it is vital that supermarkets invest in both their promotional activities and customer experience.
Vouchers and other promotions help bring in new customers to supermarkets, but providing a great customer experience keeps them coming back, research by Market Force Information reveals.
One in five customers in the survey said that they use a voucher at a supermarket that was not their primary or secondary supermarket, and 93 per cent of respondents said that they would return again in the future if their experience was good.
Market Force’s in-depth study into the grocery sector analysed what motivated consumers to shop at a specific supermarket. A large part of the study looked specifically at promotions and whether they are successful in recruiting and keeping customers.
The study found that just behind ‘location’, ‘good promotions’ are the second most important reason cited for visiting a particular supermarket. Three quarters of respondents claimed to be motivated by voucher programmes and the majority of respondents (69 per cent) have redeemed vouchers in the past 30 days. A third said that a promotion would encourage them to shop at a specific supermarket.
“These results show that promotions are clearly enticing new customers into supermarkets they wouldn’t normally shop at. Though, getting these customers to switch brands is down to the customer experience and service once they’re shopping. Our report found that 49 per cent would return and 37 per cent said they would recommend the brand solely based on a good customer experience and service,” says Simon Boydell, Global Marketing Manager at Market Force.
The study also found that only 54 per cent of customers said they felt valued by their supermarket. As an example, when shoppers approach a member of staff because they are looking for a specific item, 63 per cent expect to be taken to where the product is stocked. However, only one third of shoppers are actually accompanied to the aisle in question. A huge 48 per cent of shoppers felt that staff were disinterested in serving and over half went as far to say that they have left a store due to poor service.
“Competition in the supermarket sector is amongst the fiercest in British retail and with customers being constantly targeted to try new supermarkets, it is vital that supermarkets invest in both their promotional activities and customer experience. This will guarantee loyalty and ultimately market share,” Boydell concludes.
The survey was conducted in August 2013 across the United Kingdom. The respondents were primarily women (76%) and represented a broad spectrum or income levels:
- 7 in 10 earn more than £25K per year;
- 71% work full or part-time.
The majority of respondents (88%) shopped once a week or more often and most (92%) shop in-store rather than online.
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About Market Force Information
Market Force Information is a privately owned company employing over 450 people in offices in the United Kingdom, United States, Canada, France and Spain.
Market Force Information is the leading customer intelligence company, helping retail, restaurant, hospitality & leisure businesses to increase repeat visits and sales by understanding what their customers want and improving customers’ experience. The company’s European headquarters are in Milton Keynes, on the outskirts of London, United Kingdom.
Market Force uses customer intelligence to help clients increase average transaction values; sell new and more products to existing customers; secure new customers through word of mouth recommendations; build brand advocacy; and ensure customers visit more often.
Market Force’s customer intelligence includes: customer satisfaction surveys, mystery shopping, retail audits, in-store point of sale (PoS) compliance; and predictive analytics to drive targeted improvements.
Market Force works with more than 350 of the world’s leading consumer-facing companies, such as Aldi, BAA, Domino’s Pizza, Compass Group, Elior, Google, Intercontinental Hotel Group (IHG), JD Sports, Pret a Manger, Subway, Thomas Sabo and Zara (Inditex).
For more information about Market Force please visit http://uk.marketforce.com
Martha de Monclin
m: 0777 168 2434
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