Blog | 1 October, 2018


Valassis Survey Finds Deals Influence Grocery Shopping In-Store and Online

Our colleagues in the US have announced grocery-specific insights from their 2018 Purse String Survey. The survey of more than 6,200 value-seeking consumers reveals grocery shopping preferences and evolving consumer behaviours.

Consumers crave coupons

According to the survey, 93 percent of all respondents are interested in finding coupons, coupon codes and deals for groceries – making grocery the top category for deal and coupon-finding. Although most consumers (82 percent) typically use coupons for their routine, weekly grocery shopping trip, nearly half (47 percent) do so for their fill-in trips as well.

With the increasing popularity of e-commerce, 13 percent of respondents say they are buying more grocery items online and having them delivered to their homes compared to last year. While another 12 percent of respondents say they are buying more grocery items online and picking them up at the store, millennials and millennial parents are embracing this approach even more, at 20 and 22 percent, respectively.

Retailers have an opportunity to capture even more of these online grocery shoppers, as nearly half (48 percent) of all respondents and 70 percent of millennial parents agreed they would be more likely to shop for groceries online if they could use more coupons. And, while online grocery shopping is an emerging trend, 57 percent of consumers said grocery item availability – perhaps due to both selection and the ability to satisfy an immediate need – makes them more likely to go into a physical store to shop over online channels.

“Consumers have more options than ever before when it comes to how they purchase groceries,” said Curtis Tingle, Chief Marketing Officer, 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 personalised experience. Grocers who can deliver on these increasing customer demands will win them over and gain their loyalty.”

Top tips for retailers

According to the Valassis survey, shoppers are more likely to buy from a grocery retailer that:

  • Rewards their loyalty with personalized offers or discounts (83 percent – and 86 percent for both moms and millennials);
  • Makes them feel like a valued customer (67 percent);
  • Safeguards and protects their privacy and personal information (58 percent – 61 percent for baby boomers);
  • Provides a consistent experience no matter where/how they interact (54 percent).

For more insights from the survey, check out our infographic.