Optimizing Checkstand
Merchandising
Maximizing Shopper Interaction
in a New Era of Technology
1
Research Methods – 2014 FEF Relies on Several Methods
Individual Pages Contain Detailed Research/Data/Methodology Footnotes
1. In Store Video Observation (conducted by Video Mining)
•
•
•
•
•
Primary Metrics: Conversion Rates, Consumption & Shopping Behavior
In-store video (including facial recognition) captures consumer behavior
T-log data matched with video to understand purchase behavior
N = Front End trips - 1,643,899
National Sample of Grocery Retailers
2. Mobile Eyetracking (in collaboration with Indiana University)
•
•
•
•
Mobile Eye Tracking Device (eye glass mounted) used to capture visual attention
Exit interviews: Shopability & Attitudes/Shopping Questions
N = 316
National Sample of Grocery Retailers & Lab Research
3. C/O Category Performance Data for C/O Consumption (provided by IRI)
• National data for Grocery COT
• In-Store Audits performed by IRI to determine C/O vs. Gondola Items
4. Total Grocery COT Department Data for C/O Categories = C/O + Gondola (provided by Nielsen)
5. C/O Space Allocation Audits (conducted by TWR) – Detailed Category Measurements
• National Sample of Grocery Retailers
2
Seven Key Insights for Checkout Optimization
1
The power categories of Beverages, Magazines & Confectionery generate over 90%
of front-end checkout sales
2
Improving C/O Shopper Conversion by 1% nationwide could add over $560M in
Revenue Annually ($15,350 per store)
3
Merchandising the Power Categories on every lane is critical
4
Shoppers spend more time looking at the Customer Left Arm & ROS top tiers when
approaching checkout. Power Categories must be available in these areas
5
Secondary displays detract significantly from primary end-cap displays
6
Most C/O categories are not growing in step with historical growth rates; ensure
that quality and space of space is allocated for those categories/items with the
highest sales potential
7
Focus should also be provided on those categories that get a higher percentage of
their total store sales from the front-end checkouts. Those categories are primarily
Magazines & Gum.
3
Front-End Checkout Is a Critical Location in the Store
 A location most every shopper passes
 Represents a significant source of
impulse sales
 Major location for immediate
consumption items
 Consumables
 Time Sensitive Products
4
Retailers Are Facing a Changing Landscape
Increased
Retailer
Focus
Retail
Design &
Style
Front-End
Changes




Basket size
Checkout trips
Overall sales decline
Desire for promotion space






Average program life = 4.5 years
Continued space allocation adjustment
Streamlined look
Lower profile fixtures
Reduce design & style complexity
Design flexibility for ability to react to market changes







Emerging Categories
New item speed to market
Additional & larger beverage coolers
Category segmentation
Reduced number of lanes
Some experimenting with queuing lines
Self-checkout growing in some, declining in others
5
Front-End Checkout
Shopping Behavior
Front-End Power Categories Are Defined By Key Metrics
High performing retailers consider 4 essential shopper
demand criteria when allocating space
1
Household
Penetration
4
$ Share of
Front-End
Sales
Front-End
Power
Categories
2
Frequency of
Purchase
3
Impulsiveness
of Purchase
Source: Front-End Focus, DHC Analysis
7
Items Consumer Purchased Most Were Gum/Mints
(74%), Followed By Candy (53%) & Magazines (48%)
Did you purchase an item at the
checkout today?
Checkout Purchases – % of Respondents
32%
Candy
Candy
18%
Yes
82%
No
53%
46%
Gum/
Mints
Gum
/ Mints
Magazines
Magazines
Carbonated Soft Drinks
74%
11%
48%
11%
41%
35%
Non-Carbonated Drinks
45%
24%
28%
Salty Snacks
About 20% of shoppers purchase
a checkout item on any given day
Batteries
Phone/Gift Card
Cigarettes/ Tobacco
0%
30%
3%
24%
8%
9%
Purchased Today
Purchased Ever
Source: TWR In-Store Survey, March, 2013
8
Confectionery & Beverages Are Purchased Frequently
How frequently do you buy these products?
