Convenience Measures Australia (CMA) and Fonto have jointly relaunched CMA Shopper Reports, a suite of syndicated insights products for Australia’s Petrol & Convenience (P&C) sector that connects what shoppers do and why they do it.
Combining CMA’s long-running Shopper Report programs and Fonto’s partnership with Mastercard Open Banking and Finance, the product merges person level transaction data with best-in-class research to understand P&C shopper decisions and behaviour from real customers in near real time.
“This is a new chapter for CMA to deliver unique insights to the P&C Channel by increasing our access to shoppers and the numbers we can get to. The fact that we are now integrating transaction data in a continuous longitudinal program means we can quickly respond to our customers’ needs and provide ongoing visibility of the shopper and what they do in our Channel and elsewhere.” said Corinne Barclay, Director, CMA.
The category has been substantially impacted in recent years with changes to tobacco sales legislation, dramatically impacting channel performance. Additionally, changes in shopper behaviour including lower loyalty in search of value has impacted foot traffic.
"we are now integrating transaction data in a continuous longitudinal program....we can quickly respond to our customers' needs and provide ongoing visibility of the shopper"
Powered by Fonto’s growing community of over 90,000 connected members, the new suite of CMA services will provide continuous measurement of customer experience and purchase behaviour, collected from more than 30,000 survey responses across the year.
“Given CMA’s long heritage and deep experience in the category, we are delighted to be partnering with them. Our transaction data cuts through the say–do gap to give commercial teams a single, credible source for missions, drivers and purchases, so brands and retailers can see the full picture and move faster,” said Ben Dixon, CEO, Fonto.
CMA Shopper Reports, powered by Fonto will enable:
- retailers and suppliers to benchmark and compare on spend, mission, purchase details and experience.
- longitudinal measurement: showing how consumers change spend over time
- the ability to reconcile what people do with how they think and feel about the category
- bespoke category reports and analysis
- an understanding of customer reportoire: what other brands they shop in the category, as well as what other overall categories and brands they spend with
First data will be available from March 2026, with collection already in progress. For more information, reach out to either the Fonto team or directly to Convenience Measures Australia
