Navigating the New Normal: Strategy Boosters for In-store Foot Traffic

165 million daily visits to convenience stores—yet foot traffic is on the decline. Converting fuel-only customers into loyal in-store shoppers is an age-old challenge that is becoming even more difficult.?

How can C-store owners turn this trend around??

In the dynamic world of retail, convenience stores are at a crossroads. “The store has become the destination,” reflecting a shift in consumer behavior, says Henry Armour, President and CEO of the National Association of Convenience Stores (NACS). The challenge is clear: how do we attract more shoppers and enhance their experience??

The Changing Landscape: Embrace the Consumer Transition?

While traditional foot traffic may be trending in the wrong direction, it’s essential to recognize the growing consumer demand for quality and convenience. Food service is now the largest category in C-stores, overtaking tobacco products, according to the NACS 2024 State of the Industry Report. This shift emphasizes the need for operators to innovate and adapt.?

“Think about how many customer impressions you’re getting,” says Jason Zelinski, NIQ VP of NA Retail in a recent article. “Half of America is walking into a C-store every single day.” ?

This is a prime opportunity for C-store owners to engage and convert these visits into sales.?

Strategies to Drive Foot Traffic?

1. Enhance the In-Store Experience: Create a vibrant, welcoming environment. Incorporate local flavors, events, and tastings that connect with the community. Make your store a destination worth visiting. ? ?
2. Leverage Technology: Investing in technology like self-checkout and personalized promotions can streamline the shopping experience. ? ?
3. Curate High-Quality Offerings: Focus on fresh, prepared foods that cater to immediate consumption needs. Prepared foods enjoyed a 12.2 percent increase YoY *, emphasizing the demand for quality options consumers crave.?
4. Promote Convenience: Emphasize quick, grab-and-go items that cater to busy customers. As more shoppers prioritize?‘store-only’?visits, it's essential to align your offerings with their immediate needs, enhancing the overall shopping experience.?
5. Targeted Marketing Strategies: Recognize the diverse buyer personas—fuel-only customers versus those looking for food service—and tailor your promotions accordingly. “The actual shopper is often the immediate consumer,” notes Evan Shaver, VP of Category Leadership at PepsiCo.? ?

Conclusion: Seize the Opportunity?

Reviving foot traffic is not just possible; it’s imperative for the success of your c-store. As shoppers look for convenience and quality, let’s give them compelling reasons to visit your store.?

Sources:?

• NIQ 2024 Consumer 360 Conference ?

• NACS 2023 State of the Industry Report?

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