APAS’s survey in partnership with Ibope Inteligência shows the path supermarkets have to follow in these days
Supermarkets in São Paulo need to understand that we live in a world where the consuming habit needs to be followed by positive experiences at the point of sale. That is the result of the “Consumer trends in Supermarkets 2018/2019” survey, carried out by APAS (Associação Paulista de Supermercado) in partnership with Ibope Inteligência.
This means that the period where the price was determining to the operation success has passed. According to the survey, today, a store’s quality and assortment represent 69% of the main points the consumer explores. In addition, store location is another determining factor for choosing the store when shopping.
On the other hand, to 50% of the participants, the neighborhood supermarkets are still the main channel for emergency purchases, against supermarkets and hypermarkets, which reached 36%. For those customers who are buying for the entire month, 58% prefer supermarkets.
From these customers, 78% consider price, 76% choose quality and assortment and 52% said that they prefer supermarket when making their monthly shopping because of their location.
According to the APAS’s study, the supermarkets already understood the importance of selling on the internet and today perceive the expansion of this market as more and more consumers are looking for the digital platforms of retail companies. According to the survey, 15% of Brazilians are buying already from supermarket websites, mostly people from the Upper class, which reaches 19%.
In e-commerce platforms, the items that sell more are personal care and beauty products, 57%, followed by decoration and utility objects, with 50%. In the sequence, cleaning products also appears as another regular item in the virtual shopping carts, present in 46% of them.
Besides using the supermarket chains’ website for shopping, the consumers that answered to the survey have also said to use internet for comparing the prices of products (57%), while 49% always find what they are looking for in online platforms. In contrast, 57% of the participants do not buy from the internet because they like to see and pick the products in person.
Another factor that discourages 51% of the interviewees to buy online is the amount charged for shipping. Other 45% have said that distrust is another decisive factor for not buying online.
The APAS survey reveals as well that 39% of the consumers prefer the self-checkout service in the stores and 21% want to pay for their groceries with their smartphone or another payment mode. For 18%, other option taken in consideration is the buy online and pick at the store option.
From the innovations implemented in supermarkets, 35% of them have opted for new checkout and inventory systems; as well as social networks, online sales, self-checkout and smartphone apps; the last was adopted by 7% of the interviewees.