Retailers must not only target one demographic as consumers “cross shop” – shopping locally and pre-planning their shopping. However, all retailers share the same customers as there is no typical retailer profile and brand profiles differ by area. Of all the Purchase Decision Makers (PDM)s who shopped at Woolworths (692 536) for food and groceries; 54% also visited Pick n Pay; 21% visited Shoprite; 38% visited Checkers and 32% visited Spar. Numerous PDMs also visited other stores as well.
“As shopper profiles closely match the area profile – not some idealised description of a brand profile – it stands to reason that brand usage will follow the same pattern. The simple truth is that people shop close to home so you need to offer them more choice so that they don’t have to travel,” says Gill Randall, joint-MD, NAB, commenting on the latest Roots 2013 research.
Source: National Advertising Bureau (NAB)
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