In an effort to understand how the consumer shops in convenience stores, a recent survey of 1,000 men and women across the U.S. was conducted by Social Science Research Solutions (SSRS) for Imprint Plus, a leading manufacturer of customized, re-usable, magnetic name badge and signage systems.

When asked how often consumers shop in a convenience store, 59% of the respondents reported more than once a week, with that number increasing to over 70% among 18-44 year olds. Surprisingly 25% of the consumers surveyed reported that they shop in a convenience store more or as frequently as they shop at the supermarket or grocery store. 

"Virtually every consumer today shops at a convenience store, with only 6% of the respondents stating that they never shop there," says Marla Kott , Imprint Plus CEO. "Most of the convenience store shoppers are married (48%), employed (63%) with the majority (80%) living in metro regions of the country. Given these numbers every national consumer products manufacturer, such as Coke, Pepsi, Hershey's, Kraft, Frito-Lay, Nabisco, Welch's, must be targeting these consumers, so excellent customer service can make a difference."

Among the top purchases at convenience stores are drinks such as soda, bottled water or juice (29%); or snacks and candy (21%). Other purchases included gas (12%); milk or dairy products (11%); and cigarettes (10%). One third of all respondents (33%) stated that it was important for a convenience store to carry ethnic branded products, such as Indian, Chinese, or Spanish foods.  The number rose to 41% among 18-34 year olds.  In addition, 42% of consumers think it is important for employees to be fluent in a language other than English, reflecting on the global shopping experience. This number jumps to 51% among 18-34 year olds.

When shopping in a convenience store, 35% reported that it is important to know a person by name when doing business. The percentage increases to 39% among those consumers in the 35-44 year old age demographic.

In previous Imprint Plus consumer surveys, 76% stated that they had more trust in a business and considered the company more professional when their employees wore name badges. Surprisingly, the percentages were higher overall among the 18-34 year old demographic. 

"Customers place a higher level of trust in businesses that visibly brand and distinguish their staff. Identifying the employee with a professional name badge that promotes accountability and a commitment to customer relations, can enhance the shopping experience," concludes Ms. Kott. "Rather than sticking on a plain paper label or pinning on a plastic tag, people are choosing sleek, impressive-looking metallic name badges that showcase the wearer professionally, without falling off or damaging clothing."