96 Percent Of Consumers Who Visit A Grocery Store Make At Least One CPG Purchase
91 percent do the same at a drug store, according to a new insights from GroundTruth.
Approximately 96 percent of consumers who visit a mass merchandiser or grocery store make at least one CPG purchase, according to research commissioned by GroundTruth — indicating a significant sales opportunity for the locations that most can effectively drive foot traffic.
The same trend appears to hold true for drug stores as well: 91 percent of consumers who visit pick up at least one CPG item.
These statistics indicate that once CPG marketers have gotten a shopper to a physical store location, there’s a near-guarantee of a sale — which is a good thing. But it’s important to separate correlation from causation here: Most customers don’t just decide stock up on toothpaste because they saw an ad when they were nearby a drugstore. Rather, people who have the intent to buy essential CPG items tend to visit a nearby retailer to fulfill this need.
Pharmacies and groceries aren’t locations for window shopping and browsing the same way a retailer like Nordstrom might be. That’s why, when it comes to driving foot traffic, it is crucial to target customer intent: Real-time location is one strong predictor of intent, but when combined with historical geo-data and behavior targeting, these businesses have a chance to win when it comes to driving foot traffic from shoppers who are predisposed to make a CPG purchase.
Additional insights from the study below.