Shopper study shows consumers willing to pay for convenience

Posted by Isobel Drake on 2nd September 2009

A yearlong shopper experience study currently underway in America has revealed a rise in consumers seeking convenience over price. Data shows a shift in consumer mindset from shopping around to save money, to spending more money in order to save time, according to The Integer Group and M/A/R/C Research.

“There has been an eight per cent 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 VP at Integer. “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.”

Data indicates that consumers will seek out a convenience store chain they can trust, one that provides outstanding customer service, and most importantly, has a clean, well-lit store environment. Shoppers will avoid convenience stores for safety concerns, poor quality staff, unwelcoming store environment and an unattractive store appearance. The number one reason shoppers avoid convenience stores is they believe the selection of goods are limited.

“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, ” Randy Wahl, Executive VP at M/A/R/C, advised. “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.”