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Shoppers Seek Value, Service: Survey

BELLEVUE, Wash. — Shoppers between August and October spent the same or more money on groceries as they did in the three months before, but those shoppers are becoming more demanding of retailers, according to a survey by Coinstar here.

BELLEVUE, Wash. — Shoppers between August and October spent the same or more money on groceries as they did in the three months before, but those shoppers are becoming more demanding of retailers, according to a survey by Coinstar here.

Coinstar’s survey explored grocery spending habits of 1,052 primary household shoppers and found added value and service as a primary driver of purchasing decisions. Of those surveyed, 56% said they used more coupons over the previous six months than they had in the past; and 57% said they were more likely to use loyalty cards when instant rewards are credited to their current purchase.

Shoppers said knowledgeable and friendly employees (62%), varied, extensive and well-organized inventory (63%) and ease and speed of shopping (61%) as key components of service at supermarkets.

“Today’s cost conscious consumers are willing to spend money at the supermarket as long as they view their experience as streamlined and value-oriented,” Engle Saez, vice president of category management and consumer experience for Coinstar, said in a statement.