Publicis Media and the 366 advertising agency have unveiled the second part of the “DiverCités” study, which focuses on the French people’s relationship with everyday shopping, and draws up a portrait of frequentation of distribution brands.
The study reveals that consumers’ sensitivity to price has become central and is shared by all categories of the population, regardless of their level of financial comfort or their place of residence. However, this sensitivity is experiencing an increasing trend from the city center (39%) to rural areas (60%). Daily shopping is transformed. For consumers, it is a mission that they plan, map, organize and evaluate. For them, it is about maximizing their well-being by optimizing their resources (money, time, skills).
The mastery/surprise paradigm replaces the chore/pleasure opposition
Consumers find real satisfaction in the preparation, execution and evaluation of their “shopping mission”, linked to the feeling of control over their purchasing power, their consumption and their territory, reveals the study in its press release. To optimize this form of control, they rely on increasingly digital tools. Whether in urban or rural areas, the disparities are quite small in terms of digital uses (coupon sites and reimbursement applications). These disparities appear to be greater on traditional levers (prospectus, advertising, etc.)
The purchasing journey is undergoing a transformation
“The centrality of mass distribution and the place of brands are being challenged.” According to the study, in the “everyday shopping” routes developed on an increasingly broad range of criteria, the supermarket loses its mental, geographical and temporal centrality. It’s about making the best use of them, confining them more and more to everyday shopping and taking advantage of the price battle between the brands. The rest is increasingly purchased elsewhere.
The major brands of everyday consumer products seem less and less often “essential” in the process, the study concludes.
Canada
