Shoppers Spend Less Time in Grocery, More in C-Stores
Shifts are in line with broader national trends surrounding channel blurring and its impact on trip missions
VideoMining Corp. announced the results of two major national studies that found shoppers spending less time in supermarkets and more time in convenience stores.
According to VideoMining's third annual Grocery MegaStudy, shoppers are spending 5 percent less time in supermarkets compared to the previous year. The sixth annual C-Store MegaStudy found that shoppers' time in convenience stores increased 6 percent from the previous year.
These shifts are in line with the broader national trends surrounding channel blurring and its impact on trip missions. But these measures only reveal part of the picture and raise many questions. To address these questions and to add greater depth and value to the insights, VideoMining integrates behavioral data with a range of other data sources, including transaction data and exit interviews. In the C-Store MegaStudy, for example, this integration showed a correlation between time in store and average dollar basket size, which grew by 9 percent.
VideoMining's standard tracking programs provide a foundational understanding of shopper behavior by harnessing the power of in-depth data from 14 million shopping trips. In collaboration with top grocery and c-store retailers, the MegaStudy programs provide detailed analyses of shopper interactions with over 220 categories, insight into behaviors of key shopper segments like Hispanics and Millennials, and a number of special interest reports.
Engaging shoppers for longer periods can lead to increased basket size in C-stores, according to Mark Delaney, VideoMining's Senior Vice President of Retail. Identifying the factors driving these increases and which levers can be pulled to maximize the value of longer in-store visits is the key for manufacturers and retailers.
"Convincing time starved shoppers to spend more time is a challenge that the convenience channel seems up for," Delaney said. "One key is ensuring they have the right assortment to satisfy shoppers who are increasingly concerned about healthy eating and expecting tailored offerings by time of day. Our MegaStudy provides the next-level insights to understand what's actually happening at the shelf and helps retailers and manufacturers crack the code for increasing sales."
Dr. Rajeev Sharma, the company's founder and CEO, said VideoMining provides the insights needed to fully understand what is driving the longer shopping time and how retailers and manufacturers can leverage that time to generate higher sales and a better shopper experience.
"By delivering actionable information and recommendations to stakeholders in key areas from category management and shopper marketing to space planning," Sharma said, "VideoMining provides the data and prescriptive analytics tools to truly optimize retail strategies."