LONDON – New research shows that the way customers shop for food is changing and convenience stores must adjust in order to continue, the Co-operative News reports. IGD, a retail industry group, found that even though c-stores pursue the “little and often” consumer, the retailers are losing customers because of layout.

“Even though more people actually visit a convenience store for their top-up shopping, they tend to be more satisfied when they go to a supermarket or food discounter for this mission,” said Michael Freedman, senior shopper insight manager at IGD.

The study reported that 80% of shoppers at a discounter or bigger grocery store expressed that they were “extremely satisfied” or “very satisfied” with their most recent visit. But convenience stores received a 71% extremely satisfied or very satisfied rating. The reason? Customers have trouble locating what they need in the store.

“The convenience channel, largely made up of stores under 3,000 square feet, should in theory be at an advantage in helping shoppers to complete their top-up shops as quickly as possible,” Freedman said. “However, the store layout of many convenience stores does not appear to help shoppers. Few shoppers find it easy to locate the aisle they need in a convenience store when they are conducting a top-up shop.”

Freedman pointed out that saving time has become a valued reason for shopping at certain stores. Convenience stores “will build loyalty by offering shoppers convenient and effortless ways to get the products, meals and food-to-go options they want, in the shortest time possible.”