Optimising Convenience Retail Using Shopper Psychology
January 9, 2020

Optimising Convenience Retail Using Shopper Psychology

Shoppers want to be able to meet their shopping needs as quickly and effortlessly as possible. Help them by removing all the shopper friction in-store

We’ve often been asked, how do you improve C-store footfall, engage with more shoppers and encourage more of them to spend more with you and be more loyal to you. One sure-fire way to improve Convenience shopping for shoppers is quite simply, to make it easier for them: Take away as much of the shopping friction as possible.

Facts:

  • The Convenience sector was responsible for £40.3bn in sales in 2019
  • The average customer will visit their nearest Convenience store 3.8 times a week
  • 80% of customers live less than a mile away from their nearest Convenience store
  • The average customer will buy 2.31 items and spend £6.38 in one visit

Over the years we have conducted more than 50 shopper research studies within the Convenience channel. We have done so in more than 20 Countries around the globe. From forecourts in Germany to neighbourhood stores in USA and kiosks in Russia, we’ve uncovered what real shoppers really want from a C-Store:

Shoppers want to be able to meet their shopping needs as quickly and effortlessly as possible. It’s not so much about a Convenience channel, but more about being the most convenient way for shoppers to attain their needs.

This is where Adcock Solutions are able to really help. Understanding how to optimise shopper perceptions and reality of fast and effortless shopping.

Here is a case study summary from a recent brand funded, Convenience channel project:

Primary C-Store Shopping Behaviour Goal

  • How to make most shoppers see, consider and try/buy my brand in this habitual and uninspiring retail channel.

Goals

  • How do we encourage more shoppers to even see our brand in-store?
  • Once they are aware of a our brand, how to we make more shoppers pay meaningful attention to it?
  • What does it take to turn meaningful attention into active brand consideration?
  • Over and above everything else, how do we make more shoppers select our brand in preference to their normal purchase?

Results

  • Share of category sales for a specific brand up 21% simply by letting shoppers know they’d made a good choice
  • Share of sales up a massive 150% (from a low base) from tapping into positive shopper associations with a specific colour
  • Increased share of category by 14% by simply improving on-shelf standout using low cost shelf edge strip in a unique manner

Another key C-store shopper consideration worth pointing out relates to their familiarity with a particular retail environment. The brand prompts and cues that work in an unfamiliar (to the shopper) store are entirely different to what is effective in a store that a shopper regularly visits. Even the locations of communications differ based on shopper familiarity with a store.

Often, the C-Store shopper is also the consumer or end user. Therefore, for a brand to be preferred it needs to be the easiest to recognise, engage with, want and buy. There are a lot of quick wins to be had in the C-store channel simply by auditing retail outlets and identifying and removing friction points.

In summary, in this channel, the easier it is for shoppers to see, want and buy a particular brand, the more likely they are to select it .

Adcock solutions helped many brands and C-store retailers to become more shopper oriented. Between us we make Convenience retail more Convenient: Better for shoppers, better for brands and better for the retailers.

Consider the Convenience store channel from the perspective of Marginal Gains: Many small improvements and shopper oriented enhancements will deliver a dramatically better C-store offering, not just for shoppers, but for retailers and brands too.

Download our FREE guide covering what shoppers really want in-store

Click to Download

About Phillip Adcock

My name is Phillip Adcock: I have more than 30 years of human behavioural research and analysis, and have developed a unique ability to identify what it is that makes people psychologically and physiologically 'tick'.

Would you like to know more about how shoppers and consumers think? Download my FREE guide now. Alternatively, check out www.adcocksolutions.com, where there are more FREE downloads available there. Or why not simply email me with what's on your mind?

If you think there is value in this article then please, please share it, thank you.

Phillip Adcock
Psychology & Behaviour
Change Consultant

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