Twenty-one percent of customers shop at Swiss convenience chain Migrolino due to its loyalty scheme, according to a study by him! International.
Customers' preference for its scheme CUMULUS is higher than its competitors, which clocks in at 13%. Two-thirds of Migrolino customers think the stores are 'fast & efficient'.
Half of Swiss adults had been at one of its stores in the last month, and even more in rural areas, it said. There is a trend towards on-the-go and freshly-made products - 7% of Swiss citizens eat their breakfast there, while a similar number buy soft drinks.
As 23% of Swiss consumers live alone, as opposed to 15% globally, him! International found that they may be more likely to snap up convenience offers.
However, as only a third of respondents said the to-go meals were in portion sizes they like, the company commented that it was 'vital' to improve this downside.
Founded in 2009, Migrolino has 350 stores across the country.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
