Promotion-led doordrop media campaigns drive footfall
Changing habits are contributing increasingly to the traditional weekly shop being replaced by more convenient, larger basket top-up shopping driven by discounters and promotions.
A recent study by The Grocer found a staggering 62% of shoppers say doordrop media featuring in-store promotions encourage them to visit their local convenience store, highlighting that promotion-led campaigns play an important role in creating an overall positive value-for-money perception.
Unsurprisingly, it is shaping up to be an interesting year for the UK's supermarkets. Sainsbury's could more than double its number of convenience stores, opening one or two stores per week in 2015. This summer will see Asda's first ever high street stores opening in Deptford and Wealdstone. Aldi's emphasis on attracting price conscious new customers has resulted in them taking a 5.3% share of the grocery market to become Britain's sixth largest supermarket.
Sources: *Katie Littler Communications Director Him! (The Grocer 23/05/2015), Mintel 2015
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