Convenience stores, aka C-stores, have long dotted the landscape of urban and suburban areas. Yet their significance and influence in the retail industry have steadily expanded, transforming them from mere roadside stops to essential destinations for consumers who want quick, and oftentimes unique, shopping experiences.
“The C-store channel is absolutely on a growth path,” said Hobie Walker, SVP, Small Format, Acosta. “Today, 30% of these shoppers are buying their snacks, candy, and beverages nearly exclusively in C-store, reflecting the importance of in-stock positions with the right products at the right price.”
The new convenience store shopper study reveals that 52% of C-store shoppers are shopping once or more weekly and nearly 30% are making more trips to C-stores than they did last year. For a vast majority of C-store shoppers (92%), food and drink purchases are the primary purpose of the trip – not fuel.
Unraveling the Convenience Store Appeal
Who isn’t part of the convenience store target market? Moms, dads, commuters, travelers, neighborhood locals, teenagers with pocket money –C-store brands are expanding inventory and operating hours to offer a little something for everyone.
Yet understanding consumer drivers is crucial for tailoring product offerings, services and experiences to meet their needs and preferences effectively. A shoppers survey discovered some fascinating insights into the who and why behind C-store shopping. The survey found that:
- 76% of in-store shoppers have a specific item in mind when they enter a convenience store
- 65% leave the convenience store with an item they did not intend to purchase
- The top factor that influenced that impulse buy – a personal craving or desire, at 65%
According to the same survey, of those shopping at convenience stores:
- 42% identified themselves as last-minute buyers
- 6% are transactional shoppers who routinely shop at convenience stores
- 17% are emotional shoppers who shop to satisfy a mood and shop across multiple brands
- 16% are friendly regulars who view a convenience store as part of the neighborhood
Consumer attraction to the newly evolved C-store likely also stems from the ease with which customers can fulfill various needs in a single visit – from refueling vehicles to grabbing a quick snack, buying groceries, or even enjoying a freshly brewed cup of coffee.
Trust and familiarity are vital in an industry where customers rely on quick and hassle-free transactions. A recent survey by Payless Power found that customers spent an average of 20 minutes and $69.95 per visit to their favorite gas station.
Time-strapped consumers appreciate the efficiency and accessibility of these stores. Even during years when the number of convenience stores dropped in the United States, in-store prepared food was a significant part of the reported sales growth for the channel, increasing over 20% from 2021 to 2022 to nearly $260 million, according to Convenience Store News, 2023.
The Future of Mega Gas Stations
For customers looking for more than fountain drinks and a great chip selection, look no further than Buc-ee’s. The large-format travel centers known for their super-clean restrooms has cultivated a devoted following by remaining “committed to providing award-winning clean restrooms, freshly prepared food, cheap gas, and outstanding customer service,” explains Buc-ee’s spokesman and general council Jeff Nadalo to CNN.
Buc-ee’s is adamantly not a truck stop, and is active on social media with a growing fanbase who loves not only the C-store but its bucktoothed beaver mascot. Thousands of rabid fans elevate the convenience store’s presence.
What’s the Convenience Store of the Future?
As C-stores become more essential to consumers, travelers, and truckers, expect to see them focus on providing more than just fuel. In addition to an increased emphasis on sustainability and eco-friendly packaging, we are already seeing the integration of technology, a growing variety of product options, electric vehicle charging stations and personalized loyalty programs. Like other retailers, C-stores are also focusing on delivering experiential retail to their customers to build loyalty.
@benjigreenn bucees is my favorite #fyp ♬ original sound – benji
Brands Redefining the C-store Experience
The c-stores best poised to cater to customers of tomorrow are investing in technology, personalization, higher quality food choices, and a wider variety of food. Each of these popular C-stores maintains a unique brand personality that engages with and connects to consumers on a far greater level than just transactional.
- Russel’s Car Museum is an example of a visionary travel stop that integrates immersive shopping experiences with entertainment. The car and collectible museum also features full-service amenities and a tire shop. They also have free Wi-Fi and a 24-hour chapel.
- WaWa, which opened its first store in Pennsylvania in 1964 as an outlet for their dairy products, now boasts more than 750 locations and its own fan club. Why do customers love it? Is it the better-than-Starbucks coffee? The high-quality, healthy food choices? It’s likely a combination of those small efforts that give them a big win. Keeping them relevant are the tech investments they’ve made in things like a loyalty program, a custom app, and catering services.
- Sheetz is a family-owned C-store whose food quality is on par or better than any fast casual restaurant and consumers love that everything they offer can be made to order. Current CEO, Travis Sheetz, credits their success to being unapologetic about what they are and says, “We don’t decide what we sell. Consumers do.”
What Do We Expect from the C-store of the Future?
As C-stores become more essential to consumers, travelers, and truckers, we expect to see them focus on providing more than just fuel. In addition to an increased emphasis on sustainability and eco-friendly packaging, we are already seeing the integration of technology, a growing variety of product options, electric vehicle charging stations, and personalized loyalty programs. Like other retailers, C-stores are also focusing on delivering experiential retail to their customers to build loyalty.