A recent survey suggests that strategies grocery retailers use to attract and keep in-store customers are likely to work online as well.
“Consumers want deals, convenience and a personalized experience,” says Curtis Tingle, chief marketing officer at media and marketing services company Valassis Communications Inc., which surveyed more than 6,200 U.S. consumers May 15 through June 15. Those fundamentals, he says, do not change as consumers try out additional shopping options, such as buying food on a computer, smartphone or voice-enabled device.
The survey responses back that up. For example, coupons—one of the oldest sales tools in retail—remain incredibly popular with grocery shoppers. According to the survey, 93% of all respondents are interested in finding coupons, coupon codes and deals for groceries. And 48% of all respondents—including 70% of millennial parents—say they would be more likely to shop for groceries online if they could use more coupons online. Valassis defines millennials as consumers ages 18 to 35.
Valassis found consumers have no overwhelming preference for how they get coupons and seem to appreciate it when food brands offer them in more than one way.
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