Saturday 25 October 2014

How doing the weekly shop became a thing of the past

Published 23/06/2014 | 02:30

Less than a third of shoppers only shop for groceries once a week
Less than a third of shoppers only shop for groceries once a week

THE weekly shop is no longer staple fare in Ireland as most consumers now shop two or three times a week.

Less than a third of shoppers only shop for groceries once a week, with one in 10 visiting every single day, new research for marketing company Visualise has found.

It found that half of shoppers spend over 30 minutes in store, but most don't exceed three-quarters of an hour.

The Shopper Nation survey was carried out online by Empathy Research among 1,000 nationally representative shoppers.

It found most people spend between €76 and €100 on their shopping each week, but not surprisingly that rises to between €100 and €150 for those with children.

Almost half the shoppers questioned said they did most of their shopping with either Aldi or Tesco, followed by Dunnes, Lidl and SuperValu – although other market share figures for the industry would put Tesco, SuperValu and Dunnes well ahead of Aldi.

However, only 2pc of consumers only frequent one supermarket, showing there's still a lot of opportunity for stores to win over customers

Price

Price was the number one factor determining where 90pc of people shopped, followed by the quality of fresh produce, the range of products, convenience and parking.

Eight in 10 parents sometimes or always shop with their kids, meaning that keeping them entertained in store could help boost sales, the report said.

"Creative use of in-store marketing can also engage kids and prompt shoppers to notice a product they may not have otherwise noticed," the report said,

However, too much in-store entertainment could be counterproductive and detract from a store's efficiency, it noted.

Loyalty cards are popular with consumers – some 81pc had a Tesco one, 73pc had one from Dunnes and 56pc had a SuperValu card.

Around half of shoppers with kids use money-off coupons at least once a month, most of which are received by mail or in-store rather than online.

Seven out of 10 shoppers regularly make a shopping list, with the vast majority doing so on paper rather than on their smartphones.

However, a third of younger consumers aged 18-24 used their phone for their list.

Visualise said that the study showed there were opportunities for retailers and brands to provide coupons via smartphones and in-store kiosks as well as to improve the experience for parents shopping with children.

Irish Independent

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