Fresh Insights for Retailers: Guzzle’s Latest Shopper Survey Unveiled
Guzzle, South Africa's premier catalogue aggregation platform, celebrated its 13th anniversary in July by engaging with shoppers through a survey that offered a chance to win a share of R20,000 in vouchers. The goal was to gather valuable insights into consumer behaviour and preferences, providing retailers with actionable data.
Here are some key findings from the survey:
Preferred Platforms for Deal Hunting: In a digital age with multiple avenues for discovering deals, 55.9% of respondents chose Guzzle as their top source for finding bargains online. Traditional print catalogues and in-store promotions followed at 15.8%, while Google search and social media each secured 11.8%. Store websites, flyers, and newspapers also featured in consumer search habits.
Shopping Influences: When asked what factors most influenced their shopping decisions, a significant 90% of participants highlighted price and promotions as critical. Product quality was a key factor for 43%, brand loyalty influenced 23.5%, and trends and seasonality impacted 9.5% of respondents. Other factors included personal wants and needs.
Online Shopping Deal Breakers: Despite the appeal of online shopping, certain factors deter consumers. High delivery costs and restrictive return policies were deal breakers for 53.7% of respondents, while 41.8% expressed concerns about scams. The inability to physically interact with products was an issue for 33.6%, and poor site navigation and checkout experiences were problematic for 28.4%.
Top Retailers and Brands: South African shoppers have their go-to retailers, with Checkers, Game, Makro, PEP, Pick n Pay, Spar, Woolworths, and Takealot leading the pack. Among favourite brands, Samsung, Defy, and Pampers were frequently mentioned.
Challenges in Shopping: The biggest obstacle to shopping for 74.7% of survey participants was a lack of financial resources. Limited deals and unavailable stock at preferred retailers were noted by 31.8% and 19.4%, respectively. Other challenges included poor service in stores (14.4%) and lack of access to shopping facilities (8.1%).
Desired Deals and Promotions: Regarding deals, shoppers primarily look for savings on groceries and toiletries, which topped the list at 84.8%. Appliances and electronics were sought after by 53.2%, fashion and beauty products by 47.3%, and furniture, gardening, and décor by 21.9%.
This survey has provided valuable insights that retailers can leverage to better meet their customers' needs. By aligning their offerings with consumer preferences, retailers have a unique opportunity to enhance customer satisfaction and drive sales. Advertising on Guzzle, whether through print or digital catalogues, remains a strategic move for maximising returns.
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