Consumers embrace hip convenience stores offering fresh produce
Implications - In order to meet the needs of time-strapped consumers, many retailers are amping up their convenience store presence with modern in-store merchandising that highlights the upleveled food and beverage offerings. Often selling a mixture of ready-made meals and fresh produce -- creating the opportunity for retailers to diversify in-house brand offerings -- in addition to regular offerings, the new convenience store model is design-focused and boasts minimalist branding that appeals to the discerning Millennial consumer. This shift is related to the consumer desire to patronize smaller shops rather than massive box stores, suggesting a preference for intimate consumer-brand relationships.
Workshop Question - How can your brand redesign your retail experience to be more convenience?
Trend Themes
1. Experience-focused Convenience Stores - Designing convenience stores with an enhanced consumer experience in mind.
2. Luxury Convenience Stores - Developing upscale, high-end aesthetics and products for a better convenience store experience.
3. Gourmet Convenience Retailers - Offering freshly made, gourmet meals and a curated selection of healthy food options in convenience stores.
Industry Implications
1. Retail Industry - Retailers must adapt to the demand for a better consumer experience and to meet the needs of time-strapped consumers.
2. Food and Beverage Industry - Incorporating fresh produce, barista-served coffee and local craft beer and wine for a differentiated experience.
3. Hospitality Industry - Leveraging convenience stores to create new concepts and revenue streams across multiple touchpoints and channels.
