Little Retail Loyalty
New research findings from FMI published this week provides insights into how consumer habits have changed in the months since the COVID-19 outbreak.
It seems retailer loyalty is amiss in the current climate with only 12% purchasing from one retailer and a mere 2-5% surveyed stay loyal to a retailer.
While shopping online has increased, it seems this trend may wane. Of those respondents who moved to online shopping for the first time, only 1 in 5 stated they will continue to do so. This may suggest that Ireland is still slow to adopt to online shopping with many still preferring the physical retail experience.
The spending increase which has been reported in previous Now Near Next articles was evident within the survey. The research shows 35-44-year olds have increased their spend the most at 72% compared to the overall average of 55%.
The report highlights the stark reality on brand loyalty in the retail sector, as consumers venture to many rather than one. With such figures presented, it underlines the importance of gaining customer loyalty at this time. The research suggests placing value on engaging with existing customers to improve brand loyalty.
With multiple touchpoints on the journey to purchase, retailers can develop engaging marketing communications to broadcast their value and USP to consumers to aid brand loyalty and increase its overall market share in the competitive retail sector.
Supporting Irish Produce
Innovate Solutions and MyInsightsOnTime highlighted females’ perceptions of buying Irish food in a recent report.
Women who responded to the survey stated they find SuperValu is the best place to buy Irish food products. 34% mentioned Supervalu, while Dunnes Stores followed at 22% and Aldi at 18%.
Supporting Irish and local is a theme evident in the research and has been a reoccurring trend in recent months. 42% of state they buy Irish food products to support local brands, producers, and farmers. 25% purchase Irish food products due to the quality and taste.
In terms of purchasing Irish food products, the females surveyed revealed seasonality and lack of availability are barriers in purchasing more Irish food products.