Are shoppers still prepared to pay a price premium in UK c-stores?
“Shoppers are still prepared to pay a price premium in c-stores over supermarket prices: 14% on average – however this is slightly lower than in previous years. Shoppers think they pay a little more than their acceptable 14% price premium. However, many shoppers say they don’t know the price of items in convenience stores, nor do they check prices. But retailers still have more to do on price perception. They have to ask themselves – how do we improve the sector’s price image further? Can you suggest a strategy for improving price image in-store? “Retailers need to focus on promotions, rounded price points and price marked packs. Shoppers now need to see more promotions in store because most shoppers think they improve the price image of a c-store, even though a third say the promotions offered in c-stores are not relevant to them. “They also like rounded price points – 34% of shoppers are encouraged to buy them vs. 8% that aren’t. And customers say that they help keep track of what th
