Unlocking tourist-driven growth 

Markets like South Korea and Japan are trying to capture growing demand from the surge in tourism by introducing more tourist-related merchandise.

In South Korea, some stores of convenience giant GS25 have K-Food zones that feature popular Korean food and snacks. These products are unique to Korea and are positioned as souvenirs that tourists can purchase to bring home. 

These special zones featuring tourist products help to drive greater spending in store from tourists, and make convenience a destination in itself for tourists to explore.

Image source: IGD Research

Attracting Gen Z shopping 

Young shoppers are a key shopper base for 7-Eleven Singapore, and the retailer is trying to appeal to this demographic by adding elements of discovery in stores, and tapping into the latest social media trends.

7-Eleven has in recent years introduced and expanded a section on collectibles and blind-boxes. It also sells exclusive merchandise such as Crayon Shin-Chan and has a Kawaii Collection, which is frequently refreshed. 

These offerings create extra shopper missions for Gen Z shoppers to enter 7-Eleven stores, while the food range then create opportunities for impulse spending.

Supporting active lifestyles

CU South Korea has tapped into the health and wellness trend by launching CU running station, a specialist convenience format aimed at shoppers with active lifestyles. The concept includes large storage lockers, changing rooms, powder rooms, range designed to support rehydration and nutrition, as well as specialist running gear. 

With this approach, CU is demonstrating their ability to cater to any demographic, no matter how specialist.  

Reacting to rapidly changing demographics

South Korea is a market that is experiencing an ageing population and shrinking household sizes. Convenience retailers are responding by offering smaller or single pack sizes for their merchandise, ranging from ready-to-eat food, canned food, digestive biscuits and other snacks. 

Providing smaller pack options helps retailers better meet the needs of small and single households, while reducing food wastage.

Catering to urban lifestyles 

FamilyMart Japan has been expanding its non-food assortment to cater to urban shoppers coming from homes and offices near its stores.

It has been growing its range of apparel and other convenience wear, including its iconic FamilyMart socks, for urban shoppers at its FamilyMart and Famima stores. The retailer also sell office supplies at some of its stores near offices. 

Growing its non-food range is a way for FamilyMart to stand out from its food-focused competitors, while meeting the light apparel needs of its shoppers in the vicinity.

Image source: IGD Research

What can we learn from strategies targeting demographics in Asian convenience?

Shopper demographics are constantly changing based on country and store locations, so retailers need to adapt to ensure then can meet the evolving needs of their shoppers, similar to how these Asian retailers have done so in the convenience channel.  

Retailers will need to constant stay up-to-date with the latest demographic, social media and shopping trends. They also need to be brave and agile in experimentation, to stand out from the competition.