The personas of convenience store users from app data

The personas of convenience store users from app data

There are approximately 56,000 convenience stores nationwide in Japan. In this report, we will analyze the personas of app users of the three major convenience stores (7-Eleven, Lawson, and FamilyMart) using the newly added app analysis function of "Dockpit."


Features of the official 7-Eleven, Lawson, and FamilyMart apps

Each of the three major convenience stores, 7-Eleven, Lawson, and FamilyMart, have released their own official apps. Here is a brief introduction of their features.

“7-Eleven App” / 7-Eleven

The “7-Eleven App” features a badge system that offers more benefits the more you use it. When you buy eligible products, your rank gradually rises to bronze, silver, gold, or platinum, and you can receive various benefits according to the rank you have earned.

As can be seen from campaigns such as "Buy 10 cups of Seven Cafe and get 1 free coupon" and "Buy 10 rice balls and get 1 free gift," the “7-Eleven” is characterized by the benefits of repeat use. In addition, app members also have the advantage of unlimited use of the free Wi-Fi service "Seven Spot”.

The "7-Eleven App" works in conjunction with nanaco points, allowing users to earn the aforementioned badges, nanaco points, and Seven Miles.

「セブン-イレブンアプリ」/セブン-イレブン

“Lawson App” / Lawson

The most distinctive feature of the "Lawson App" is that it has a wide variety of coupons. Coupons are distributed daily, and coupons that can be used immediately, such as "20 yen off all Uchicafé sweets," "50 yen off all pasta," and "50 yen off all boxed lunches from Machikado Kitchen are displayed. Coupon information is also distributed daily via SNS such as Twitter.

The Lawson app can be linked to "Ponta points" and "d-points".

“Lawson App” / Lawson

“Famipay” / FamilyMart

Since “Famipay” is a payment service developed independently by FamilyMart, it has a system that offers discounts when used at FamilyMart, but compared to other companies, it seems to be modest in terms of coupons and campaigns to attract users.

Another advantage is that by presenting the barcode once at the checkout, payment, coupons, and various point credits can be completed at once.

“Famipay" / FamilyMart

Comparison of major convenience store apps

Let’s now take a closer look at the app users of the three major convenience store companies using the app analysis feature of “Dockpit”, which was released in May 2022.

The number of app users is strong for all three companies

First, let's compare the number of registered app users.

During the most recent one-year period, the 7-Eleven app had the largest number of users. Lawson had the highest number of installed users. Comparing the average number of days per month the "Lawson app" had the most days per month with 11.9 days, followed by "Famipay" with 11.0 days, and "7-Eleven app" with 10.3 days.

All of the apps are running approximately once every three days in a month, indicating that they are using the combination apps on a daily basis.

Number of "7-Eleven app," "Lawson app," and "Famipay" users and average number of days of monthly activations

Number of "7-Eleven app," "Lawson app," and "Famipay" users and average number of days of monthly activations

Period: May 2021 - April 2022

Looking at the number of users over the last two years, all three companies saw a slight drop in April 2022, but the overall trend shows an increase.

Number of "7-Eleven App," "Lawson App," and "Famipay” users.

Number of "7-Eleven App," "Lawson App," and "Famipay” users.

Period: May 2020 - April 2022

A comparison of the number of installed users over the last two years also shows the strong performance of the “7-Eleven App” since March 2021.

Comparison of App User Attributes

Next, we compare the user attributes of the “7-Eleven app”, “Lawson app”, and “Famipay” app.
The male/female ratio is almost equal. The majority of users are in their 40s for all three apps.

Comparing the gender of users, the "7-Eleven app" and "Lawson app" had an almost equal ratio of male and female users. In the “Famipay” app, 56.7% of users were male.

There was almost no difference in age among the three apps, with the largest number of users in their 40s, followed by users in their 50s and 30s. Compared to the age composition of all app users, the combination app users were relatively older, in their 50s and 60s.

“7-Eleven app”, “Lawson app”, and “Famipay” user attributes/gender ratio

“7-Eleven app”, “Lawson app”, and “Famipay” user attributes/gender ratio

Period: May 2021 - April 2022

7-Eleven app, Lawson app, and Famipay user attributes/age

7-Eleven app, Lawson app, and Famipay user attributes/age

Period: May 2021 - April 2022

While the actual number of convenience stores is likely to have a large impact on the prefecture where users live, regional characteristics are also well represented in the number of app users.

We see that the majority of users in the Kanto region use the “7-Eleven app”, while users in parts of Kansai, Tohoku, and Hokkaido use the “Lawson app”.

7-Eleven app, Lawson app, and Famipay user attributes/province of residence

7-Eleven app, Lawson app, and Famipay user attributes/province of residence

Period: May 2021 - April 2022

Analysis of the personas

To learn more about user personas, let's find out what other apps they are interested in.

