New study finds that supermarkets can't count on loyalty this Christmas
18 December 2012 | by The Retail Bulletin
A survey of 1,000 UK consumers by coupon and voucher services provider Valassis has shown that only 6% of shoppers would remain loyal to their supermarket of choice if other retailers were advertising better offers. Furthermore, the trend appears to be on the increase with 14% of shoppers saying they would be more likely to ‘shop away’ this year compared to 2011.
Promotional offers were found to be the key driver behind the behaviour with 84% of respondents saying they planned to use them to save money on their Christmas grocery shop. A quarter of people surveyed said they were looking for promotional offers more than they were a year ago.
In addition, 37% of respondents said they planned to carry out their festive food shop in multiple supermarkets in order to redeem all the store specific coupons and vouchers that they held.
The survey also found that the preferred promotional mechanic is money off product coupons which were favoured by nearly two thirds of shoppers.
Charles D’Oyly, managing director at Valassis, said: "It appears that paying the lowest prices trumps loyalty when it comes to Christmas shopping. Those who offer the best deals win.
"It is no surprise therefore that the use of coupons is increasing year on year, as they go a long way to helping consumers save money at a very expensive time of year."
The research was conducted between 23 and 25 November 2012 by Gfk NOP.
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