One trip to the grocery store is never enough. WorkPlace Impact found in a recent survey that working women are making frequent trips to grocery stores in personal time that bumps up right against the workday.
According to the survey, 49 percent of working female consumers are making millions of trips between Monday and Friday. What’s more, 46 percent of the women that WorkPlace Impact surveyed reported that they regularly purchase groceries on their way to or from the office or during a lunch break.
Given these insights, WorkPlace Impact concluded that consumer packaged goods (CPG) companies that want working women to purchase their products should target these consumers closest to the time and the place they are making those purchasing decisions—at work.
Further affirming that working women often have groceries on their mind during the workday, the study also found that 84.4 percent of the women surveyed said they regularly or occasionally add items to their grocery shopping lists at work.
“We’re finding an increasing blending of work and personal lives among working consumers. We weren’t surprised to learn that working women are so frequently making grocery shopping decisions during the workday,” said Tara L. Peters, Director of Marketing of WorkPlace Impact. “WorkPlace Impact’s ability to put marketing messages into the hands of working women in the workplace distinguishes us as a particularly effective marketer to CPG and grocery retail brands.”
Their findings are gathered in “From Planning to Purchase: The Shopping Patterns of Working Women”, which surveyed 1,340 American working female consumers. Media and marketers who wish to read the report can request a copy by email at firstname.lastname@example.org.