Amore effort required for gifting

Only 1% of convenience shoppers at any time are in their store on a ‘gifting’ mission. In the lead up to Easter or Valentine’s Day this doubles… to 2%!

Why should so few shoppers use their convenience store for a gifting mission, particularly during these key events? Link deals across gifting related categories such as gifting/sharing confectionery, wines or spirits & flowers would be a start.

We know from the Convenience Tracking programme:

• Less than 1-in-10 purchase sharing/gifting confectionery on a gifting mission.
• Only 5% purchase any alcohol (beers, wines or spirits)

Each year we speak to thousands of staff and managers at C-stores. In 2011 we asked which events they thought their store could exploit more than they currently do. Valentine’s Day was number THREE in the list.

Gifting, events (incl seasonal, sports and regular needs) and the Big Night In – or just a Night In will be of particular focus to him! this year. For more information on gifting and shopper missions from the Convenience Tracking Programme please contact your account manager here at him!