Marketing
fromEMARKETER
2 days agoAs store visits get shorter, in-store commerce media targets convenience store shoppers
Advertisers should focus on convenience stores due to shorter consumer shopping trips and the effectiveness of in-store media.
Gasoline doesn't have a particularly high profit margin, which is partly why most gas stations double as convenience stores or offer fresh food. If chains like Buc-ee's and Sheetz can make more money by selling food, they can afford to lower their margins on gasoline.
Most businesses contribute positively to our neighborhoods, but a handful of late-night retail establishments, like the ones we have shut down, attract significant criminal activity. The nighttime safety ordinance has been helpful in putting these stores on our radar and giving us additional tools to shut down problematic businesses. SFPD has been an incredible partner in this work to eradicate drug activity and protect our communities.
The purveyors of late-night hot dogs, tins of Zyn, and countless varieties of gummy worms generally don't sell a lot of "real food." But in America's food deserts, convenience stores are more than just places to pick up a snack-they're grocery stores. The USDA estimates that tens of millions of Americans live in low-income areas with limited access to grocery stores.
If you don't live in Pennsylvania the idea of a convenience store/gas station opening up across the street from another one might seem mundane, but most places don't have a rivalry like Sheetz and Wawa. At this point the love and regional pride for these two companies is pretty well known nationwide, but what you might not know is just how regional the divide is within the Keystone State.
If you live on the East Coast or have spent at least 30 seconds there, you're familiar with the Wawa obsession. What started as a dairy in 1902 is now a sizeable network of convenience stores delivering fresh and packaged food, hot and cold beverages, and undeniably good energy. Born and raised in Pennsylvania, I'm certainly no stranger to the brand.
Let's pull back the covers on Sheetz. Even Bob Sheetz himself didn't know what he was putting in motion in 1952 when he purchased one of his father's shops in Altoona, Pennsylvania. Carrying out family tradition, this first location originally dealt in dairy ... that's right, dairy. But with the motto "Why the Sheetz not?" the chain's crafty founder soon turned the business into a bustling convenience store.
The convenience store business model thrives by prioritizing ease for customers to make purchases, integrating the experience with digital engagement to meet customers where they are.