Foot Traffic Study Details Customer Behavior at Pump

Quality meal offerings could help c-stores lure customers from other channels, such as QSR and grocery.

Location data can reveal customers’ real-world behaviors when it comes to shopping and filling up, helping convenience stores and gas stations to better address their needs.

Cuebiq, the largest provider of accurate and precise location data in the U.S. and GasBuddy, the only smartphone app connecting millions of drivers with its Perfect Pit Stop, have conducted a joint study examining foot traffic of GasBuddy users to convenience stores and gas stations across the U.S. in Q1 2017.

As the first footfall trend report in the fuel and convenience store space, the analysis exemplifies how location intelligence can help this massive and rapidly growing industry understand consumer habits and behaviors.

Leveraging Cuebiq’s proprietary intelligence platform and data collection methodology, the companies analyzed anonymous geo-behavioral patterns of GasBuddy’s app users, which allowed them to gain insights into its users’ offline behavior such as frequency of station visits, fueling patterns, how long they spend at a location and brand loyalty.

Key study highlights include:

GasBuddy and Cuebiq analyzed more than 23 million consumer visits to stations and stores throughout Q1, which enabled them to understand America’s refueling behaviors.

Weekdays between 11 a.m. and 1 p.m. were highly-trafficked hours in Q1. Convenience stores are poised to lure business away from QSRs and grocery stores now that consumers can eat quality meals at the same place and time they choose to fill up their tanks.

With filling a gas tank clocking in at an efficient 2-3 minutes, the 73% of GasBuddies who spent more than five minutes at locations in Q1 demonstrated that consumers are likely willing to spend some time in store before or after visiting the pumps.

The top three fuel brands that captured the highest ratio of footfall per station in Q1 were Ricker’s, Family Express and Thorntons.

The study also analyzed GasBuddy users’ brand affinity. When it comes to shopping, GasBuddy users shop at Walmart, Sam’s Club and Target. For banking, GasBuddy users’ top preferred banks are Chase and Wells Fargo. Lastly, for GasBuddy users who are coffee drinkers, they prefer Starbucks, Dunkin’ Donuts, and Tim Hortons.

“There is a reason they are called convenience stores,” said Greg Fox, chief revenue officer at GasBuddy. “Their perception as primarily a gas station is dwindling as many chains now feature coffeehouses, fresh-made-to-order (MTO) food, healthy choices, delis, quick service restaurants (QSRs) and grocery stores. As this joint study indicates, with the convergence of mobile technology and physical location, CPG and QSR brands now have unprecedented opportunity to influence and measure consumer behavior where $233 billion is spent in the U.S. annually.”

“Today’s retailers already know a lot about their customers, thanks to customer relationship management software (CRM), but location data brings them further CRM enrichment by offering them powerful insights into consumers’ real-world behaviors and trends,” said Antonio Tomarchio, CEO of Cuebiq. “Location data shows what consumers’ interests are in the physical world – whether they love coffee or fast food. If you are a convenience store looking to bring in more customers by adding in a Starbucks or McDonald’s, location data can tell you whether it will be a worthy investment.”

View the full report; http://business.gasbuddy.com/wp-content/uploads/2017/05/FootTrafficReportQ1.pdf

Methodology
From Jan. 1 to March 31, 2017, GasBuddy and Cuebiq analyzed location visit data at more than 100 fuel and convenience store brands across the United States, equaling nearly 23.5 million trips, to understand foot traffic trends, provide geo-behavioral and consumer insights and identify the impact of key factors such as proximity and pricing on POI visits.

 

 

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