Advertising on shopping trolleys and supermarket receipts is effective on young Australian consumers, Roy Morgan Research
A new study from Roy Morgan Research has found shopping trolley and supermarket receipt advertising is more effective on young Australians than older ones.
Examining both trolley advertising and advertising on receipts, Roy Morgan Research found 18.8 per cent of Australians aged 25 – 34 usually notice shopping trolley ads whilst only 5.7 per cent of shoppers aged 65 and older said they noticed the ads.
Australians aged 25 – 34 are also more likely to use the special offers included on the back of receipts with 27.6 per cent saying they use them. Competitively, just 16.4 per cent of Australians aged 50 – 64 report using the discounts.
Those who enjoy grocery shopping are more open to noticing advertising, 15.1 per cent versus the 6.7 per cent who do not like grocery shopping. Living alone also reduces a person’s likeliness of paying attention to trolley or receipt advertising.
In the 12 months to March 2016, 10.8 per cent of all Australians aged 14 years and older (or just over 2.1 million) agreed with the statement, “I usually notice the advertisements on shopping trolleys when I go grocery shopping”. Approximately 22 per cent (or 4.3 million) told Roy Morgan Research “I often take advantage of the special offers on the back of my supermarket shopping docket.”
Aussie consumers most and least likely to notice trolley ads and supermarket docket specials
Source: Roy Morgan Single Source (Australia), April 2015-March 2016, n=15,074. Base: Australians 14+
Industry Communications Director at Roy Morgan Research, Norman Morris, said the research showed a place remained for tried-and-true methods of advertising like trolley ads and special offers on dockets.
“However, it is crucial that marketers have a solid understanding of which consumers will be most receptive to these promotions – and tailor their campaigns accordingly,” Morris said.