The grocery store industry knows that more men are shopping than ever before. They’re also learning that the male shoppers no longer fit old stereotypes. Assuming that all males are impulse buyers with no plan or list would be incorrect, according to a GfK Custom Research study reported in Supermarket News. Here are some of the survey highlights regarding male grocery shopping habits:
• More than two-thirds compare prices
• 64 percent make a shopping list ahead of time
• 47 percent browse the store to find unadvertised specials
• 81 percent make meals themselves using fresh or raw ingredients compared to 89 percent of females
• 39 percent use coupons compared to 53 percent of females
• 36 percent use cell phones for in-store research compared to 29 percent of females
• 57 percent say they spend less than one hour in the store compared to 53 percent of females who say they spend an hour or more
Opportunities at the Shelf Edge
The survey, which included 1,000 males and 1,000 females identified as primary household shoppers, reveals that men are more involved in shopping and cooking than ever before. It also points to men being more savvy shoppers than many previously thought.
But effectively serving men may require stepping up your in-store experience. Shelf edge and other point-of-purchase promotions and information play well with males. Incorporating mobile technology through QR codes is another way to engage males.
A little entertainment might not hurt either. Supermarket News reports one U.K. supermarket chain is testing shopping carts that come with a tilting iPad dock. Through a partnership with Sky television, shoppers can use their iPads to download an app and watch their favorite sporting events while shopping. Perhaps you can envision a future sign in the fresh produce department saying, “If you spike a cantaloupe, you’ve bought it!”
The Bacompt team can help you execute shelf-edge programs to attract men or any other demographic your store is targeting. I invite you to learn more about our wide range of capabilities by giving me a call at 1-800-533-7109.