THE POWER OF SOCIAL MEDIA

YOUNG adults are a prime audience for convenience store owners to drive sales. Not only are they the next-generation customer, but many have a higher disposable income.

Many young adults and university freshers also buy little and often, rather than doing weekly shops, a trend seen by Richard Inglis, who owns three Welcome stores in Southampton.

“Young adults and freshers are the classic convenience store market,” he says. “We notice these shoppers will come in up to three times a day to buy for their next meal, especially if they are local. They are buying as they need it.”

Social media plays a vital role in young adults’ buying habits, as noted by Faraz Iqbal, of Premier Linktown Local in Kirkcaldy. “Young adults will notice a product on TikTok or Instagram and they will in- stantly need that product,” he says. “Once they buy it, you’ll see them posting it on their social media and they’ll tag you, increasing your pro le.”

There’s no denying the power of social media, with the likes of Prime, dget spinners and Little Moons all receiving success after going viral on TikTok. Iqbal says American products continue to sell well among young adults and often go viral on social me-

Retailer View

dia. The same is true for Inglis, who has recently introduced Liquid Death – a new range of still and sparkling water from the US. “It looks like an energy drink, so, if anything, shoppers are interested in it and it’s a great conversation piece,” he says.

Talk to your young adult customers about trending products on TikTok. Then, download it and research to nd the next-best thing.

Food To Go And Snacking Is Vital

WITH many young adults and freshers buying on the go, whether it’s en route to lectures, work or meeting friends, there’s a strong sales opportunity for retailers. The costof-living crisis means young adults at university will be living on more of a budget than ever before. So, meal deals will be a way to drive sales.

“Young adults are traditionally a value-conscious audience, so will look for ways to manage their budget,” says Abigail Nelson-Eho , brand manager at Urban Eat. “Meal deals will therefore be important to young adults, with more than half on the lookout for one on their lunch break.

“Not only that, 71% like the assurance of knowing the total cost of the meal when they get to the till, which is what a signposted deal o ers.”

In the lead up to the new university term, run social media posts across Instagram and video content for TikTok to alert

Faraz Iqbal, Premier Linktown Local, Kirkcaldy

“BUILD a relationship with young adults, but remember this takes time. Some of my young adult customers have been coming to my store for years, so we’ve almost moved past the retailer-customer relationship to become friends. With young adults, it’s all about what’s buzzing. Everything on social media trickles through and they will recognise your shop if it ends up on someone’s TikTok or Instagram story.” young adults of your promotions. If you’re unsure on which videos to make, talk to other retailers about what they’re focusing on to help get started.

Snacking is also a key area, worth £24m in convenience stores, with pot snacks remaining the main sub-category, making up 62% market share, according to Lucy Richardson, UK category director at Unilever UK&I.

“This category is key for students wanting quick, easy and a ordable lunches,” she explains. “Gone are the days where options simply included a sandwich and a packet of crisps. Shopper demands have evolved, and retailers now need to cater with variety, flavour, healthy and free-from products and, where possible, include hot options.”

Include ‘comfort foods’ in any student-speci c displays. Chocolate, bakery and sugar confectionery are strong products after a socialising night.