What’s going Down Down with Shopping?

Staff Writer

Take over 2000 listeners across 96 stations scattered around the country and find out what makes them tick with their buying habits.

The latest Finding Consumer Trend report has been released by Commercial Radio Australia. Grocery shopping habits was the target for the latest study by Presslaff Interactive Revenue.

The report covers drivers that are important to grocery-buying audiences and designed to allow stations to take the results and help shape more effective marketing and promotional campaigns for their clients.

“These very specific insights into the grocery-buying habits of radio listeners will have a powerful impact on stations and advertisers alike,”said Joan Warner CEO of CRA.

Some of the Key Points:

Target:Grocery shopping is a part of day-to-day life. But different age groups have different needs. Understand the segment your client is targeting and use these results to reach that group.

Average Spend:Just over 40% are spending $101-250 per trip. Preferences: Woolworths and Coles are the top tier players for over 70% of the respondents. IGA and Aldi follow but at much lower numbers.

Loyalty: Opportunities exist to develop loyalty among those who don’t have a loyalty card. Help your client’s target 18-24 year olds for the richest lifetime value return.

Bulk is big. Seventy percent report buying in bulk.

Shopping Frequency:Almost half the respondents shop 2 to 3 times a week allowing for multiple opportunities to cross-promote products and services.

Shopping Daypart: Mornings are most popular. Late night the least. Use this information to impact advertising schedules and targeted email marketing with the right offer to the right demo at the right time of day!

Important Features: Top 3: Pricing, location and parking. But different age groups have different preferences outside these most popular conveniences. Target your audience and messages accordingly.


This is the second report that CRA has produced with the first covering the automotive category. You can download and view Finding Consumer Trend : Grocery Shopping Executive Summary here.

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