More than a third of shoppers would consider switching stores if the fresh-produce offer is not to their liking, research by IGD has found.
The study, commissioned by UK-based produce supply-chain management group iTradeNetwork, collected responses from supermarket and convenience- and discount-store shoppers.
The survey found that people are shopping more than ever (26 times a month), citing the freshness of products as one of the most important drivers.
Consumers consider whether a certain type of fresh produce will be available prior to choosing which store they will go to for certain products.
Responses also revealed that customers on the hunt for fresh fruit and vegetables were much more likely to impulse-buy produce (16%) than alcohol (11%).
Rhian Thomas, shopper-insight manager at IGD, commented, “Over half of the fresh-produce shoppers that we surveyed agreed that it is sometimes worth paying a little extra to get higher quality. An increased focus on quality in store could therefore help to delight shoppers and drive increased engagement in these categories."
Julie Cumberland, head of marketing-EMEA at iTradeNetwork, added, “These findings confirm that retailers should focus on their fresh-produce offering in order to build and retain customer loyalty and add value to their baskets. Customers expect the very freshest of produce to be available at all times and are willing to shop more often to make sure they get this."
She said that promotions that emphasise 'fresh' and encourage engagement with the shopper are key, as well as consistent stock availability, freshness, and quality.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
