News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: Shoppers leave 99% of products on shelves
A new study indicates shoppers are ignoring up to 99% of the products on grocery store shelves. The data, culled from a study of more than 32 million Americans, found that most are buying about 1% of the items on grocer's shelves.
"At a time of unparalleled choice in the grocery store, shoppers ignore all but a tiny fraction of available products," said Todd Morris, EVP of corporate development and marketing, Catalina. "To reach today's selective shoppers, CPG marketers need to adopt a more personalized approach to the way they market and promote their products and reward their buyers. Since no two shoppers are the same, retailers and brands should tailor their communications to the specific needs and preferences of individual shoppers and households."
Catalina's research shows that, over a one-year period, grocery shoppers purchased just 0.7% of the available products, even those who are considered 'top shoppers' and account for more than three-quarters (80%) of all store purchases. Other interesting findings include:
• On average shoppers purchase 1.7% of Dairy products
• 0.2% of Health/Beauty products
• No 2 shoppers ever purchase the same items
This, finds the researchers, is why CPG brands need to delve deeper into their customer culture to engage shoppers before they hit stores. Says one expert, "The ability to engage shoppers based on their spending habits results in a better experience for the shopper, while driving loyalty with our stores," said Rebecca Kane, vice president, customer specific marketing and digital, Ahold USA. "At Ahold, we have been investing heavily in innovative ways to engage the shopper both in and out of the store. Understanding the needs of each individual shopper is core to this strategy, and personalizing interactions from SCAN IT! Mobile to recommended savings on their screens is just one of the ways that we're providing shoppers with a better experience."
Image via Shutterstock
- Study: Mobile users want home screen options
- What's a CDO and why does your brand need one?
- Report: In social the ladies rule the world
- Research reveals consumers juggle multiple devices throughout the day
- Getty Images makes millions of images free to embed
- Americans abandon purchases in-store after 8 minutes waiting in line
- Euclid: February sales less than lovely
- How BrightTag re-engaged shoppers
Featured White Papers
- Mobile Marketing: The Time is Now
Consumers are now more comfortable using retailers' mobile applications that can help them find specific products and brands, or just...
- The Definitive Guide to Marketing Automation
Why is marketing automation so hot right now? This guide will show you what marketing automation is and how it...
- The Inbound Website: Getting Found with SEO & Social
Extend your inbound marketing strategy to your entire website with actionable tips and best practices that help you increase visitors,...
- 17 Ways to Build a Great Brand Today
This white paper highlights 17 developments that are influencing brand-building today and what great brands are doing about them....
- How to Stop Webpage Speed from Killing Your Marketing
Your website visitors have high expectations about how quickly your web site should load on their desktop and mobile devices....