A study by him! International has found that shoppers at Polish retail chain Zabka are almost twice as likely to seek promotions than shoppers at other stores.
28% of respondents said that promotions are the main reason to visit Zabka stores, compared to an average of 15% for other stores in Poland, the study found.
In addition, shoppers in Zabka appreciate the chain's speed of service, with 20% of its shoppers choosing to shop there because they can 'get in and out quickly', compared to 16% for other stores.
'Shoppers in Zabka are likely to be on a deal hunting mission, implying that they may be less brand loyal and more open to influence in store,' said him! International.
'There is an opportunity for international retailers to get inspiration from Zabka regarding promotional mechanisms, and for suppliers to help improve shoppers' food to go perception of this store.'
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
