A new generation of convenience shopper has been identified by research firm him!. Generation C, as the new shopper has been dubbed, has high demands of their convenience store; following previous generations of shoppers being either cash rich and time poor, or more price conscious, the new shopper expects good prices and the ‘ultimate’ customer service and convenience.
New research from him! points to the fact that 28% of shoppers say they are visiting more stores, with 96% saying they visit supermarkets and a huge 71% visiting convenience stores. Food Discounters are visited by 41% and Variety Discounters 30%.
Generation C shoppers want the shopping experience to be all about them; they want a personal concierge service, including an array of services from parcel collection to ATMs and fresh coffee; they are less forgiving, shop on auto pilot and allow digital technology to touch every part of their lives. They demand complete honesty from their retailer and while they are price conscious, they are not 100% price driven.
In terms of how demanding they are, a shopper Gen C shoppers are used to having every sort of information and ordering hub in the palm of their hands. Therefore, says the him! report, the act of physically shopping is itself an inconvenience, which is why if a shop doesn’t meet these high demands within two visits, they will go elsewhere. You can read more about the rise of Generation C in next month’s SLR.
