#superconsumers

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

Superconsumers

Everybody wants growth and profit for their business, especially from loyal and devoted customers who may be your best advocates to give all that free marketing and extra eventual sales in addition to their own, frequent purchases. Superconsumers, in other words, and this book seeks to show how...

Use social media to reach superconsumers

Superconsumers represent 10% of a category’s customers but account for 30% to 70% of sales and an even higher share of profits according to an article in HBR .it’s easy to reach them. This means that you can dramatically increase the efficiency of your advertising and promotions. Instead of trying to activate lapsed users through expensive mass- market campaigns or paying large sums to…