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Survey Details Digital Evolution

Survey Details Digital Evolution

BARRINGTON, Ill. — More than 80% of shoppers still find printed supermarket circulars helpful, but their acceptance of online circulars and electronic messages is not far behind.

While this indicates that retailers still need to communicate in both media, the growth of shoppers interacting electronically is an opportunity for retailers to better address their shoppers’ needs — and to address their own costs of publishing and distributing printed circulars.

These are among the findings of a new report from Brick Meets Click, which surveyed 23,000 shoppers to see how they were blending old and new media when making purchasing decisions. The survey indicated that the growing use of electronic messaging gives retailers the opportunity to influence shopper behavior before, during and after the shopping experience.

“Most food retailers understand the economic and strategic value of transitioning from print to a mix of print and digital communications, but the way forward isn’t clear,” Bill Bishop, chief architect for Brick Meets Click, told SN. “This report is a basis for building confidence in moving forward. Because eventually, people are going to get this on a micro-market basis. So where they have an opportunity to replace print with electronics, they are going to do it.”

The report noted that shoppers are looking to electronic options to plan and simplify their shopping experience by making lists and researching prices, and that young shoppers in particular were using their mobile phones to make purchase decisions as they shop.

“The information that shoppers use at each stage of their path to purchase represents content and capability opportunities for retailers,” the report said. “In planning, shoppers are interested in list making and sharing, and remembering items they need for stock-up. During shopping, they want in-store guidance that helps them locate items and specials. Afterward, they want information that helps them evaluate the trip and look forward to the next.”

Eventually, Bishop said, retailers should be able to rely less on print and more on digital content — particularly when offers are tied to loyalty data, making their messaging less widespread, but more meaningful.

“The business case for this report was that you could feel [retailers] were very uncomfortable with that the fact that [circular] readership — particularly readership by younger shoppers — was declining, and they were spending a huge amount of money on printing and distribution of the circular,” Bishop said. “Everybody wants to know how to reduce that, but they are scared to death if they eliminated these things that they’d hurt their sales.”

The survey indicated that retailers doing a good job with their website and outbound emails are “just about covering what they did with their circulars,” Bishop said. “That doesn’t mean you can walk away from circulars, but it’s a basis for confidence in pulling back a little bit.”

In other findings, the survey indicated that 20% of shoppers found Facebook messages and text messages helpful. Noting that approximately 50% of the U.S. population now used Facebook and 60% of U.S. adults who have mobile phones also use texts, “We consider this a substantial percentage, since the use of these tools to promote grocery products is a relatively new art form.”

More than 90% of the shoppers surveyed said they visited their retailer websites at least one a month, and 64% said they visited between one and six times a month. “The frequency of site visits by digitally engaged shoppers indicates a lot of activity can be generated provided that useful content is available,” the report said. Providing fresh content such as recipes and shopping list tools, and reminding shoppers of their utility, is key.

Shoppers also revealed that they visit the websites of coupon providers, competitors to their preferred retailer, and product manufacturers in their preparation for shopping trips. This also indicates that retailers should increase awareness and encourage use of the information and tools on their sites.

Shoppers — particularly younger ones — are also using their mobile phones while they shop and are interested in dedicated mobile applications to make shopping easier. Nearly half of the respondents overall — and 63% of those aged 18-34 — said they have posted Facebook comments while shopping during the last month. Others said they have used their mobile phones while shopping to receive text messages from retailers (46%), check products reviews (45%), compare prices (44%) and create electronic shopping lists (31%).

“Smartphone users clearly engage in more than just price comparison while shopping,” the report noted. “The extent to which this is happening shows how far ‘community has gone mobile’ and why retailers will want to engage on this platform, including while shoppers are in the store.”

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