Most purchases in the prepared foods and deli area of grocery stores were lunch and dinner items, meaning an opportunity to expand offerings, for example to include breakfast selections.
New York, NY (PRWEB) January 16, 2014
ICC/Decision Services, a leading customer experience management company, is releasing the results of a new study providing the grocery industry with innovative insight into what influences shoppers in terms of prepared foods, meals and deli purchases. The results of the study present an opportunity for grocers to expand their offerings and cater more specifically to the average consumer. Not only were decision-making factors explored, but ICC also looked at the specific purchases being made by the survey participants.
The survey, conducted in November 2013, included a broad and diverse sample of 2,500 individuals. Participants ranged in age from 18 to 65 or older with 45% of the respondents having a household income of more than $60,000.
After surveying the participants, ICC/Decision Services found the deli and prepared food area of a grocery store is rarely used as a stand-alone option. Instead, shoppers selected items from these departments to complete a meal, for example deli meats and rotisserie chickens. Additionally, more expensive options including bundled meals, sushi and made-to-order sandwiches had a more limited appeal among many shoppers. The majority of consumers reported the importance of price above other factors, including taste and quality, negating the commonly held belief that convenience trumps cost.
“What’s really interesting about these new findings is the differentiation between male and female shoppers,” said Eric Baer, Senior Research Analyst at ICC/Decision Services. “By looking at these survey results, we’re able to see a clear variance in the shopping habits and decision-making processes, based on gender. With the use of this data, grocers will have the opportunity to tailor their efforts to each of these groups more specifically and effectively to improve sales in their deli and prepared food store areas.”
Not only were participant demographics key to the survey, but so were the specific items purchased. Most purchases in the prepared foods and deli area of grocery stores were lunch and dinner items, meaning an opportunity to expand offerings, for example to include breakfast selections.
“Many shoppers who purchased from the deli and prepared foods section of grocery stores did so on impulse, which is to say these items weren’t often included on their initial grocery list,” said Kevin Leifer, Vice President of Client Success at ICC/Decision Services. “We’ve really honed in on some important insights that can help grocers more effectively target that spur-of-the-moment in-store decision maker.”
The full results of the survey, including specific demographic and purchase breakdowns will be available by visiting http://www.iccds.com.
About ICC/Decision Services:
Based in New York City, ICC/Decision Services is a privately-held company that services the needs of global companies, including CVS, Wal-Mart and Coach. With 34 years in the industry, ICC/Decision Services is a preeminent provider of Mystery Shopper, Customer Survey and Compliance Auditing programs.