Grocers to Market to Top Shoppers

Supermarket owners may suspect that there’s good reason to court their most loyal shoppers. Now a study by Concept Shopping confirms it: The top 10% of shoppers account for 40% of a store’s sales.

Here are the specific statistics on loyal shoppers:

  • They shop at the store 2 times a week
  • They spend an average of $39 during each visit or a total of $78 a week
  • Only 11% of their spending is on marked-​down items

This behavior is a marked contrast to less loyal shoppers who come to the store only once a month. Even worse, this group spends $9 on average and 35% of the spending goes to marked-​down items.

Loyal shoppers tend to stay with a supermarket. The study results indicated that up to 30% of customers disappear in any given year. But “only 5% were from the highest-​spending group.”

What can retailers do to keep high-​value customers coming through the door? Concept Marketing VP of sales and marketing William Young says to “spend the lion’s share of their time, effort and promotional dollars on their top-​spending, loyal customers.” Young also points out that retailers can expect to pay 5 times more to get a new customer through the door when compared to keeping a current customer.

Supermarkets will likely be looking for the best ways to market to their top customers in 2010 as competition increases in the industry.

[Source: Study Confirms Importance of the Most Loyal Shoppers, Progressive Grocer, 12.15.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.