Green business, green careers and job training
Solutions that build smart communities with green careers and sustainable businesses!

Save on Career Education through Lorman Education

Our readers are offered a discount on Lorman seminars and courses. Check out their business, management and legal offers at this link to qualify for our discounts. They also offer green business training opportunities. Please visit for a complete listing of courses. Register online or call Lorman at 866-352-9539.
Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Branding for Marketing Impact

In-Store Marketing Success

Every retailer has a unique customer base and for a campaign to be successful, marketers should tailor it to their shoppers’ preferences and include media that influences them to purchase.

Find green business solutions

In-Store Marketing Success Begins with Understanding Shoppers

COLUMBUS, OH -- (MARKET WIRE) – 6/3/08 – All shopper marketing campaigns are not created equal because every retailer has a unique customer base. For a campaign to be successful, marketers should tailor it to their shoppers’ preferences and include media that influences them to purchase. For example, according to findings released by BIGresearch (, 71.6% of Kroger shoppers say coupons influence their grocery purchases; while 59.2% of Safeway shoppers say the same.

Customer Base Should Determine Promotion

“Consumer insights are an important building block for shopper marketing campaigns,” said Kim Rayburn, SVP, BIGresearch. “Marketers should base promotions off what their shoppers actually want, not what they think they should want to increase ROI.”

A deeper look at grocery, specifically:
Kroger & Safeway shoppers:
  • Although Kroger shoppers are more influenced by coupons than Safeway shoppers, this form of media is most likely to influence both groups in their grocery purchases. Newspaper inserts follow (51.1% for Kroger shoppers and 48.5% for Safeway shoppers). In-store promotion rounds out the top three as 45.9% of Kroger and 43.5% of Safeway shoppers said the media influences their grocery purchases.

  • Kroger shoppers said that the in-store promotion that influences/greatly influences them the most is product samples (60.6%) followed by shelf coupons (47.8%) and store loyalty cards (47.6%).

  • Product samples (58.5%) are also most likely to influence/greatly influence Safeway shoppers; however, reading product labels (48.9%) was second for them. Store loyalty cards (46.6%) came in at #3.

  • Grocery shoppers “date around.” More than one-third (34.3%) of Kroger shoppers buy their health and beauty products at Wal-Mart. 22.5% of Safeway shoppers pick up their prescriptions at Walgreens.

  • More than 75% of both Kroger and Safeway shoppers indicated that gas prices are impacting their spending. 28.8% of Kroger and 28% of Safeway shoppers said that they are spending less on groceries as a result of fluctuating gas prices.

Source: BIGresearch Consumer Intentions & Actions Survey (Apr. 08), Simultaneous Media Usage Survey 11 (Dec. 07)

View the BIGresearch summary:

About BIGresearch
BIGresearch is a consumer intelligence firm providing solution-based insights of consumer behavior, present and future, in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the monthly Consumer Intentions and Actions Survey (CIA) of 7,500+ respondents and the semi-annual Simultaneous Media Survey (SIMM) of 15,000+ respondents. More information is available at

Chrissy Wissinger
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio 43085
(614) 846-0146

Edited by Carolyn Allen, owner/editor of California Green Solutions
Green Solution Providers
Green companies directory
your green solutions - business, nonprofit, government program.
It's free.
| consumer | green marketing | product design |

Share in Social Media

Sign Up For News & Information
Subscribe to our free solutions newsletter
"Ten+ Tips for Greening Your Office"

Read prior issues: California GreenLines

Search For Green Solutions

Custom Search
Green Career Center
Green Job Wizard
Career Certifications Directory

green job training certifications
Green Biz Center
Solutions For Green
Directory of Green Companies

Solutions for Alternative Energy

rose in natural systems
Green Living Center
Solutions for Green: Consumers

Solutions for Remodeling

Backyard Nature Center


"Knowing is not enough; we must apply. Willing is not enough; we must do." Goethe

Related Articles

US takes China to WTO court for pushing clean energy too aggressively ... HUH?

Customers Less Tolerant of Employee Rudeness Than Incompetence

Igniting Inspiration in Communication - J Marshall Roberts (5 videos)

Related Green Resources

Marcom Tips
Interactive & Video Tips

Career Resources

We encourage lifelong learning to support sustainable communities and provide these select resources to help you pursue green and sustainable self-development:

Lorman Business Training Directory of On-line Business and Compliance Classes

Green Job Wizard Job and Career Certifications Directory

Job & Career Resources

Sales & Marketing
Human Resources

Green Economy

Business Sectors
Natural Resources

Solutions For Green

About Us ~ Privacy Policy
Contact Us ~ Home

Text Link Ads

AD: Place your link here


We help you green your career, workplace and community by connecting you to quality green, sustainable and high performance resources. California Green Solutions focuses attention on effective solutions that sustain our natural systems. You can support our editorial work by supporting our advertisers and spreading the word about best practices and green solutions.
California Green Solutions is a publication of Carolyn Allen ~ Copyright ©2006-2030 Carolyn Allen

B2B | Job Certifications | Alternative Energy | Events | Green Directory | LED Lights | Remodeling |
CONSUMERS | Backyard Nature | Senior Health | MultiMedia Marketing | Marketing | Networking Events | Japan |