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More than half of shoppers use multiple supermarkets in one trip

Wednesday August 20, 2014 at 12:28pm
More shoppers than ever are now using four different grocery shops on average each month, with nearly half using several in the same trip in the search for best quality and best value, according to new research from IGD ShopperVista. Coupons topped the list of popular techniques used by savvy shoppers in the hunt for best price, with 55% of respondents saying they used them for food and grocery shopping. Other popular techniques also include planning,with 46% reporting that they are planning more before they shop for their food and groceries; and reduced to clear, with 44% saying they shopped at a specific time in the last year in order to make the most of the ‘reduced to clear’ section. IGD chief executive Joanne Denney-Finch said: “While the UK economy continues to improve and some shoppers tell us they’re feeling better off, savvy shopping techniques picked up during the recession have become mainstream. “In spite of improving economic conditions it continues to make sense to put in extra time and effort to help us get the best quality, at the best value when buying our groceries. On average shoppers are using around four different grocery formats each month, and the most popular combination is supermarkets, convenience stores as well as food and high street discounters. “Using two or more grocery stores on the same trip is an increasingly popular budgeting technique used by shoppers regardless of their demographics. Shoppers tell us that they’re proud to talk about the savings they are achieving by researching and shopping around more. “Using coupons is also proving popular with shoppers. There’s now less stigma associated with using them and retailers have been making them more targeted and easier to use, to help people plan. “Technological advances mean that people have more comparative information available to them at a swipe of a smartphone or tablet. There are also more grocery choices available whether it’s additional convenience and discount stores, or extra online shopping options such as home delivery subscription services. So it’s never been a better time to be a savvy shopper.”
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