(% Respondents purchasing once/month or more)
Candy
62%
Gum/ Mints
73%
Magazines
38%
Carbonated Soft Drinks
Almost 40% of shoppers purchase
Magazines at least once a month
52%
Non-Carbonated Drinks
63%
Salty Snacks
63%
Batteries
Phone/Gift Card
22%
18%
Source: TWR In-Store Survey, March, 2013
9
Candy, Magazines, Books & CD/DVDs Were Items
Most Purchased on Impulse
• Candy, Magazines and
Beverages Lead are at the top of
the impulse spectrum
• While Books & CDs/DVDs were
impulsive purchases, only 10%
of consumers purchased those
categories at the front-end
checkstands
Recommendation
Do you plan to buy the item you actually purchased
before coming into the store?
(% Respondents purchasing category on impulse)
Candy
Candy
90%
Gum/ Mints
67%
Magazines
Magazines
90%
Carbonated Soft Drinks
56%
Non-Carbonated Drinks
60%
Salty Snacks
50%
Batteries
Front-end focus should be on
Categories that:
• Are impulse-driven
• Many people buy
• People buy often
36%
Phone/Gift Card
Cigarettes/ Tobacco
19%
10%
Books
Books
Audio/Video/
Audio
/ Video / CD
CD/DVD
92%
85%
Source: TWR In-Store Survey, March, 2013
10
Importance of Front-End Sales to Total Store Sales Varies
Greatly by Category
SALES % CHANGE
% of Total Store Sales
Generated By Front-End Checkstands#*
Carbonated Beverages
0.6%
Candy
1.6%
Front-End#
-1.4%
70.0%
Magazines
70.1%
0.6%
Salty Snacks
0.1%
Batteries
Razors/Blades
3.4%
-6.4%
2.7%
-10.4%
-8.5%
2.4%
9.4%
Bottled Water
-2.6%
1.0%
Gum
Non-Carbonated Bev.
Total Store*
0.3%
-12.9%
4.4%
32.8%
11.1%
25.0%
28.0%
Source: *Nielsen All Grocery Store Sales, 52 weeks ending June 22, 2013
#IRI Front-End Sales, 52 weeks ending June 30, 2013
3.4%
-5.8%
2.3%
-3.9%
• Focus attention on front-end checkstands on Magazines & Gum since most
of the total store sales come from the front-end checkstands.
The information contained herein is based in part on data reported by IRI through its Market Advantage service as interpreted solely by Time Warner Sales & Marketing and/or Dechert-Hampe & Co.
(Copyright© 2013), Information Resources, Inc.). The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI.
11
Beverage, Confectionery, & Magazines Drive Front-End Sales
Dollar Shares of Front-End Checkstand Sales
Beverages
Carbonated
Energy Drinks
Non-Carbonated Drinks
Bottled Water
Confectionery
Candy
Gum
Mints
43.0%
16.0%
11.7%
9.8%
5.5%
32.2%
18.1%
10.8%
3.3%
Magazines
Salty Snacks
Batteries
Snack/Granola Bars
Razors/Blades
Nuts
16.5%
3.0%
1.6%
1.4%
1.3%
1.0%
Source: IRI 52 weeks ending 6/30/2013; DHC Analysis
The information contained herein is based in part on data reported by IRI through its Market Advantage service as interpreted solely by Time Warner Sales & Marketing and/or Dechert-Hampe & Co.
(Copyright© 2013), Information Resources, Inc.). The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI.
12
Best Practice:
Manage The Front-End Based on Consumer Buying Behavior
Low Scores
Mixed Scores
 Health Items
 Razors/Blades
 Baked Goods
 Lip Care
 Oral Care
 Household Products
 Audio/Video/DVD
 Other Snacks
 Beauty Care
 Grocery Products
 Film/Camera Supplies
 Children’s Items
 Nutrition/Energy Bars
 Books
 Maps/Horoscopes/Puzzles
Recommendation
 Salty Snacks
 Batteries/Flashlights
 Cookies/Crackers
 Nuts/Seeds
 Meat Snacks
 Gift/Phone Cards
 Tobacco Accessories
High Scores
 Confectionery
 Beverages
 Magazines
Focus on key categories that




Have high Household Penetration
Have high Purchase Frequency
Provide Higher Impulse Sales
Generate higher Front- End Sales
Source: Front-End Focus
13
Dollar Sales Importance Does Not Match The Amount of
Linear Space That Front-End Categories Receive
$ Shares of Front-End
Checkstand Sales*
Beverages
43.0%
Candy
29.8%
14.1%
Magazines
21.8%
16.5%
3.0%
Space to Sales
Index
9.7%
18.1%
Gum/Mints
Salty Snacks
Share of Front-End
Linear Space (All Lines)#
18.4%
4.5%
Over/
Underspaced
23
Under
165
Over
155
Over
112
Correct
150
Over
82
Under
Batteries
1.6%
Snack/Energy Bars
1.4%
0.1%
8
Under
Razors/Blades
1.3%
0.1%
8
Under
Best Practice
1.3%
It would seem that Beverages are underspaced while Confectionery is overspaced.
