Forefront Communications

Supermarket News: Lower Prices Sustaining Traffic Gain at Whole Foods – Report

Mark Dowd

Mark Dowd

Amazon’s initial announcement of lower prices at Whole Foods Markets contributed to a 17% year-over-year rise in foot traffic to Whole Foods stores the week of Aug. 28, with traffic still up modestly by mid-September, according to a new report.

Thasos Group, a New York-based research firm, based its report on mobile phone location data that also indicated that Walmart, Kroger and Costco were the leading sources of Whole Foods shoppers during the first week, and that Trader Joe’s, Sprouts and Target saw the greatest percentage of their shoppers defect to Whole Foods in that initial period. The lower prices also tended to draw wealthier customers from competitors, the report said.

Amazon completed its acquisition of Whole Foods Aug. 28 and concurrently announced a round of everyday lower prices. The Thasos report said Whole Foods’ traffic on Aug. 28, the first day of the lower prices, was up by 31% from the same day last year. By the week ending Sept. 16, traffic was up 4% on a year-over-year basis.

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