Key shopper missions in convenience

Why do you go shopping? Do you often grab a quick sweet treat on the go to get you between meals? Or are you stocking up on a few bits when your fridge is getting empty? Ultimately, shoppers will make choices based on the kind of shopping mission they are on.

At the same time, it is very important to understand what are the moments or occasions a product will be used, who they are buying for these for and ultimately who will be eating or drinking the product.

When thinking about how to boost Biscuits sales in Convenience stores, it’s critical to start with having a fuller understanding of what your shoppers are thinking and their reason for visiting your store. These are at the heart of why people decide to visit any shop.

Shopper Missions

In Convenience, we see the following as the key shopping missions that shoppers shop in your Convenience store:

Key Missions (% Trips)*

1. Top Up – 33%
2. Food / Drink On The Go – 22%
3. (At Home) Meal Occasions – 16%
4. Newsagent – 16%
5. Treat – 11%

Understanding the main reason or mission that your shoppers are shopping a store can help you make decisions on what products to stock, how they should be positioned and merchandised in-store, and how they should be promoted.

Over half of all Biscuits’ sales in Convenience come from a Top Up or replenishment mission*, as people look to fill their cupboards having run out in between larger supermarket shops. Therefore, having a core range of best sellers that shoppers know, trust and can find quickly is key to success.

While Biscuits are typically consumed in between meals as a Snack, there is an opportunity to drive sales in ‘on the go’ missions, particularly cross-promoted with in-store hot drinks, by stocking a range of ‘eat now’ products.

If we can stop to consider why shoppers visit Convenience stores, and react on the back of that understanding, ultimately, it can help to boost your sales.

Source: * Lumina Intelligence CTP September 2024