Convenience shoppers 'more open to retail advertising'

Convenience store shoppers are more often than not driven by a desire to purchase something specific, for instance something for dinner or something to drink, but they are also more open to guidance, and therefore more receptive to instore advertising.

That is according to a new study by Co-op Media Network, which, perhaps unsurprisingly specialises in small store formats.

The research, carried out by Trinity McQueen, is based on post-purchase interviews in a number of large and small Co-op stores, aimed at understanding the psychology and habits of shoppers across both formats.

It reveals that more than two-thirds (68%) of shoppers visit a convenience store with no set list – written or mental – and shop with a mission or need in mind.

The large store data showed the opposite pattern, with more planning, stronger intent and less behavioural flexibility when shopping.

Shoppers in smaller convenience store formats also underestimate how much they will spend on their trip, with many picking up a basket mid-shop after selecting more products than initially planned. Small formats were also highlighted as prime locations for brand discovery, with shoppers expecting to see choices that are new and different.

The data also revealed that the first brand or product a shopper sees in store largely influences their final purchase, reinforcing the importance of brand visibility at fixture in smaller formats.

This insight challenges that current assumption in marketing strategy that brands appear in the minds of consumers as the need for a shop visit arises, e.g. ‘I feel hungry, I’m going to purchase X brand’. Instead, it suggests that most of the time brand selection happens during shopper’s experience in-store.

In addition, convenience formats have a captive audience and 88% of shoppers will complete their mission in-store and purchase a substitute product if their planned product is not available, rather than seeking other options elsewhere.

Co-op chief membership and customer officer Kenyatte Nelson said: “Convenience is different and this new behavioural study further supports the importance and influence of small store advertising campaigns.

“We take pride in our expertise in convenience, enabling us to effectively understand the needs of our shoppers and significantly enhance the ROI for the brands that partner with Co-op Media Network.”