A new profiling solution has been launched to offer enhanced understanding of customers’ shopping behaviour in the convenience store sector. 

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‘C-View’ combines Harris International Marketing’s (HIM) Convenience Tracking Programme with MOSAIC, global information solutions company Experian’s geodemographic segmentation tool. It provides detailed information on the type of people that visit stores and their individual buying behaviour, as well as insight into the reasons for store visits and how far customers are prepared to travel to shop.


This information, said Experian, facilitates improved decision making across a range of vital business areas including product mix, promotions, prioritising stores for refits and reformatting and new site selection/evaluation.


Nick Timpson, head of FMCG and grocery retail within Experian’s micromarketing division, commented: “We have identified an acute need for retailers and manufacturers to better understand the profiles, influences and buying propensities of their local markets, to continue to drive sales and share of market.”


Mike Greene, CEO of HIM, explained: “C-View ultimately provides retailers and manufacturers with an enhanced view of the convenience store customer. It facilitates improved decision making across a range of vital business areas including product mix, promotions, prioritising stores for refits and reformatting and new site selection/evaluation.

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“A major benefit of C-VIEW is that it enables both retailers and manufacturers to have greater confidence in areas such as site assessment and acquisition, as well as current and new branch profiling, ranging, staffing, pricing and promotions.”