The convenience-store customer who shops the center store spends 19% more time in the store compared with all c-store shoppers.
This insight comes from Rajeev Sharma, founder and CEO of State College, Pennsylvania-based VideoMining, a market research company focused on behavioral shopper insights using a combination of AI technology and behavioral science.
That time breaks down to 161 seconds for all shoppers and 192 seconds for center store shoppers, said Sharma, who spoke Tuesday at CSP’s Center Store Forum in Lombard, Illinois.
“The center store delivers,” Sharma said, adding that center store buyers spend more money in other sections of the store than shoppers of any other department.
“Seventy-seven percent of the time, center store buyers purchase another item,” Sharma said, adding that the center store is one of only two departments storewide to see share growth in the past four years.
Despite this data, center store opportunity “remains largely untapped,” Sharma said. “The center store represents 58% of storewide shoppers but only 29% of storewide buyers.”
The reason for this is due to shifts in consumer lifestyles and shopper expectations, Sharma said.
For example, remote/hybrid work arrangements have changed commuting patterns—and the availability of delivery services means less urgency to leave home, he said.
In addition, there are shifting definitions around better for you and shifting demands on product attributes, flavor and ingredients, he said. There also has been a stronger emphasis on experience and “vibe-worthy” products, Sharma said.
Other factors include tariffs/inflation/job market impacting consumer spending patterns. “Some are savoring small indulgences,” Sharma said. “Others are changing their approach to spending.”
The last factor is expectations of immediacy, he said. “Day-to-day barriers to access are becoming increasingly rare,” he said, adding there are “heightened consumer expectations of immediate gratification and low-to-no friction.”
To counter these shifts, Sharma said, retailers should “meet shoppers where they are and when they want it” regarding trip missions and dayparts.
Noting that salty snacks leads in center store visibility and appeal, with 40% engagement, Sharma said, “Build momentum with in-aisle signage and cross-promotional offers with top partner categories: energy drinks, CSD [carbonated soft drinks] and prepackaged foods.” Sharma added that the first destination for 25% of shoppers is center store “and 11% of all shoppers beeline to salty snacks.”
He said that signage and promotions can inspire shoppers to action and conversion.
“To draw center store shoppers to other areas of the store, consider where they naturally go next during their trips,” Sharma said. “These moments of active shopping of other categories helps identify clear affinities that can be leveraged for effective promos.”
He added, “Take it a step further and consider dayparts as well to customize messages.”
Sharma said that of those who bought an item from the center store:
- 45% also purchased a refreshment item
- 24% also purchased a caffeine boost
- 16% also bought an item related to meal building
- 12% also bought tobacco
- 5% also bought alcohol
To help boost sales in these and other areas, give shoppers what they want and where they expect to find it, he said.
“Don’t adjust category space just based on space productivity data—dollar/linear feet,” he said. “It’s important to also look at aisle flow, exposure rate and shoppability. Space allocation should be adjusted along with decisions on placement, adjacencies and layout. For example, for some categories, smaller space with high exposure may be more productive.”
As customers traverse the c-store, make their experience easy, convenient and delightful when it comes to store design and flow, he said.
Design considerations to build profitability and loyalty including making the environment feel more intentional and community driven, Sharma said.
He added that retailers should reposition the c-store as a space for connection, relaxation and discovery.
“Offer more than transactional utility and position as vibe-first,” Sharma said. “Add more theater and pageantry, especially around trip drivers like foodservice, and make your space work harder to curate the basket-building experience.”
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