NGA's blog covering all things independent supermarket
Consumer Confidence Heating Up
Consumer confidence is on the rise, with April’s level up nearly two points from March, according to the Conference Board Consumer Confidence Index, and as we approach the summer months this is good news for the U.S. economy and retailers.
One way to generate enthusiasm among shoppers and increase traffic in the store this summer is through themed store events. Summer is synonymous with barbeques, holidays, picnics and social gatherings – and the supermarket industry plays an integral role in these connections. Store events allow retailers to showcase seasonal offerings in a fun and memorable way, while also enhancing the customer’s in-store experience.
According to research done by Nielsen and The Harris Poll on behalf of NGA, independent supermarkets already have high satisfaction among their shoppers, with two-thirds indicating that they were very/extremely satisfied. While price and convenience were the top considerations for independent shoppers, they also associated independent grocers with friendly employees, quality meats and produce, and easy-to-navigate layout. This tells us that independent grocers that provide relevant offerings, coupled with a great customer experience are key to setting themselves apart from the competition.
There’s no doubt that independent grocers put on some of the most creative in-store events to help attract shoppers and build customer loyalty. Best of all, companies and store associates can get industry-wide recognition for their hard work. The annual Creative Choice Awards contest, presented by Kellogg’s and Unilever, honors and recognizes the best marketing and merchandising programs throughout the industry that both boost sales and build customer loyalty.
Last year, there were over 450 entries in the contest, with nearly 100 of them in the store event category. With 11 different submission categories, from public service/ charitable cause event to connections through print to integrated marketing campaign, there’s something for everyone.
To learn more about the Creative Choice Awards or see winning campaigns from this year, visit http://ngacreativechoice.com.