Study: C-store consumers will spend more to save time

Denver A recent study released by The Integer Group and M/A/R/C Research revealed an increase in convenience-store consumers seeking convenience over value. Data gleaned from the research showed a shift in consumer mindset from shopping around to save money, to spending more money in order to save time.

"There has been an 8% rise in consumers who are willing to spend more money at convenience stores if it makes their lives a little easier," said Craig Elston, senior VP, Integer. "The majority of shoppers surveyed want to get in and out of the store as quickly as possible and convenience stores often give time back to the consumer to do other things."

Data indicated that consumers will seek out a convenience-store chain they can trust, one that provides outstanding customer service, and most importantly, has a clean, well-lit store environment. Shoppers will avoid convenience stores for safety concerns, poor quality staff, unwelcoming store environment and an unattractive store appearance. The number one reason shoppers avoid convenience stores is they believe the selection of goods are limited.

"Our data shows us that convenience stores have an opportunity to draw a larger number of shoppers if they focus on a few of the fundamental factors, " said Randy Wahl, executive VP, M/A/R/C. "For example, providing a clean store environment would lead to a more pleasant shopping experience with hopes that more people will consider shopping in convenience stores to save time."