Unlocking the Front End Sales Potential
Rajeev-sharma-1
Rajeev Sharma
April 5, 2021

Unlocking the Front End Sales Potential

There was a 9.7% drop in Front End buyers per 100 grocery store visitors in 2020, per data from VideoMining’s Grocery Shopper Insights (GSI) Tracker that analyzes 100 million store trips per month.

The fall in conversion rates combined with 11.68% drop in overall store traffic during the pandemic, led to poor Front End sales performance even when total store sales were up.

Front-End-Shopping-Behaviors


Three factors caused lower store traffic: (a) Migration to online options for grocery, (b) Larger trips replacing multiple quick trips, (c) Shopping in smaller groups or solo trips.

Two other factors contributed to lower Front End performance: (a) increase in proportion of male grocery shoppers since men are 15% less likely to buy from the Front End compared to women, (b) increased usage of self-checkout lanes that are 62% less productive than traditional manned checkout lanes.

The adoption of self-checkout and frictionless checkout technologies is likely to continue as retailers try to lower the waiting times in queues and reduce labor costs. The shopper behaviors will also continue to morph in the increasing omnichannel grocery landscape.

All these underscore the critical importance of re-examining Front End merchandising strategies for different types of checkout process and store formats to avoid missing out on a valuable source of incremental sales. Given the limited space in the Front End, this requires careful optimization of assortment and space allocation for different categories. Understanding the role and productivity of each of the product categories is a key to that effort.

VideoMining data shows that there is huge variation (10-100x) in the performance of individual categories, which means that without a fact-based approach to optimizing Front End merchandising, there could be significant inefficiencies translating into major loss in incremental revenues from high margin products at the Front End.

As the retail and shopper landscape continues to transform rapidly, it’s particularly important for both manufacturers and retailers to understand Front End shopping behaviors and evolve the appropriate merchandising strategies that realize the full potential of impulse sales at the checkout.

You may also like this:

Hershey’s - A free case study

Learn how VM’s Study/Track Display performance helped improve conversion and cross-purchase for the candy giant.

Related Articles

The birth of 4th alcoholic beverage category

The birth of 4th alcoholic beverage category

The decline in fuel requirements owing to quarantine and remote working has inevitably caused fuel sales...

Read More
Unlocking the Front End Sales Potential

Unlocking the Front End Sales Potential

The decline in fuel requirements owing to quarantine and remote working has inevitably caused fuel sales...

Read More
C-stores rebound with rise in fuel traffic and “pump to store” conversions

C-stores rebound with rise in fuel traffic and “pump to store” conversions

The decline in fuel requirements owing to quarantine and remote working has inevitably caused fuel sales...

Read More