Factors such as the higher inflation rate and the associated cost increases in many areas of life are currently leading to more conscious purchasing behaviour and greater price sensitivity among consumers. As a result, offer communication is becoming increasingly relevant. However, the world of offer communication is constantly changing and has become increasingly diverse in recent years. In view of the numerous possibilities, retailers are increasingly faced with the question of which channels both attract (new) customers to the shop and have a positive influence on shopping basket size. We are addressing these and other questions together with IFH MEDIA ANALYTICS in our new study series, which analyses the usage and reception habits as well as the sales impact of up to 14 channels of offer communication on a quarterly basis - including, for example, WhatsApp, a new medium for online leaflets, which is not yet the most relevant among consumers due to the start-up phase, but is already achieving surprisingly high usage values, especially in food retail.
But which channels of offer communication do consumers use in times of price increases? In the past 12 months, almost all respondents (91%) stated that they had paid more attention to prices, shopped more consciously (90%) and checked offers (87%). Due to inflation, print leaflets (12%) and advertising leaflets/daily newspapers (4%) are more popular than in the previous year. Compared to an average year, these have become more relevant.
In the first issue, the focus is on food retailers (LEH), non-food discounters and DIY stores. The conclusion here is that printed leaflets have the greatest uplift effect in terms of loyalty, frequency and receipt size, especially in the food retail sector, which is particularly affected by price increases.
A look into 2023 also shows that consumers continue to expect prices to rise (86%) and therefore not only want more offers (79%), but also corresponding advertising (74%): more leaflets and more offers via digital channels in equal measure (42% each).
About Consumer Insights on 360° offer communication
Our new study series is published quarterly and can be obtained free of charge HERE.
You can gain deeper insights into the results in the ECC web talk on 2 March 2023 at 11 a.m. with experts Jens-Peter Gödde, IFH Cologne, and Palle Presting, MEDIA Central. Registration is free of charge.