The dollar channel infringes on the c-store
shopper’s “consideration set.”
BY LEROY KELSEY
MORE THAN 80% OF WHAT IS SOLD IN CONVENIENCE stores gets consumed by shoppers within one hour. In fact, 65% of what is sold in convenience stores is at least partially consumed before the shopper even
leaves the parking lot! And the immediacy of this consumption
occasion has been increasing over the past five to 10 years.
How do we know all this? The NACS Convenience Tracking
Program (CTP), a program designed to capture “the moment
of truth” in convenience occasions, has conducted more than
110,000 onsite interviews of convenience shoppers. Through
our research, we’ve been reminded time and time again that
convenience stores are uniquely positioned to take advantage
of the increasing demand for—wait for it—convenience.
For decades, convenience stores have benefited from great
corners, small package sizes and an emphasis on speed of service,
all perfectly aligned with a shopper that is “on-the-go” with
little time to spare. The typical convenience shopper is looking
for fuel for their automobile or their body, or general products
and services that can be acquired in less than three minutes.
But other channels have taken notice of the convenience
industry’s positioning and consistent growth in the marketplace.
Grocery, drug, dollar, mass merchandise and entirely new