One of US shoppers' most popular money-saving tactics is also the most basic: using an old-fashioned shopping list. Much to the consternation of retailers, consumers are setting limits and sticking to them.
Among the 63% of Americans who had changed their buying habits because of the economy, according to a June 2010 Private Label Manufacturers Association survey, 88% cited keeping a shopping list and avoiding impulse purchases as one of their behavioral changes, only second place after cutting back on dining expenses (91%).
However, making shopping lists is the leading change that consumers will stick with—even after the economy bounces back.
Among the 63% of Americans who had changed their buying habits because of the economy, according to a June 2010 Private Label Manufacturers Association survey, 88% cited keeping a shopping list and avoiding impulse purchases as one of their behavioral changes, only second place after cutting back on dining expenses (91%).
However, making shopping lists is the leading change that consumers will stick with—even after the economy bounces back.
The NPD Group, in a November 2009 survey, also finds a self-disciplined shopper: 94% of US households are making grocery lists before hitting the aisles, with 72% never or rarely deviating from this plan.
“For food and beverage manufacturers and retailers, it’s all about getting on the list,” said Ann Hanson, executive director of product development at NPD and author of the "Before the Store" report, in a statement.
The Integer Group and M/A/R/C Research discover a more flexible consumer. A February 2010 survey showed that less than half (43%) of shoppers always used a list. Couples were the biggest users (52%), while millennials were the least likely to use them (32%).
Brands only make it onto shoppers’ lists about a third of the time, with consumers most concerned about which types of products they need. This indicates that final purchase decisions are being made in-store.
“For food and beverage manufacturers and retailers, it’s all about getting on the list,” said Ann Hanson, executive director of product development at NPD and author of the "Before the Store" report, in a statement.
The Integer Group and M/A/R/C Research discover a more flexible consumer. A February 2010 survey showed that less than half (43%) of shoppers always used a list. Couples were the biggest users (52%), while millennials were the least likely to use them (32%).
Brands only make it onto shoppers’ lists about a third of the time, with consumers most concerned about which types of products they need. This indicates that final purchase decisions are being made in-store.
And indeed, nearly a quarter of shopping list users (24%) deviated from their planned purchases because they were swayed by "something on the shelf." Beyond discounting, the reasons for going off-list are emotional in nature. Little luxuries and promises of fun are also powerful motivators.
If consumers are loath to give up their lists, one solution is offering a streamlined list-making tool bundled with promotions. There are many mobile shopping list apps such as Grocery iQ, which enable organization as well as providing digital coupons redeemable at select retailers. The missing link seems to be an app that can recommend coupons based on the user's grocery list.
Location-based marketing could take personalization one step further. Now that Shopkick enables retailers to offer mobile discounts to users simply walking into stores, and Placecast sends text alert promos to consumers in the vicinity of a business, it's not hard to imagine a shopper with potato chips typed into their list-making app being sent a coupon for Lay's or Pringles as they approach the snack aisle.
Still, it's not clear that giving up privacy for discounts is a palatable value-exchange for the majority of Americans just yet, with Placecast itself finding in a May 2010 survey that 27% of consumers dislike the idea of location-based SMS coupons. However, grocery coupons happen to be the top category that 68% of these consumers (including 80% of females and 56% of males) would like to receive via text alert, so supermarkets might have a higher chance for success than other retail segments.
The original paper: http://www.emarketer.com/Article.aspx?R=1007964 Location-based marketing could take personalization one step further. Now that Shopkick enables retailers to offer mobile discounts to users simply walking into stores, and Placecast sends text alert promos to consumers in the vicinity of a business, it's not hard to imagine a shopper with potato chips typed into their list-making app being sent a coupon for Lay's or Pringles as they approach the snack aisle.
Still, it's not clear that giving up privacy for discounts is a palatable value-exchange for the majority of Americans just yet, with Placecast itself finding in a May 2010 survey that 27% of consumers dislike the idea of location-based SMS coupons. However, grocery coupons happen to be the top category that 68% of these consumers (including 80% of females and 56% of males) would like to receive via text alert, so supermarkets might have a higher chance for success than other retail segments.
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