Hands up all of you who think price-sensitive shoppers don’t spent a lot and don't make you any money.
Gotcha! New research from loyalty firm Dunnhumby USA finds price-sensitive shoppers often spend more per visit to the supermarket than average shoppers.
They are not the brand-switchers we often make them out to be either. Price-sensitive shoppers are actually more brand loyal, according to Justin Petty, Dunnhumby's vice-president of clients solutions, media and partnerships.
Dunnhumby, which works with Kroger in the U.S. (and Metro in Canada) found that millennials are particularly price-sensitive.
"They're one of the highest-spending groups and yet they're very price sensitive” Petty told Ad Age magazine.
Read the full story here