Retailer Averages
Year-end 2014
To provide a helpful benchmarking tool for the prepaid and financial-services category, InComm, an Atlanta-based distributor of stored-value and prepaid products, shared the following average daily revenue figures (ADR) for c-stores and grocery stores. The retailers are split into three groups: best in class, middle of the road and those who have room for improvement. The ADRs below cover the segments of wireless (prepaid mobile top-ups), long distance, financial services (including open-loop and general purpose reloadable cards), as well as gaming and music products.
C-Store Sample: Prepaid & Financial Services ADRs*
Retailer | Store count | Wireless ADR | Long-distance ADR | Financial services ADR | Closed-loop | Content (gaming/music) | Total ADR sales |
BEST IN CLASS | |||||||
Retailer A | 400+ | $65.85 | $1.93 | $253.28 | -- | $22.38 | $343.51 |
Retailer B | 0-199 | $63.57 | $0.95 | $160.02 | $8.25 | $14.02 | $246.81 |
Retailer C | 400+ | $69.00 | $1.25 | $108.25 | $30.87 | $32.00 | $241.37 |
Retailer D | 400+ | $56.01 | $0.76 | $98.60 | $5.83 | $7.79 | $168.99 |
Retailer E | 200-399 | $50.27 | $1.18 | $101.74 | $1.95 | $0.49 | $155.63 |
MIDDLE OF THE ROAD | |||||||
Retailer F | 400+ | $47.56 | $1.05 | $59.63 | $16.01 | $10.07 | $134.32 |
Retailer G | 0-199 | $36.52 | $0.51 | $44.51 | $13.12 | $13.06 | $107.72 |
Retailer H | 0-199 | $39.40 | $0.19 | $44.17 | $0.92 | $0.75 | $85.43 |
Retailer I | 400+ | $38.73 | $3.00 | $22.01 | $0.11 | $0.74 | $64.59 |
Retailer J | 400+ | $32.21 | $0.43 | $26.38 | $0.93 | $0.21 | $60.16 |
Retailer K | 0-199 | $42.89 | $0.29 | $12.91 | $1.68 | -- | $57.77 |
Retailer L | 400+ | $30.19 | $0.44 | $23.63 | $0.52 | $1.54 | $56.32 |
Retailer M | 200-399 | $28.39 | $0.15 | $24.17 | $0.43 | $0.07 | $53.21 |
Retailer N | 400+ | $12.10 | $0.84 | $37.54 | $1.18 | $0.03 | $51.69 |
ROOM FOR IMPROVEMENT | |||||||
Retailer O | 400+ | $3.17 | $0.13 | $28.50 | $11.94 | $5.07 | $48.81 |
Retailer P | 0-199 | $18.79 | $0.19 | $11.53 | $1.00 | -- | $31.51 |
Retailer Q | 400+ | $26.29 | $0.11 | $3.49 | $1.26 | $0.30 | $31.45 |
Retailer R | 200-399 | $22.39 | $0.26 | $8.06 | $0.51 | $0.08 | $31.30 |
Retailer S | 200-399 | $21.66 | $0.19 | $1.84 | $0.72 | $0.31 | $24.72 |
Retailer T | 0-199 | $12.88 | $0.33 | -- | -- | $3.31 | $16.52 |
Retailer U | 200-399 | $1.33 | $0.39 | $0.35 | $0.01 | -- | $1.88 |
Source: InComm
* Average daily revenue
Consumer in Focus
According to 2014 research by Packaged Facts, 13.8% of adults use prepaid cards. Of these, more than half—or 51%—also used a debit card and a credit card. Meanwhile, only 10% had only the prepaid card. “This suggests that, for many prepaid users, prepaid cards function as a complement to debit and credit cards—not a replacement,” the research firm says. “To drive prepaid usage and usage frequency among these users, the industry will need to continue to develop mobile-forward strategies and add more robust features and benefits, which may help wean them from other card options.”