Source: *IRI 52 weeks ending 6/30/2013, DHC Analysis
#TWR Audits, October/November 2013
The information contained herein is based in part on data reported by IRI through its Market Advantage service as interpreted solely by Time Warner Sales & Marketing and/or Dechert-Hampe & Co.
(Copyright© 2013), Information Resources, Inc.). The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of the
foregoing, specific data points may vary considerably from other information sources. Any opinions expressed herein reflect the judgment of Time Warner Sales & Marketing and/or Dechert-Hampe & Co.
and are subject to change. IRI disclaims liability of any kind arising from the use of this information.
14
Shoppers Rated Gum/Mints & Magazines as the Most
Important Products at Checkout Counters
% Shoppers Rating Category as Somewhat, Very or
Extremely Important to Carry on the Front-End Checkstand
GumGum/Mints
& Mints
93%
Magazines
Magazines
93%
Lip Care
87%
Phone/Gift Cards
87%
Non-Carbonated Drinks
84%
Batteries
81%
Candy
69%
Nutrition Bars
61%
Carbonated Soft Drinks
Salty Snacks
59%
52%
Source: Eye Tracking Research, 2013
15
Retailers Need to Make Wise Front-End Checkout
Space Decisions Based on Consumers’ Shopping Habits
% Respondents
Looking at products at the checkout counter
gives you something to do while waiting in line
84%
bide their time waiting to check out
The checkout counter contains a lot
of products that you don’t need
66%
You like to read magazines while
waiting in line at the checkout
65%
 66% of shoppers believe items at checkout
counters are unnecessary for them
 65% of shoppers enjoy reading magazines
while waiting in line at checkout
You often buy products on impulse when
you see them at the checkout counter
44%
You sometimes select an item from one checkout
counter & then go to another lane to check out
Sometimes you have to look at all of the checkout
counters in the store just to find an item you want
 Consumers use in-line distractions to
27%
16%
 Consumers do not generally pick a lane for
You often select a certain checkout lane
because of the items displayed there
14%
You sometimes get frustrated trying to find a
particular item you want at the checkout counter
3%
the items displayed there
Note: results denote a response of “Agree Somewhat” (4) or “Agree Completely” (5)
Source: TWR In-Store Survey, March 2013
16
Eye Tracking Can Help Identify Visual Hotspots In Checkout
Lines
Source: Eye Tracking Research, 2013
18
Shoppers Spend Time Looking at All Areas of an Endcap
Generally the top 3 or 4 tiers of the end cap get the most viewing time
Left Customer End Cap*
1.73 sec
95 %
3.01 sec
97 %
3.02 sec
97 %
2.45 sec
98 %
1.39 sec
63 %
Best Practice
Right Customer End Cap*
1.94 sec
87 %
3.89 sec
95 %
1.75 sec
92 %
2.02 sec
84 %
0.95 sec
45 %
Make sure that the top tiers are carrying top selling magazines
Source: Eye Tracking Research, 2013
* % of shoppers viewing tier & amount of time spent viewing same
19
Most Viewing Time is Spent Viewing Items Before the Belt
Upon Entering the Lane
Customer Left*
2.27 sec
84 %
2.45 sec
82 %
4.19 sec
81 %
Best Practice
Make sure top selling items are merchandised in these hot spots
Source: Eye Tracking Research, 2013
* % of shoppers viewing tier & amount of time spent viewing same
20
Many Retailers Block Highly Productive End Caps
With Secondary Display Merchandising
Source: Eye Tracking Research, 2013
21
Secondary Displays Significantly Reduce
Time Spent Viewing the Primary Display
No Blockage*
4.69 sec
98 %
Blockage: 5-Hour Energy*
4.99 sec
99 %
3.88 sec
100 %
1.04 sec
87 %
2.89 sec
96 %
6.12 sec
100 %
4.16 sec
97 %
Blockage: Kind Bar*
6.73 sec
100 %
0.7 sec
27 %
0.9 sec
1%
9.63 sec
100 %
0.6 sec
28 %
0.84 sec
7%
1.81 sec
67 %
Total Primary Display Viewing:
21.94 sec₮
Total Primary Display Viewing:
13.2 sec ₮
Total Primary Display Viewing:
10.6 sec₮
Consider Are secondary displays important enough to distract from primary displays?
