Continuous insight into the Convenience shopper
CMA Shopper Report is a syndicated program that provides continuous insight into shopper behaviours in Convenience stores.
Through ongoing data collection, it delivers the kind of longitudinal granularity that allows retailers and suppliers to track, compare, and act on what matters most.
Most businesses make decisions based on incomplete pictures. Our programs bridge the gap between what you think your customers are doing and what they're actually doing, consistently delivering actionable, channel-specific intelligence.
CMA Shopper Voice
A monthly measure of how your customers feel about their experience in your store, and how that stacks up against the rest of the channel. Track it, benchmark it, and act on it.
Four key measures, every month:
NPS — Net Promoter Score
An overall score based on shoppers' most recent visit, measuring how likely they are to recommend your store to others.
Customer satisfaction
Measures satisfaction levels on a five-point scale across Environment, Service, Product and Value based on each shopper's last store visit.
Customer Experience Index (CEI)
A composite index calculated across Expectation, Preference and Feeling using a five-point scale and converted to a score between 0 and 100.
Competitive benchmarking
See how your scores compare against your competitive set within the channel. Track month-on-month changes to stay ahead of shifts in customer sentiment.
CMA Shopper Report
A continuous view of who's shopping in the Convenience Channel, what they're buying, and why, giving you the data to make smarter decisions across ranging, promotions, and in-store strategy.
The study captures a timely and continuous view of:
Shopper profiles
Gender, generation and segmentation to understand who is shopping in the channel.
Shopper behaviour
Missions, drivers and path to purchase. The why behind every visit.
Basket analysis
Categories bought together, pick-up location, and planned versus impulse purchases.
Promotional effectiveness
Role, awareness, and conversion of in-store promotional activity.
Loyalty
Usage, engagement, effectiveness and conversion of rewards programs.
Competitive benchmarking
Compare your key metrics against the channel average and your competitive set.
What we offer
Two programs,
one complete picture
CMA's shopper insight suite gives you the data and the depth you need, whether you're tracking channel-wide behaviour or measuring the quality of your customer experience.
Built for every corner of the channel
For retailers
Benchmark your performance against competitors on key metrics and compare your in-store shopper behaviours against the channel average. Know exactly where you're winning and where to focus next.
For suppliers
Gain an in-depth understanding of how shoppers interact with your category by retailer. Identify the moments that drive purchase, and the gaps that present growth opportunities.
