Supermarket loyalty is decreasing. Just 12 per cent of shoppers claim loyalty to just one supermarket brand, with most (70 per cent) shopping across 2 – 3 different stores, a significant decrease from 22 per cent of shoppers in 2014. This is according to a survey by Valassis Limited, the UK’s largest coupon and voucher services provider.
There is even less loyalty during the festive season, particularly among female shoppers, with just 10 per cent of women stating they would not shop away from their main regular supermarket.
Promotional offers are the deciding factor behind where the Christmas supermarket shop is done, with half of all women surveyed declaring they would switch supermarkets in order to use coupons or vouchers, although only one third of men say they are persuaded by such deals.
The research highlighted a number of other changing trends relating to promotional mechanics. Coupons and vouchers are now favoured by 42 per cent compared to 38 per cent three years ago; and loyalty points are favoured by 43 per cent of Tesco and Sainsbury’s shoppers, compared to 38 per cent in 2013.
In today’s increasingly digital age paper coupons are still a favourite with most shoppers, although younger shoppers are more likely to embrace technological advances – nearly half of 25-34 year olds (48 per cent) are highly likely to use a mobile coupon.
“With the consumer’s head being turned every which way by promotions at Christmas and grocery loyalty being at a low, no supermarket can afford to sit on the side-lines, especially when targeting women shoppers.” Charles D’Oyly, Valassis’ Managing Director, said. “Within the grocery sector, digital promotions are still far from being embraced by the consumer although younger shoppers are certainly more predisposed to use them. Clearly, offering a choice of promotional formats is currently the way to go.”
The weekly shop remains a firm habit of the majority of shoppers (58 per cent), although a third of shoppers (33 per cent) undertake daily top ups and 21 per cent regularly opt for online shopping and home delivery.
These findings are based on an online survey of 2,000 nationally representative adults, conducted by GfK NOP from 4 – 7 November 2016.