Source: Eye Tracking Research, 2013
* % of shoppers viewing tier & amount of time spent viewing same; ₮ Includes Visual Attention allocated to the endcap and arm rack segments on Customer Right
22
Total Checkout Sales Were Impacted By Secondary Displays
Secondary displays can & DO have a negative effect on total checkout sales
Total Checkout Unit Sales
% Change
Secondary
Display:
5-Hour Energy
Secondary
Display:
Kind Bar
-19%
-41%
Source: Eyetracking Research 2013, DHC Analysis
23
Summary
1
When a secondary display is present, it attracts almost 40% of shoppers’
visual attention away from the primary display
2
The negative impact is greatest for the blocked tiers, but there is also an
effect on the unblocked tiers
3
The secondary display is often the first area shoppers examine as they
approach the checkout & may be the only thing they see when they don’t
have to wait in line
24
94% of Active Front-End Shoppers Become Buyers
Converting more of the front-end traffic into shoppers can drive greater incremental sales
Overall Front-End Path to Purchase**
Front-End Traffic
Glance Shoppers
Active Shoppers
Buyers
18,266
7,538
41%
1,763
23%
1,665
94%
10% of consumers
become Active Shoppers
*$ sales assuming each buyer purchased 1 item at Front End. Traffic – Store visitors
who passed by category; Shoppers – Traffic that stops to interact with category; Buyers
– Shoppers who make a purchase from category
*Source: Videomining Research, 2013
**Data represented per store per week
25
Leverage High Shopper Conversion At Front-End By Engaging More
Traffic
Improving Traffic to Shopper Conversion by 1% nationwide could add over $560M in Revenue
Front-End Growth Opportunity: What If Analysis
Shopper Metrics/Week/Store
Current Scenario
Traffic to Shopper
Conversion
Increased by 1%
Net Change
Front-End Traffic to Shopper Conversion
10%
11%
1%
Shopper Conversion
94%
94%
––
Shoppers
1,763
1,946
183
Buyers
1,665
1,837
172
$2,849.39
$3,144.55
$295.16
$148,168.28
$163,516.39
$15,348.11
$15,348.11
Weekly Sales
Annual Front-End Sales
Shopper Conversion - % of shoppers who made a purchase
*Approximately 36,500 Grocery stores. http://www.fmi.org/research-resources/supermarket-facts
*Source: Videomining Research, 2013
Nationwide
Annual
Category Sales
Increase:
$560.21M
26
While 75% of consumers Shopped Multiple Categories, Most
Everyone Bought Only 1 Item from the Checkstands
There is an opportunity to build baskets & drive front-end sales by
enticing shopper to purchase more than one item
Front-End Shopping & Purchasing Incidence Distribution
99%
43%
24%
20%
1
1%
0%
2
13%
3
0%
4
0%
0%
5+
# of Categories
% Shoppers (N=158,699)
% Buyers (N=149,848)
Traffic – Store visitors who passed by category; Shoppers – Traffic that stops to interact with category; Buyers – Shoppers who make a purchase from category
Source: Videomining Research, 2013
27
Converting Active Shopper to Buyers Is High Across All Lanes
Traditional lanes do a better job of converting Glance Shoppers to Active Shoppers
Overall Front-End Path to Purchase by Lane Type
Front-End Traffic
Traditional
Lane
11,578
Express
Lane
2,627
Self-Checkout
Lane
4,162
Consider
Glance Shoppers
Active Shoppers
Buyers
6,065
52%
1,126
43%
1,189
29%
1,616
27%
56
5%
94
8%
1,517
94%
55
98%
92
98%
What merchandising techniques can be used on Express & Self-Checkout
Lanes to convert more Glance Shoppers into Active Shoppers?
