Travel and leisure marketing: Getting inside the minds and shopping bags of frugal consumers.

October 13, 2010

Frugal consumers can be swayed to buy something that's not on their shopping list, if it catches their attention at retail.

Recent studies show that consumers are using shopping lists to curb their spending.  But they will buy on impulse if you make the right offer in-store.

Is your travel and leisure marketing targeting the frugal consumer?  Several recent studies may help you better understand and market to them.

A recent study by the Integer Group and M/A/R/C Research confirms that shoppers are showing more flexibility at retail than we thought.

  • 24% say they do deviate from their planned purchases because they were swayed by something on the shelf.
  • Of those people, 8 in 10 say they have bought on impulse if the item was on sale.
  • 3 in 10 have made an unplanned purchase because they wanted to pamper themselves.
  • 17% say they bought because an item looked fun and attractive.
  • 16% say the bought an item because it would make a good gift.

Are you wondering how much of this new frugality is going to last past this recession?

A study released this summer by Roper for the Private Label Manufacturer’s Association asked consumers what shopping habits will they continue when the economy improves.

  • 9 in 10 consumers say they now make a shopping list and avoid buying on impulse.
  • Almost 9 in 10 shop at a variety of stores to find the best price.
  • 8 in 10 delay buying something until it goes on sale, and buy store brands in categories where they used to buy national brands.

Booz & Company’s most recent Shopper Marketing 3.0 study confirms that shoppers are forming new habits.

  • 2 out of ever 3 shoppers they interviewed say they’ll shop at a different store with lower prices even if it’s less convenient for them.
  • 1 in 2 say they would rather get the best price than the best brand.
  • But the same study found that shopping for lower prices is a category by category decision.
  • They do it for apparel, household products and food. They don’t do it for alcohol, tobacco and health and beauty aids.

If your leisure marketing is geared to the frugal shopper, consider the following in-store promotional strategies.

  • Use a location-based service like Shopkick or Placecast to send out mobile offers to people walking into (or in the vicinity of) your business.
  • Offer in-store only promotions on items that make shoppers feel pampered, bring a little fun into their lives, or make a great gift.
  • Highlight your best-price guarantee if you have one, and incent consumers to put your brands on their shopping list the next time they make one.

What are you doing differently to appeal to the frugal consumer? Share your ideas with our readers.


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