C-stores are missing out on grocery fill-in shoppers
Through a special arrangement, presented here for discussion is a summary of an article from Convenience Store Decisions magazine.
Many customers prefer shopping at grocery stores on their fill-in trips. But the quick and convenient nature of c-stores should make them ideal for in between stock-up grocery trips when just a few items are needed.
A General Mills Convenience & Foodservice survey of 3,198 convenience store food and beverage shoppers conducted last November, however, found that only 19 percent of shoppers visit convenience stores most often for fill-in trips. That compares to 32 percent visiting grocery stores most often for fill-in trips with mass merchants or super centers at 11 percent.
The most popular items purchased on fill-in trips, in all channels, include: milk (purchased on 57 percent of all fill-in trips), bread (50 percent), soda (42 percent), eggs (39 percent) and salty snacks (28 percent).
Overall, 57 percent of shoppers are extremely satisfied with c-stores with immediate consumption trips versus 36 percent of shoppers being extremely satisfied with fill-in trips.
When asked why they weren’t choosing c-stores, the top barriers centered around lack of variety, low quality and prices being too expensive. About three-quarters (76 percent) wanted full sized offerings versus smaller package sizes.
General Mills Convenience & Foodservice developed a guideline, "F.I.L.L"., with tips for c-stores to capture the fill-in shopper:
F – Full-Sized Staples: Offer full-sized grocery items where it counts, in milk, bread, soda, eggs and salty snacks.
I – In & Out: Continue delivering on convenience; shoppers choose c-stores because they can get in and out in less than two minutes.
L – Lift Quality: Focus on quality, especially on perishable grocery items like cheese and fresh produce.
L – Lower Prices: Offer value with competitively-priced staple items.
- How C-Stores Can Cater To The Fill-In Shopper – Convenience Store Decisions
- Capturing the Fill-In Shopping Trip at C-Stores – General Mills Convenience & Foodservice
Are c-stores striving to better serve the fill-in grocery shopper capitalizing on an untapped opportunity or overextending themselves? How do you see c-stores maximizing the fill-in opportunity?