The modern grocery shopper has evolved considerably, under recent social and economic pressures, and the competitive set of food-retailing venues needs to evolve as well. With limited-assortment stores providing a new model for convenience, and chains like Trader Joe's raising the bar on the in-store experience, traditional supermarkets have to do more than ever to compete for the attention of the consumers of 2010 and beyond.
“If your store is recognizably similar to what it was 25 years ago, I think you are in trouble,” said John Rand, director of retail insight at Cambridge, Mass.-based Management Ventures Inc., a division of Kantar Retail.
Getting closer to today's shopper is the first step in rethinking the modern grocery store. In the following stories, SN identifies 10 types of consumers who have become prominent in today's grocery-shopping environment.
The New Value Shopper: Those seeking the best deals can come from all income strata these days.
The Techno Consumer: Increasingly, shoppers can find just about everything they need in cyberspace.
The Health and Wellness Shopper: Consumers are taking charge of their own well-being.
The Underserved Consumer: An increased focus on nutrition has helped put a spotlight on food deserts.
The Indulgent Shopper: Who cares if it’s not on sale? The trick is getting these free-spenders away from Whole Foods and Costco.
The Convenience Shopper: Small formats are just part of the solution to expediting the food-shopping experience.
The Channel Surfer: More retail choices make it easier for consumers to cherry-pick based on specific needs.
The Ethnic Shopper: Authenticity and strong community bonds are key to attracting these consumers.
The Green Shopper: What have you done for the Earth lately? Green consumers want to know.
The List Maker: Supermarkets must work hard to influence the buying decisions of these careful planners.
