Grocers Realize Most Success With Print, Growth in Digital and Social Anticipated

Inserts/Coupons

July 9, 2012 -- Media and marketing services company Valassis recently announced results of a grocery retailer marketing study.  

Today, 90% of grocery retailers consider weekly circulars their top promotion vehicle of choice.  In fact, print takes the top three effectiveness spots, with retailers listing circulars (newspaper and mail-delivered) and direct mail as the leading drivers of sales.

This was among the findings of the Supermarket Media Usage Study of 60 leading U.S. grocery decision makers, representing approximately 50 national and independent grocers/chains. The survey was executed on behalf of Valassis by grocery and food retailer media firm, Stagnito Custom Media.
 

When it comes to effectiveness, the study revealed that 75% of grocery retailers realize increased results from print circulars, driving their preference. More specifically, 50% indicated increased sales and 25%, increased customer retention.

Average Rank of Media to Meet Weekly Sales Objectives (1=BEST)

Source:  Valassis Supermarket Media Usage Study 2012

The study also found that grocers are adapting their media tactics in response to declining paid newspaper circulation, and have decreased their newspaper-distributed circulars within the past year. As a result, 26% of respondents reported increased usage of mail-delivered and online promotions.
 

Grocers are developing targeting and distribution strategies for their circulars through a combination of internal sales data and consumer insights with 90% saying customers plan differently by trip type – 82% believe consumers are making more decisions at home than three years ago.

Additional highlights:
 

• Two-thirds of respondents indicated they expect that social media/Internet will be a more significant component of their media plans within five years. Sixty-five percent of respondents expect that over the course of the next five years, social media/Internet will be the medium of choice for grocers to meet sales goals.

• Two-thirds (65%) have ethnic marketing initiatives;

• Six out of 10 (60%) have initiatives to address varying shopping trip types; and,

• More than a third (35%) have generationally based initiatives.

Sources:  Direct Marketing News, Valassis: Print key for grocery retailers, but social and digital expected to surge, July 9, 2012 and PR Newswire, First of its Kind Survey Reveals Supermarket Media Preferences, July 9, 2012.