Instead of shopping being a one-person job, more recently, almost directly due to the coronavirus pandemic, visiting the supermarket has become a family outing. A study conducted by a US national trade organisation, the Food Marketing Institute (FMI), found that 3 in 5 households engaged in co-shopping. This means that supermarket adverts are getting more exposure than ever before.
So, with this in mind, let us look at some of the reasons why supermarket advertising is one of the most effective marketing techniques in 2022.
Consistent exposure
The message is constantly drilled into us: eat at home – it’s cheaper and better for you. With almost 90% of supermarket shoppers taking note of this, 9 out of 10 shoppers consistently visit their local supermarket for ingredients.
This is excellent news for your business, as it provides your supermarket advertising with consistent footfall and often repetitive exposure. The more individuals view the same thing, the more likely it is for the message to become ingrained in them without knowing it. Repetition is also known to build trust and loyalty in a brand, guaranteeing increased sales and return on investment, which is a big plus for your business.
The rise of co-shopping
It might surprise you to find out that millennials, the ones who were practically born with a smartphone in their hand, prefer visiting supermarkets to shopping online.
According to the FMI survey, 91% of multi-adult households with young millennials are sharing shopping. What’s more, millennials are commonly referred to as the future, which is fantastic when it comes to adopting new marketing techniques.
Spontaneous purchasing
An increase in the number of spontaneous purchase decisions in the last few years means that coaxing your target audience into buying your product is easier. When your supermarket advertising is already influential, you’re more likely to sell your product or service quickly, especially when shopping is already susceptible to making a spontaneous purchase.
Once your advertisement is cleverly placed, you’ll find that it catches many eyes, becomes ingrained into their memory, and encourages those increasingly spontaneous purchases.
In-person vs. online advertising
Selling in person and through advertisements is about building trust and creating a relationship with your customer. With so many tabs open online, keeping a person’s attention long enough to make a rapport is a struggle and is why supermarket advertising is more effective.
As well as this, more than half of users spend less than 15 seconds on a website – hardly long enough to make an impression, let alone a lasting one. With the repetition and constant exposure that comes with in-person advertising, a potential customer has a lot longer to decide on the company before choosing to purchase from it, unless it comes to spontaneous purchasing and an individual just wants to buy something regardless.
To conclude, effective super marketing advertising, selling, and capturing leads can help businesses scale, grow, and maintain a steady flow of customers and is one of the most effective marketing techniques available today.
