Pardon the Interruption
New research has identified a certain kind of shopper who could give bakery departments and other parts of the grocery store a significant sales boost, Supermarket News reports. Called “superconsumers,” these conscientious food shoppers are over-indexing in volume, sales and profit, according to the study, which was conducted by the International Dairy Deli Bakery Association.
These “engaged and insightful” superconsumers may account for only about 10% of store traffic, but they’ll ring up as much as 25% of sales in a given department, the IDDBA’s “Superconsumer Opportunity” study says. They tend to shop the bakery, deli, and cheese or dairy sections frequently and, in a sense, they view each department as a tool for enhancing their meals at home, so they don’t have to go out to eat.
Superconsumers will consciously use departments such as the in-store bakery as a source of meal items for every daypart, the research reveals. Their passion for food also is obvious in some of their other shopping behaviors, e.g.:
Their enthusiastic searches for new products
Their above-average category knowledge
Their willingness to pay premium prices
Their receptivity for marketing messages
Retailers who recognize these characteristics can customize their messaging and products to capture the superconsumer’s attention. Grocers also can use these preferences and behaviors to develop ideas for converting ordinary shoppers into additional superconsumers.
