A key finding, however, lies in the 33% of shoppers who are not sure about the level of community engagement. It is possible, and even very likely, that many of these stores are indeed actively engaged in the communities they serve, but their efforts have gone unnoticed. And this is important since more than 80% of those surveyed in our study want to patronize an organization with purpose!
From a shopper’s perspective, who finds community involvement to be very important? First, 42% of shoppers with a basket size of $101 or more, as well as 40% of those who plan to increase spending in the supermarket channel. Low-middle income shoppers (38%), those highly likely (nine or ten on a ten point scale) to recommend a store (38%), shoppers in the Midwest (37%) and female shoppers (36%) are all groups that find community involvement very important.
On the other hand, there are some groups who find community involvement not too important. These groups include 34% of those who spend less than $25, shoppers under age 25 (27%), dislike grocery shopping (25%), and those shoppers who score likelihood to recommend the store a six or lower (25%).
If you are not currently involved in the community, or not as involved as you would like, ask your associates what resonates with them. If you can find a cause that aligns with your employee’s interests, they will be much more likely to wholeheartedly support the cause, including volunteering or embracing a local nonprofit organization.
On the other hand, if you are already engaged in supporting the community, make sure that you let your shoppers know in-store, on your web site, through advertising channels, in social media and anywhere else that would be visible.
The bottom line? Don’t be afraid to take credit for the good work you are doing in the community. Your best customers really will appreciate it!