Progressive Grocer

AUG 2015

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21 H O W T O W I N I N T H E B A B Y C A T E G O R Y Factors most critical to mom importance ratings: Infant formula shelf (% rating top box 7 out of 7) Source: Molly Johnson 2015 Source: Molly Johnson 2015 Moms who compared prices across retailers before their shopping trips Moms cite several other factors that determine where they shop for in-store infant formula, but paramount is the retailer having her baby's specific formula brand/SKU in stock. Providing mom with an easy-to-navigate shelf, great deals or lower prices will be a wasted efort if mom is not confident that she can get exactly the formula her baby needs. Price plays a big role in mom's infant formula shopping decisions, and she frequently compares prices across stores to find the best deal on formula, relying on a wide range of resources including digital media like retailer websites and traditional media such as printed circulars. Brick-and-mortar grocers can use these resources to alert budget-minded moms about formula deals. Grocery retailers may also want to consider leveraging price-com- parison apps and other smartphone tools as well as loyal- ty programs and cards, all of which fit into moms' formula deal-hunting arsenals. Shelf selection is another key driver for infant formula shoppers. Today's mom knows what she wants, which is why infant formula shoppers are spending more time comparing prices and reading labels at the shelf than they used to. By ofering a wide range of brands and formu- lations, grocers can make sure mom finds the perfect formula for baby. But stock is just as important as selection. If mom's preferred formula brand isn't on the shelves, she'll likely leave the store to find it elsewhere—ofen without even stopping to ask a sales clerk whether it's in stock. This is a particular risk for grocery, where moms are much less likely to ask for assistance in an out-of-stock situation. Store's website Online retailer sites Retailer circulars sent in the mail Online coupon/sales websites Newspaper advertisements Email fliers sent by retailers Price-comparison app Other 28% 27% 34% 35% 28% 12% 9% 7% FOCUS Brands I want 72% Well-stocked/ has what I came for 69% Lower prices/ good value on formula 63% Enough on shelf to stock up 56% Great sales/ promotions on formula 55% Shelf is organized for quick grab & go 52% Wide variety of pack sizes 39% Variety of formulas for feeding issues 39% Ofers organic/ holistic formula brands 20%

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