Table of Contents
Key Takeaways
-
- CVS shoppers praise the ExtraCare program
- Organization and brand offerings appeal to CVS shoppers in many categories – Beauty and sweet snacks stand out
- Retaining shoppers
- Increase basket size among planners
- CVS shoppers are likely to proactively engage with the brand prior to shopping trips
Who Is the CVS Shopper?
-
-
- Figure 1: Demographic profile of CVS shoppers
- Shopper demographic profile summary: Women and Hispanics are key demographics for CVS
- Spotlight on women: 54% of CVS shoppers are female
- Spotlight on Hispanics: Nearly one in five shoppers are Hispanic
-
Why Shop at CVS?
-
-
- Figure 2: Key importance and performance metrics for CVS
- Convenience
- Rewards program
- Selection
- Price/promotions
-
Areas Where CVS Excels
-
- ExtraCare program
- In their words…
- Product selection
- In their words…
- Convenience
- In their words…
Challenges Shoppers Have at CVS
-
-
- Figure 3: Reasons for not making purchase among those who shopped, but did not purchase an item at CVS
- Price
- In their words…
- Website
- In their words…
- Employee engagement
- In their words…
-
Trip Drivers and Preshopping Activity
-
- Planning is common among CVS shoppers, yet they may be swayed to buy items on impulse
- Opportunity: Planners
- Opportunity: Impulse shoppers
-
- Figure 4: Planned versus unplanned purchases, among those who purchased at least one item at CVS
- More than one quarter of shoppers are persuaded by visual cues
-
- Figure 5: Influencers of purchasing unplanned item, among those who did not plan to purchase an item, but did
- Mindset: Seeking specific items
- In their words…
- Mindset: Routine trip, often driven by weekly promotions
- In their words…
-
- Figure 6: Reason for last visit to CVS
-
- Figure 7: Preshopping influencers for CVS trips
- Figure 8: Preshopping activities for CVS shoppers
Shopping by Category
-
-
- Figure 9: Category purchases made at CVS
- Figure 10: Perceptions of CVS categories
-
Grocery/Food/Drink
-
- What you need to know
- What are they buying?
-
- Figure 11: Grocery/Food/Drink items shopped for and purchased at CVS
-
- Figure 12: Specific Grocery/Food/Drink items that were planned purchases at CVS
- Demographic snapshot
-
- Figure 13: Specific Grocery/Food/Drink items purchased at CVS, by demographics
-
- Figure 14: Perceptions of the Grocery/Food/Drink category at CVS
-
- Figure 15: Where else do they shop for Grocery/Food/Drink?
-
- Figure 16: What else are they buying with Grocery/Food/Drink at CVS?
- Candy/gum/mints – Deep dive
- Candy/gum/mints aisle strengths at CVS
- In their words…
- Candy/gum/mints aisle weakness at CVS
- Candy/gum/mints decision process at CVS
- In their words…
- Salty snacks – Deep dive
- Salty snacks aisle strengths
- In their words…
- Salty snacks aisle weaknesses
- In their words…
- Salty snacks decision process
- In their words…
- Beverages – Deep dive
- Beverages aisle strengths
- In their words…
- Beverages aisle weaknesses
- In their words…
- Beverages decision process
- In their words…
Personal Care
-
- What you need to know
- What are they buying?
-
- Figure 17: Personal Care items shopped for and purchased at CVS
-
- Figure 18: Specific Personal Care items that were planned purchases at CVS
- Demographic snapshot
-
- Figure 19: Personal Care items purchased at CVS, by demographics
-
- Figure 20: Perceptions of the Personal Care category at CVS
-
- Figure 21: Where else do they shop for Personal Care?
-
- Figure 22: What else do they buy with Personal Care?
- Category deep dive – Body wash/soap
- Aisle strengths
- In their words…
- Aisle weaknesses
- In their words…
- Decision process
- In their words…
Medicines & Treatments
-
- What you need to know
- What are they buying?
-
- Figure 23: Medicines & Treatments items shopped for and purchased at CVS
-
- Figure 24: Specific Medicines & Treatments items that were planned purchases at CVS
- Demographic snapshot
-
- Figure 25: Specific Medicines & Treatments items purchased at CVS, by demographics
-
- Figure 26: Perceptions of the Medicines & Treatments category at CVS
-
- Figure 27: Where else do they shop for Medicines & Treatments?
