Consumers would be more likely to shop for groceries online and buy a grocer's meal kits if they could use more coupons, according to a study by Valassis.
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 weekly grocery shopping trip, nearly half do so for their fill-in trips as well.
With e-commerce on the rise, 13 percent of respondents say they are buying more grocery items online and having them delivered to their homes compared to last year. A larger percentage jump was observed among dads, 23 percent, and Hispanics, 20 percent. In addition, 12 percent of respondents say they are buying more grocery items online and picking them up at the store, with millennials and millennial parents embracing this approach even more, at 20 and 22 percent, respectively.
Nearly half of all respondents and 70 percent of millennial parents agree they would be more likely to shop for groceries online if they could use more coupons. More than a third of respondents and more than half of millennial parents would be interested in trying a grocer's meal kit if offered at a store near them. In addition, a majority of consumers, 82 percent, said they would be more interested in trying a meal kit from a grocery retailer if they offered a coupon. While online grocery shopping is an emerging trend, 57 percent of consumers said grocery item availability makes them more likely to go into a physical store to shop over online channels.
When it comes to a grocer's meal kits, more than a third of respondents and more than half of millennial parents would be interested in trying these offerings if they were available at a store near them. Additionally, a majority of consumers said they would be more interested in trying a meal kit from a grocery retailer if they offered a coupon.
The survey also revealed that shoppers are more likely to buy from a grocery retailer that rewards their loyalty with personalized offers or discounts, makes them feel like a valued customer; safeguards and protects their privacy and personal information; and provides a consistent experience no matter where or how they interact.
Related: Print Flyers, Coupons Still Popular in Digital Age; Seven Steps for Getting Smart with Coupons.
from Industry Operations https://ift.tt/2OFcBqz
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