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Shoppers want more from their supermarkets

Consumers expect more from their grocery suppliers, including home delivery, online shopping and — most of all — deals available both online and offline, according to key insights for grocers from Valassis' 2017 RedPlum Purse String Survey.

Findings from the online survey of 8,550 value-seeking consumers indicate that shoppers are more likely to buy groceries online if they can use more coupons (57 percent; 73 percent for millennials). And the study shows that consumers are just getting their feet wet with meal-kit delivery (16 percent) and grocery delivery services (17 percent); however, around 40 percent of respondents plan to use more of these services in the next year. Additionally, the survey uncovered that half of shoppers are interested in trying in-home virtual assistant devices to purchase groceries or other household items.

The most overwhelming grocery-related theme stemming from the survey is the appetite for deals, with 95 percent of respondents desiring coupons for grocery items. And the opportunity to save actually guides many consumers’ shopping plans with 51 percent planning around circulars, coupons and deals.

“As the grocery landscape continues to evolve, our research insights will help both small and large grocers stay in tune with shopper preferences,” said Curtis Tingle, chief marketing officer of Valassis. “Digital disruption remains a prevalent theme today, and the more grocers can focus on providing value to consumers in new as well as proven ways, the more success they’ll experience. This includes offering coupons via every channel — including print — and catering to the latest consumer preferences for ordering groceries, such as virtual assistants.”

It is clear consumers prioritize savings and marketers recognize the importance of their behavior. In the first half of 2017, $326 billion of savings across print and digital CPG coupons were issued to consumers. That represents an average of $2 per coupon, an increase of more than 10 percent overall from first half 2016 to first half 2017, according to NCH Marketing Services, a Valassis subsidiary.