More than one in two French people are more attentive to promotions and prices today than before the crisis, reveals the results of a survey on “The French and promotions” carried out by the Poll Institute&Rol for the start-up UntieNots which relies on artificial intelligence for promotion and loyalty in retail. A metropolitan survey but also interesting for mass distribution and brands in Reunion Island where promotions are a key part of the commercial “war”.
Do the French pay more attention to promotions and food prices now than before the health crisis? ? What measures are favored in supermarkets to preserve their purchasing power? ? What communication channel do they favor? ? Are food brand loyalty programs useful or generous? ? What triggers the act of purchasing products on promotion? ? etc. These are some of the questions asked by this survey.
whose first response reveals that 9 out of 10 French people are sensitive to promotions and the amount saved.
If 91% of respondents say they are sensitive to promotions, 63% always look at promotions to get good deals, even if this is not their main reason for purchase – a figure which rises to 70% among 50-65 year olds. 28% say they are very sensitive to promotions to the point of going through catalogs and collecting coupons. A sensitivity which perhaps explains the fact that they visit between 2 to 4 stores each month on average to do their shopping..
55% of French people are more attentive to promotions
The question of what triggers their purchases of products on promotion in food stores, 57% place the amount saved at the top of their concerns, a figure which rises to 63% for 35/49 year olds compared to 55% for 18/34 year olds and 53% for 50/65 year olds. Then comes the discount percentage (42 %) then the brand concerned by the offer (31 %), and finally the simplicity of the mechanics to benefit from the offer (25 %).
Covid-19 context requires, 55% of French people now pay more attention to prices and promotions today than before the crisis. A greater concern for certain age groups and areas. So, 63% of 18-34 year olds give it more importance compared to 52% of 35/49 year olds and 49% of 50/65 year olds. Same observation for respondents from urban areas with more than 100,000 inhabitants (58 %) and the Paris metropolitan area (60 %) who are a little more worried than those in rural communities (53 %), urban areas of less than 20,000 inhabitants (49 %) and urban agglomerations 20,000-100,000 inhabitants (51 %).
Preference for loyalty programs
More than two thirds of French people (68 %) judge that loyalty programs are the most effective system for preserving purchasing power compared to catalog promotions (53 %), coupons received at checkout or on apps (32 %) and stickers to collect at the checkout (14 %). The loyalty programs of food brands are considered “useful” by 75% of French people compared to 13% who consider them “generous” and a way to accumulate discounts and gifts, and 12% not paying attention to it. As for the types of popular programs, 74% prefer those allowing you to save several euros in the kitty then paid back at the end of the month compared to 26% who prefer immediate cash discounts of a few cents. Note, however, that 32% of 18/34 year olds opt for less generous but immediate discounts..
Personalized offers appreciated
While food brands are increasingly offering personalized promotional offers based on the tastes and purchasing habits of their customers, 62% of respondents have a good perception of this mechanism. 37% find this interesting in addition to generic offers, a share which increases to 45% for 18/34 year olds, is stable among 35/49 year olds (37 %), but drops to 25% for those over 50. 24% of them also say they do not receive this type of offer (18% for 35/49 year olds, 13% for 18/34 year olds). 25% of respondents find personalization interesting if it is to offer them offers on brands and products that they really like. 20%, however, believe that it is too intrusive and 18% still say they do not receive a personalized proposal..
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Preferred mailbox prospectuses
When we are interested in the preferred communication channel to receive promotional offers from large food stores, the mailbox comes to the top of the ranking.
The mailbox is favored by 40% of respondents, far in front of the email (23 %), the distributor's mobile application (15 %), the leaflet distributed at the entrance to the store (11 %) and independent mobile applications (8 %). Sensitivity is, however, significantly more marked among those over 39, with 46% of those aged 50/65 giving it importance and 41% of those aged 35/49., but only 32% among 18/34 year olds.
This last segment, which is largely digital native, in fact uses digital more often.. Fact, if 24% of them opt for the mailbox, i.e. a level similar to 35/49 year olds (21%) and 50/65 years old (24%), on the other hand, their use of mobile applications is more developed : 19% of them have a preference for the distributor’s mobile applications, a figure close to 35/49 years old (17 %), but which drops to 7% among those over 50. otherwise, 13% of 18/34 year olds have a preference for independent mobile applications compared to only 5% of 35/65 year olds.
As for the leaflets at the entrance to the store, they only collect 10% of the votes of 18/34 year olds, an equivalent level for 35/49 year olds and a little higher (14 %) for 50/65 year olds. Paradoxically, consumers are in favor of the proposal from the Citizens' Climate Convention which proposes to stop the distribution of paper leaflets in mailboxes. So, 60% think that it would be a good thing to preserve ecology if brands were encouraged to turn to digital to offer their promotional offers. Only a third (30 %) believes that this is a bad idea because they would no longer know which brand to turn to to benefit from the best promotional offers. For the 11% who are not interested in this type of prospectus, it won't change anything.
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Major events not so well received
Concerning major annual promotional events (Black Friday, French Days…), Contrary to popular belief, the French are mixed. So, 37% of them do not appreciate them, judging that this leads to overconsumption and waste, and as much to consider that it is the opportunity to make great deals and savings, and therefore enjoy it every time. 26%, on the other hand, do not pay attention to it.
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Survey carried out from November 24 to 27, 2020 among a representative panel of 1,000 French people aged 18 to 65.
