Predictions
2. Simple, convenient and relevant marketing
Marketing activity in-store is very much tailored towards the convenience shopper. Campaigns look to target specific shopping missions, help increase basket size, promote regular shopping trips, and deliver great value for money.
Lotte Market 999 in South Korea (pictured) provides a simplified pricing structure with the majority of products positioned around three price points: KRW990, KRW1,990 and KRW2,990 (US$0.83, US$1.67 and US$2.51)
Time-based promotions help target shopper needs: for example, Ministop in Japan offers a discount on coffee from 6-9am, while loyalty cards (e.g. Lawson’s Ponta Card), electronic money payment systems (e.g. 7-Eleven Japan’s Nanaco) and collectable promotions are all popular tactics that convenience retailers use to drive repeat shopping visits.
