Success attributed to consumers research and delivery of relevant offer
The latest Kantar Worldpanel grocery market shares just published for the 4 weeks ending 26 December 2010, show that SuperValu won the Christmas grocery trade battle, achieving the strongest growth amongst the leading grocery multiples. The report showed that SuperValu attracted new shoppers over Christmas compared to the same period last year, posting a sales increase of 7.6 per cent and growing overall market share to 20.6 per cent.
SuperValu attributes its success to staying close to the consumer. Said Ray Kelly, Marketing Director, SuperValu; “Before Christmas we undertook a survey with 1,000 shoppers and we knew coming in to the holiday season that rather than sacrificing their seasonal food purchases, consumers wanted extra value and where possible in these difficult times to buy Irish.
In the five weeks leading up to Christmas, we put together a package of offers whereby consumers could save an average of €156 on their Christmas food shopping. In addition to the hundreds of seasonal price cuts, discounts and weekly promotions, customers also got 5 per cent off their shop by using their Real Rewards card, which was also combined with a half price turkey offer. Additionally, all of our Christmas hams were sold at half price.“
An indication of SuperValu’s Christmas trading success is the fact that it sold over 95,000 Irish turkeys and 150,000 Irish ham fillets. These retail sales amounted to in excess of €6 million, giving an early Christmas present to Irish farmers, as consumers increasingly sought out Irish products for the festive season.
Added Kelly: “We believe we gave our shoppers exactly what they wanted for Christmas – good value and the opportunity to buy Irish. This belief is borne out by the fact that this offer was widely supported by shoppers, as evidenced by our share of the grocery sector performing ahead of the market.“
75 per cent of everything sourced by SuperValu is either produced or sourced in Ireland. This represents total purchases from Irish suppliers in excess of €1.6 billion every year to the Irish economy, indirectly supporting a further 14,000 jobs, serving to both create and protect Irish jobs and livelihoods and also sustain vibrant community life.