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Targeted discounting is alluring to shoppers, claims report

October 22, 2018

One in every four shoppers would seriously consider switching supermarkets if offered targeted discounting, and one in 10 would make the move even if the market didn't have a local store and only offered online shopping.

The statistics reveal that targeted discounts, also referred to as personalized pricing, can impact where people shop for food, according to a release on a new Go Inspire Group research data.

"Smart retail marketers are re-appraising the return on investment from targeted discounts (whether for customer acquisition, retention or development). Unlike blanket discounts or period offers, targeted discounting is tailored to the individual and offers personalized discounts on products the customer already buys. They allow the supermarket to delight the customer for one of their regular purchases – a sort of "thank you for being a customer" – before trying to get them interested in additional products," said Crawford Davidson, MD of Go Inspire Limited, in the release.