Supermarket mums like threesome

Supermarket mums like threesomeMums may still be going to Iceland, but they are increasingly popping to Aldi and others, according to a new study, which shows most now visit at least three supermarkets for their main shop.
The concept of mums doing the weekly shop may be alien to many, however, not for Starcom MediaVest Group which has just published its findings of a shopper survey of 1,000 Mumsnet users.
It reckons mums now shop at an average of three supermarkets a week for their main shop and nearly a quarter go to more than one supermarket for the main shop.
With 76% of all mums being smartphone users, supermarkets must complement traditional media planning with digital strategy to build customer loyalty and intercept increased shopping visits, the study claims.
It also shows a third (33%) of mums have switched supermarkets in the past six months, with nearly the same amount (30%) saying they now regularly do their big shop at Aldi.
Even the well-heeled are getting in on the act; 24% of those who earn between £50,000 and £69,000 and 21% who earn £70,000 and £99,000 shop at the German discounter.
However, when it comes to the top-up shop, just over half will go to other supermarkets, while a third of M&S and Waitrose shoppers top up at least three times a week.
The study suggests that supermarkets must apply a more tailored approach to engage with each shopper segment and offer targeted media experiences across digital and traditional channels to boost loyalty and gain traction with mums.
Starcom MediaVest Group co-chief executive Steve Parker said: “Supermarkets can no longer depend upon loyalty and instead, each must make sure it is central to mums’ shopping repertoire and push messaging at every relevant touch point along mums’ consumer journey.
“By looking at the different behaviours of mums, supermarkets can identify the best way to engage each group and offer them the best experience and in turn, rebuild the supermarket’s central purpose within mums’ routine.”
However, the study shows there is no easy route to target mums as there are seven different categories of shopper: Family Followers (22% of Mumsnet shoppers. The most important segment due to heavy family influence); Utterly Organised (23%. Always use shopping lists to plan their weekly meals); Super Savers (13%. Big in-store and online savers who stick to lists and own brand products); Spontaneous (13%. Rarely use lists and tend to browse rather than plan their shop); Own Brand Champions (12%. Over two-thirds of purchases are own brand); Bargain Buyers (9%. Take advantage of in-store and online saving where available); and Brand Loyalists (7%. More than two-thirds buy branded products).

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