"Retailers seem to have this really wonderful monogamous relationship with one particular shopper type, the one that they tend to refer to as Bubba," Paul Ballew, vice president of insight and strategy at Integer, told [image-nocss] CSP Daily News.
C-store retailers do a "really good job" with satisfying Bubba's needs, he added. "He rewards them with his time, but they may be doing this at the expense of broader audiences they could also be reaching out to."
The study identified six types of shoppers retailers can look at, and some opportunities with each:
Those who "drop-in daily," or "Bubbas," use c-stores as a break in their day and a place to stop frequently. They would like to see a wider range of quality, filling foods and snacks for different times of the day. They would also like the c-store to be a place to pause and maybe even have some fun.
"Local loyalists" visit frequently for candy, cigarettes and beveragesas well as staples they ran out of or forgot to buy. They would like to see c-stores represent the local neighborhood with pride; meet a higher level of cleanliness, safety and politeness; and offer a greater range of good-quality, branded staples.
The "overstretched mom" goes to c-stores less frequently than grocery and drug stores (which carry more items), but uses them to fill in gaps between weekly grocery trips and when ferrying family to/from school and other activities. She would like c-stores to carry a wider range of staples, satisfy more female-oriented needs (such as snacks and indulgences), and have sales and promotions.
"Mobile professionals" use c-stores for gasoline fillups, stops on the way to/from work, to purchase snacks and not staples, and to buy one to two items they need and move on quickly. They would like c-stores to have easier and faster auto access, deliver more of a customer focus, offer a greater variety of healthy and tempting snacks and beverages and provide a way to quickly browse a wider range of items.
"Highly hesitant" shoppers are infrequent c-store users, only going for emergency trips. They would like c-stores to be more consumer-driven, stock a wider range of products and services, provide a safer and more pleasant environment and update by integrating technology."Long-distance drivers" are influenced in store choice by the price of gasoline, seek clean restrooms and branded foodservice and look for unique local products. They would like c-stores to have a higher level of clean and functional restrooms, healthier food choices and dog walks for pets needing a break.
"So what we'd like retailers to do is think a little bit beyond Bubba, and examine the opportunities with other shopper types," Ballew said.
The NACS/Coca-Cola Retailing Research Council is composed of convenience industry leaders from around the world and conducts studies on issues that help retailers respond to the changing marketplace. The Integer Group is a promotional and retail marketing agency, specializing in the intersection of branding and selling.
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