Win Customers and Personalize

The Lempert Report
April 11, 2014

According to recently reported findings, we buy on average less than 1% of what we see in the supermarket.

According to recently reported findings in the White Paper, Engaging The Selective Shopper: Why Today’s Consumers Expect Personalization, as shoppers,we buy on average less than 1% of what we see in the supermarket.  What does that mean? It means we're all really picky shoppers! Or rather we  ignore 99% of items on retail shelves because they don’t suit our individual “buyergraphic.”   

The company Catalina, conducted comprehensive research of more than 32 million U.S. shoppers, and analyzed more than $55 billion worth of purchases in 9,968 supermarkets across the nation for 52 weeks ended June 30, 2013.  Results showed that choosy shoppers act consistently across key areas of the supermarket.  They buy 1.7% of dairy products, 1.2% of cookies/crackers/bread, 1.0% of frozens, 1.0% of snacks and carbonated soft drinks, 0.9% of center-store grocery, 0.5% of center-store nonfoods, and 0.2% of health and beauty care items. 

As a result, to move velocity, retailers and brands need to not only target the right pool of interested consumers, but message them persuasively to be relevant,  induce trips and a higher share of wallet.  

Since shoppers are selective in their media use too – they use DVRs as filters – the report also urges personalized marketing by brands and retailers to effectively reach and influence the smaller target audiences for each item. 

Finally, brands need to segment and offer varieties to induce purchase, while stores want to rid their shelves of slow sellers.  But chains, including Walmart, have backed off this position to some degree, understanding that some slow-selling items might appeal to their best customers, who might be tempted to shop elsewhere if they are out of stock.