Product ranging and store location are the two factors that most encourage Brits’ choice of grocery retailer, according a new poll from Nielsen.
More than half of shoppers (55%) said their selection of supermarket or convenience store was “highly” influenced by regular availability of their favourite SKUs, Nielsen’s Global Retail-Growth Strategies Survey shows. The convenient location of an outlet was highlighted by 52% of consumers, while 47% cited good value for money.
The survey of grocery shopping habits, which polled more than 30,000 online respondents in 61 countries, found four of the 10 most persuasive factors in the UK relate to product range and quality, while three each relate to convenience and price.
As shopping habits change and the role of stores evolves, the survey also addressed what extra in-store offerings most entice consumers. Among services currently on offer, petrol stations (48% of shoppers where available), pharmacy (39%), postal services (28%) and prepared food (27%) were the most widely used.
The findings are good news for supermarkets because they demonstrate “the opportunities to take a broader, more strategic view about their offer, and not to be so focused on price”, claimed Nielsen’s UK head of retailer and business insight, Mike Watkins. Stores must pay extra attention to “the convenient and speedy experience that shoppers crave”, he said.
Extra services help make shopping trips “compelling and convenient”, with forecourts having potential to be successful by attracting new footfall through food-on-the-go, Watkins added. “The common theme across all channels is the need to provide convenient services that appeal to the time-poor consumer.”
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