*$ sales assuming each buyer purchased 1 item at Front End. Traffic – Store visitors who passed by category; Shoppers – Traffic that stops to interact with category; Buyers – Shoppers who make a purchase from category
*source: Videomining Research, 2013
28
Conversion rates Vary by Category & Type of Shopper
Conversion Rates of Front-End Category
Front-End Traffic
Glance Shoppers
Active Shoppers
Buyers
Avg $/Unit
Total Front-End
Checkstand
18,266
41%
23%
94%
$1.71
Beverages
14,718
13%
59%
74%
$1.64
Candy
16,299
24%
16%
66%
$1.09
Gum & Mints
18,266
25%
8%
64%
$1.52
HBC
3,688
8%
79%
6%
$1.70
Magazines
18,266
21%
24%
20%
$3.70
•
•
•
•
Gum/Mints, Candy & Magazines have a higher conversion rate of Glance Shopper
HBC converts the highest percentage of Glance Shoppers into Active Shoppers followed by Beverages
Beverage converts 74% of Active Shoppers into Buyers followed by Candy (66%) & Gum/Mints (64%)
Magazines price the highest dollar sales per unit
29
Seven Key Insights for Checkout Optimization
1
The power categories of Beverages, Magazines & Confectionery generate over 90%
of front-end checkout sales
2
Improving C/O Shopper Conversion by 1% nationwide could add over $560M in
Revenue Annually ($15,350 per store)
3
Merchandising the Power Categories on every lane is critical
4
Shoppers spend more time looking at the Customer Left Arm & ROS top tiers when
approaching checkout. Power Categories must be available in these areas
5
Secondary displays detract significantly from primary end-cap displays
6
Most C/O categories are not growing in step with historical growth rates; ensure
that quality and space of space is allocated those categories/items with the highest
sales potential
7
Focus should also be provided on those categories that get a higher percentage of
their total store sales from the front-end checkouts. Those categories are primarily
Magazines & Gum.
30
Recommendations
• Of foremost importance the research reconfirms the importance of the power
categories (Beverages, Confectionery, & Magazines) to front-end checkstands.
Retailers need to focus on the appropriate merchandising efforts, across all types
of lanes, for these key categories to drive the highest incremental sales.
• Focus should also be provided on those categories that get a higher percentage
of their total store sales from the front-end checkouts. Those categories are
primarily Magazines & Gum.
• Temporary Displays in front of the checkstand endcaps do not drive incremental
sales. Find other locations for those temporary displays.
• Make sure that key products are being carried in the checkstand hotspots.
• Try new/different merchandising approaches to help drive higher conversion
rates and increase front-end basket size. These efforts will be rewarded;
potential best practice grow could yield +$15,350 (incremental sales per store).
31
Appendix A
Granular
Consumer Insights
32
Rating of Important Kinds of Product to Have Available at the
Front-End – All Products
% Shoppers Rating the Category as Somewhat, Very or Extremely Important
to Carry at the Checkout Counters
Category
Purchase Ever
Gum & Mints
93%
Magazines
93%
Lip Care (lip balm, etc.)
87%
Phone/Gift Cards
87%
Non-Carbonated Drinks
84%
Batteries
81%
Candy
69%
Nutrition Bars
61%
Carbonated Soft Drinks
59%
Salty Snacks (chips, pretzels, etc.)
52%
Oral Care (toothbrush, floss, etc.)
49%
Cookies Crackers
48%
Other Snacks
45%
Other
33%
Books
31%
Film/Disposable Cameras
29%
Cosmetics
28%
Razors/Blades
24%
Cigarettes/Tobacco
23%
Audio/Video/CED
14%
Source: TWR In-Store Survey, March, 2013
33
Items Most Purchased by Consumers – All Categories
Did you Purchase These Items At Checkout?
(% of Respondents)
Category
Purchase Ever Purchase Today
Other Items
6%
11%
Cigarettes/ Tobacco
9%
8%
Phone/Gift Card
24%
3%
Oral Care
17%
3%
Lip Care
37%
3%
Cosmetics
13%
5%
Audio/ Video/ CD
9%
0%
Books
11%
3%
Razors/ Blades
16%
0%
Film/ Disposable Cameras
10%
0%
Batteries
30%
0%
Other Snacks
21%
16%
Nutrition Bars
21%
14%
Salty Snacks
28%
24%
Cookies/ Crackers
22%
19%
Non-Carbonated Drinks
45%
35%
Carbonated Soft Drinks
41%
11%
Magazines
48%
11%
Gum/ Mints
74%
46%
Candy
53%
32%
Source: TWR In-Store Survey, March, 2013
34
Category Purchase Frequency - All Categories
How frequently would you say you
buy these products?