CONTINUED: Grocery Sample, Lottery & ATM
Grocery Sample: Prepaid & Financial Services ADRs*
Retailer | Store count | Wireless ADR | Long-distance ADR | Financial services ADR | Closed-loop | Content (gaming/music) | Total ADR sales |
BEST IN CLASS | |||||||
Retailer 1 | 200-399 | $75.53 | $4.37 | $581.55 | $484.27 | $123.52 | $1,269.24 |
Retailer 2 | 0-199 | $44.31 | $1.31 | $136.00 | $162.69 | $48.71 | $393.02 |
Retailer 3 | 200-399 | $21.91 | $0.76 | $120.32 | $196.93 | $33.47 | $373.39 |
Retailer 5 | 0-199 | $58.23 | $0.62 | $238.04 | $26.17 | $0.21 | $323.27 |
Retailer 6 | 0-199 | $54.03 | $0.82 | $143.58 | $104.10 | $17.34 | $319.87 |
MIDDLE OF THE ROAD | |||||||
Retailer 11 | 0-199 | $26.74 | $2.01 | $91.71 | $69.95 | $19.55 | $209.96 |
Retailer 12 | 0-199 | $27.09 | $0.55 | $101.10 | $54.31 | $14.53 | $197.58 |
Retailer 13 | 200-399 | $11.01 | $0.44 | $98.29 | $52.18 | $13.67 | $177.28 |
Retailer 14 | 0-199 | $15.60 | $0.97 | $81.15 | $49.51 | $9.03 | $156.26 |
Retailer 16 | 0-199 | $11.17 | $6.96 | $34.62 | $37.80 | $22.19 | $112.74 |
ROOM FOR IMPROVEMENT | |||||||
Retailer 25 | 0-199 | $12.61 | $0.32 | $43.26 | $17.73 | $5.31 | $79.23 |
Retailer 26 | 0-199 | $9.83 | $0.93 | $41.37 | $17.86 | $0.14 | $70.13 |
Retailer 27 | 0-199 | $0.77 | -- | $26.10 | $29.74 | $3.02 | $59.63 |
Retailer 29 | 0-199 | $8.26 | $0.64 | $18.46 | $10.22 | -- | $37.58 |
Retailer 30 | 0-199 | $6.04 | $0.41 | $17.77 | $11.67 | $0.66 | $36.55 |
Retailer 34 | 0-199 | $20.67 | $1.53 | $5.05 | $3.40 | -- | $30.65 |
Source: InComm
* Average daily revenue
Consumer in Focus
According to Scientific Games Corp., a provider of gaming products and services to lotteries, lottery customers spend 70% more on in-store purchases than non-lottery customers, with an average of $13 in non-lottery purchases per visit. They are also 90% more likely to buy cigarettes, 73% more likely to buy beer and 54% more likely to buy candy than customers who do not make a lottery purchase.
CONTINUED: Lottery Sales & ATM
C-store/Gas Station Lottery Sales
C-stores and c-stores with gas reaped 62% of lottery sales and 62% of commissions in fiscal year 2013, totaling $2.3 billion, according to industry data provider La Fleur.
Lottery type | Fiscal year 2013 sales ($ millions) | Channel share |
Scatch sales | $20,581.3 | 67% |
Draw sales | $12,096.6 | 55% |
Total sales | $32,677.9 | 62% |
Source: La Fleur/TLF Publications Inc.
Lottery Sales by State
Fiscal year 2013
What follows is a breakout of c-store and gas station lottery sales by state for the most recent fiscal year, according to La Fleur. The sales dollar figures include both draw games—Pick 3, Pick 4, Mega Millions, Powerball—and scratch-off instant games.
