Only 2% of Irish grocery shoppers do their full shop in just a single store.
This is according to the ‘Shopper Nation 2014’ report commissioned by shopper marketing specialists, Visualise, which examines the shifting behaviours, attitudes and perceptions of over 1,000 Irish shoppers.
Among the other findings of the research was that price remains the main determinant of where people shop, with 90% of shoppers citing it as a factor when it comes to choosing a store to shop in. Other influences include convenience and range of products available in-store.
98% of Irish shoppers now complete their shop in multiple stores. 68% of these do so because of price, with 49% citing range of products and 35% convenience.
The average shopper shops 2 -3 times a week and spends 31 – 45 minutes in-store. Shoppers spend an average of €76 - €100 on their weekly household grocery shopping, and only 3 in 10 shoppers make a shopping list for every shopping trip. A third of 18 – 34 year olds who make lists now do so on their mobile phone.
58% shoppers believe the loyalty card scheme(s) they have reward them with good offers and value, while 43% use coupons at least once a month.
“Irish shoppers’ attitudes and behaviours have shifted dramatically in recent years with more and more moving away from the traditional once a week shop to shopping more frequently across a number of different stores,” said general manager of Visualise Eoghan Phelan.
“It is essential that FMCG brands and retailers understand the implications of this new mind-set. Shoppers have more options than ever before and are actively seeking better value for money and improved in-store experiences.
“Analysing the research data, we can clearly see that there are excellent opportunities for brands and retailers to add value for the shopper in store without relying on an unsustainable discounting strategy.”
© 2014 - Checkout Magazine by Conor William O’Brien
