GROCERY

GROCERY

Consumers are shopping multiple grocery stores. What’s your carrot?



75% of U.S. grocers rely on Valassis


Why? Consumer behavior keeps shifting. The average shopper now goes to four different retailers for groceries.* To plan grocery trips, people still prefer printed circulars, while gradually adopting e-circulars. Our retail clients look to us for insights, ideas, and effective, efficient media strategies that integrate print and digital – to stay top-of-mind and drive shopper trips in store and online.

Source: Kantar ShopperScape®, Dec. 2017


PROOF OF ACTIVATION

CASE STUDY

See how a leading discount retailer integrated digital display ads to support their printed circular, generating incremental sales and a $12.48 return on investment...

GET STORY


CHANGES IN BEHAVIOR

No longer making one, big, weekend trip


one-third-shoppers-no-preferred-day 47-percent-shop-food-throughout-week
grocery-fill-in-trips-several-times-week

Source: 2K18 Valassis Coupon Intelligence Report

Digital circulars are used selectively. Print dominates.


retail-1

Use print circular to plan


retail-2

Use online/digital circular


retail-3

Consult print circular


retail-4

Use online/digital circular


Source: Market Track Q3 2017 Survey


grocery-meal-kits-opportunity

Meal kits opportunity


Greater interest to try them:


If offered at a nearby store

  • Over 1/3 of respondents
  • Over 1/2 of millennial parents

If retailer offered a coupon

  • 8 of 10 shoppers
Source: 2018 Valassis Purse Strings Survey


Reasons shoppers like seeing offers in both print & online


so-I-don't-miss-savings
captures-my-attention

more-likely-to-buy
Source: 2018 Valassis Purse Strings Survey


HOW TO IMPACT


Still clinging to print newspaper delivery?


Your shoppers aren’t. The migration to digital newspaper subscriptions doesn’t deliver retailer’s weekly ads. Shift to mail to ensure midweek delivery.

Print newspaper subscriptions continue to decline

newspaper-subscriptions-continue-decline

Source: Alliance for Audited Media (AAM) Quarterly Data Reports

Capture attention with an always-on approach

Integrating print + digital for your weekly promotions is essential


media-influence-for-grocery-purchases

Source: Prosper Insights and Analytics, Media Behaviors & Influence Survey, Jan. 2018


Preferred media for grocery clients





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We’re happy to help businesses big and small – to plan, activate and measure campaigns that inspire consumers and lift results.


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