Who is more influential in convenience?

Jennie MilnerJennie Milner, Client Manager 

Our latest convenience research highlights the differences between planned (those who know what they want in advance) and distressed (those who urgently need an item they have run out of) top-up shoppers. Those that have planned to top-up are more open to being influenced, with 52% noticing signs and messages in-store. Distressed shoppers on the other hand are there for key staple items and are more likely to stick to a list.

Shoppers planning to top-up are more valuable to convenience retailers as they tend to be more loyal to the store they are in. They spend more per trip and their loyalty equates to bigger baskets of 4 items at least once a week. 83% of these shoppers live within 1 mile of the store, so investing in the community or targeted use of leaflets can help to drive their loyalty even further.

How do distressed shoppers differ? They are likely to be unfamiliar with the layout of the store, so retailers could help by siting typically bought impulse items nearby, or at till point, ensuring that interruption is made without hindering the time in-store too much.

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