MINNEAPOLIS -- No two convenience store shoppers are exactly alike, but General Mills Convenience & Foodservice has identified four distinct consumer segments—each with their own attitudes, behaviors and needs—to help convenience retailers best serve each segment. The segments are:
- Breakfast Barons
- Vice Squaders
- Pit Stoppers
- Meals & More
“These macro consumer segments help convenience retailers get into the mindset of the different types of consumers coming through their door,” said Amy Woulfe, consumer insights associate for General Mills Convenience & Foodservice, in a press release. “By understanding the nuances of each distinct c-store consumer segment, c-stores can evaluate their product mix, merchandising and promotions in order to win each segment over.”
For the Breakfast Barons (22% of c-store shoppers), the report found that these patrons enjoy baked goods, granola bars and coffee, and frequently visit on weekday mornings. To win over this segment, retailers should exceed their expectations on their key occasion: weekday breakfast. Focus on variety and quality of breakfast offerings to delight them.
The Vice Squaders (18%) hit up their local c-store for liquor, cigarettes and lottery tickets, usually late at night during the week. Since these consumers are regularly purchasing cigarettes, they are likely to spend most of their time by the check-out counter. To win over this group, maximize Vice Squaders shoppers with an exhaustive selection of alcohol and tobacco products, and plan to reach them at the counter when waiting for cigarette or lottery purchases.
The Pit Stoppers (38%) are on-the-go shoppers whose quick in-and-out trips center on gas, the restroom and the ATM, mostly during the early afternoons on weekends. Pit Stoppers are more likely to purchase cold fountain beverages and gum. To win over Pit Stoppers, start at the pump and capture their interest along their short path from the restroom to the checkout with deals on fountain beverages, gum and video rentals.
Meals and More shoppers (22%) are generally young customers who head into the c-store in search of meals, particularly lunch and dinner. Meals and More seek hot and fresh foods, but also like to indulge in candy and salty snacks. Offer a variety of fresh, hot meal options and substantial snacks over dinner and lunch, as well as basic personal and household items for when they are in a rush, to entice Meals and More customers.