‘Pit Strategy’ has retailers looking to the workplace for increased ROI.

In motorsports , choosing the optimum pit strategy of how many stops to make and when to make them is crucial to having a successful race. In today’s troubled economy, with gas prices topping off at nearly $4 a gallon, a new study from consumer intelligence firm BIGresearch suggests cash-strapped consumers are calculating their own pit strategy— to save both time and money.

In one year’s time, gas prices have more than doubled, resulting in a 20% increase in the number of consumers opting to “drive less.” Indeed, nearly ≤ of all working Americans indicate they are consolidating their shopping trips and making purchases on the commute route to and from work, where they spend an average of 48 minutes per day.

“It used to be that an afternoon of shopping was considered a leisurely pursuit. Now, with soaring fuel costs, it’s all about getting in and out with as few unscheduled stops as possible,” said Stephanie Molnar, CEO of WorkPlace Media, the nation’s leading experts on the workplace. “Retailers would do well to recognize the value of reaching consumers at their workplace, where they usually plan their pit strategy.”

Commute Route Pit Strategy

Not surprisingly, pit stops involve refueling— but not the kind you might think. Rather, 74% of at-work consumers report regularly or occasionally dining out during the workday, with another 72% purchasing food, beverages or other grocery items. And offering further proof that some people are willing to starve for beauty, 53% of at-work consumers confess to spending their lunch break shopping for beauty care products and cosmetics, 61% for apparel, 48% for shoes and 24% for jewelry and watches.

For the Health of It

Just because the health of the economy has taken a turn for the worse doesn’t mean consumers are willing to accept the same fate. They may be making fewer pit stops, but more than half of all at-work consumers, 56%, are ensuring their bodies will go the long run by regularly purchasing medicines, vitamins and supplements on the commute route.

Practically Speaking

Even with a dramatic surge in workday shopping trips traditionally reserved for weekends, some workday errands will never change. 49% of respondents report utilizing the commute route for the mundane chores of picking up dry-cleaning and purchasing new eyewear.

Start Me Up

And in the true spirit of motorsports, 35% of workers use the commute route to— what else?— have their car serviced with new tires, oil changes, etc.

So, what do these dramatic changes in consumer shopping behavior mean for retailers who are also feeling the strain? “Drastic changes in shopping behavior call for drastic changes in marketing methods. As a result, aggressive retailers are leveraging the commute route for retail activation and influencing purchasing decisions,” said Molnar.

For more information at http://www.workplace-media.com