There are two more findings worth mentioning. Five percent of the sample stated that c-stores were too expensive, while 4.3 percent cited a lack of product selection, and 1.9 percent cited safety concerns. However, since the data collected from Numerator was among frequent c-store shoppers, a further study would be needed to address why shoppers choose not to frequent convenience stores.
As for which omnichannel options are preferred by customers, the study showed that c-stores might want to focus more on such things as food delivery, integrating gasoline prices into their apps, ensuring consistency of prices between their stores and app, offering buy online, pick up in-store, and offering scan-and-pay without waiting in line. Additionally, a particular focus should be on hedonic fun ways to engage with their app and making the app convenient to use, the report stated.
The authors of the study are:
- Samantha C. Gibson, DBA Candidate, MBA and BSBA, director of the digital marketing program for both the graduate and undergraduate programs at Northern Illinois University;
- Denise Schoenbachler, Ph.D., the Douglas and Cynthia Crocker Endowed Professor in Business at Northern Illinois University’s College of Business, a 25-year member of the marketing faculty, and former dean of the College of Business; and
- Maxwell K. Hsu, DBA, a full professor of marketing at the University of Wisconsin-Whitewater. He has taught in the U.S., East Asia and East Europe, and has published more than 70 peer-reviewed articles in top-tier scholarly journals.
For more information on this study, contact Gibson at [email protected].