The report, published by Omnicom sister agencies M/A/R/C Research and The Integer Group, examines how channel shopping behaviors are changing.
Randy Wahl, executive vice president of advanced analytics at Irving, Texas-based M/A/R/C explained [image-nocss] to CSP Daily News about the trend. "People were saying, 'I'm kind of at a new place for value.' And our supposition right now is the fact that it may be more or less a permanent thing, along with a rising need around convenience for in-store or ease of shopping," he said.
Shoppers were asked: When thinking about your everyday shopping needs (food, cleaning products, etc.), what would you say is the goal you are trying to meet from each trip you take? One-quarter of those surveyed said their shopping goal is to spend as little money as possible, while 24% said their shopping goal is to get everything in a single trip.
Shopping has also become less fun for shoppers, highlighting the need for a single trip, according to the report. In August, results revealed a 12% decline (from May) in people reporting they like to explore stores, and a 10% drop in how many say shopping is one way they like to relax.
"Consumers feel the pressure," Wahl (pictured) said, adding that not finding what they want or seeing incorrect shelf pricing can turn a consumer off to a store entirely. "I think the onus as far as ease of shopping is really coming back on the manufacturers or the stores themselves to say, 'Okay, how do I make the experience of coming in my store, finding what they need to be an easier and better one for people?' "
Shoppers are also planning more, with a highlight on savings. There has been a continued rise in the number of shoppers preparing shopping lists (up 11% since May), coupled with a continued decline in shoppers making impulse purchases (down 8% since May). They are turning more to shopping aids to make the most of their experience, including:
Manufacturer coupons (51% of respondents report using). Shopper-card discounts (49%). Directional signs above aisles (40%). Newspaper circulars (39%). Coupons from the store (39%). Self-checkout (32%). Circulars from inside the store (29%). Messages on the shelf (18%). In terms of channel-specific findings, shoppers bought something nine times out of 10 that they entered a grocery and convenience store, but leave empty-handed more than half the time at electronics retailers.
"I think some of the shopping in c-stores is purposeful; they're going in to get something specific, whether it's a drink or I'm getting gas in my car," Wahl said. "The question beyond that is, in terms of the convenience, is there an opportunity around what's being offered or how it's being offered to them that could expand what they're purchasing in the store?.... So you have that whole idea of efficiency and value, and you recognize and you do those things to plan more and structure more."
Other findings from the study:
Value and convenience showed their dominance in store-selection criteria, with "provides the best mix of price and quality" being important criteria for 38%. "Offers the lowest everyday price" and "allows me to save as much money as possible" also both were important criteria for 38%. Other top criteria included "close by and convenient" (37%) and "carries everything/most things I need" (36%). "Has a loyalty program" nearly doubled from 5% in June to 9% in August.
The majority (71%) said they are visiting c-stores the same number of times as three months ago, with 21% visiting less and 8% visiting more. A whopping 38% of electronics retailer consumers said they are visiting those stores less, and department stores had 40% less. Meanwhile, 14% of mass-market-store consumers say they are visiting more.
Across all channels, shoppers reported buying cheaper items compared to three months ago, but convenience channels were among the least affected by the trend, with 71% buying the same items, 22% buying cheaper items and 7% buying more expensive. Club stores also fared well, with 74% buying the same, 23% buying cheaper items and 3% buying more expensive.
When asked about their shopping expectations over the next three months, 75% of respondents said their c-store shopping behavior won't change, 4% said they would visit c-stores more or buy more expensive items, and 21% said they would visit them less or buy cheaper items. Mass market saw the biggest increase in the number of shoppers who said their behavior won't change (75% in July, up from 71% in May).
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