If the number of food and grocery promotions continues to rise, shoppers will be increasingly confused, according to the latest research published today (October 9) by IGD at their convention.
Unveiling the research, Joanne Denney-Finch, chief executive, IGD, said: “Everyone loves a bargain but if we’re faced with a blizzard of promotions, then that risks information overload – complicating life for shoppers.
“Our research suggests that shoppers are finding it difficult to cut through the in-store noise. The great majority of people are responding to the financial squeeze by trying to be more disciplined, for example by planning ahead or shopping little and often. In these conditions, too many promotions can be a distraction, with 44% of shoppers telling us they find it difficult to compare prices in store.
“While it is essential to keep delivering value, there are many ways to do this beyond promotions. For instance, through services that help people to plan their meals, and through bigger incentives for loyalty. The Australian retailer Coles, for example, did this by giving its customers a regular discount of 10% on five products of their own choice whenever they spent over AU$50.
“Promotions will always be an important part of the grocery landscape but there needs to be a balance.”