Capturing shopper attention amongst the in-store noise

Today’s grocery shoppers in the UK are bombarded with a constant stream of messaging from the moment they approach the store to the time they leave. Every step of the in-store journey presents new communications—be it signage, digital screens, or shelf labels—each vying for attention. Among these, loyalty card promotions stand out as a key strategy employed by nearly all the UK’s supermarkets. But what do shoppers really think about these schemes, and what really matters to shoppers?

Getting the real shopper perspective

To get to the heart of the shopper experience, we recently conducted in-store research using a mix of methodologies: in-store observations, shopper intercept interviews, eye-tracking technology, and in-depth accompanied shopping trips. Our goal was to pinpoint which types of promotional messaging truly resonate with shoppers, and how loyalty offers are perceived during the shopping journey.

Loyalty offers: what cuts through?

Shoppers tend to prefer loyalty card promotions that deliver immediate savings over those that involve collecting points. Some retailers were also positively called out for personalising offers based on customers’ favourite products.

Our eye-tracking research provided valuable insights into which messages capture shoppers’ attention most effectively. Interestingly, engagement with loyalty card promotions varies by product category and store location. End of aisles featuring well-known brands, especially in the Fresh section, performed particularly well. However, one clear trend stood out: loyalty offers at the shelf are highly visible and frequently drive shopper engagement.

Accessibility of promotions

While shoppers continue to appreciate the deep discounts and exclusive deals that loyalty cards provide, there’s a growing sentiment that these benefits should be more widely accessible. Shoppers question why such significant savings are reserved only for loyalty card holders, expressing a desire for greater fairness and inclusivity in promotional offers.

The takeaway for retailers

For supermarkets, the challenge is to strike the right balance: leveraging loyalty schemes to reward regular customers while also addressing the broader expectation for accessible value. As shopper attitudes shift, so too must the strategies that underpin loyalty programmes.

For suppliers, the priority is to stand out amongst the noise in-store with clear, eye-catching promotions located in high-traffic areas along the shopper journey.

Want to know more?

If you’re interested in learning more about the shopper research we conduct at IGD, or if you have specific questions about a category or retailer, please email me or my colleague, Nicola Ball.