---
title: The Top 5 Consumer Behavior Data Insights for Retail
description: Azira surveyed retail business leaders on how they use consumer behavior data - here are the top 5 insights they get and what those insights can enable.
image: https://business.azira.com/hubfs/retail-2pager-featured-image.jpg
---

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# The Top 5 Consumer Behavior Data Insights for Retail

---

Azira surveyed 261 retail business leaders on how they use consumer behavior data - here are the top 5 insights they get and what those insights can enable.

![onepager-mock-retail-1](https://business.azira.com/hs-fs/hubfs/onepager-mock-retail-1.webp?quality=high&width=870&height=1001&name=onepager-mock-retail-1.webp "onepager-mock-retail-1")

## #1: Path to Purchase - What is it and why does it matter?

See where a consumer was before & after visiting a location to understand how they travel & shop.

![site-selection-4-1](https://business.azira.com/hs-fs/hubfs/site-selection-4-1.png?quality=high&width=1903&height=1009&name=site-selection-4-1.png "site-selection-4-1")

### Operations Use Cases:

- **Site Selection** - assess locations for ease of access
- **Store Formatting & Merchandising** - identify opportunities based on other stores they visit

### Marketing Use Cases:

- **OOH Advertising & Attribution** - see which OOH ads customers are passing by
- **Winning Over Competitors’ Customers** - send special *offers to competitors’ shoppers*

## #2: Demographics - What is it and why does it matter?

Characteristics including age, race, gender and HHI which are critical for defining customer profiles.

### Operations Use Cases:

- **Customer Insights** - build a profile for your ideal customers
- **Store Formatting & Merchandising** - customize offerings based on demographics of the area

### Marketing Use Cases:

- **Personalize Messaging** - personalize ad messaging by demographic groups
- **Optimize By Demo** - optimize ads according to which demographics they’re resonating with

![demographics-1-1](https://business.azira.com/hs-fs/hubfs/demographics-1-1.png?width=1883&quality=high "demographics-1-1")

## #3: Work Location - What is it and why does it matter?

Common daytime locations during work hours updated monthly - work location impacts shopping behavior.

![work-location-1](https://business.azira.com/hs-fs/hubfs/work-location-1.png?quality=high&width=1884&height=1044&name=work-location-1.png "work-location-1")

### Operations Use Cases:

- **Market Research** - see how evolving work patterns affect downtowns and suburbs
- **Trade Area Analysis** - understand your trade areas relative to where people work

### Marketing Use Cases:

- **Audience Targeting** - find audiences that work near your locations to target with relevant offers
- **Win Back Customers** - near their work with offers for a store near their home or new office target customers who used to visit a location

## #4: Visits by Time of Day - What is it and why does it matter?

Visits aggregated by hour which can help you optimize staffing, inventory & marketing efforts by time of day.

### Operations Use Cases:

- **Staffing & Inventory** - ensure your location has the staff and inventory it needs at all hours
- **Site Selection** - understand potential locations based on time of day patterns

### Marketing Use Cases:

- **Special Offers** - drive more traffic to your location during off-hours with special offers
- **Loyalty Programs & Event Planning** - plan for loyalty rewards events during the popular times of day

![visits-by-time-of-day-1](https://business.azira.com/hs-fs/hubfs/visits-by-time-of-day-1.png?width=1883&quality=high "visits-by-time-of-day-1")

## #5: Trade Area - What is it and why does it matter?

How far consumers travel to any store or shopping center based on actual patterns vs. outdated rules of thumb.

![trade-area-1](https://business.azira.com/hs-fs/hubfs/trade-area-1.png?quality=high&width=1884&height=1044&name=trade-area-1.png "trade-area-1")

### Operations Use Cases:

- **Cannibalization** - understand cannibalization across multiple locations in the same market
- **Competitive Intelligence** - see competitor trade areas and identify opportunities

### Marketing Use Cases:

- **Customer Insights** - see where customers are willing to travel and build a relationship with them
- **Audience Curation** - target people within a trade area to maximize advertising ROI

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