The grocery store in the middle of the night is a very different place. It is quiet, empty, and a little bit strange. The shoppers who are there in the late-night hours are a unique and very valuable demographic for a retailer. They are the night-shift workers, the college students, and the insomniacs. Grocery chains are now using their data and surveillance systems to quietly study the habits of these late-night shoppers. They want to understand what makes them tick.
To Identify and Target Night-Shift Workers
The purchases of a late-night shopper tell a story. A cart that is filled with energy drinks, single-serving meals, and other “grab-and-go” items is a clear sign of a night-shift worker. The store’s data analytics team can use this information to identify this important demographic. They can then send them targeted, personalized coupons for the items they buy most often.
To Track the Purchase of “Vice” Items
The late-night hours are a prime time for “vice” purchases. This is when people are most likely to make an impulse buy of a pint of ice cream, a large bag of chips, or a case of beer. The store’s AI-powered camera systems can track how many people are visiting these specific aisles at night. This data is used to optimize the placement of these high-profit items.
To Measure the Effectiveness of Overnight Restocking
The overnight hours are when the store’s night crew is busy restocking the shelves. By tracking what the late-night shoppers buy, the store can get a pure and immediate signal of a product’s demand. The data is not skewed by any “out of stock” issues. This helps the store to make better decisions about its inventory and its ordering.
To Optimize Store Hours and Staffing
The data that the store collects on its late-night shoppers is also used to make important business decisions. The store can analyze the amount of foot traffic and the total sales that are generated during these quiet hours. This data helps the company to decide if it is profitable to stay open 24 hours a day. It also helps them to determine the right number of staff to have on the clock overnight.
The After-Hours Analysis
The grocery store’s data collection never sleeps. Even in the dead of night, the company’s powerful computer systems are watching and learning from the habits of their customers. The quiet, late-night shopping trip is a rich source of data. It provides a unique and unfiltered look into the needs of a specific and a very valuable group of consumers. The store is always watching. It is always trying to learn how to sell you more.
Do you ever go grocery shopping late at night? What have you noticed about the store at that hour? Let us know your experience!
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