Shopping trends for groceries: increasing brand loyalty with decreasing purchasing discipline
More often, shorter and more than planned: This is how consumers shop today
Grocery shopping today is characterized by a higher frequency of shopping combined with a shorter time spent in the markets. The new POS Marketing Report 2011 | 2012 from Lebensmittel Zeitung (Deutscher Fachverlag, Frankfurt) and UGW Communication provides information on purchasing planning and shows which sales mechanisms from manufacturers and retailers work best. And what role brands play today.
Loyalty to the grocery store is falling, especially among the increasingly mobile seniors over 65 years of age. As a result, people shop more often and faster. This has consequences for "purchasing discipline": Almost every second consumer spontaneously buys more than originally planned.
In today's time, which is characterized by uncertainty, branded products are increasingly being used: more than 80 percent - almost twice as many shoppers as two years ago - occasionally treat themselves to a high-quality branded product. When comparing products, almost three quarters prefer "cheap" branded products to private labels.
Today's consumers want more and more for their money: multi-buy campaigns and special pack sizes are particularly popular. Two-thirds have also purchased a product with a bonus at least once. Buyers can also be easily influenced by an additional benefit on the product (e.g. "Limited Edition"), by leaflets, ceiling hangers and special placements. Personnel-supported promotions ("advertising lady" assignments) show a high quality for activation on the site. Four out of five consumers have already taken part in such a campaign at least once.
More than half of the consumers have at least one customer card from the food retail trade (LEH) - a success story in terms of area loyalty and increased shopping intensity.
Details on the successful marketing strategies at the POS and the role played by the new media are documented in the extensive 203-page report. Interim conclusions of the individual chapters contain interpretations of the results and provide tips for successful doctoral planning.
The POS marketing report is created annually and is based on a buyer survey every two years. 700 shoppers were surveyed in the vicinity of German food retail stores, including drugstores.
The study is available for EUR 295 incl. VAT plus shipping costs from www.lebensmittelzeitung.net/pos-mr or via email This e-mail address is being protected from spambots To display JavaScript must be turned on!
Source: Frankfurt am Main [ Lebensmittel Zeitung ]
