Cross-Channel Shopping Trip Missions
Consumers claim that they still go on their weekly or monthly stock-up trips to Grocery, Club, and, increasingly,Mass stores, but during the week the stock-up trip needs to be supplemented with fill-in trips to a variety ofdifferent Channels, depending on needs, occasions, forgetfulness, and in the case of immediate consumption,hunger and thirst. Consumers will also stop at several stores in one day.
- Club rules when it comes to stock-up with 50%.
- Almost even across the board for fill-ins, with most fill-in trips driven by proximity.
- Mass and Grocery lead in occasion-based consumption, which refers to holiday and event shopping.
- Drug is the most popular for immediate consumption with 24% highlighting the recent rise in snacking andthe drug store as a venue for snack and beverage purchasing.