October 5, 2018
“Consumers have more options than ever before when it comes to how they purchase groceries,” said Curtis Tingle at marketing services firm Valassis. “Whether they shop online, in-store, use a delivery or pick-up service or prepare meal kits at home, it’s critical for grocery retailers to consider shopper preferences.”
The overarching factor behind those preferences? A hunger for deals.
A Valassis survey conducted in May and June found that 93% of consumers are interested in finding coupons, coupon codes and deals for groceries. That makes grocery the top category for deal and coupon-finding.
Eighty-three percent will stick with retailers that reward their loyalty with personalized offers and discounts. And while 82% of consumers typically use coupons for their routine, weekly grocery shopping trip, nearly half (47%) do so on fill-in trips as well.
With the increasing popularity of e-commerce, 13% of survey respondents told Valassis they’re buying more grocery items online and having them delivered to their homes compared to last year. The percentages are even greater for dads and Hispanics: 23% and 20% of respondents, respectively.
Another 12% of respondents said they’re buying more grocery items online and picking them up at the store. That percentage jumps to 20% for Millennials and increases further to 22% when those Millennials begin having kids. Seventy percent of Millennial parents would be more inclined to hop online if they could use more coupons.
However, owners of grocery-anchored retail centers needn’t worry about their anchor tenants going dark. While online grocery shopping is an emerging trend, 57% of consumers surveyed by Valassis said grocery item availability makes them more likely to go into a physical store to shop than to go through online channels.
And, while online retail gives shoppers the ability to see the items as represented by photos, they can’t actually touch anything until it has already been delivered. The ability to see or touch an item in-person was cited by 70% of consumers who’d prefer buying groceries at brick-and-mortar locations.
Further, 66% of those who prefer in-store shopping cited the ability to have grocery items available to use immediately. Nearly as many (65%) said they can more readily take advantage of coupons and offers at brick-and-mortar retailers.
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