Supermarket loyalty is decreasing as shoppers chase the best promotions in the run up to Christmas, new research has revealed.
According to a study by Valassis, the UK’s largest coupon and voucher services business, 70 per cent of shoppers buy across two or three stores. Only 12 per cent of shoppers claim loyalty to one supermarket brand, a decrease from 22 per cent in 2014.
Loyalty is even lower during the festive period, especially among female shoppers, with only 10 per cent of women saying they would not shop away from their regular supermarket.
Promotional offers are the “deciding factor” according to Valassis whose research showed 50 per cent of women would switch supermarkets in order to use coupons or vouchers. Only one third of men said they were persuaded by the same deals.
Charles D'Oyly, Valassis’ managing director, said: “With the consumer’s head being turned every which way by promotions at Christmas and grocery loyalty being at a low, no supermarket can afford to sit on the side-lines, especially when targeting women shoppers.”
Paper coupons remain the most popular across shoppers, however younger shoppers are more likely to embrace technological advances.
D’Oyly added: “Offering a choice of promotional formats is currently the way to go.” Loyalty points remain popular with Tesco and Sainsbury’s shoppers, with 43 per cent favouring them compared to 38 per cent in 2013.
The research was based on an online survey of 2,000 nationally representative adults, which was conducted by GfK NOP from 4-7 November 2016.