Visits to top retailers in the U.S. continued to be affected by the COVID-19 pandemic in the fourth quarter of 2020, according to visitation patterns tracked by location data company InMarket.
Several other retailers saw dwell times swell by at least a minute. The list spanned Target (up exactly one minute to 34.10 minutes), Fred Meyer (up 1.22 to 28.77) and King Soopers (up 1.07 to 26.73) along with some more surprising names from the office and home improvement channels: Office Depot (up 1.50 to 28.28), Staples (up 1.11 to 25.59) and Ace Hardware (up 1.02 to 26.29).
In addition to BJ’s, the handful of other retailers that had shoppers shortening trips during the fourth quarter were H-E-B (down 0.44 to 30.00 minutes), Giant Food (down 0.47 to 24.90), Rite Aid (slipping 0.06 to 16.51), Family Dollar (down 0.32 to 14.81), Dollar General (slipping 0.13 to 13.44), Walgreens (down 0.21 to 12.97) and the biggest loser, Amazon Go (down 0.63 to 9.58). The dwell time at Speedway increased 0.19 to 7.81 minutes but the convenience-store chain retained its spot at the bottom of the list with the shortest average trip length of any retailer measured.
Most of the retailers that lost dwell time also saw some erosion of trip frequency. The loyalty index (measured by the average number of repeat visits an individual shopper made to a store from October to December) decreased quarter over quarter at BJ’s (down 0.05 to 1.60), Walgreens (down 0.03 to 2.86), Family Dollar (slipping 0.01 to 2.63), Rite Aid (falling 0.04 to 2.67), Giant (down 0.07 to 3.13) and H-E-B (down 0.08 to 3.81) while increasing at Amazon Go (up 0.13 to 2.80) and Dollar General (up 0.02 to 3.10).
The full retailer visitation and loyalty report with data for more than 45 top U.S. retail chains is attached at right. Institute members can also view individual retailer snapshots tracked over time within the Market Position and Strategy Overview section of the respective retailer profiles.
Check back next quarter as we continue to track the InMarket data and dive deeper into the trends as they develop.