Men hit the grocery store in greater numbers

Observation:  A story out of the Northwest indicates that men are taking over a greater share of the household food shopping.  According to the report, men now represent about 31% of supermarket visitors; in 1985, that number was 14%.  Click here to see the NWCN.com.

Implications:   The story suggests that this shift in gender balance at the grocery store is due to “the erosion of the traditional family.”  While the composition of the American family is much different than it used to be, I’m not sure I’d refer to it as “erosion,” but simply, “changing.”  Further, changes in simple economics and the employment landscape are a contributor; with more women in the workforce than there were in 1985, it should not shock us that evidence is finally beginning to accumulate that men are taking over (or at least contributing more) in other areas of the household operation.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

Today, 60% of food shopping is intended to satisfy an immediate need

Observation:  According to a report from the International Dairy, Deli and Bakery Association, the majority of trips will involve purchasing food for instant consumption or an immediate need.  Further, consumers are spending more on food and gasoline because of rising prices in both categories, and placing more emphasis on health as something that contributes to the value proposition.  A summary of the findings were published in an article from Convenience Store Decisions, and you can click here to read it.

Implications:   Time Sensitivity remains an important—and increasing—driver of consumer behavior today.  Grocery stores that waste consumer’s time risk being displaced by companies that offer quicker meal solutions, faster checkout alternatives, or entirely different channels… such as convenience stores, restaurants or home delivery meal options.

But certainly, this need for speed isn’t confined to food consumption.  Is your company, product or service subject to the rule of Time Sensitivity law?  Is there anything you can do to accelerate your offering?  Or—and this is a very real possibility—is your category immune to the issue, satisfying customers who are so time-stressed that they’re eager to slow down, relax, and have a nice candle-light dinner?  Could you have different customers who expect different things… or the same customers who want speed on a weekday but leisure on the weekend?

Staying in-touch with consumers has never been more important, as the benefits they seek within the products they buy continue to evolve.  [By the way, for more stories on the issue of Time Sensitivity, click here.]

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

Lots of folks skipping lunch (or bringing it in a bag)

Observation:   Yesterday, I wrote a story about the idea that some consumers are starting to indulge again; now, I’m sharing an article suggesting that fewer people are going out to lunch.  It appeared recently in USA Today (click to link).

Implications:   The USA Today story isn’t just about people who are cutting back, financially, on their lunch expenditures (although that is one reason that some folks are lunching less).  The stronger focus of the story is that people are feeling time-stressed, and don’t always want to take the time required to sit-down for a decent lunch meal.

I find that ironic in a world where we can get phone calls, emails and documents delivered almost anytime, anywhere.  This issue graphically illustrates just how busy we think we have become.

Whether you’re a restaurant, or any other product or service category, are you doing anything that helps consumers save time?  Do you deliver?  Can I order online?  Using my smartphone?  Lots of people will decide on lots of purchases in the coming year… with the hope that, really, they are buying time.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

Degrees of success compel retailers to make changes in self-service checkouts

Observation:   A story from USA Today indicates that several retailers are making changes to their self-service check-out strategy.  Some report significantly higher shop-lifting in the lanes, and are either installing more sophisticated systems to help thwart that shrinkage, and others are removing the lanes entirely.  Click here to see the story.

Implications:   How do you feel about the self-service line?  Some folks are delighted to have a lane that is often faster… but I’ve talked to others that think they’re doing some of the store’s work without being compensated with higher savings for the lower degree of service.

More importantly… how do your customers feel about the balance of service, swiftness and convenience that you offer?

It can be impossible to please everyone all the time, but the more options you offer, the  more people you will please.  And if you must make compromises, focus on pleasing those people who buy lots of what you sell; the heavy-user target consumer that makes or breaks your business.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

48% of convenience store/gas station customers don’t make it into the store

Observation:   According to a story published this week by Convenience Store News, only about 52% of convenience store/gas stations actually make it into the store for a purchase beyond fuel.  Of that group, about one in four purchases a soft drink.  (Click here to see the story.)

Implications:  The C-Store business has done a fairly good job of taking food dollars from quick service restaurants over the past few years, but this report suggests there is still room for improvement and growth. 

What kinds of things compel a person to walk into the store instead of climbing back into their car after paying at the pump?  Point-of-purchase stickers or video ads played at the pump?  Covering the store structure with posters about cheap corn dogs or ice cream tickets?  How about coupons mailed (or emailed) to commuters that live in the store’s neighborhood?  This is not just a question for the C-Store… but one that anyone who sells lottery tickets or beverages would love to answer.  (And I bet a little research on your customers would provide great clues.)

If you’re in the fast food business, how do you re-take some of the food dollars that the C-Store industry nabbed during the recession?  Dare I say “ambience?”  Freshness?   (There’s a good chance that “cheap” alone won’t do the trick.)

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.