Combining customers’ behaviors with demographics leads to better retailing strategies, Sharma says. For instance, male and female shoppers may have common wants, such as clean facilities and great ambiance, but they snack differently.
“If you understand your percentage of customer [segments] and their preferences, you can proportion [your store] properly and cater to those segments,” Sharma says.
“It’s nice to know who’s shopping, where they went in the store, what they bought and when,” Gaskins says. “You don’t get that unless you’re asking people for all of it, including names, emails and if you can contact them. Otherwise, you wouldn’t know if the average person buying a Monster [energy drink] is a 28-year-old Hispanic male.”
A Demographic Breakdown
While Caucasian shoppers made up the largest group in the CSI study, at 78%, their numbers have decreased by 2% since the last VideoMining study. However, Hispanics, even at only 11% of the study, increased by 2%. Meanwhile, a look at millennials shows a population eager to embrace c-stores on many fronts.