Oftentimes we hear in the news that shopping at the grocery store is not an enjoyable process. However, our research found that the majority of supermarket shoppers (64%) enjoy grocery shopper a little or a lot, an additional 26% are neutral and just 9% dislike grocery shopping. We also found that just 23% of shoppers in the survey said that their supermarket “absolutely” provides a fun & exciting shopping experience. Finally, we learned that overall satisfaction with a store is much higher if they provide a fun & exciting store experience.
Shoppers told us there are many things that create an exciting store environment. The top three are seasonal items & displays, sampling and frequent new item introductions. Other ways to create excitement include one day sales promotions, variety of local items, cooking demonstrations, personalized recommendations and in-store events.
We were also able to determine several “fun drivers” which included:
• Taking the chore out of grocery shopping
• The treasure hunt
• Providing solutions
• Trying is buying
• One-stop shopping, variety is key
• Friendly/helpful staff
• Leveraging emotion
• Being the expert
• Events, restaurant, music and action!
• Big savings are fun in themselves
Fun is not enough in and of itself, however, as it is really the interplay of fun, fast and value together that is critical to success. When shoppers were asked to allocate ten points between fun and fast, fun received an average of four points and fast an average of six points. When allocating ten points between value and fun, value received eight points on average and fun two points.
So in the end, while it may vary by format and by shopper, it is all about determining and developing the right mix of fun, fast and value in your store(s)!