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Increase Convenience Store Sales Part 2: Insight into Consumer Habits

by John Torgerson on July 26

When it comes to increasing convenience store sales, knowing your consumers and shoppers is a great place to start. Increasing your understanding of what your consumers want makes it easier to stock your shelves with the types of products they prefer.

While pleasing each individual consumer is a nearly impossible task, consider what different segments of shoppers may want. Start by thinking about different ways you can group your consumer: age, time of day of visits, income, frequency of visits, etc. Each segment of your consumer base will follow different trends and purchasing patterns. Looking at patterns can offer insights into how to structure your convenience store for success.  

A Look at “Typical” Convenience Store Consumers

increase convenience store salesIt’s far easier to keep a current consumer than it is to acquire a new one. With this in mind, focus your efforts on those who are already purchasing from your c-store. Look at those who make frequent or regular convenience store visits, and consider ways to incentivize or reward them into purchasing more.

After all, these are shoppers who habitually purchase in-store items, so delivering what they want will likely increase convenience store sales. Get to know your consumers a little better with the following statistics from Convenience Store News’ recent research.

  • Consumers aged 25-34 are more likely to buy in-store merchandise after a gas purchase.
  • Consumers aged 35-44 are more likely to be daily or weekly c-store shoppers.
  • 58% of parents buy in-store merchandise after filling up with gas.
  • 57% of consumers with 1 or more children visit c-stores on a daily basis.
  • 70.5% of daily shoppers claim they usually shop at the same store each time.
  • 62.8% of weekly shoppers claim they usually shop at the same store each time.

Increase Convenience Store Sales by Identifying Trends

The information detailed above provides some insight into ways to group and incentivize convenience store consumers. For instance, if parents visit c-stores regularly and make in-store purchases after gas purchases, are you making sure family-friendly merchandise is upfront and easy to grab? Are you offering a variety of  fountain beverage options? Are fountain cups and lids sturdy enough for younger consumers? Is there any incentive linking gasoline purchases to in-store purchases? Is there any form of loyalty program in place to encourage loyal shoppers?

Identify Trends to Better Serve Your Consumers

By understanding convenience store consumers and identifying purchasing trends, you can make changes and decisions to better serve those who come to your c-store. This will result in happier, more satisfied consumers and higher profit margins. Each segment of your consumer base will follow different trends and purchasing patterns. Think about different ways you can group your shoppers and learn about their purchasing habits.

Curious how Bernick's Has Helped other Convenience Stores?  Hear from one of our clients how partnering with Berinck's for beverages in  their convenience store has made a difference. Download Case Study

Topics: Fountain

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