...consumers’ opinion of stores is more significantly impacted when the store’s politics clash with their own than when they align.
SAN DIEGO (PRWEB) October 17, 2018
Grocers should stay out of politics. That is one of the main takeaways from TrendSource’s recently-released 2018 Grocery Industry Report which found that grocers are nearly ten-percent likelier to take a hit from supporting a candidate that consumers oppose than they are to get a boost from supporting one consumers also support.
Indeed, consumers’ opinion of stores is more significantly impacted when the store’s politics clash with their own than when they align.
Obviously, in this politically-charged moment, grocers and other retailers face questions about the intersection of politics, ethics, and commerce, but TrendSource’s data suggests the answer should be easy. With consumers nearly ten-percent likelier to be negatively influenced by grocers’ political alignments than positively, the math is simple—politics doesn’t pay.
The report, which surveyed 1,116 US consumers in May and June of this year offers generational, income, dietary, gender, and community segmentations, offering some further insights into this political question.
For example, a store’s politics matter more to respondents who self-identify as urban than it does to those who self-identify as rural. There can be many potential explanations for why urban respondents were ten percent likelier to react to grocers’ political alignments than their rural counterparts, but regardless of reasoning, stores should stay out of politics in both community types.
In addition to the political question, the report offers in depth analysis of current omnichannel grocery trends. Topics include:
- Adoption rates for omnichannel grocery services such as delivery and click and collect
- Consumer preferences regarding in-store checkout options including self-checkout, traditional cashier-assisted checkout, and no checkout at all a-la Amazon Go
- The main drivers that bring consumers, particularly millennials, into brick-and-mortar locations
- The different ways men and women engage the in-store shopping experience
- The shortcomings digital grocery must overcome to truly surpass traditional in-store shopping
- Much, much more
Download the full report here.