|
- Promotional shopping behaviour set to increase
- Shoppers are learning to 'beat the system'
- Satisfaction with promotions is increasing
- Key suppliers and retailer implications
Shoppers are becoming increasingly savvy and are using promotions more than ever to manage their grocery shopping budgets. Nearly seven in ten (67%) shoppers say promotions are a very important factor when choosing where to shop, and a similar proportion of people (71%) say they are equally as important when choosing between products.
Promotional shopping behaviour set to increase
Over the next six months, half of shoppers (50%) expect to increasingly seek out specific promotions they have seen advertised. Four in ten shoppers (44%) intend to look out for promotions before leaving the house and spend more time shopping and choosing different promotions (43%).
(Source: IGD ShopperVista, fieldwork Aug’11)
Shoppers are learning to ‘beat the system’
Our research has also indicates ‘learned behaviour’ among shoppers as they seek to ‘beat the system’. In certain product categories, shoppers have now become accustomed to long-standing promotions and expect to buy these products only when they are on promotion. Shoppers are also waiting for promotions on certain product categories to stock up on items for the following weeks.
Satisfaction with promotions is increasing
The food and grocery industry has responded to an increased demand for promotions from shoppers by expanding campaigns to a greater number of categories, introducing innovative initiatives, such as tailored customer and category events in-store or mix-and-match meal deal offers, to allow shoppers to save even more and improving the availability of promotions.
This increased level of investment and expertise has made retailers more adept at giving shoppers what they want; there has been an overall rise in shopper satisfaction about promotions. Over half (54%) of shoppers are extremely or very satisfied with the types of promotions available to them. Shoppers are also increasingly happy with the types of products on promotion and the availability of promotions in-store.
(Source: IGD ShopperVista, fieldwork Aug’11)
Key suppliers and retailer implications
Assessing the success of promotions continues to be a challenge for many manufacturers and retailers, so effective post-promotional analysis is essential and should be built into the overall planning process of all promotional campaigns. Food and grocery companies who can deliver genuine innovation, support it with strong initiatives that grow demand and achieve the promotional balance between delivering customer value and maintaining category and brand value, will be best placed to succeed in this competitive environment.
|
