A new report from Chicago-based research firm Mintel International Group, "Attitudes Toward Convenience Store Shopping – US, April 2011," hones in on the latest consumer behavior in convenience stores. Here are some insights to help you better understand how your customers view your store and ways you can capitalize on that.

Men and younger consumers (those under the age of 25) are dominant c-store shoppers and, according to the newest research from Mintel, more than half visit a convenience store at least once a week. This same group also spends the most on non-gasoline items.

To make the most of younger and male customers, focus on ways to encourage them to buy a greater range of products, such as bundling items. The Mintel report notes that younger shoppers are "willing to experiment and purchase a great range of items at c-stores." Stores that successfully get these young males to start purchasing different kinds of items will win, as these consumers find more reasons to stop and shop.

Frequent Shopper Dos
Food and drink items – all types of food and drink – are the most popular items purchased by all c-store shoppers, according to Mintel's study. The more frequent the shopper, the more likely they are to purchase a food and beverage item.

You can increase the likelihood that these customers keep purchasing food and drinks by following these important dos:

• Face product. Presenting an attractive, clean display will encourage customers to buy products. Face product regularly to keep items looking neat. Line up labels to all face front and "fluff" snack bags to keep them looking fresh and full.
• Keep restrooms clean. No one wants to buy food or drinks at a dirty store. Clean restrooms are especially important to older shoppers (age 55 and older). According to Mintel, this age group uses the cleanliness of bathrooms to determine the c-store's worthiness for shopping. They expect restrooms to be clean and well-stocked with tissues, towels, hand soaps and air fresheners. Stay on top of restrooms with CBC's Employee Restroom Log and Restroom Checklist forms available for free at www.myCsquare.com (click on the Resources tab and then CBC Learning Center downloadable documents).
• Know your customer base. Keep products in stock that match your customers. Males purchase more hot foods and packaged sandwiches at c-stores than females. Younger shoppers (under 25) buy the most sweet and salty snacks.

Tap Into ATM Users
Fee-free ATMS are a plus for c-store consumers, with approximately half of all male consumers in Mintel's report saying they would "come to and possibly buy other items at" convenience stores with a fee-free ATM. Among consumers under the age of 25 (both male and female), 62 percent said they would possibly buy other items at a c-store with a fee-free ATM.

Stores serving low-income consumers (those with annual incomes less than $25,000) should also consider offering related financial services, since those consumers report they entrust a variety of financial transactions to c-stores. That includes wire service money transfers and applying for a store-specific debit card.

Make It Work for You
Small operators can benefit from the same loyalty aspects that larger chains gain with debit cards. Gift cards often offer a similar benefit. Eden Corner Express, a single-store operator and CITGO Buying member in Eden, Wis., finds loyal customers take advantage of 3-percent savings with the chain's Eden Gift Card. Card purchasers receive 3 percent cash back when prepaid by cash or check, plus they can also receive 3 percent cash back when adding value to the card.

Mintel reports that interest in c-store-issued debit cards and reward programs is strong among c-store shoppers with household incomes less than $25,000, males and those under 45. "Lower-income and younger consumers are less likely to have developed relationships with traditional banks and are open to receiving basic financial services from convenient retail providers," the report states.

So, consider your store's primary customer base and set a goal for yourself of applying one of Mintel's findings to benefit your business.

Terry Lambert is an instructor for the CBC Learning Center and a c-store owner.

Editor's Note: The opinions expressed in this article are the author's and do not necessarily reflect the views of Convenience Store News for the Single Store Owner.