Is center store dead? Not according to the ShopperImpact MegaStudy
MegaStudy uncovers groundbreaking insights through analysis of five million Grocery shopping trips
STATE COLLEGE, Pa., April 10, 2018 — The gender gap in the Grocery channel has been narrowing, and men now account for more grocery store trips than women by a margin of 51-percent to 49-percent, according to the latest VideoMining Grocery ShopperImpact (GSI) MegaStudy. These numbers represent a two point increase since last year in the number of Grocery shopping trips by men.
For more than a decade, VideoMining has provided CPG retailers and manufacturers shopper insights from the real-world behavior of hundreds of millions of shopping trips. The latest Grocery ShopperImpact (GSI) MegaStudy includes an expanded nationally representative panel of grocery stores and a renewed focus on actionable, multiyear trends.
“Each year, VideoMining improves the capabilities of the ShopperImpact platform in order to uncover more detailed insights for our clients while benchmarking categories and tracking multiyear trends,” says Rajeev Sharma, Founder & CEO of VideoMining. “From storewide trends such as the increase in the number of trips by men to in-depth shelf-level studies on the decision making process of category shoppers via our decision analytics technology, we are proud to help our clients understand and better serve their shoppers.”
Among the most compelling findings from the latest edition of the GSI MegaStudy is the confirmation that the center store is still a vital component of the grocery shopping experience. While the center store has less traffic than the perimeter, the center store converts that traffic to an equal number of shoppers and more total buyers and revenue than the perimeter.
This shows that despite many industry headwinds and changes, the center store still is crucially important to the Grocery channel. But the GSI MegaStudy has also shown that total time in-store is dropping, and store visitors on average spend 40 seconds more time shopping in the perimeter than the center store. For struggling center store categories, the perimeter could be a crucial area to target with displays and shopper marketing that will generate additional exposure.
With the continuous and rapid change seen in today’s retail industry, it is more critical than ever for CPG retailers and manufacturers to track shopper behavior year-over-year and to optimize the performance of promotional displays and other important shopper marketing vehicles. The GSI MegaStudy provides unprecedented access to the real behavior of real shoppers to help clients understand current trends in order to predict and prepare for the future of retail.
About the ShopperImpact MegaStudy
Using a blend of proprietary video tracking, mobile sensing and transaction data, the ShopperImpact MegaStudy generates big data from a representative sample of stores across geographical regions and store types in the Grocery, Convenience, Pet and Liquor channels. The flexible ShopperImpact platform can be used in any brick-and-mortar retail environment to unobtrusively measure the behavior of real shoppers in real stores.
To best help address clients’ business needs, VideoMining offers customizable subscription package options. Standard ShopperImpact packages include:
- Insights Report — The story behind the insights. A concise blend of highlighted learnings, interpretation and recommendations presents insights in the context of specific business issues and questions.
- Insights Reel — A video highlight reel that brings findings to life with select clips that illustrate key behaviors and other interesting scenarios.
- Insights Workshop — A forum for sharing key insights and recommendations interactively with key stakeholders to evolve an actionable plan in the context of overall retail strategy.
- Insights Builder — Easy to use online tools to interactively explore and visualize data to uncover actionable insights and answer specific questions.
- Special Subscriber Discounts on Custom and Testing Projects — VideoMining’s unrivaled store panel provides access to the ideal environment to measure shopper responses new innovations in marketing, merchandising, store layout, and more.
VideoMining is the leader of in-store behavior analytics for Consumer Packaged Goods (CPG) manufacturers and retailers. VideoMining’s deep analytics platform utilizes a patented suite of sensing technologies to capture in-depth shopper behavior data. These previously unmeasured insights are then integrated with multiple other data sources such as transaction, planograms, product mapping, loyalty and promotions to fuel comprehensive solutions for optimizing CPG Retail.
VideoMining’s client base includes a majority of the top 50 CPG retailers and manufacturers, who gain unprecedented visibility into in-store shopper behavior enabling them to get the most value from their investments in Shopper Marketing, Category Management and Brand Innovation.