In-Store Marketing Success Begins with Understanding Shoppers

Customer Base Should Determine Promotion

COLUMBUS, OH -- (MARKET WIRE) – 6/3/08 – All shopper marketing campaigns are not created equal because every retailer has a unique customer base. For a campaign to be successful, marketers should tailor it to their shoppers’ preferences and include media that influences them to purchase. For example, according to findings released by BIGresearch (http://www.bigresearch.com) at the Promotion Marketing Association’s first annual Shopper Marketing Summit, 71.6% of Kroger shoppers say coupons influence their grocery purchases; while 59.2% of Safeway shoppers say the same.

“Consumer insights are an important building block for shopper marketing campaigns,” said Kim Rayburn, SVP, BIGresearch. “Marketers should base promotions off what their shoppers actually want, not what they think they should want to increase ROI.”

Findings presented at the summit included a deeper look at grocery, specifically Kroger & Safeway shoppers: 

• Although Kroger shoppers are more influenced by coupons than Safeway shoppers, this form of media is most likely to influence both groups in their grocery purchases. Newspaper inserts follow (51.1% for Kroger shoppers and 48.5% for Safeway shoppers). In-store promotion rounds out the top three as 45.9% of Kroger and 43.5% of Safeway shoppers said the media influences their grocery purchases.
   
• Kroger shoppers said that the in-store promotion that influences/greatly influences them the most is product samples (60.6%) followed by shelf coupons (47.8%) and store loyalty cards (47.6%).
   
• Product samples (58.5%) are also most likely to influence/greatly influence Safeway shoppers; however, reading product labels (48.9%) was second for them. Store loyalty cards (46.6%) came in at #3.
   
• Grocery shoppers “date around.” More than one-third (34.3%) of Kroger shoppers buy their health and beauty products at Wal-Mart. 22.5% of Safeway shoppers pick up their prescriptions at Walgreens.
   
• More than 75% of both Kroger and Safeway shoppers indicated that gas prices are impacting their spending. 28.8% of Kroger and 28% of Safeway shoppers said that they are spending less on groceries as a result of fluctuating gas prices.

Source: BIGresearch Consumer Intentions & Actions Survey (Apr. 08), Simultaneous Media Usage Survey 11 (Dec. 07)

To view the BIGresearch PMA hand out, please click here: http://info.bigresearch.com/.

About BIGresearch
BIGresearch is a consumer intelligence firm providing solution-based insights of consumer behavior, present and future, in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the monthly Consumer Intentions and Actions Survey (CIA) of 7,500+ respondents and the semi-annual Simultaneous Media Survey (SIMM) of 15,000+ respondents. More information is available at http://www.bigresearch.com.

Contact:
Chrissy Wissinger
BIGresearch
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio 43085
(614) 846-0146
chrissy@bigresearch.com