Significant growth opportunities lie ahead for convenience stores, which are now visited on average 12 times a month – more often than any other type of grocery format, according to findings from IGD’s ShopperVista research.
Half of shoppers now believe that it’s more convenient to shop around rather than buy everything under one roof, with the average shopper making 24 grocery trips a month through four different channels.
Today’s shoppers have three main priorities:
Joanne Denney-Finch, IGD Chief Executive, said: “Shoppers now expect grocery retailing to organise itself around their lives, rather than building their routines around store opening hours. We now see shoppers finding it more convenient to use a number of different channels to meet their needs despite the extra travel and checkout time required.
"Convenience isn’t always about time – it’s also about effort. Shoppers often want to plan their meals just a few days ahead, or even on the day itself. They also find it convenient just to spend 10 minutes shopping on their way home from work, even if that means they are shopping more frequently.
“The fundamental shifts in shopper behaviour we have seen in recent years indicate that whether you’re a retailer or a supplier, there is a huge opportunity in the convenience channel.”
Part of this opportunity is to consider the findings from IGD’s latest ShopperVista Channel Focus research on simpler pricing and promotions.
The research unveiled some key improvements that convenience shoppers would like to see on pricing and promotions:
Source: The Institute of Grocery Distribution