2018便利店行业报告（英文版）_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 in the convenience store market, focusing on purchasing frequency, key decision factors, and the potential for new services such as delivery and elevated food offerings. The report also identifies customer clusters and offers strategic recommendations for convenience store operators to improve their business performance.

Main Findings

Purchase Frequency

• 29.4% of respondents make purchases 2-3 times per week.
• 17.4% make purchases once a week.
• 10.6% make purchases daily.
• Gender Differences: Men are more likely to make frequent purchases than women, possibly due to traditional roles and safety concerns.
• Travelers: Those who only visit convenience stores while traveling prioritize gas prices and restrooms.
• Regulars: Frequent shoppers prioritize hours and product prices over restrooms and brand.

Key Decision Factors

• Location is the top priority for most consumers, with an average score of 4.07.
• Safety is the second most important factor, with an average score of 4.05, and is especially important to women.
• Gas Prices are the third most important factor, with an average score of 3.99.
• Other factors such as hours, product prices, and product offerings are also important but ranked lower.

Delivery Service

• Only 13.5% of respondents are very or extremely likely to use convenience store delivery.
• Women are more likely to use delivery services than men, despite being less frequent in-store shoppers.
• Frequency of visits correlates with delivery interest: 25.1% of daily visitors are likely to use delivery, while 5% of infrequent travelers are.

Prepared Food

• 49.1% of respondents have moderate trust in the safety and quality of convenience store prepared food.
• 2.8% completely trust it, and 9.8% entirely distrust it.
• Rural consumers show greater trust in convenience store food than urban and suburban ones.
• Elevated fare (better food options) is not highly sought after, with 23.3% not interested at all and 25.4% only slightly interested.

Consumer Clusters

Using cluster analysis, the report identifies four distinct consumer personas:

1. The Value Cluster

• Prioritizes the best deals.
• Responds positively to discount messaging, especially for higher value items.
• Least likely to purchase elevated fare or craft beer.
• Unlikely to use delivery.

2. The Convenience Cluster

• Values ease, efficiency, and accessibility.
• Prioritizes location and convenience.
• Moderately likely to use delivery.
• Unlikely to purchase elevated fare.

3. The Price Cluster

• Focuses on cost.
• Prioritizes gas prices above all else.
• Somewhat likely to use delivery.
• Likeliest to use curbside pickup.

4. The Health Cluster

• Looks for healthy options in a typically unhealthy environment.
• Least trusting of convenience store prepared food.
• Least likely to use delivery.

Strategic Recommendations

• Prioritize Safety: Implement surveillance and security measures and emphasize safety in marketing to appeal to women and infrequent shoppers.
• Reconsider Freshly Prepared Foods: Consumers are skeptical of the freshness of such items, so rebranding and improving presentation may help.
• Adapt to Demographics: For Millennial 2 and Generation X shoppers, consider upgrading food offerings gradually based on market research.
• Monitor Grocery Delivery Trends: As grocery delivery services grow, they may erode convenience store market share, especially for infrequent shoppers.
• Avoid Unnecessary Investments: Do not invest in delivery or curbside pickup unless it aligns with your location and customer base.
• Know Your Customers: Since the market is location-specific, understanding local preferences is crucial for increasing purchase frequency and basket size.

Conclusion

The report emphasizes that while convenience stores are ubiquitous, they are often overlooked in terms of brand competition and innovation. By focusing on safety, location, and pricing, and adapting to demographic and regional nuances, operators can better serve their communities and increase their market share. The study also highlights the importance of digital integration and product diversification for future growth.