It reported that "product selection" buyers make up just over 20% of the c-store buyer population, but they make double the number of purchases per month than the average c-store shopper and spend more per purchase than the average shopper.[image-nocss]
"I believe the reason we see an uptick in product selection as motivator is that the c-store consumer is now more focused on convenience and value rather than just price," said David Portalatin, industry analyst for NPD's automotive aftermarket unit. "Convenience is what gets a consumer to a c-store, but they need to find the product brands they like when they get there."
In addition to product selection, according to NPD's Convenience Store Monitor, consumers also cite friendly employees, value or price of products, overall store appearance, hours of operations, clean bright store and a variety of services as reasons for choosing a c-store.
"Product selection shoppers spend 10.7% more per purchase occasion than the average shopper," said Portalatin. "Measuring the value that these consumers contribute to the bottom line, and uncovering how to attract these choosy buyers will better position brands and operators to grow this loyal, important consumer group."
The NPD Group, Houston, is a leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. NPD helps its clients to identify new business opportunities and guide product development, marketing, sales, merchandising and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys and wireless.
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