I like to tell my friends about the deals I find.” Advanced Shopper Insights Source: “The World According to Shoppers” Average spending per shopping trip Percentage of grocery shopping trips Shopper Insights If it’s not on the shelf, I’m likely to go to the next store.” Don’t want to grocery shop and seek as little involvement as possible Look for tactical bargains on specific items as opposed to overall savings “ I take pride in what I do.
I’d rather have somebody else do my shopping or go online.” Focus first and foremost on one or two urgently needed items “ I need something right away a specific food, ingredient, prescription medicine, or alcoholic beverage.
Need States – Medium Dollar Rings $57 13% $60 11% $58 8% Bargain-Hunting Among Stores Specific Item Reluctance “ I just don’t want to be here. I look for new ideas, new recipes, new foods-& non-grocery products like clothes.” Source: “The World According to Shoppers” Shopper Insights I want the store to make it easy for me to find savings.” $93 15% Discovery Explorers hoping to find something new $90 7% “ I like to browse during my grocery shopping trips. Need States – Large Dollar Rings $110 Average spending per shopping trip 19% Percentage of grocery shopping trips Care for Family Driven to do the best they can for their families “ I buy what people ask for and what I think will please them, but I always make a decision that ensures it’s good for them.” Efficient Stock-Up Laying in supplies to minimize the number of times they have to go to the store “ I don’t like to grocery shop, so on my major trips, I buy everything I can $95 13% Smart Budget- Shopping Want to do the right thing for the family, but saving money is important in their decisions “ I’m laying in supplies for the long term. Not Important Important Source: Meyers Research and MVI, August 2004 Important considerations for shoppers when deciding where to shop How are these lifestyle changes affecting the shopper’s behavior? “ Shop-Ability” Impacts Where Consumers Decide to Shop First to offer new products Store brand/private label items Quality name brand products Best selection of products for me Special deals or promotions Convenient location Broad product assortment Easy to shop Fast checkout Products always in stock Good customer service Shopper Insights. Shopper Insights Market Evaluation Pricing & Promotion Analysis Financial Analysis Category Insights Space Management Efficient Assortment Advanced Merchandising FMI May 6-8, 2007.
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