IGD report showcases ‘Influencer Shopper’ generation
The shoppers of the future will be time optimisers, health conscious, individual, experimental and socially conscious, according to new research from IGD.
These so called ‘Influencer Shoppers’ currently represent around 25% of the total shopper population. But they are set to replace baby boomers as the generation with the most purchasing power, the strongest voice and the biggest influence on the food chain. 59% of Influencer Shoppers say recent TV shows, especially Blue Planet 2, have inspired them to make changes to support the environment.
Vanessa Henry, Shopper Insight Manager at IGD, says: “We’re experiencing an increasing array of leisure activities, with more time spent on social media and the internet chipping away at what time we have left for more traditional things like grocery shopping. Shoppers are relatively split in terms of their enjoyment of food and grocery shopping, so for retailers it’s about optimising their time in-store and engaging with them whether they want to spend time shopping or grab and go.”
She adds: “More shoppers are open to sharing data and getting a more personal experience, and with the majority of shoppers seeing food and grocery as one of the more trusted sectors there are clearly opportunities for businesses to develop their personalised offer, as long as shoppers know they are getting a good return. Industry is currently behind on delivering this personal level of service but to shoppers it’s a no-brainer to get an individual experience, so the sector must catch up.”
Technology will be the enabler here. Smartphone technology in particular could be key to unlocking personalisation in-store, with relevant, tailored and timely notifications sent to shoppers’ mobile devices to help them to find what they want, discover new products and achieve best value. “As this personal aspect is a big step for some shoppers and raises concerns about privacy, it’s important for businesses to offer and demonstrate some really tangible benefits to encourage early adoption,” says Henry.