We know that many consumers are less store loyal and more fickle than ever before — due to both greater retail competition and higher expectations. So, what do hard data show us?
Here’s a Nielsen example from Australia:
“Shoppers are prepared to shop around at different stores to find the best price – driving an increase in frequency of purchase, but also having the knock on effect of declining shopper loyalty. It almost perpetuates a vicious circle as supermarkets compete on price to try and retain shopper spending in their stores. We referred to 2014 as the year of shopping around, and we expect this to continue in 2015.”
“We are shopping at more stores to seek out our favorite products, and moving into an age when you don’t have to buy everything you need in one big shop. Our savvy shopping behavior means we are popping down to the shop more frequently than ever before.”
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