FRESH FACTS: Do you make a list before you go grocery (or drug store, or mass merch, or club) shopping? I do…and I certainly stray from it (try new things, buy things I know I need anyway, regularly, etc.). My Husband (when he had his own household to maintain) did not stray from his list, not at all. So…which behavior is more common? Mine, apparently.
According to a study just shared by the Integer Group and M/A/R/C Research, 9 out of 10 consumers make impulse purchases, straying from their lists. Why? Sale and deal driven: 66% of them said were motivated by a sale or promotion, and 30% said they found a coupon. And interestingly, as a treat: 23% wanted to “pamper themselves.” Now, as brand and marketing types, this can be good news, because it means that in-store promotions, offers, and deals are important; and there is still time to convince a consumer in-store that your brand or product is what needs to go into baskets and get purchased. Particularly if it has “treat” value. But alas, out of store consideration and brand loyalty still plays a role with 61% of consumers saying that their impulse purchases were primarily influenced by a brand they currently use. So how many impulse items are we talking about? Not many apparently: 61% of consumers who shop off-list purchase an additional one to three items. By the way, this study was noted in both Progressive Grocer and Drug Store News today, in case you need.
So do you make a list and then go astray? Do you have regular purchases and do they make the list? My brain can’t hold that much, I have to have a list for some guidance. You? TASTY TREND: Retailers Rule; Shopper Marketing
Crunchy Marketing Nuggets 