Case Study

Unlocking growth in convenience: shopper missions segmentation across markets

The convenience channel was growing rapidly, but the retailer lacked a clear understanding of how and why shoppers used it. Without this knowledge, it was difficult to design the right propositions, allocate resources effectively, or compete with rivals who were innovating in the space.

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My actions

- Designed and led a multi-country global study combining both quantitative surveys and qualitative ethnographic research.

- Developed a shopper missions segmentation, mapping the different reasons and occasions people shopped convenience stores (e.g., top-up, food-to-go, emergency purchase, treat).

- Analysed mission size, frequency, and profitability across markets to identify which missions drove the greatest value.

- Delivered actionable insights to senior stakeholders, showing how to tailor assortment, pricing, promotions, and in-store experience to target each mission effectively.

Results

- Provided the retailer with its first holistic view of shopper behaviour in the convenience channel across multiple countries.

- Identified the most profitable missions, enabling the business to prioritise investment and innovation where it mattered most.

- Insights directly informed category strategies and store formats, helping the retailer sharpen its competitive edge and unlock new growth opportunities.