COVID-19 movement case study shows supermarket traffic remains steady during pandemic: Melbourne

Original article by Roy Morgan
Market Research Update – Page: Online : 29-Apr-20

Research firm Roy Morgan has partnered with leading technological innovator UberMedia to analyse movements at specific supermarket locations within Sydney and Melbourne during the coronavirus lockdown. Analysing the movement at Coles Williamstown in Melbourne’s Inner Western suburbs shows panic buying peaking on the weekend before the first restrictions were introduced on Sunday March 15. Visitor numbers have declined gently over the weeks since this peak and are now tracking slightly below average levels of movement seen earlier in the year. In contrast to the Coles in Williamstown, we have noticed sharp drop-offs in movement data for several key locations around Melbourne including the airport, Arts Centre, Botanic Gardens, Chinatown, Federation Square, Flinders Street Station, Museum and Exhibition Buildings, Southern Cross Station, Williamstown Beach Station and the Zoo. There have also been rapid declines in movement data for several key general shopping destinations including Chadstone, Highpoint, Southland, The Glen, Werribee Shopping Centre and Costco Docklands.


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