Skip to main content

him! Identifies the key ways to effectively engage & communicate in-store

| Research tools

According to latest research from him!, convenience store shoppers are more impulsive now than they have been since before the recession - 18% are looking to be inspired in store and 1-in-3 purchasing decisions are made in-store.

Busy lifestyles mean that one-in-three convenience store shoppers want to be in and out of store as quickly as possible. Combine this with the fact that the typical convenience store shopper visits their local store over 200 times per year means that they are often shopping on autopilot in store.

Another major challenge identified by him! to influencing purchases via communication in store is shopper tendency to set a weekly grocery budget. This budget mind-set means that 78% of c-store shoppers say they “will only buy the things needed here today”. Thus retailers and suppliers are faced with several major challenges when aiming to engage on the shop floor.

12% of shoppers pick up products from displays from aisle ends, this is much higher for top up shoppers. him! says products on aisle ends should target these shoppers, who are more open to browsing in-store.

Front of store is a critical area to get communication right. 8% of convenience store shoppers pick up products from displays at the front of store but it also helps set their mind-set for the rest for their shop.

17% of shoppers notice communications whilst queuing or at counter (no2 only to the main aisles) so it’s a key place for in-store comms.

While only 1/3 of convenience shoppers smoke, 61% of shoppers say they have noticed that tobacco products are no longer visible in convenience stores. This highlights how visible space behind the counter is.

Early morning shoppers are the least open to influence. They want to get in and out as quickly as possible and are less likely to buy on impulse. Focus this time of day on speed of service.

As you can see, despite the challenge of interrupting shoppers on autopilot, there are massive opportunities when targeted engagement is applied in store.


Pin It

Related Articles

By: Hanno Labuschagne - MyBroadband MyBroadband recently pitted Checkers and Pick n Pay’s on-demand delivery services against each other and found both performed exceptionally well.
As a cold front sweeps across South Africa, Kantar's fourth annual Mzansi check-in also revealed growing consumer concern over loadshedding and the rising cost of living.
A national survey, released during Men’s Health Month, unveils fascinating insights into the beverage preferences of South African men.
By: Given Majola - IOL While consumers paid more to buy chicken between February and April this year, farmers were paid less for this commodity, according to the latest Farm-to-Retail Price Spread report, published in May this year by the Nationa...
Pick n Pay Smart Shopper customers are increasingly spending their points on airtime and data, a popular loyalty reward exclusive for retailer Pick n Pay.