There’s a lot more to picking a grocery store than cheap produce.
According to a new study by The Nielsen Company, when it comes to deciding where to shop, product assortment, shopping ease and good value for money matters more than low prices and loyalty programs. Nielsen surveyed more than 5,000 Canadian shoppers between 18-65 across Canada.
Knowing what matters most to increasingly selective shoppers is crucial for grocery retailers, said Imran Hirani, vice-president, The Nielsen Company, in a release.
“More and more, retailers are looking at downsizing their assortments, yet consumers rate product assortment and the ability to find everything they need in one store as one of the most important attributes when deciding where to shop,” said Hirani.
The study also found that:
• On average shoppers visited more than 4.5 stores during the past four weeks
• Between 20% and 30% of consumers in all regions will switch stores based on the best promotions offered
• Less than 10% of consumers say they shopped at only one store in the last four weeks
• Value is more important to shoppers than price
• Loyalty card use was more common among consumers who were less frequent shoppers of the store than among frequent shoppers.
