Diversion tactics

How many of your customers head straight to one area of your store, buy just a single item, and head straight out again? Latest research suggests suggests it could well be quite a few. Last year HIM released research showing that only 15% of shoppers walk through every aisle of a convenience store, and a staggering 67% went only to the aisles they required. The remaining 18% of shoppers only made it as far as the kiosk at the front of the shop. 

With the trend towards shoppers using c-stores more often looking set to continue, the challenge is on to ensure that once they are in your store, they spend more there too. "Many are on a customer mission and interrupting them is key to driving more sales," says Katie Littler, HIM insights director. 

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