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Working women make frequent trips to grocery stores on personal time that bumps up right against the workday, according to insights from WorkPlace Impact, a Cleveland-based marketing company that targets consumers directly at work.
According to the survey, half (49 percent) of working females are making millions of trips to the supermarket between Monday and Friday alongside 46 percent of WorkPlace Impact survey participants who reported that they regularly purchase groceries on their way to or from the office or during a lunch break.
Accordingly, WorkPlace Impact advises consumer packaged goods (CPG) companies seeking to boost connections with working women to target promotional outreach closest to the time and the place they are making those purchasing decisions – at work.
Further affirming that working women often have groceries on their mind during the workday, the study also found that 84.4 percent of the women surveyed said they regularly or occasionally add items to their grocery shopping lists at work.
“We’re finding an increasing blending of work and personal lives among working consumers," said Tara L. Peters, director of marketing for WorkPlace Impact, who noted little surprise "to learn that working women are so frequently making grocery shopping decisions during the workday.”
The survey's findings were gathered in WorkPlace Impact's “From Planning to Purchase: The Shopping Patterns of Working Women" report, which surveyed 1,340 American working female consumers and which is available via a request to [email protected].