Consumers still want to save money, but according
to a new study, saving time is important enough that a good number of shoppers
will spend more just to move along more quickly.
According to research from The
Integer Group and M/A/R/C, 28 percent of shoppers in June said they would rather
save time than money. That number was up from 23 percent in May. The firms
conduct the research monthly polling 1,200 adults.
The firms see the new numbers as identifying an opportunity for convenience stores.
"There has been an eight percent 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 vice president, Integer, in a statement. "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."
"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," added Randy Wahl, executive vice president, 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."
Discussion Questions: The study's authors suggest the desire to save time gives convenience stores a unique opportunity. Do you see convenience stores having a greater opportunity than other competing formats in this regard? What should c-store operators be focusing on to attract these shoppers?