-
- Figure 28: What else do they buy with Medicines & Treatments?
Household
-
- What you need to know
- What are they buying?
-
- Figure 29: Household items shopped for and purchased at CVS
-
- Figure 30: Specific Household items that were planned purchases at CVS
- Demographic snapshot
-
- Figure 31: Household items purchased at CVS, by demographics
-
- Figure 32: Household category perceptions at CVS
-
- Figure 33: Where else are they shopping for Household items?
-
- Figure 34: What else are they buying with Household items?
- Category deep dive – Cleaning supplies:
- Aisle strengths
- In their words…
- Aisle weaknesses
- In their words…
- Decision process
- In their words…
Beauty
-
- What you need to know
- What are they buying?
-
- Figure 35: Specific Beauty items shopped for and purchased at CVS
-
- Figure 36: Planned purchases in the Beauty category at CVS
- Demographic snapshot
-
- Figure 37: Specific Beauty items purchased at CVS, by demographics
-
- Figure 38: Perceptions of the Beauty Category at CVS
-
- Figure 39: Where else do they shop for Beauty items?
-
- Figure 40: What else do they buy with Beauty items?
- Category deep dive – Makeup
- Aisle strengths
- In their words…
- Aisle weaknesses
- In their words…
- Decision process
- In their words…
Vitamins & Supplements
-
- What you need to know
- What are they buying?
-
- Figure 41: Vitamins & Supplements shopped for and purchased at CVS
-
- Figure 42: Specific Vitamins & Supplements that were planned purchases at CVS
- Demographic snapshot
-
- Figure 43: Specific Vitamins & Supplements purchases, by demographics
-
- Figure 44: Vitamin & Supplements category perceptions at CVS
-
- Figure 45: Where else do they shop for Vitamins & Supplements?
-
- Figure 46: What else do they buy with Vitamins & Supplements?
Diet & Nutrition
-
- What you need to know
- What are they buying?
-
- Figure 47: Diet & Nutrition items shopped for and purchased at CVS
-
- Figure 48: Specific Diet & Nutrition items that were planned purchases at CVS
- Demographic snapshot
-
- Figure 49: Specific Diet & Nutrition items purchased at CVS, by demographics
-
- Figure 50: Diet & Nutrition category perceptions at CVS
-
- Figure 51: Where else do they shop for Diet & Nutrition?
-
- Figure 52: What else do they buy with Diet & Nutrition?
Sexual Wellness
-
- What you need to know
- What are they buying?
-
- Figure 53: Sexual Wellness items shopped for and purchased at CVS
-
- Figure 54: Specific Sexual Wellness items that were planned purchases at CVS
- Demographic snapshot
-
- Figure 55: specific Sexual Wellness items purchased at CVS, by demographics
-
- Figure 56: Sexual Wellness category perceptions at CVS
-
- Figure 57: Where else do they shop for Sexual Wellness?
-
- Figure 58: What else do they buy with Sexual Wellness?
Baby & Child
-
- What you need to know
- What are they buying?
-
- Figure 59: Baby & Child items shopped for and purchased at CVS
-
- Figure 60: Specific Baby & Child items that were planned purchases at CVS
- Demographic snapshot
-
- Figure 61: Specific Baby & Child items purchased at CVS, by demographics
-
- Figure 62: Baby & Child category perceptions at CVS
-
- Figure 63: Where else do they shop for Baby & Child?
-
- Figure 64: What else do they buy with Baby & Child?
Home Healthcare
-
- What you need to know
- What are they buying?
-
- Figure 65: Specific Home Healthcare items shopped for and purchased at CVS
-
- Figure 66: Specific Home Healthcare items that were planned purchases at CVS
- Demographic snapshot
-
- Figure 67: Specific Home Healthcare items purchased at CVS, by demographics
-
- Figure 68: Home Healthcare category perceptions at CVS
-
- Figure 69: Where else do they shop for Home Healthcare
-
- Figure 70: What else do they buy with Home Healthcare?
Back to top