A new research study entitled ‘Checkout/Out’ conducted by PML Group in partnership with Ipsos MRBI Check/Out, delves into consumer’s shopping intentions and behaviours. The study focuses on many aspects of the shopping and home dining experience for Dubliners in 2021.
Planning ahead
We kick off with a focus on planning around the shopping trip. In the coming months, 59% of main shoppers are more likely to plan their purchases in advance of going to the supermarket.
The research points to a more considered approach to grocery shopping among females, ABs, married people and those above the age of 45.
Conversely, younger people, single people, males and those in the C2DE social classes are more likely to be more impulsive and less planned as they go for their weekly grocery shop.
The path to purchase is not simply the stretch of road between home and supermarket. At the moment, that path to purchase could begin with a walk in the local park.
As society and the economy reopens, that path could be a school run, a commute to the office or a taxi journey to a restaurant. The path may not lead to a physical store but to an online purchase.
Engaging Consumers
Engaging consumers when they are both mentally and physically available is within the power of OOH and can be achieved via large format billboards, bus shelters and bus T-Sides, as much as POS formats.
Among females aged 45 or over, the intended planning of purchases peaks at 69% and the low figure, at 32%, is among males in the 25 to 34 age group.
Half of respondents will be more likely to make an actual shopping list.
Among Dunnes Stores shoppers, this reaches 58%.
With restaurants remaining closed and likely to remain so in the short term, home cooking is still high on the agenda for the survey respondents.
52% of females are more likely to plan out the meals they will have at home for the week ahead, while 60% of the 25 to 44 age group fall into this category.
Two thirds of SuperValu customers will be doing more home cooking - as will 65% of residents in south county Dublin.
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