LIVONIA, Mich. — While more than half (52%) of mothers do most of their foodservice shopping in stores, only 36% opt for brick-and-mortars for health and beauty care items (HBC), preferring online shopping instead, according to the 2k19 Coupon Intelligence Report, conducted by Valassis, a market technology and consumer engagement firm.
The study examined shopping habits of 1,000 U.S. mothers during third-quarter 2018. It analyzed what went behind their purchase decisions for food, household goods and health and beauty care (HBC) items.
“Our data shows brick-and-mortar is still a first stop for moms, although e-commerce is bringing an entirely new level of accessibility and convenience to modern online shoppers,” said Julie Companey, director of grocery for Valassis. “Moms are balancing the need for speed, convenience and savings. Retailers and brands that can deliver on these three components, while also providing unique, personalized experiences, will help win moms over.”
Here are three retail shopping strategies to reel more mothers into stores, according to Valassis …
Nearly four-fifths (79%) of mothers said going to stores with the lowest prices is critical, while nearly 60% want to save as much money as possible. Moreover, 40% of moms shop outside of their main retailer because of advertised deals, and 51% frequently search online for coupons.
2. Delivery and pickup
More than 1 in 3 moms shop through brick-and-mortars for its delivery and pick-up services. Additionally, 25% of moms use a smartphone app to scan barcodes as they shop. As the digital and physical environments continue to blend, approximately 1 in 5 moms order groceries online for delivery or in-store pickup.
3. Fresh food
The percentage of mothers who shop at stores that offer prepared foods and made-to-order meals has increased 36% over the past year. The same percentage of mothers also shop more often at stores that focus on organic, natural and fresh products compared to last year.