Issue 4, vol. 1 - June 2005

Looking at data from a past PING survey on young people’s convenience store habits got us thinking about the convergence of fast food outlets and convenience stores—both highly popular with youth—and the potential effects on a young person’s visits and purchases.

According to 1140 respondents between the ages of 9 and 29 years, polled in the summer of 2004, the most frequented convenience stores mentioned were the local independents, 7-Eleven, Mac’s/ Couche Tard and gas stations, where nearly 40% of respondents spent over $6 during each visit. Our young respondents proved to be valuable repeat customers with over 65% indicating they visited a convenience store at least once per week and half of those going as often as a few times per week.

The territory long dominated by convenience stores has been encroached upon by gas stations with expanded product offerings; supermarkets and drugstores with extended hours of operation; and discount retailers offering the same products at cheaper prices.

With convenience stores located on every other corner carrying identical products, it becomes essential for c-stores to draw consumers to their specific location by differentiating and offering customers more. Gas stations are bundling car washes into purchases; c-stores are adding “convenience” benefits like wireless internet access and ATMs to entice consumers to stop in.

In addition to this, c-stores are creating welcoming spaces for customers with dimmed lighting, comfy chairs and café environments that encourage them to stay longer. Last year, Mac’s opened a new concept store in Toronto complete with a Timothy’s café, a Subway counter and comfortable seating area—perhaps an unlikely combo but a definite attempt to strengthen their competitive position with the youth segment. More of these types of stores are planned. Many convenience chains are also training their retailers to recognize the value of their young consumers. Is this the end of “no loitering” signs posted at the neighborhood tuck shop?

Another change in the old school variety store is the emergence of—egad—fresh and healthier food choices! While convenience stores will never do away with junk food, they are introducing more healthy alternatives, a reflection of society’s obsession with health and obesity especially among children. Expect to see continued expansion of the fresh foods section in c-stores.

The times, they keep a changin'...

Editor’s Correction – in our last issue of PING on Girl Gamers, the top ten most popular games chart should have listed Grand Theft Auto Vice City in tenth spot for guys.