(% of Respondents purchasing once a month or more)
Cigarettes/ Tobacco
57%
Phone/Gift Card
18%
Oral Care
44%
Lip Care
35%
Cosmetics
37%
Audio/ Video/ CD
20%
Books
27%
Razors/ Blades
38%
Film/ Disposable Cameras
16%
Batteries
22%
Other Snacks
57%
Nutrition Bars
51%
Salty Snacks
63%
Cookies/ Crackers
68%
Non-Carbonated Drinks
63%
Carbonated Soft Drinks
52%
Magazines
38%
Gum/ Mints
73%
Candy
62%
Source: TWR In-Store Survey, March, 2013
35
Impulse Purchases – All Categories
Do you plan to buy the product you purchased before
you come into the store?
(% of Respondents purchasing category on impulse)
Cigarettes/ Tobacco
10%
Phone/Gift Card
19%
Oral Care
9%
Lip Care
54%
Cosmetics
53%
Audio/ Video/ CD
85%
Books
92%
Razors/ Blades
15%
Film/ Disposable Cameras
58%
Batteries
36%
Other Snacks
52%
Nutrition Bars
38%
Salty Snacks
50%
Cookies/ Crackers
48%
Non-Carbonated Drinks
60%
Carbonated Soft Drinks
56%
Magazines
90%
Gum/ Mints
67%
Candy
90%
Source: TWR In-Store Survey, March, 2013
36
Consumers Felt That There Were Key Categories That Need To Be
Stocked At The Checkout
How important do you think it is for the following products to be available at the checkout?
(% of Respondents)
9%
11%
12%
22%
6%
11%
2%
5%
3%
5%
6%
4%
6%
10%
3%
6%
5%
5%
2%
6%
12%
15%
17%
14%
22%
18%
21%
1%
2%
15%
10%
20%
27%
5%
20%
15%
1%
2%
8%
7%
12%
20%
22%
5%
19%
11%
5%
2%
5%
2%
0%
4%
19%
31%
34%
35%
31%
35%
37%
41%
79%
76%
70%
54%
68%
70%
77%
82%
89%
85%
94%
70%
69%
Extremely Important
52%
41%
31%
40%
37%
38%
Very Important
Somewhat Important
19%
Not Important
Gum/mints, magazines, lip care & phone/gift cards were rated high
37
Source: TWR In-Store Survey, March, 2013
Most Shoppers Spent 5 Minutes Or Less
Waiting In Line & Checking Out
Shoppers spent more time shopping in store than
they had originally intended
• 71% intended on spending 0-20 minutes
shopping, yet only 47% actually did so
Time Spent Waiting in Line & Checking
Out of Store (minutes)
2%
12%
0-5
45%
6 to 10
36%
11 to 20
33%
86%
26%
18%
11%
7%
6% 6%
1%
0-10
11 to 20
21-30
31-40
Intended Shop Time
41-50
3% 4%
51-60
0%
2%
61-120
Actual Shop Time
40% of shoppers actually spent 21-40 minutes in store,
vs. 19% intending to spend 21-40 minutes
38
Source: TWR In-Store Survey, March, 2013
Magazines Are Highly Impulsive Which Will Help
Drive Front-End Incremental Sales
Do you plan to buy magazines before
you come into the store, or do you
decide to buy them at checkout?
10%
48%
Impulse
Plan
11%
Purchased Magazine
Today
90%
Purchase Magazine
Ever
How important do you think it is for
magazines to be available at the checkout?
12%
• Almost 50% of shoppers have purchased a
magazine from the front-end checkstand
• Shoppers felt that it was important to have
magazines at the front-end checkstands
31%
Extremely Important
20%
Very Important
Somewhat Important
Not Important
37%
39
Source: TWR In-Store Survey, March, 2013
Products Displayed At Checkout Play An Important Role
In Engaging & Entertaining Shoppers
Percent Of Respondents
“Looking at products at the checkout counter gives you something to do while waiting in line”
“The checkout counter contains a lot of products that you don’t need”
“You like to read magazines while waiting in line at the checkout”
“You often buy products on impulse when you see them at the checkout counter”
“You sometimes select an item from one checkout lane & then go to another to check out”
“Sometimes you have to look at all of the checkout counters just to find an item you want”
“You often select a certain checkout lane because of the particular items displayed there”
“You sometimes get frustrated trying to find a particular item you want at the checkout counter”
84%
67%
67%
41%
26%
16%
13%
3%
2/3 of respondents like to read magazines while waiting in line at the checkout
40
Source: Eye Tracking Research, 2013