STATE COLLEGE, Pa. -- Shoppers are spending less time in supermarkets and more time in convenience stores, according to the results of two major national studies by VideoMining Corp., a leading shopper behavior analytics company.
VideoMining's third-annual Grocery MegaStudy found that shoppers are spending 5% less time in supermarkets compared to the previous year. And the sixth annual C-Store MegaStudy found that shoppers' time in convenience stores increased 6% from the previous year.
These shifts are in line with the broader national trends surrounding channel blurring and its impact on trip missions, the company said. The C-Store MegaStudy showed a correlation between time in store and average dollar basket size, which grew by 9%.
Engaging shoppers for longer periods can lead to increased basket size in c-stores, said 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."
Based in State College, Pa., VideoMining uses patented software to convert in-store video into an understanding of shopper behavior and demographics, integrating those learnings with other key data sources to deliver behavioral insights. VideoMining's Platform for Retail Optimization provides consumer product manufacturers and retailers the ability to measure shopper response at each retail touch point with automated in-store behavior analytics. VideoMining provides a foundational understanding of shopper behavior using data from 14 million shopping trips. In collaboration with top grocery and convenience-store retailers, the MegaStudy programs provide detailed analyses of shopper interactions with more than 220 categories.
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