Shoppers at the beer and lager fixture appear to be waiting before making their final purchase decisions for Christmas.
The category is key to festive sales so we looked for signs of Christmas activity at the alcoholic drinks fixture.
When shoppers were asked if they had started to think about the alcoholic drinks they needed over Christmas, two thirds said they had given it some thought while one in five had started to buy.
Retailers and manufacturers should prepare for an onslaught, however, because nearly a quarter of those questioned intended to buy in the next couple of weeks and 14% plan to buy in the last week before Christmas.
Many shoppers were looking at the offers and making a mental or written note, suggesting they were comparing different retailers’ offers or waiting to see if a better promotion would come on stream later.
We asked shoppers whether it helped them to make their choice when the store positioned special offers away from the BWS department.
Half said it did not, with a quarter using phrases such as, “I find it counter productive” or “it confuses me”, plus “special offers should be at the end of the fixture” and “it doesn’t really help, it can be annoying”.
The other half was divided between those who failed to notice such displays or who were disinterested, and those who said they were tempted by them and were “always on the look out for a bargain”.
Nearly a quarter of shoppers questioned bought beer and lager once a week.
One in 10 purchased from the category more than once a week and 35% bought from the category every month.
One in five had not intended to buy before they entered the shop but changed their minds when they saw a promotion that appealed. One couple who had not intended to purchase were prompted to buy when they saw the depth and range of a fully-stocked beer and lager aisle.
However, a third of shoppers questioned had intended to buy but walked away without a purchase. This was mainly because none appealed to them or they had changed since they were last in store.
Price comparison and checking were the main reasons for the non-purchasers to look at the display. All intended to buy in the near future, and all but one mentioned other retailers and off-licences as the place they would go. One shopper was intending to fit in a ‘Booze Cruise’ before Christmas.
Brands ruled supreme with 84% of shoppers buying branded products. Just under two thirds always buy the same type/brand and these tended to be women buying for their partners or for other family members.
Male shoppers were more familiar with the brands and exercised their choice at point of purchase. The average buying time was 39 seconds, while the shortest was five seconds. The longest time was 4mins 16 secs.
On the whole destination shoppers wasted very little time at the fixture, identifying the brand they desired quickly.
The majority of shoppers, some 56%, would have selected another brand of drink rather than leave the store empty-handed.
The category is key to festive sales so we looked for signs of Christmas activity at the alcoholic drinks fixture.
When shoppers were asked if they had started to think about the alcoholic drinks they needed over Christmas, two thirds said they had given it some thought while one in five had started to buy.
Retailers and manufacturers should prepare for an onslaught, however, because nearly a quarter of those questioned intended to buy in the next couple of weeks and 14% plan to buy in the last week before Christmas.
Many shoppers were looking at the offers and making a mental or written note, suggesting they were comparing different retailers’ offers or waiting to see if a better promotion would come on stream later.
We asked shoppers whether it helped them to make their choice when the store positioned special offers away from the BWS department.
Half said it did not, with a quarter using phrases such as, “I find it counter productive” or “it confuses me”, plus “special offers should be at the end of the fixture” and “it doesn’t really help, it can be annoying”.
The other half was divided between those who failed to notice such displays or who were disinterested, and those who said they were tempted by them and were “always on the look out for a bargain”.
Nearly a quarter of shoppers questioned bought beer and lager once a week.
One in 10 purchased from the category more than once a week and 35% bought from the category every month.
One in five had not intended to buy before they entered the shop but changed their minds when they saw a promotion that appealed. One couple who had not intended to purchase were prompted to buy when they saw the depth and range of a fully-stocked beer and lager aisle.
However, a third of shoppers questioned had intended to buy but walked away without a purchase. This was mainly because none appealed to them or they had changed since they were last in store.
Price comparison and checking were the main reasons for the non-purchasers to look at the display. All intended to buy in the near future, and all but one mentioned other retailers and off-licences as the place they would go. One shopper was intending to fit in a ‘Booze Cruise’ before Christmas.
Brands ruled supreme with 84% of shoppers buying branded products. Just under two thirds always buy the same type/brand and these tended to be women buying for their partners or for other family members.
Male shoppers were more familiar with the brands and exercised their choice at point of purchase. The average buying time was 39 seconds, while the shortest was five seconds. The longest time was 4mins 16 secs.
On the whole destination shoppers wasted very little time at the fixture, identifying the brand they desired quickly.
The majority of shoppers, some 56%, would have selected another brand of drink rather than leave the store empty-handed.
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