Last week, him! research & consulting revealed the findings from the largest one-off face-to-face convenience shopper study in the UK at the London Transport Museum. Within a seven week period him! visited over 1,400 stores, spending over 8,000 hours speaking to shoppers and collated over 100,000 question responses.
Katie Hemmings, Commercial Director at him! spoke to the audience of industry specialists about ‘The Last of the Millennials’ and ‘The Retired Greys’ in particular to explain exactly what it is these often ignored shoppers want from convenience.
Shoppers aged between 16 – 24 have high store standards. Millennials consider availability, cleanliness of store and ease of shop to be the most important factors when choosing a c-store. However, the missions they are on are harder to decipher as there are different behaviours within this group e.g. a young student is more likely to opt for meal tonight whilst a home dweller is more likely to be on a treat mission. Whereas retired greys continue to keep the newsagent mission alive with 46% purchasing newspapers vs. the CTP average of 18%.
Guest presentations were delivered by David Sands of David’s Kitchen Ltd., Peter Dodding of James Hall & Co., Sarah Day of Costcutter and Sarah Webster from Molson Coors.
Results, key headlines and much more now available from CTP 2016. Contact [email protected] for more information.