By Curtis Tingle, Chief Marketing Officer, Valassis
Published Thursday, Aug 18, 2016
With Labor Day right around the corner- September 5, now is a good time to examine how local grocery stores can cater to shopper preferences and win against their competition.
According to research from Prosper Insights & Analytics, barbeques and picnics were the most popular way for consumers to celebrate Labor Day in 2015, with nearly 34 percent spending the holiday in this fashion. While you might assume this bodes well for grocery retailers, discount retailers are actually the winning channel and on the rise. Walmart has been selected as “most often shopped” for summertime shopping and has grown 12 percent over the last year. Local grocers looking to win business this Labor Day should ensure their marketing strategies consider these consumer behaviors and help buck these trends.
With more consumers valuing experience and price, it is critical for grocers to win ‘the last weekend of summer,’ helping customers fuel the experiences of barbeques, picnics and pool parties one last time. By focusing on what drives consumers to choose summertime brands and then providing relevant, personalized offers, grocers can compete with the large discount stores.
When it comes to Labor Day celebrations, grocers have an opportunity to better engage shoppers and compete with big box and discount stores. To capitalize on this timely opportunity, here are a few shopper preferences and expectations grocers can benefit from:
With this buying behavior in mind, grocers should strategically plan promotional tactics that are timely, without compromising agility, in order to pull shoppers in for “the best” deals in town this Labor Day.