The Unknown Shopper #2: ups and downs of the shopper conversion rate

The “Unknown Shopper” blog series analyze the impacts of the COVID in the grocery shopper behavior patterns. In our first post, we have focused on a category that was expected to see a high rate of change, Cleaning Supplies.

Mediar Conversion Funnel

In this second post, we will take a broader approach. We’ll look at how multiple categories have changed through the lenses of one of the most critical metrics of the in-store behavior analysis: the category conversion. It means the percentage of shoppers that have been exposed and engaged to a product category and actually bought it. Just like a funnel. It’s a vital metric to measure how effective that category is in converting a shopper into a buyer.

We will again analyze data from before and after the first COVID-19 case was reported in the country.

Top growing categories conversions

Disposables, as our number one growing category in shopper conversions, saw an increase of 36% during the period. It’s quite a lot, but It’s not a surprise. It is the category where you would find masks and gloves, products that before were not as efficient in converting a shopper as they are today. Sausages, Canned Goods, and Pasta are also justifiable as a top of the list. These products have an excellent shelf life and can be stored for longer times.

Bottom shrinking categories conversions

It seems that people are taking their stay-at-home quarantine very seriously. Camping is the worst-performing category, decreasing 50% in conversions. Also, with schools closed, stationery is not converting as many shoppers as it used to, with a 21% decrease. Because people are not socializing as much as they used to, clothing and beauty accessories also became a victim of this new shopping behavior, sinking 14% and 13% respectively.

The COVID19 crisis is a very fluid situation, and everyday new patterns are emerging in different categories and parts of the sales floor. Most of our customers are leveraging our real-time behavioral information to make decisions daily. Like this, the shopping experience can be improved and products made available on the shelf when they are most needed.

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