The battle for convenience store retailers today is in providing a seamless and convenient shopping experience, and nowhere is that battle more intense than at the checkout.

While some convenience stores are opting to offer a cashier-less checkout experience, such as Amazon Go and most recently 7-Eleven, many c-store retailers are looking at a variety of alternative options to make frictionless checkout a reality — and with good reason.

A consumer survey, conducted by Researchscape on behalf of Zynstra, found 15% of shoppers will leave a convenience store and abandon their purchase after just one minute of waiting in line with nearly half of these shoppers leaving after only 30 seconds. The survey, which polled 1,000 shoppers — ages ranging from 18 to 65 and over, revealed shoppers, especially younger ones, demand a more efficient and tech-driven convenience store experience. The survey also identified where stores are falling short in consumers’ eyes due to legacy technology and what shoppers envision and consider an enhanced c-store shopping experience.

On-the-go shoppers’ frustrations

When asked about their willingness to wait in line at a convenience store or deal with inefficient payment processing at the fuel pump, shoppers were, unsurprisingly, less than enthused. No one likes waiting and unfortunately customers’ frustrations often go beyond long lines:
•    31% said they have encountered a malfunctioning credit card system at the fuel pump that forced them to go inside and wait in line to pay for their gas once a month (16%) and in some cases more than twice a month (15%).
•    When refilling their gas tank, 28% said that twice a month or more they opt out of going inside a c-store to buy goods when they see a line at checkout that is at least one minute long.

Demands for a faster and more efficient store

In light of the frustrations shoppers face, there are ways for retailers to curb these disappointing experiences. According to respondents, upgraded technology could improve their in-store experiences:
•    61% said the presence of an available self-checkout option would change their decision to abandon a purchase due to a long line at the checkout.
•    If presented with a faster checkout for card payment only, 80% would use it, with 47% using it every time and 33% when the cash line is too long.

These technology updates are important for the next generation of shoppers as well. According to the report:
•    Respondents aged 18-34 are more likely to utilize online ordering, pick up in store and home delivery and 42% of this group stated that home delivery would make shopping at a c-store more convenient.
•    When asked if the presence of an available self-checkout option would change their decision to abandon a purchase due to a long line at the checkout, 79% of 18- to 24-year-old c-store shoppers answered yes, compared to 34% of those c-store shoppers over the age of 65.
•    18- to 24-year-old shoppers shopped at c-stores more than any other age group, citing that they shop at convenience stores more than online, grocery and drug stores. These results make this age group an important customer for years to come that must be catered to for increased c-store success.

Convenience has always been king. Now that new, frictionless checkout opportunities are becoming more prevalent, c-store shoppers want this new technology introduced and available for use into their daily life. Especially within younger demographics, customers expect faster checkout and omnichannel innovations in the store.

While some consumers believe that stores are simply not listening, the truth is that the retailers themselves want to implement these technologies, but many of them do not have the infrastructure in place to support them. Legacy systems are hindering the in-store experience, resulting in frustrated shoppers and loss of revenue. To remedy this, c-store retailers must be willing to take the leap and invest in their store technology. Otherwise, shoppers will look around, see the growing number of stores embracing this digital transformation, and like the lines that they hate, will leave them behind without batting an eye.