Costcutter has highlighted the success its retailers had in making shoppers feel safe and deliver good customer service amid the challenges of the coronavirus crisis, with it hoping to turn this goodwill into future loyalty to the chain.
The symbol group carried out a survey designed to understand more about changes in shopper behaviour as a result of the pandemic. 79% of respondents said they felt safe shopping in their local Costcutter store, with 90% saying they felt as safe or safer than in supermarkets.
Meanwhile, 80% of those polled said that they felt Costcutter retailers had handled the crisis well and 81% stated they experienced great customer service with Costcutter.
Asked about their future shopping choices, 85% of respondents said they were likely to continue shopping at their local Costcutter store, with 94% stating they intended to shop the same amount or more. 72% of respondents said the availability of Co-op own brand as a major reason for their choice.
“The survey showed that customers clearly recognised the extraordinary effort made by Costcutter retailers to keep shoppers safe during the pandemic, but we never take our customer loyalty for granted and through our Shopper First growth programme we continue to help our retailers develop their own local plans to meet shopper demand both now and in the future,” said Sean Russell, Costcutter’s Group Marketing Director.
“What shoppers told us loud and clear is that Co-op own brand products are a major draw – there is great trust in the brand and quality of the products, which is ensuring shoppers keep coming back to Costcutter stores. There was also clear demand for fresh food, vegetarian, vegan and free-from options which will continue to be a major focus for our retailers.
“Our independent store owners have gone to extraordinary lengths to support their local communities during the COVID-19 pandemic and we intend to do everything we can to help them convert new lifeline shoppers, who have discovered them for the first time during the crisis, into regular, lifelong customers. Asking shoppers what works best for them and continuously adapting our offer to meet that demand, will be fundamental to both our and our independent retailers continued growth and success.”
NAM Implications:
- Success will be determined by footfall…
- …and if ‘permanent’ change is taking place.
- i.e. Co-op own label pulling the traffic.
- Then brands suppliers could benefit from more Costcutter emphasis.