Are "7-Eleven App" users "foodies"?

In addition to each app, we analyze user characteristics from the apps that are used frequently.
Since no significant differences were found in the rate of combined use, a comparison was made in terms of feature values (*).
As a result, the following characteristics were found.

“7-Eleven app”
-Frequent users of apps regarding food
-Use tools and work efficiency apps such as Wi-Fi finder.

"Lawson app"
-No special features, but it has antennas in a wide range of genres.

Famipay.
-Interest in finance
-Beauty and cosmetics apps are also distinctive.

Interest Apps Ranking

Interest Apps Ranking

Period: February 2022 (Select the period with the largest number of users)
Among other apps used by users of the target apps, apps with large feature values (*) are displayed in order.

The apps with a high percentage of the target users among the users of the apps in question are scored and ranked.

The key to future growth

So far, we have looked at the functions of the official apps of the three companies, the number of users, and user attributes, but it is difficult to see the differentiation of corporate strategies within the same business category of convenience stores as a whole.

Under such circumstances, each company is planning its next move with the following strategies.

7-Eleven

Strengthening the handling of everyday items such as Ito-Yokado's "Vegetables with a Face" and starting to handle Daiso products.
source: https://diamond-rm.net/sales-promotion/166355/2/

Lawson

Started selling MUJI products at its stores nationwide. Plans to introduce the product in approximately 5,000 stores in the Kanto Koshinetsu area in about six months and expand nationwide by the end of 2023.
source: https://webtan.impress.co.jp/n/2022/05/02/42723

FamilyMart

Unattended payment stores and vending machine convenience stores are performing well, partly due to the Corona pandemic, and the company plans to open approximately 1,000 unattended payment stores by the end of FY2012.
source: https://www.jiji.com/jc/article?k=2021091001277&g=eco

There are also examples of stores attracting attention with unique initiatives or grabbing fixed customers with their community-based approach.

Lawson Shukugawara Ekimae store in collaboration with "Kawasaki City Fujiko F. Fujio Museum”

Summary

This time, we analyzed the personas of app users of the three major convenience store companies (7-Eleven, Lawson, and FamilyMart) using the app analysis function newly added to "Dockpit," and analyzed the features and differences in targeting.

The features of the official apps of each company are as follows.

“7-Eleven app”
-The more you use it, the more you save.
-Linked to nanaco points

“Lawson app”
-Coupons are plentiful
-Linked to Ponta points and d-points

“Famipay”
Present the bar code to settle the transaction. Coupon discounts and various points can be completed at once.

Next, we analyzed the app users of each company in detail.
Comparing the number of users, the "7-Eleven app" ranked first in both the number of users and the number of installed users over the most recent year. The “Lawson app” had the highest average number of days per month that the app was activated. The number of users is steadily increasing for all companies.

The user demographics were almost equally split between men and women, and there was little difference in age among the three apps, with the largest number of users in their 40s, followed by users in their 50s and 30s. Compared to users of all the apps, users of the combination apps were older.

Furthermore, when we looked at the apps used in conjunction with each of the apps, we found the following

-“7-Eleven app” users often use food apps
-“Famipay" users often use beauty and cosmetics apps


It remains to be seen how app users will react to the convenience store companies' next strategies.

About the "Dockpit"

The data in this investigation is from “Dockpit”, an analysis tool with online behavior log data and user demographic information under the permission of panelists in Japan presented by VALUES, Inc.

※The numbers of users are estimated by the data in the monitor and the internet population in Japan.

dockpit Get free version

※日本語での記事はこちらをご確認ください

コンビニ利用者のペルソナをアプリデータから考える

https://manamina.valuesccg.com/articles/1797#outline22

全国のコンビニ店舗数は約56,000店舗。近ごろでは駅構内や大学、病院など、公的な場所での出店も目立ち、加えて、アプリやSNSでの情報発信にも力を入れるなど、各社ともユーザ囲い込み戦略に力を入れています。そこで今回は、新しく「Dockpit」に加わったアプリ分析機能を用いて、コンビニ大手3社(セブン-イレブン、ローソン、ファミリーマート)のアプリユーザーのペルソナを解析し、ターゲティングの特徴や違いを明らかにしていきます。

この記事のライター

マナミナは" まなべるみんなのデータマーケティング・マガジン "。
市場の動向や消費者の気持ちをデータを調査して伝えます。

編集部は、メディア出身者やデータ分析プロジェクト経験者、マーケティングコンサルタント、広告代理店出身者まで、様々なバックグラウンドのメンバーが集まりました。イメージは「仲の良いパートナー会社の人」。難しいことも簡単に、「みんながまなべる」メディアをめざして、日々情報を発信しています。

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