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.
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.
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.