What do value-seekers want? Well, deals

Shoppers want deals and coupons on groceries more than any other category, according to research from shopper marketing company Valassis.

The 2018 Purse String Survey revealed that 93% of respondents showed an interest in savings on groceries, ahead of dining out/restaurants (68%) and healthcare items (62%). Some 82% typically use coupons for their routine, weekly grocery shopping trips, and nearly half (47%) do so for fill-in trips, as well.

But there's also a major opportunity for online grocers, according to the research. Grocery e-commerce adoption is on the rise, with 13% of respondents saying they are buying more groceries online for delivery compared to last year, and 12% saying the same for click-and-collect.

Nearly half (48%) of respondents and seven in 10 millennial parents agreed they'd more likely grocery shop online if they could use more coupons.

"Consumers have more options than ever before when it comes to how they purchase groceries," said Curtis Tingle, chief marketing officer at Livonia, Mich.-based Valassis. "Whether they shop online, in-store, use a delivery or pick-up service or prepare meal kits at home, it’s critical for grocery retailers to consider shopper preferences. 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."

The Valassis report also found:

• Some 57% of consumers said grocery item availability makes them more likely to choose brick-and-mortar over online, perhaps due to selection and the ability to satisfy an immediate need


• More than a third (36%) of all respondents and half (52%) of millennial parents would be interested in trying a grocer's meal kit if the product was offered in a nearby store


• The majority (82%) of respondents said they'd be more interested in trying a meal kit from a grocer if a coupon was offered


• Some 83% of respondents said they'd be more likely to buy from a grocer that offers personalized offers or discounts in its loyalty program


• Shoppers want security: 58% said they would shop a grocer that safeguards their privacy and personal information


• Consistency counts: 54% of respondents said they'd shop a grocer if it offered a consistent experience no matter where or how they interacted with it

This article appeared at ProgressiveGrocer.com.