There is a common belief that prices are much higher in convenience stores compared to larger chains.  Consumers are willing to purchase at a higher price as a result of the convenience.

To combat negative price perceptions, convenience stores should use price-marked packs to reassure shoppers that they are getting good value. Recent research has shown that 86% of shoppers would trust the price of a price marked pack over a shelf price. In addition, 70% of customers regard price-marked packs as promotional deals.

In a 2011 trial, 29 stores witnessed an average unit sales uplift of 69% when they moved to price-marked packs of Smirnoff Red Label 70cl.

With consumer confidence at an all time low, convenience stores need to be seen as a low cost choice for shoppers.