The CVS Shopper - US - February 2016
Background and Methodology
 
Background and objectives
Mintel is piloting a program of syndicated reports focused on shoppers at a variety of channels and retailers within each channel. Within a particular retailer, shopper perceptions and behaviors regarding specific categories (ie Beauty, Grocery/Food/Drink) are further explored. This research has been independently conducted by Mintel and not in partnership with any retailers mentioned in any of the reports. 

This report focuses on the CVS shopping experience, including:

●	The profile of a CVS shopper
●	Why customers shop at CVS
●	Areas where CVS performs well
●	Barriers and opportunities for CVS to consider
●	Trip drivers and preshopping behaviors
●	Categories shopped/purchased, including Grocery/Food/Drink, Personal Care, Household, Medicines & Treatments, Beauty, Vitamins & Supplements, Diet & Nutrition, Baby & Child, Home Healthcare, and Sexual Wellness.
●	Deep dive into some categories, including: salty snacks, candy/gum/mints, beverages, makeup, cleaning supplies, and body wash/soap.

Methodology
Quantitative methodology
A 15-minute online quantitative survey was conducted in July 2015 among 1,003 primary CVS shoppers aged 18+ (made a nonprescription purchase at CVS in the past month). Respondents were representative of the US census for gender, age, and race/ethnicity; from there respondents self-identified as primary shoppers of either CVS or Walgreens. For the purposes of this report, the CVS data are presented.

●	Note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.

Qualitative methodology
An online community board was used among a sample of 20 regular shoppers of CVS stores. The panel was six days in length. Fieldwork took place in October 2015 among adults ages 20-64 who have visited CVS in the past week and who go at least two times per month regularly. Respondents were asked to engage in a series of activities, which included:

●	Retail consideration set exercises (why they choose CVS versus other channels, competitors)
●	Personification of retailers, including CVS and competitors
●	Exercises to explore trip drivers to CVS
●	Reasons for visiting CVS specifically, reflections of experiences with CVS
●	A mobile CVS shopping mission designed to provide real-time exploration of key categories within CVS as well as self-reflection exercises after the shopping mission