According to data analysis from CPG solutions
and services provider Information
Resources, Inc.’s (IRI) Q2 2013 MarketPulse survey, print sources remain an
important part of the American consumer's grocery shopping planning and
purchasing experience.
To compare prices prior to the trip to the store, two-thirds (65%) of survey respondents rely on retailers’ weekly grocery circulars to compare prices prior versus 26% who compare prices using retailer websites.
Coupons, retailers’ weekly grocery circulars received in the home, loyalty cards, and in-store circulars are the marketing tactics that most influence the grocery shopping purchasing decisions.
To compare prices prior to the trip to the store, two-thirds (65%) of survey respondents rely on retailers’ weekly grocery circulars to compare prices prior versus 26% who compare prices using retailer websites.
Coupons, retailers’ weekly grocery circulars received in the home, loyalty cards, and in-store circulars are the marketing tactics that most influence the grocery shopping purchasing decisions.
“You really can’t
advertise early enough or often enough,” says Susan Viamari, editor of Times & Trends, “The key to winning
with consumers is to not only begin the conversation before they enter the
store, but also to continue the discussion up to and even after the moment of
purchase. So, use those traditional tools, such as signs and circulars, but
enhance them with new approaches, such as highly targeted loyalty programs, sampling
kiosks, etc."
