Convenience is a key engine of growth for the UK grocery sector, but the fight for market share is set to intensify.

The convenience sector is a huge battleground for the big supermarkets

Alastair Lockhart, head of insight at Savvy Marketing, says it’s more important than ever to tune into what shoppers want from these stores and maximise space productivity.

He says: “Giving shoppers compelling reasons to visit is absolutely critical.

Less than one-third of shoppers are prepared to pay a small premium to shop at a convenience store close to their home, so you need to look to new and clever ways to attract footfall and drive loyalty.”

Lockhart adds that maintaining excellent shopkeeping standards is essential. “Make sure your store is clean, well lit and stocks a good range of products tailored specifically to the local market.”

He advises retailers to put themselves in the shoes of shoppers and to focus on service. “This is a huge differentiator.

Store managers and their staff own the crucial day-to-day relationships with customers and this gives them vital insights into the needs and wants of their shopper base. Understand these insights and, vitally, act on them,” Lockhart says.

Retailers should also try to increase transaction value. Convenience customers are less focused in their approach to shopping than their supermarket counterparts and more easily influenced by an impulse deal or relevant communication.

Lockhart says local shops are often viewed as part of the community. “Our research shows 72% of shoppers believe local shops should play an important role as part of the community and more than half say local shops would trade better if they were more in touch with the local community.”