The convenience industry must work to become 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 was ‘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. Last July just 40% of shoppers mentioned the important of convenience, now that figure is 49%” commented Katie Littler, Communications Director at him!
Following him! recently identifying a new breed of grocery shopper, which it called ‘Generation C’ (C for Convenience), Littler said it was no surprise that this demand for ultimate ‘convenience’ is most prevalent in a convenience 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.
“Generation C has evolved from Generation P who were primarily price driven. Generation C expect good prices but they also demand ultimate convenience,” said Littler. “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.”