Trends in POS marketing 2010

Q2xlYW5zdG9yaW5nIC0gU2hvcCAmIEdvIC0gQmlvIFNob3BwaW5nIC0gU29sZGNpYWxpemluZyAtIEJyYW5kIFRydXN0aW5nIC0gVmFsdWUgU2hvcHBpbmcgLSBOZXQgVXBkYXRpbmcgLSBDYXJkcyAmIG1vcmU=

The current POS trends are based on the results of a survey conducted by Lebensmittel Zeitung and UGW Communication among 701 consumers in the German food trade (hypermarkets, hypermarkets, supermarkets and drugstores). The annual POS Marketing Report shows to what extent and by what means consumers can be influenced in their purchasing decisions at the POS.

Trend 1 clean storage

Freshness and cleanliness are the decisive criteria when selecting the place of purchase.

The most important factors when choosing a shopping location are above all the freshness of the products (1,5 on a scale from 1 = "very important" to 4 = "not important at all") and the cleanliness of the store (1,6). Consumers are also price-conscious and pay close attention to value for money (1,7). Nevertheless, a diverse range of products is important to them (1,8).

Trend 2 Shop & Go

Shoppers shop more often and faster.

Only every fourth customer stays longer than 30 minutes in the store. Above all, the 18 to 29-year-olds make short purchases of up to 15 minutes.

The reduced length of stay in the outlets is forcing the market participants at the POS to communicate their POS messages even faster, clearer and more effectively in order to reach the customers to the required extent.

Trend 3 organic shopping

The organic range is becoming more important when choosing a shopping location; the crisis, on the other hand, has had little impact on shopping behavior.

Organic products are even more relevant (2,3 vs. 2,7) as a criterion for choosing a shopping location than they were two years ago. This underscores the fact that organic products and ranges from regional producers (2,3 vs. 2,4) are becoming increasingly important for the food trade (LEH).

Trend 4 Salary cializing

Seniors stay longer in the outlet with high store and brand loyalty.

The 65+ age group takes significantly more time to shop than younger shoppers. 44 percent stay longer than 30 minutes in the market.

In addition, those over 65 show particularly high store loyalty (85%).

At the same time, brand awareness increases with age in times of crisis.

Trend 5 Brand Trust

In times of crisis, brands gain ground.

Brands convey trust and orientation - values ​​that become even more important in times of crisis. Half of those surveyed therefore rely even more on tried-and-tested brands during the crisis.

A good half of consumers see manufacturer brands as having a significant quality advantage over retail brands. Around 70% of consumers prefer cheap branded products to private labels.

Trend 6 value shopping

"More" value campaigns (multibuy and special sizes) are the best sellers at the POS.

Consumers feel significantly influenced in their shopping behavior by clearly understandable multi-buy campaigns such as "Buy three, pay two" (2,6), special pack sizes with more content (2,8) and by special packaging or limited editions (3,1).

 

 

Trend 7 Net Update

Internet is becoming more relevant (online CRM newsletter), but still has considerable potential.

74% of consumers in food retail now have the opportunity to use the internet regularly.

42% of those who have been to a manufacturer's or retailer's website have subscribed to a newsletter that they receive regularly.

Trend 8 cards & more

Customer cards are more likely to be used by shoppers for high-quality premiums or coupons.

Every fourth customer of the food retailer has at least one customer card.

The customer cards are mainly used for bonuses and shopping vouchers (58%).

Payback is by far the most popular card system among shoppers.

Source: Wiesbaden [UGW]