Grocery Retailing - US - February 2013
“The composition of primary grocery shoppers is skewed toward Baby Boomers and Gen Xers. Only half of Millennials take sole responsibility in grocery shopping, and this cohort is likely to look for an efficient shopping experience and instant gratification, more so than their older generational counterparts due to their high level of mobile device and smartphone ownership. Baby Boomer shoppers are more likely to be receptive to in-store promotional events rather than online coupons. It is evident that a distinctive marketing strategy must be offered between the generations.”
– Ika Erwina, Retail, Apparel & Technology Analyst
Some questions answered in this report include:
- What are the potential implications of divergent generational shopping behaviors on grocery retailing?
- How can grocery retailers close the generational gap?
- How can supermarkets stay competitive against deep-discounted channels?
- In what innovative ways can grocery channels improve their relevance to shoppers?
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