How to research the local convenience market

To succeed, you need to become an expert on your chosen patch. The best way to do this is by combining online data with real-world, on-street observation. This research is the foundation for all your key decisions, from what you stock on your shelves to your opening hours, so it’s worth doing properly.

Your Research Toolkit: Online and On the Street

Think of yourself as a detective building a profile of your future customers. You'll need to use a couple of key methods to get a complete picture of the local market.

1. Start with Online Data: Your local council's website is a great starting point. Look for ward profiles or planning documents which often contain demographic data – information about the age, household size, and even general income levels of the local population. Use Google Maps to get a bird's-eye view of the area. What other businesses are nearby? Is there a school, a train station, a large office block, or a new housing estate being built? This gives you the broad strokes of the community you'll be serving.

2. Become a Local Observer: This is the most important step. Go to your potential location and spend real time there. Don't just visit once; go at different times of the day (e.g., 8am, 1pm, 4pm, 7pm) and on different days of the week, including a weekend. Sit in a car or on a bench and simply watch the world go by.

What to Look For

When you're observing the area, focus on answering these key questions:

• Who are the people? Are they office workers on a lunch break, parents on the school run, students heading to college, or elderly residents doing their daily shopping? Note down the general mix of people you see.

• What are the footfall patterns? Is there a big rush at 8 AM as people head to the station? Is it busiest at lunchtime? Does it die down completely after 6 PM? Understanding these patterns helps you decide on the best opening and closing times.

• What are their shopping habits? Look at what people are carrying. Are they holding coffee cups, bags from a major supermarket, or newspapers? This gives you vital clues about what they're currently buying and where they're buying it from.

Top Tip: Don't be afraid to chat with other local business owners. The owner of the local café or hairdressers will have a brilliant understanding of the area and can offer invaluable insights into the community and its needs.

By combining the official data with your own observations, you can build a clear picture of your potential customer base. This will allow you to tailor your shop to meet their specific needs, giving you a huge advantage before you even open your doors.