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As consumers have become more and more sensitive for the past few years, retailers have responded to messaging, which means that they understand their economic anxiety.
Companies such as Kroger, Giant Food and Amazon Fresh Covered the store While there are signs of promoting low prices, Like C-Store Chain TXB We have improved the loyalty program so that members can get more points and discounts. In particular, even retailers who are not known as price competitiveness Like WegmansIn fact, we introduced a message in the store to reassure consumers.
The retailer says this strategy resonates with customers. However, a recent study by Kearney Consumer Institute shows that shoppers, an internal think tank within a management consulting firm that regularly investigates consumers around the world, thinks the retailer is putting it a bit thicker.
Katie Thomas, who leads the institute, said, “Consumers think that the brand is so good that the brand does not need to be in the nose in actively marketing low prices.
According to KCI’s latest “stress index” report, shoppers are actually carefully watching and relying on promotions to save money, while they want to selectively spend on interesting new products and experiences. They do not want retailers to reflect anxiety. It helps to discover new and interesting foods and drinks.
The latest report at the Institute, which surveyed 24,000 consumers in 12 countries, says that 68%of the survey participants give priority to the price of the product purchased. The quality of the recognized product has a factor in most purchase decisions, 19%found the highest quality products and 48%are looking for a low price and quality balance. One -third of consumers say they are looking for only the cheapest products when shopping.
The report pointed out that consumers were bored with shopping as retailers focused more on low -cost marketing. Thomas said it is skeptical about the company’s claim as the price rises in some areas of the store.
Thomas said that as part of the study, he regularly visited the grocery store and found that the overall experience was quite “Blah.”
“We feel as if we actually started to overlook our consumers at this moment,” she said.
Food shops like Kroger coated shops with low price signs, but consumers say that this tactic is too aggressive.
Jeff Wells/Grocery Dive
We offer a ‘small victory’ to shoppers
What should I do with grocery store? Consumers have been looking for “cheap luxury” and “small victory” for several days, and they have the opportunity to bring about snacks, drinks and other snacks.
But to win consumers, grocery stores may need to improve the process. Convenience stores do good things while leading limited time suggestions and consumer perceptions of new products, but grocery stores tend to rely heavily on weekly circulation and shelf resetting like watches, but they tend to be difficult to get excited.
And many grocery stores add new personal label products and trendy brands that are fun, but it has made it difficult to find by purchasing a lot of items in the store, Thomas said. This leads to “analysis paralysis” for many shoppers to buy only familiar products.
In other words, promoting discovery can require retailers to lean back in addition to promoting innovative products. For example, discount chains such as club retailers such as ALDI and COSTCO make shoppers easier to discover products.
“(Consumers) do not determine 10 kinds of ranch dressings, but they decide two or one,” she said.
According to KCI’s report, food retailers who can encourage discovery on the aisles and online will be compensated for greater loyalty. At the same time, it is important for shoppingers to maintain the latest trends by switching to more social media platforms such as Tiktok to more social media platforms to get food inspiration.
Some retailers have set a strategy that focuses on promoting discovery. The US, recent C -Store chains, including EG American, Cumperland Farms and Tom Thumb Improved loyalty program We offer personalized proposals to our members and the first appearance of new products. Meanwhile, Sprouts Farmers Market operates the “Innovation Center” at a store featuring a new product of niche suppliers. The basket containing this item is more than twice the average basket size of groceries, and Sprouts CEO JACK SINCLAIR said in the most recent import calls in professional foodstuffs.
“Innovation is the cornerstone of our strategy, and our consistent new product launch keeps our choice fresh and interesting.”
