Night shoppers in the “open 24 hours” supermarket: a profile
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 6 February 2007
Abstract
Purpose
The paper aims to explore the characteristics of night shoppers at a large, out of centre UK supermarket which is “open 24 hours”.
Design/methodology/approach
An exploratory study of one such store based on short interviews with a stratified random sample of shoppers who completed their shopping between 22.00 and 08.00. Data were collected on customer demographics and shopping patterns.
Findings
It is shown that shopping is concentrated in the late evening and early morning with only low sales in the midnight to 6 a.m. time period. Shoppers, predominantly car users, are split equally between males and females although the females tend to be younger. Few people over 50 use the night shopping facility. Virtually all shoppers are in employment and many are engaged in shift working. The shoppers can be dichotomised into two groups: the weekly shoppers and the essential shoppers. A further categorisation of these two broad groups is proposed.
Practical implications
Provides retail management with a profile of the night shopper.
Originality/value
One of the first detailed studies of the night shopper in large supermarkets which are open 24 hours.
Keywords
Citation
Richbell, S. and Kite, V. (2007), "Night shoppers in the “open 24 hours” supermarket: a profile", International Journal of Retail & Distribution Management, Vol. 35 No. 1, pp. 54-68. https://doi.org/10.1108/09590550710722341
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited