From:
www.thestar.com/NASApp/cs...9048863851
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One-stop shopping a myth: Grocery guru
Retail's big players are sold on it, but this researcher argues picky consumers do what they always did - shop around
Oct. 22, 2006. 07:51 AM
DANA FLAVELLE
BUSINESS REPORTER
It has become a cliché that the time-pressed modern consumer is looking for value, price and convenience.
That's why you see firms like Loblaw Cos. Ltd. adding everything from furniture to shoes to their aisles, while retailers like Wal-mart Canada Corp. are bringing fresh food to their newest stores.
Yet, despite efforts by a growing number of retailers to be all things to all people, some experts believe one-stop shopping is a myth.
Most consumers actually split their weekly errands among a bunch of different stores, says Shelley Balanko, an ethnographer and consultant with The Hartman Group.
Nowhere is this more evident than in the grocery business, Balanko said in an interview. Today, she will deliver the keynote address at Grocery Innovations Canada.
The industry's annual trade show is taking place amid unprecedented change in Canada's $71.8 billion a year food retailing industry.
"The idea of the traditional marketplace is pretty much dead," said Balanko, who came to the conclusion by observing differences between what consumers say they want and what they actually do.
Though consumers say they like one-stop shopping, that's not the way they behave, said the Canadian-born Balanko, whose research is from the United States but is probably relevant to Canadians.
The days when mom or dad did a week's worth of groceries in a single trip is pretty much over, she said.
Instead, we see the modern family stocking up on staples such as toilet paper at large discount retailers but turning to local fruit stands or bakeries to buy fresh items, she said.
It's driven partly by consumers' changing tastes in food. Instead of buying mainly processed and packaged foods they want more organic, exotic, and fresh ingredients, Balanko's research has found.
"Whereas many years ago consumers were actually attracted to the convenience, predictability and reliability of processed and packaged foods," those same features now repel (if not repulse) most consumers, she suggested.
And, despite the intense time pressure on modern family life, people are willing to spend time getting what they want.
"Consumers' pickiness supersedes their sense of time famine," Balanko said.
Many modern families substitute some home-cooked meals with take-out food, she noted. Other nights, dad prepares the steak and salad he picked up on the way home from work.
Does that mean food retailers, like Loblaw and Wal-Mart, who are trying to be all things to all people, are headed in the wrong direction?
Not necessarily, Balanko said.
"You should concentrate on what you do best. As you add more things, consumers will continue to shop your store, but every consumer will shop your store for different reasons," she said. "Some people might be doing their weekly shop, others might be grabbing a quick product for workout fuel, and others might be picking up the fixings for a party."
All retailers need to be aware that consumers' tastes are changing. And that globalization is driving new tastes in food.
While some of our grandparents might have considered ethnic food weird, the baby boomer thinks nothing of ordering in Pad Thai, and their children have grown up with sushi and want to know how to make it at home, Balanko said.
Consumers care less about brand names, she maintains, finding they're looking for fresh and interesting experiences and that those who can fill that demand will get their business.
Balanko suggested stores try getting rid of candy and magazines at the cash register, and put grab-and-go fresh foods, such as bakery bread or cheese, near the front of the store.