IL – October 2019 / Newsmaker Alert / dunnhumby,
the global leader in customer data science, announces QuikTrip, Wawa and
Sheetz are the top retailers in the $654.3 billion U.S. Convenience market,
according to the second annual dunnhumby
Retailer Preference Index for the Convenience Channel (RPI). The RPI
surveyed nearly 7,000 U.S. households to determine which of the top 27
C-store retailers have the strongest combination of financial performance
and consumer emotional connection. The retailers with the highest overall
index scores are: 1) QuikTrip, 2) Wawa, 3) Sheetz, 4) Kwik Trip/Kwik Star,
5) RaceTrac, 6) Casey’s General Stores, and 7) Maverik.
is a raging battle for the stomach that is being fought not only by grocery
retailers, fast food restaurants, and food delivery services, but also
now by convenience stores. The convenience retailers winning today and
substantially growing are catering to the time-starved consumer by offering
not only groceries, but also quality fresh and ready-to eat food,” said
Jose Gomes, President of North America for dunnhumby. “Instead of focusing
on just winning loyalty or new customer acquisition, retailers need to
focus on winning the customer and each customer mission together. This
RPI can serve as a blueprint for retailers on how to deliver a compelling
value proposition and retail experience that aligns with their customers’
RPI study explored the evolving food retail landscape to help retailers
navigate an increasingly challenging market. The overall RPI ranking evaluated
retailer performance on five pillars: convenient quality, price, fresh
and healthy, discounts and rewards, and digital.
findings from the study:
that deliver a value proposition that aligns with their customer needs
will be better positioned to grow a loyal customer base that is connected
to more than just convenient locations,” said Gomes.
really does matters. The biggest difference in convenience store retailers
from those at the top and bottom of the ranking is size. Smaller regional
retailers outperform most of the national retailers by better adapting
to the evolving needs of their customers.
on fresh, healthy and ready-to-eat items are the biggest differentiators
for top performing retailers. The top four convenience retailer in
the RPI – QuikTrip, Wawa, Sheetz and Kwik Trip – have made foodservice
a priority and a key differentiator from other convenience stores. But
by also focusing on fresh, they are positioning themselves to be able to
steal trips from supermarkets and quick service restaurants.
is on the rise between the convenience, grocery, dollar, drug, and quick-serve
restaurant channels. Nearly seven out of 10 convenience customers regularly
shop each of the other channels each month. Category differences appear
to somewhat buffer convenience from drug and the growing dollar channels.
best performing retailers are excellent in retail basics. To be successful,
retailers need to start by getting the retail basics, like quality and
store experience, right first; then develop ready-to-eat and fresh areas;
and finally, utilize digital and rewards to share and amplify store improvements.
count and convenient locations are still relevant. Share of visit and
consumer awareness data shows minimal difference between the top and bottom
retailers. But, the strength of the customer emotional connection, ability
to convert awareness into purchase, along with key financial measures suggest
that even though store counts capture visits today, high store numbers
are not enough for superior growth.
latest dunnhumby RPI is available for download at: info.dunnhumby.com/2019-convenience-rpi.
(www.dunnhumby.com) is the global
leader in Customer Data Science, empowering businesses everywhere to compete
and thrive in the modern data-driven economy. We always put the Customer
mission: to enable businesses to grow and reimagine themselves by becoming
advocates and champions for their Customers. With deep heritage and expertise
in retail – one of the world’s most competitive markets, with a deluge
of multi-dimensional data – dunnhumby today enables businesses all over
the world, across industries, to be Customer First.
dunnhumby Customer Data Science Platform is our unique mix of technology,
software and consulting, enabling businesses to increase revenue and profits
by delivering exceptional experiences for their Customers – in-store, offline
and online. dunnhumby employs over 2,000 experts in offices throughout
Europe, Asia, Africa, and the Americas working for transformative, iconic
brands such as Tesco, Coca-Cola, Meijer, Procter & Gamble, L’Oréal.
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