Supermarket shoppers prefer long hours to loyalty programmes

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By: Wise Marketer Staff |

Posted on April 10, 2002

Supermarket shoppers prefer long hours to loyalty programmes

People need to fit their grocery shopping in around the rest of their busy lives - and that could mean shopping at any time of the day or night.

One in five (21%) of shoppers questioned in a recent eBrain Market Research Online Poll said that a preferred shopper programme was the  most important service that would attract them to shop at a particular supermarket. But almost twice as many (37%) chose 24-hour opening times as the most important feature. The need for flexible shopping hours is driven by the  hectic schedules that many people now have to keep.

Value for money important Nearly all respondents said sale items had at least some impact on purchasing decisions. Over half (52%) said that impact was significant. Almost a half (48%) said they sometimes use coupons and 30% said they always do. Most consumers shop for groceries on a weekly basis and care deeply about getting the best value for their money.

Loyalty across categories varies Consumers exhibit more brand loyalty toward general merchandise items than consumables. For example, 54% said they were committed to a single brand of deodorant; only 5% claimed loyalty to the same brand of snack foods.

According to Tim Herbert, Director of Research for eBrain, "Consumers are clearly value conscious when it comes to groceries. Frequent shopper programmes, store brands, coupons and sales all play significant roles in the decisions consumers make at the grocery store."

One thousand households were surveyed.

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