In the United States alone, grocery store sales account for $600 billion with only a few major companies dominating the industry. Although each company offers up the same products to consumers, it is the brands that are able to captivate the customers that have a strong hold on the market. In a study exclusively released to AdWeek by Boston-based consulting firm C Space, the company focused on customer loyalty to determine the driving force that motivated consumers to keep coming back. With the data collected, AdWeek created an informative infographic, titled Aisle Affinity, illustrating consumer favorites and least favored among the big brands.
“The grocery industry is an increasingly crowded space, and every new innovation brings consumers more choices. This data proves that, rather than relying on short-term tactics like discounts and reward programs, building loyalty depends on a grocery retailer’s capacity to intuitively ‘get’ its customers,” Charles Trevail, CEO of C Space, tells AdWeek. “The ones that are positioned for long-term growth are those retailers that are partnering with and drawing inspiration from their customers, delivering products and experiences that align and evolve with their values and priorities.”
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