The Why, Where and What of Grocery Split Shoppers
In the past 5 years, with the total number of supermarket locations increasing over 10% in the U.S. and the emergence of online competitors such as Amazon, Jet.com and Boxed to the grocery space, understanding the motivations of the multitrip split shopper is more important than ever. A split shopper is defined as someone who shops multiple retail brands and locations to purchase his or her everyday household items even though those items may all be available at one store. SKUlocal™ has conducted proprietary research focused on the increasing trend of multi trip split shopping behavior among a variety of customer segments. Our research indicates four primary reasons why consumers split shop:
- 81% want to save money
- 55% prefer certain products due to quality
- 48% want to take advantage of special store promotions
- 48% want to purchase brands/products they desire
Be the go-to brand for everyday essentials by understanding the behaviors and motivations of the split shopper and discover retailers that are winning and why.
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