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Consumer study explores trend of multi-trip split shopping

ST. PETERSBURG, Fla. — SKUlocal, a leading national direct marketing company, announced today the findings of “The Why, Where and What of Grocery Split Shoppers,” a consumer report that studied the behaviors and motivations of consumers buying everyday products at multiple retail locations.

The results of the report show how marketers can reach “split shoppers,” defined as consumers who shop multiple retail brands and locations to purchase everyday household items – even though those items may be available at one store. Eighty-one percent of those surveyed said they were split shoppers, and they said they do that because they want to save money.

According to the report, here are three other main reasons consumers “split shop:”

  • 55% prefer certain products due to quality
  • 48% want to take advantage of special store promotions
  • 48% want to get brands and products they desire

The report uncovered key insights into split shoppers and discussed strategies for thwarting this kind of behavior. Although location convenience can deter consumers from split shopping, aggressive promotional incentives proved to be a primary motivation of this shopping behavior.

In addition, the report found that many consumers are fiercely loyal to certain brands and are often willing to go out of their way, drive farther and spend more. Millennials are specifically brand loyal to retailers that provide the perfect balance of strong incentives and in-store experience.

Mobile devices have also made it significantly easier for shoppers to compare prices, search for coupons and check availability of stock from competitors, the study said.

“Understanding the split shopper helps guide us to make better decisions when advising our clients,” said Jay Loeffler, Senior Director of National Accounts – CPG, OTC and Retail Grocery at SKUlocal. “These insights can give a brand the edge to be the go-to choice for everyday essentials.”

The study covered a mix of ages, genders and income levels. The majority of respondents were female (56%) and households with children (52%). Most respondents had a household income of between $50,000 and $99,000.

Loeffler said SKUlocal combines targeted direct marketing with keen shopper insights to connect with consumers in cost-effective ways. He said national brands want to reach deeper into local markets with greater targeting precision. Coupons play an important role in connecting shoppers to brands, he said.

To read other highlights, see the SKUlocal split shopper study.

About SKUlocal
Based in St. Petersburg, FL, SKUlocal is a national direct marketing company that offers targeted marketing solutions to identify and engage specific shopper segments. The company provides marketers with keen insights into how consumers think and behave when shopping and buying. SKUlocal’s mass reach — coupled with powerful, precise targeting and true consumer insights — drives measurable-buying transactions across verticals, including consumer packaged goods (CPG), over-the-counter (OTC) and grocery. SKUlocal is owned by Platinum Equity, a global investment firm based in Los Angeles.