Survey: Top drivers of C-store loyalty include...
Convenience store shoppers tend to be highly loyal to their preferred retailers, with consistency, safety and cleanliness among the top reasons for repeated visits.
That’s according to a new survey of 600 American drivers from Vontier, which found that 58% of consumers visit a C-store at least once a week, overwhelmingly (95%) for fuel and/or EV charging purposes.
Among those surveyed, 78% said they usually or only visit convenience brands they know while traveling, signaling strong feelings of loyalty. Reliability of payment and fueling systems (70%) and a convenient location (69%) were among the top reasons for considering a store, with 67% citing a safe, well-lit fueling area as “extremely important.”
Nearly six-in-10 (57%) drivers in Vontier’s survey said the cleanliness of the store, restrooms and gas pumps was key to driving repeat C-store visits. More than four-in-10 (43%) consumers said that they have been recently let down by poor cleanliness at a location they visited.
[READ MORE: Survey: Consumers continue to shift driving habits amid high gas prices]
But consumers want more out of C-stores than just a safe, clean experience at the pump and inside the store. Almost half (48%) rated consistency of products and services as an “extremely important” factor for attracting a return visit, while 23% placed the same importance on food and beverage options.
The same percentage noted refreshments as part of an “ideal” C-store visit, including a variety of healthy, ready-to-eat and hot food and coffees. A third (34%) of consumers said their most recent visits would have been better with a wider range of food and refreshments.
Additional insights from Vontier’s survey includes the following:
- Nearly half (47%) of respondents want the ability to purchase snacks, beverages and everyday essentials directly at the fuel pump or EV charger.
- Over 90% of drivers spend less than 10 minutes on site, and 44% spend fewer than five.
- Three-quarters (76%) of drivers said lower prices would have improved their most recent C-store visit, while saving money (through discounts, rewards and offers) ranked as the most popular reasons for joining a brand’s loyalty program.
- When asked to identify the most appealing loyalty program rewards, 89% said discounted fuel/charging, while 54% pointed to free coffee and snacks.
“Drivers are setting a new standard for routine stops,” said Mark Morelli, CEO of Vontier. “They expect the same speed and simplicity they get from digital experiences but still respond to the small details that make an in-store visit feel rewarding. The opportunity for retailers is to deliver both – fast, seamless transactions alongside experiences that customers actually look forward to.”
