report Summary

Core Content

This report provides an in-depth analysis of consumer behavior and preferences in the convenience store market, based on a survey of 2,173 respondents. It highlights key trends in shopping frequency, purchasing motivations, and the role of technology and product offerings in shaping consumer choices.

Main Viewpoints

• Convenience Stores are Ubiquitous but Underappreciated: Despite their prevalence, convenience stores are not given the same attention as larger retail formats. The report aims to shift this perception by focusing on customer values and concerns rather than brand competition.

• Shopping Frequency and Demographics:

  • The majority (29.4%) of respondents shop at convenience stores 2-3 times per week.
  • Men are more likely to shop frequently than women, influenced by traditional gender roles and perceived safety concerns.
  • The Silent Generation (72+ years old) primarily shops when traveling, due to reduced mobility and fixed incomes.

• Key Factors in Choosing a Convenience Store:

  • Location is the most important factor, with an average score of 4.07.
  • Safety is a significant concern, especially for women, with an average score of 4.05.
  • Gas Prices are the third most important factor, with an average score of 3.99.
  • Other factors like Hours of Operation, Product Prices, and Restrooms are also important, though less so than the top three.

• Delivery Services:

  • Only 13.5% of respondents are very or extremely likely to use convenience store delivery.
  • Women are more likely to use delivery than men, despite being less frequent in-store shoppers.
  • Regular shoppers are more open to delivery than infrequent ones, suggesting that delivery is more relevant in urban areas.

• Trust in Prepared Food:

  • 49.1% of respondents have moderate trust in the safety and quality of convenience store prepared food.
  • There is room for improvement, with 9.8% distrusting it completely.
  • Rural consumers tend to trust convenience store food more than urban or suburban ones.

• Elevated Fare:

  • Only 20.6% of respondents are very or extremely likely to purchase "elevated" food options.
  • The most frequent shoppers are more open to these options, suggesting a potential opportunity for stores targeting urban and younger demographics.

Key Information

• Frequency of Purchases:

  • 29.4%: 2-3 times per week
  • 17.4%: Once a week
  • 10.6%: Daily
  • 1.8%: Never or only when traveling

• Gender Differences:

  • Women are more concerned about safety and more likely to use delivery services.
  • Men are more frequent in-store shoppers and less concerned about delivery.

• Generation Differences:

  • Silent Generation (72+): Only shop when traveling.
  • Millennials 2 (28-36) and Generation X (37-52): Most frequent in-store shoppers.
  • These groups are more open to elevated food options and may benefit from improved product offerings.

• Location-Specific Needs:

  • Urban and suburban stores may benefit more from delivery and elevated food options.
  • Rural stores are more trusted for prepared food and may not need to prioritize delivery.

• Consumer Clusters:

  • Value Cluster: Prioritizes discounts, especially on higher-value items.
  • Convenience Cluster: Focuses on ease, location, and efficiency.
  • Price Cluster: Always seeks the cheapest option.
  • Health Cluster: Seeks healthier options in a typically unhealthy environment.

Recommendations

• Emphasize Safety: Implement safety measures and communicate them effectively, especially to attract female customers.
• Reconsider Fresh Food Offerings: Consumers are skeptical of "freshly prepared" food, so transparency and quality improvements are essential.
• Tailor to Demographics: Urban stores should consider offering elevated food and delivery options, while rural stores may focus more on product quality and trust.
• Avoid Overextending on Delivery: Delivery should be considered only if it aligns with the store's location and customer base.
• Know Your Customers: Conduct local market research to understand what your community needs and how to improve purchase frequency and basket size.

Conclusion

The convenience store market is highly location and demographic specific. While location remains the top priority, safety, gas prices, and product prices are also crucial. With the right strategies, such as emphasizing safety, improving food quality, and offering relevant services like delivery, convenience stores can enhance their appeal and relevance in the evolving retail landscape.