Embracing ATM Users

New data shows opportunities to drive traffic and increase product sales
Image: Shutterstock

More than half (54%) of consumers who use an ATM in a convenience store buy at least one product during their visit. This new data from consumer behavior firm VideoMining suggests strong a reason to keep an ATM in a c-store, as well as an opportunity to capture the other half of users who do not make a purchase.

ATM usage in convenience stores has been on the rise," the report stated, "with ATM revenue increasing by 10.6% last year."

That statistic led VideoMining to examine how ATM users interact with the rest of the store in its Channel Shopper Insights Program. Some key findings:

  • 54% of all ATM users bought at least one product during their visit.
  • Of ATM users who made an in-store purchase, 85% visited the ATM prior to making a purchase.
  • The top 3 categories of ATM-user purchases were fuel, cigarettes and coffee/hot beverages.

C-store operators can look specifically at the categories purchased by their ATM users to build compelling campaigns to encourage increased in-store purchases during the trip," said VideoMining Vice President of Marketing Alicia Cleary. In this case, knowing that coffee and hot beverages were by far the strongest consumable category, gives a strong hypothesis to support signage and promotions near the ATM that encourage hot-beverage purchases.

Cleary also called out the fact that 46% of customers who used the ATM walked out without making an in-store purchase. C-store operators can look at their traffic heatmaps to better understand the steps that ATM-only users take, she said, "and find engaging ways to disrupt and motivate a secondary in-store purchase.

Also, by offering financial services, c-stores can attract more customers, allowing them to meet more needs on each stop in the store.

Customers have come to expect more from their retail experiences, Cleary wrote. In order to stay competitive, [retailers] must become one-stop shops that offer convenience and cater to the needs of their shoppers.

On the whole, Cleary added, the ATM data illustrates the importance of looking to behavioral data to foster stronger shopper empathy and build campaigns that truly meet the shoppers’ needs and find unique ways to bring additional value to their day, while also building in-store productivity.

VideoMining, State College, Pennsylvania, provides in-store shopper behavior data and insights to CPG manufacturers and retailers, creating visibility into the complete in-store path-to-purchase to help drive return on investment from investments in shopper marketing, category management and store/brand innovation.

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