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Demand for ‘convenience’ explodes over last 6 months

| International retailers

Shoppers are demanding that convenience stores get even more ‘convenient’, according to new research from him! research & consulting. When asked what the most important thing is to them when shopping in convenience stores the number one response is ‘convenience’ (49%), followed by price (26%), then quality (23%) and service (just 2%).

“Our latest research has shown that the need for retailers to deliver a ‘convenient’ experience has exploded in the last 6 months (see summary below). Last July just 40% of shoppers mentioned the important of convenience, now that figure is 49%”, commented Katie Littler, Communications Director at him!

him! recently identified a new breed of grocery shopper, which they’ve called ‘Generation C’ (C for Convenience). Littler said: “Generation C has evolved from Generation P who were primarily price driven. Generation C expect good prices but they also demand ultimate convenience. Grocery shopping is already an inconvenience for Generation C so they expect retailers to be doing all they can to get the products they need into their hands in the easier, most stress-free way possible.”

It’s no surprise that this demand for ultimate ‘convenience’ is most prevalent in a convenience store environment. Compared with the 49% who said that convenience was most important in c-stores, only 23% mentioned ‘convenience’ when shopping in a supermarket and 12% in discounters, where price is the most important factor to shoppers

The data is taken from him!’s new ‘Convenience Barometer’ which interviews a nationally representative sample of UK adults every month.

Which of the following is most important when shopping in a convenience store:

 

2014

2015

Convenience

40%

49%

Cost

25%

26%

Quality

24%

23%

Service

11%

2%

Which of the following is most important when shopping in the following channels:

 

Convenience

Supermarkets

Discounter

Online grocery

Convenience

49%

23%

12%

22%

Cost

26%

36%

56%

41%

Quality

23%

1%

29%

30%

Service

2%

40%

2%

8%

 

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