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STATE COLLEGE, Pa. — Shoppers are spending more time inside convenience stores and less time inside supermarkets, according to the results of two major national studies by VideoMining Corp., provider of shopper behavior analytics.
VideoMining's third-annual Grocery MegaStudy found that shoppers are spending 5 percent less time in supermarkets compared to the previous year, while the sixth-annual C-Store MegaStudy found that shoppers' time in c-stores rose 6 percent from the previous year. The C-Store MegaStudy also showed a correlation between time spent in the store and average dollar basket size, which grew 9 percent.
Engaging shoppers for longer periods of time can lead to increased basket size in c-stores, and identifying the factors that are driving these increases and which levers can be pulled to maximize the value of longer in-store visits is key for manufacturers and retailers, according to Mark Delaney, VideoMining's senior vice president of retail.
"Convincing time-starved shoppers to spend more time is a challenge that the convenience channel seems up for," Delaney stated. "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."
The MegaStudy programs include analyses of shopper interactions with more than 220 categories, insight into behaviors of key shopper segments such as Hispanics and millennials, and numerous special interest reports. More information is available at www.videomining.com.