Here we go again! Yet another consumer group that you need to pay attention to. But wait, this one isn’t just the imagination of a media article. Shell commissioned an outstanding research project that sheds light on what they call Convenience Cravers.
Here’s a snapshot of Shell’s report:
While the importance of creating a convenient, personalized retail experience is universal among all Canadian consumers – there is a significant sub-group of Canadians (18%), for whom it has become an essential part of their shopping experience.
Aptly referred to as Convenience Cravers, these Canadians are most likely to be males between 25-44 that work 40+ hours a week. Above all else, these shoppers are looking for retailers that offer:
- Quality Interaction: A humanized customer experience;
- Efficient Payment: A variety of options to speed up check-out;
- Digital Details: A place where they can go to review your business and compare your products to other retailers online; and
- Great Partnerships: A place that carries more of what they need so they have to make less stops.
For retailers looking to entice this group to spend more in-store, they should focus first on humanizing the customer service experience and expediting the check-out process.
- 14% of Cravers said good customer service that led to a convenient experience would drive them to spend more.
- 21% of Cravers said they would be prepared to pay more to check out faster – with 38% willing to pay up to 5% more on top of their purchase.
Conversely, if retailers choose not to meet Cravers’ growing expectations – they will pay the price. When asked how an ‘inconvenient experience’ would impact loyalty across four retail segments, Cravers told us:
| Fuel | Convenience | Fashion | Technology | |
| I would switch brands | 49% | 65% | 63% | 65% |
| I would walk away from the brand forever | 27% | 35% | 37% | 41% |
| I would tell people about my bad experience | 5% | 7% | 12% | 16% |
| I would not trust the brand | 49% | 65% | 63% | 65% |
We’ve long argued that ‘humanizing’ the shopping experience pays dividends. Now, Shell’s research backs that up in a big way, plus sheds light on much more of what you need to get right.
So, ask yourself: “How truly convenient are you for your customers?”
