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Grocery shoppers swayed by coupons in stores and online

Survey: Discounts are strong draw for online grocery, meal kit purchases

Russell Redman

September 20, 2018

2 Min Read
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Coupons matter to grocery shoppers whether they’re in stores or online, according to the 2018 Purse String Survey from media specialist Valassis.

Of more than 6,200 consumers polled, 93% said they’re interested in finding coupons, coupon codes and deals for groceries, which Livonia, Mich.-based Valassis said makes grocery the top category for deal- and coupon-finding.

Eighty-two percent of respondents indicated they typically use coupons for their weekly grocery shopping trip. Yet the survey found that almost half of those shoppers (47%) also make use of coupons for their fill-in trips.

Valassis noted that retailers can attract more online grocery shoppers with coupons. According to the study, 48% of consumers polled — and 70% of Millennial parents — agreed they would be more apt to shop for groceries online if they could use more coupons. Similarly, 82% of respondents said they would be more interested in trying a meal kit from grocery retailers offering a coupon.

The survey also revealed that most consumers are more likely to buy from a grocery retailers that reward their loyalty with personalized offers or discounts (83%) and make them feel like a valued customer (67%).

“Consumers have more options than ever before when it comes to how they purchase groceries. Whether they shop online, in-store, use a delivery or pickup service, or prepare meal kits at home, it’s critical for grocery retailers to consider shopper preferences,” according to Curtis Tingle, chief marketing officer for Valassis. “Consumers want deals, convenience and a personalized experience. Grocers who can deliver on these increasing customer demands will win them over and gain their loyalty.”

Looking at broader grocery retail trends, the survey found that 13% of respondents are buying more groceries online and using home delivery versus last year. That percentage rises for fathers (23%) and Hispanics (20%), Valassis reported.

Another 12% of those polled said they’re purchasing more grocery products online and picking them up at the store. Click-and-collect services are particularly embraced by Millennials (20%) and Millennial parents (22%), the study showed.

Brick-and-mortar stores, however, aren’t being eclipsed as a grocery shopping venue even with the growth of online grocery services. For example, 57% of consumers surveyed said grocery product availability makes them more likely to go into a physical store to shop versus online. Valassis said this may reflect shopper concerns about selection and the ability to satisfy an immediate need.

And meal kits at retail represent another opportunity. The survey found that 36% of respondents and 52% of Millennial parents would be interested in trying a meal kit if sold at a nearby store.

 

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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