Product availability and a convenient location are the two most highly influential factors when it comes to where British shoppers choose to buy their groceries from – according to Nielsen’s Global Retail-Growth Strategies Survey.
The survey on grocery shopping habits, which polled more than 30,000 online respondents in 61 countries, reveals that 55% of British shoppers cite the products they want regularly being in stock as “highly influential” in choosing which retailer to buy from. A convenient location is the next most influential factor (52%) followed by good value for money (47%).
What additional in-store services would entice shoppers?
As shopping habits change and the role of stores evolves, the survey also addressed what extra in-store services are most likely to help grocery retailers entice consumers in.Among additional services currently available in-store, petrol stations (used by 48% of shoppers where this service is available), pharmacy services (39%), postal services (28%) and prepared food services (27%) are the most widely-used.
Among services not currently available in-store, postal services would be the most successful addition (would be used by 31% of GB shoppers if available), followed by pharmacy services (23%), health clinic services (22%) and banking services (20%).
“Supermarkets should consider the opportunity to provide extra services that help shoppers make the shopping trip compelling and convenient, such as financial services, dry cleaning, links to the local community and click-and-collect for online shopping,” concludes Watkins.“Forecourts also have the potential to be successful in this regard by attracting new footfall using food-on-the-go. The common theme across all channels is the need to provide convenient services that appeal to the time-poor consumer.”