Traditional marketing methods continue to have a strong influence over deal-seeking supermarket shoppers. According to The Retail Feedback Group’s July 2014 online survey of 1,200 adult shoppers who visited a conventional supermarket within the last 30 days, coupons delivered via print remain a popular go-to when it comes to saving money on groceries.
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Half of all shoppers surveyed read printed circulars at home to find deals for their last visit to the supermarket, while nearly a third clipped paper coupons obtained via newspapers or other printed sources, and a quarter used a printed circular in-store.
Compared with printed coupons, money-saving methods offered through digital channels still have a long way to go to catch on with core supermarket shoppers. The survey found that about one in five respondents used a digital circular or downloaded digital coupons during their last grocery trip, and only a sliver of those surveyed conducted research on smartphones or used social media promotions to save money. Read the rest at eMarketer.