State | C-store agents | Fiscal year 2013 sales ($ millions) | Gas c-store agents | Fiscal year 2013 sales ($ millions) |
Arizona | 2,042 | $457.2 | 143 | $10.5 |
Arkansas | 529 | $92.3 | 898 | $268.0 |
California | 2,774 | $804.3 | 6,278 | $1,156.3 |
Colorado | 1,668 | $377.2 | 0 | $0.0 |
Connecticut | 1,078 | $448.7 | 839 | $362.8 |
Delaware | 63 | $18.6 | 198 | $52.8 |
D.C. | 91 | $35.6 | 60 | $31.3 |
Florida | 2,784 | $838.6 | 6,545 | $2,420.7 |
Georgia | 2,467 | $1,263.2 | 3,922 | $2,113.4 |
Idaho | 43 | $5.5 | 596 | $125.5 |
Illinois | 1,013 | $450.8 | 3,562 | $1,360.2 |
Indiana | 212 | $40.0 | 2,582 | $684.8 |
Kansas | 41 | $4.3 | 1,038 | $189.3 |
Kentucky | 105 | $34.1 | 1,877 | $622.6 |
Louisiana | 247 | $29.7 | 2,148 | $367.1 |
Maryland | 810 | $402.1 | 1,097 | $470.1 |
Massachusetts | 2,818 | $2,523.7 | 1,237 | $714.8 |
Michigan | 1,062 | $257.8 | 3,556 | $794.0 |
Minnesota | 296 | $49.4 | 1,789 | $395.0 |
Missouri | 305 | $48.0 | 2,532 | $774.2 |
Montana | 0 | $0.0 | 404 | $36.0 |
Nebraska | 14 | $0.8 | 792 | $123.0 |
New Hampshire | 292 | $56.8 | 558 | $147.1 |
New Mexico | 51 | $3.8 | 860 | $109.5 |
New York | 4,848 | $2,157.0 | 414 | $147.5 |
North Carolina | 806 | $166.5 | 4,394 | $1,310.3 |
North Dakota | 3 | $0.2 | 324 | $20.7 |
Ohio | 1,341 | $527.1 | 3,201 | $971.9 |
Oklahoma | 115 | $6.7 | 1,613 | $184.8 |
Oregon | 801 | $105.1 | 421 | $36.8 |
Pennsylvania | 891 | $391.6 | 3,035 | $1,486.6 |
Rhode Island | 236 | $65.7 | 261 | $66.3 |
South Carolina | 445 | $97.9 | 2,621 | $984.8 |
South Dakota | 466 | $43.9 | 0 | $0.0 |
Texas | 2,319 | $513.5 | 10,726 | $3,143.9 |
Vermont | 77 | $9.8 | 435 | $72.9 |
Virginia | 1,033 | $334.5 | 3,238 | $1,029.2 |
Washington | 796 | $97.4 | 1,797 | $234.3 |
West Virginia | 113 | $5.9 | 998 | $57.1 |
Wisconsin | 0 | $0.0 | 2,632 | $436.2 |
Total | 35,095 | $12,765.2 | 79,621 | $23,512.5 |
Source: La Fleur/TLF Publications Inc.
CONTINUED: ATM Use
The ATM Consumer and C-Stores
Research by Mercator Advisory Group, an advisory firm to the payments and banking industry, reveals there is an upward trend in ATM usage. Consumers are using ATMs more frequently and doing so at a wider variety of ATMs. When asked which ATMs they use, consumers reported a significant rise in usage of their bank’s ATMs at in-store locations, growing from 21% of ATM users in 2011 to 29% in 2014.
Young adults and mobile-banking users who use ATMs are more likely than average to use a wider variety of ATM locations, including their banks’ ATMs in store locations (38% of mobile-banking users and young adults vs. 29% average), according to Mercator. The greatest growth for these users was seen among other bank or non-bank-branded ATMs in store locations (27% of mobile-banking users and young adults vs. 19% average, up from 17% of mobile-banking users and 16% of young adults vs. 11% average who used other banks’ or non-bank-branded ATMs in store locations in 2013.)
Which types of ATMs do you use?
My bank’s ATM (net) | 93% |
My bank’s ATM at their branches | 74% |
My bank’s drive-thru ATMs | 48% |
My bank’s ATMs in store locations | 29% |
My bank’s ATMs in other non-branch locations | 19% |
ATMs from banks I don’t do business with (net) | 25% |
ATMs at bank branches other than the banks I do business with | 14% |
From banks I don’t do business with, in store locations | 13% |
ATMs from banks I don’t do business with, in other non-branch locations | 10% |
Not bank-branded ATMs (net) | 16% |
Not bank-branded ATMs in other convenient locations | 11% |
Not bank-branded in store locations | 12% |
ATMs in hotels, airports or other travel locations (net) | 9% |
Other ATMs (net) | 3% |
Sources: Mercator Advisory Group, Cardtronics Inc.
The C-Store ATM User
According to research by The NPD Group, ATM users are loyal to the convenience stores where they access their cash. They’re more likely than non-ATM users to always visit the same store and to be heavy shoppers. They also spend significantly more per visit and buy more items while there.
Loyalty | Always shop one c-store | Shop 2-3 stores | Shop many stores |
ATM user | 42.0% | 39.3% | 18.7% |
Channel average | 29.8% | 50.0% | 2-.2% |
Source: The NPD Group
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