Using data to better understand customer behaviour to drive store opening hour changes.

Waitrose was opening their doors on average 65 hours less a month than their competitors. They knew there was a significant opportunity to extend their hours. 


However the partnership needed to understand this better if they were going to vote in favour of extra hours.

Waitrose wanted to know when customers were shopping at competitors near their stores to understand the opportunity to extend their opening hours

  • We looked at customer supermarket behaviour by time and day of transaction
  • Using Visa data, we then identified where Waitrose customers shop outside of normal opening hours and how much they spend
  • This project was tested on 11 stores with 1 month’s worth of transactions

Opening hours were not only extended, but flexed to meet local market conditions

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