Shoppers say they now find it easier to compare grocery prices in store, as retailers continue to focus on attractive promotions.
• 70% of consumers say they now find it easier to compare grocery prices in store, compared with 56% in 2012 – this rises to three in four among parents (75%), and 73% in the C2DE socio-economic demographic
• This may, in part, be owing to an increased focus by some supermarkets to simplify promotions and lower base prices. There has also been more price matching and price guarantee programmes, as well as simpler promotions
• It’s important for retailers to evaluate how well they are doing to ensure their communication around pricing is simple to understand
• Techniques, such as round-pound deals and a focus on fewer but more attractive promotions could help to ensure shopper satisfaction in understanding pricing continues
Source: IGD ShopperVista
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