Research shows mixed responses to supermarket specials

Posted by Daniel Palmer on 22nd October 2009

More than a third of shoppers have said they are tempted to try something new by in-store promotions such as “buy one get one free” (BOGOF), new research from Britain shows.

According to latest consumer research from IGD, 37% of shoppers admitted that in-store promotions, such as ‘reduced price’ and ‘BOGOFs’, prompt them to try something new when they are doing their food shopping, whereas 29% say that advertising, such as TV or magazines, encourages them to try a new product.

Nearly a quarter (23%) of shoppers said BOGOFs are a major factor in trying a new product, followed by ‘reduced price’ (17%) and ‘3 for 2’ (15%).

However, views about ‘multi-buys’ such as ‘BOGOFs’ were mixed. A quarter (26%) of shoppers want to see an end to ‘multi-buys’ on fresh food and almost three in ten (28%) are concerned about food waste when it comes to promotions. Around 14% of shoppers do not like ‘multi-buys’ at all.

“Shoppers are changing their behaviour by shopping around more, taking more time and looking out for the best deals,” Joanne Denney-Finch, Chief Executive at IGD, noted. “They are clearly swayed by in-store promotions, but the most effective way to encourage new product trial is to use a combination of advertising, merchandising and promotions.”

“Multi-buys remain extremely popular but a growing concern about food waste is influencing shoppers and so retailers are becoming more selective, increasingly targeting these promotions at long-life and non-food items.”

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