Grocery Retailers in Germany Out-of-Sync with Customers - eMarketer
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Grocery Retailers in Germany Out-of-Sync with Customers

Consumers seek sales on search and social, but grocers don’t get it

April 6, 2017 | Retail & Ecommerce

Supermarkets in Germany are not tuned in to the types of marketing their customers respond to, new research shows.

Share of Supermarket-Related Information Searched for by Internet Users in Germany, by Type, Nov 2016-Jan 2017 (% of total)

When shoppers did grocery-themed searches online, the largest share (39.4%) of those searches was for special offers from retail chains, according to a study by SEMrush and social listening service Brandwatch.

The researchers studied internet users’ search and social media activity related to supermarket and discount grocery chains in Germany between late November 2016 and early January 2017.

Share of Supermarket-Related Posts Made by Supermarkets/Discount Stores vs. Internet Users in Germany, by Type, Nov 2016-Jan 2017 (% of total)

These internet users’ interests were similarly savings-centered when encountering grocery store brands on social media—including blogs, forums, news sites and social networks. Some 57% of their posts on these platforms were about sweepstakes.

And grocery chains understood the popularity of sweepstakes. The largest share (51%) of social media posts from supermarkets and discount chains were also for sweepstakes.

But grocery store marketers underplayed special offers on social media. Only 7% of posts were offers-related—compared with 26% of consumer comments on social.

Recipes were another area where marketers’ posts weren’t in tune with consumers’ interests: Only 4% mentions from internet users were about recipes, despite nearly a third of store posts fitting that description.

—Cliff Annicelli

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