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Retail

Growing Number Of Shoppers Visit Specialist Stores Over Mass Retailers: IRI

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Growing Number Of Shoppers Visit Specialist Stores Over Mass Retailers: IRI

Specialist retail outlets, such as drug stores, pharmacies and make-up stores, are growing in popularity, according to consumer research organisation IRI.

European shoppers are now choosing these stores over mass retail outlets, with 39% visiting drug stores, 35% shopping in pharmacies, 20% in make-up stores and 22% in perfumeries.

IRI notes that product range is still the number one key driver for consumers when going to a physical store, at a time when many retailers are trying to rationalise their product ranges.

For example, 56% of shoppers said they choose a drug store because it offers a wide range of products, 52% because of convenience, and 42% cited the services available.

Retail Challenge

IRI's study, which surveyed 2,600 consumers across seven European countries, reveals that make-up, perfumery and drug stores all outperform hypermarkets and supermarkets when it comes to customer satisfaction.

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The group attributes this to the higher level of customer experience that is delivered by specialist stores, aligned with shoppers' expectations.

“This a major challenge that manufacturers and mass market retailers need to work out together; identifying the right range, product and brand positioning, as well as pricing strategy, in order to offer a real alternative to these specialised stores whose strengths lie in selling their own brands," said Laura Fusi, shopper insight senior manager at IRI.

According to IRI's report, multi-channel shoppers across Europe visit 2.5 different channels a year, on average, to purchase personal and beauty care products, compared to 1.9 channels for beverages, 1.7 for frozen food and 1.2 for pet food.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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