Wawa, QuikTrip & Sheetz Top C-store Industry in Driving Loyalty
The Different Aspects of Loyalty
For convenience store retailers, the research determined that the top drivers for trial — putting the retailer into the shopper’s consideration set — are:
- A good place to grab a quick meal or snack;
- Easy to get in and out quickly;
- Familiar layout;
- Convenient hours; and
- Good checkout experience.
However, different factors drive frequency (repeat visits) and advocacy (recommending the store to others). For frequency, the top drivers are: items I buy are in easy locations, one-stop shopping, is a store I trust, helpful employees, and good overall value. For advocacy, the top drivers are: store I trust, good atmosphere, clean shopping area, good overall value, and helpful employees.
These are the factors that Coca-Cola researchers say will build long-term traffic.
The study also ranked c-store retailers on several other drivers of shopping frequency, from couponing policies to checkout experience to fuel prices. The leaders in select categories are:
- Has Good Coupon Policy: Speedway ranked first, with 7-Eleven in second.
- Has Good Fuel Prices: Speedway ranked first, with Sheetz in second.
- Has Everyday Low Prices: QuikTrip ranked first, with Sheetz in second.
- Has High-Quality Products: Wawa ranked first. Sheetz in second by less than 1 percent.
- Rarely Runs Out of Stock: Wawa ranked first. QuikTrip in second by less than 1 percent.
- Has Clean Restrooms: QuikTrip ranked first, with Sheetz in second.
- Has Safe Parking Facilities: Sheetz ranked first, with Casey’s in second.
- Has Quick Checkout Experience: QuikTrip ranked first, with Casey’s in second.
- Good Place to Grab a Quick Meal: Sheetz ranked first, with Wawa in second.
- Has Good Loyalty Program: Speedway ranked first, with Sheetz in second.
C-stores vs. Competitors
Comparing convenience stores with other retail channels reveals that convenience stores trail grocery retailers on the top drivers of shopping frequency and advocacy. Among grocery chains, H-E-B, Wegman’s, Trader Joe’s and Publix score the highest marks in four of the top five drivers. For the final driver, “good overall value,” the top grocers are H-E-B, ALDI, King Soopers and Lidl.
The rankings of value chains (dollar stores) and drugstores are more similar to those of c-stores than grocery stores and club stores. Dollar Tree and Dollar General generally have higher scores on the top drivers than the 99 Cents Only Stores and Family Dollar chains.
CVS and Walgreens dominate the drug channel rankings, followed by Rite Aid.
Costco leads the club channel, trailed by BJ’s and Sam’s Club.