February 9, 2010
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Refine Appeals to High- and Low-Income Shoppers: NGA

Retailers that market to the great middle ground of their shopper base believe they appeal to a maximum number of targets and maximize results. By segmenting, however, stores can sharpen their offers to particular groups of shoppers.

To court high- or low-income shoppers, for example, retailers can use insights contained within the National Grocers Association 2010 Consumer Survey Report to better understand their expectations of food stores, which they feel strongly about.

Here’s a sampler of key points:
HIGH-INCOME SHOPPERS/$105,001 or more annually

  • Two of the upper-income groups want items on sale or money-saving specials almost as much as the low-income groups do. The economic pinch affects everyone, and the thrill of savings gives shoppers a rush.
  • Less patient at the front-end, they account for 28% who think fast checkout is ‘very important.’
  • Although fewer than one in 10 respondents overall (6%) have downloaded a food or beverage app, there’s an upscale skew to this behavior. Ten percent who’ve done so earn $205,001 or more per year, and 23% who’ve done so are in the $85,001-$125,000 range.
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