retail news in context, analysis with attitude

KSC Kreate, which describes itself as "a creative production studio specializing in visual content," has released the findings of a new study into grocery shopping behaviors and preferences. Excerpts:

• "The vast majority of consumers (85 percent) visit a physical store for groceries at least once per week, with 42 percent of consumers going more than two times a week. Most consumers (62 percent) frequent grocery store chains like Jewel-Osco or Publix, followed by mass retailers (SuperTarget, Walmart) or specialty stores (Whole Foods, Trader Joe’s). In addition, 84 percent of consumers spend $30 – $150 per trip."

• "Before going to the store, 36 percent of consumers research grocery purchases online, most often to search for coupons, competitor pricing and recipe ideas. One in three grocery shoppers use a mobile device in store to look up recipe ideas, coupons, nutritional information or competitor pricing."

• "Three out of four consumers make a list before going to the grocery store, and 61 percent of shoppers spend five to 20 minutes researching and making their lists. Even though most consumers make a list before going to the store, they rarely stick to it – 76 percent buy an average of one to five extra items that are not on their original list each shopping trip. This is most often because a product is on sale, they forgot to put it on their list or because they decide they want the product while they are at the store."
KC's View:
These numbers are interesting, though not exactly conclusive. "84 percent of consumers spend $30 – $150 per trip." Really? That's a pretty big range...

Plus, this study was conducted by talking to a whopping 574 consumers. I know that the science of polling means that you can extrapolate a lot from such small numbers, but I tend not to trust such tiny samples.

Finally, here's my biggest complaint. These days, data analysis makes it possible to know a lot more about specific consumers and specific behaviors. These kinds of broad generalizations are not only not helpful, but they may hurt the larger cause.

I don't want to know that "84 percent of consumers spend $30 – $150 per trip." I want to know about the specific habits of people who spend $30 vs. those who spend $150, so I can figure out how to influence the low spends and make them big customers.