2018年便利店行业报告（英文）_17页-1mb

2018 Convenience Store Report Summary

Core Content Overview

This 2018 Convenience Store Report provides an in-depth analysis of consumer behavior and preferences related to convenience store shopping. It highlights the importance of location, safety, and pricing in consumer decision-making, while also exploring the potential for technological integration and the role of product offerings in shaping customer satisfaction.

Main Findings

Frequency of Purchases

• Most frequent shoppers: 29.4% of respondents make purchases 2-3 times per week.
• Daily shoppers: 10.6% make purchases daily.
• Travelers: 12.4% only visit when traveling.
• Infrequent shoppers: A significant portion of respondents (e.g., 19.7%) only visit convenience stores occasionally or only when traveling.

Gender Differences

• Men are more likely to make frequent purchases and are less concerned with safety compared to women, who prioritize safety more heavily.
• Women are more likely to use delivery services, indicating a preference for convenience without physical travel.

Generational Trends

• Silent Generation (72+ years old) primarily visits convenience stores when traveling.
• Millennial 2s (28-36) and Generation Xers (37-52) are the most frequent visitors and are more open to elevated food offerings.
• Baby Boomers (53-71) and Millennial 1s (18-27) have less interest in elevated fare and are more price-sensitive.

Key Priorities

• Location is the most important factor, with an average score of 4.07.
• Safety is the second most important factor, with an average score of 4.05.
• Gas prices (3.99), Hours (3.64), and Product prices (3.57) are also highly valued.
• Brand and Product offerings are less important, with average scores of 2.73 and 3.27 respectively.

Delivery Service

• Overall interest: Only 13.5% of respondents are very or extremely likely to use convenience store delivery.
• Segmentation: Regular shoppers (those who visit multiple times per week) are more open to delivery than infrequent shoppers.
• Women show greater interest in delivery than men, possibly due to safety concerns.

Prepared Food Trust

• Trust levels: 49.1% of respondents have moderate trust in c-store prepared food, while 2.8% completely trust and 9.8% entirely distrust it.
• Rural vs. Urban: Rural consumers show greater trust in prepared food compared to urban and suburban shoppers.
• Frequent shoppers are more likely to trust the safety and quality of convenience store food.

Consumer Clusters

The report identifies four key consumer clusters based on values and priorities:

1. The Value Cluster

• Prioritizes discounts, especially on high-value items.
• Unlikely to purchase elevated fare.
• Least likely to buy craft beer.
• Emphasizes the importance of location and safety.

2. The Convenience Cluster

• Values ease, efficiency, and location.
• Not overly concerned with safety or gas prices.
• Likely to use curbside pickup.

3. The Price Cluster

• Focuses on getting the cheapest items.
• Likely to use delivery services.
• Gas prices are the most important factor for them.

4. The Health Cluster

• Seeks healthy eating and drinking options.
• Least trusting of prepared food safety and quality.
• Least likely to use delivery.

Recommendations

• Emphasize safety: Implement security measures and communicate safety as a key selling point, especially for women and infrequent shoppers.
• Reconsider prepared food marketing: Acknowledge consumer skepticism and improve product presentation or messaging to enhance trust.
• Tailor offerings to demographics: Urban stores may benefit from introducing elevated food options, while rural stores may need to focus more on product variety and trust-building.
• Avoid unnecessary delivery investments: Delivery should only be considered for stores in high-traffic urban areas where it aligns with customer behavior.
• Know your consumers: Conduct local and regional market research to understand specific needs and preferences, which can inform strategies to increase purchase frequency and basket size.

Conclusion

The report underscores the importance of location and safety in convenience store shopping, with a growing need to adapt to changing consumer expectations through technology and product diversification. It also highlights the significance of understanding and catering to different customer clusters to maximize market share and customer satisfaction.