Segmenting the growing UK convenience store market for retail location planning

Branded convenience grocery stores have become commonplace in UK retailing, increasingly adopted by retailers traditionally associated with superstore retailing. This paper initially explores the conditions in which this shift has occurred, looking at supply-side changes, planning policy, and changing demographics and consumer behaviour. Subsequently, this paper quantifies the geographical market share of a number of prominent convenience grocery retailers at the postal area level across the UK in 2012. Finally, the paper offers a segmentation of the convenience market into a series of clusters by location type. By understanding the drivers of trade in different locations, through the cluster analysis outlined in this paper, a more powerful set of location strategies can be adopted by companies expanding in this market.