Grocers are encountering a new shopping era. They’ve shifted their product mix. They’re going digital. And, Aptaris research published by Dunhumby indicates theses changes have big implications for the grocery store circular and other ad formats.
Smartphone screens may be capturing the attention of more consumers, but printed circulars still bring shoppers through the doors of traditional stores. Nielsen researchers conclude that up to 80% of U.S. households rely on this old-school marketing tool to plan their shopping trips.
American shoppers love their smartphones. The use of smartphones is growing for activities like downloading or scanning coupons. However, marketers shouldn’t be too quick to cut down their use of circulars and flyers as shoppers are still using these traditional tools.
CPG (Consumer Packaged Goods) manufacturers have a long history of advertising both directly to consumers and jointly with retailers through trade promotions or co-op funds. Kantar Media has been studying the advertising trends for CPG firms. The company has just released new information through DirectHeat, which monitors the way CPG companies advertise with retailers as partners.
Whether they’re online or on paper, shoppers faithfully check weekly circulars for specials at the supermarket. Even as we emerge from recession, consumers are continuing to buy private label products. To boost sales of branded products, marketers are increasing their use of traditional ad circulars.