Growing Number Of Shoppers Visit Specialist Stores Over Mass Retailers | ESM Magazine

IRI’s study, which surveyed 2,600 consumers across seven European countries, reveals that make-up, perfumery and drug stores all outperform hypermarkets and supermarkets when it comes to customer satisfaction.

The group attributes this to the higher level of customer experience that is delivered by specialist stores, aligned with shoppers’ expectations.

“This a major challenge that manufacturers and mass market retailers need to work out together; identifying the right range, product and brand positioning, as well as pricing strategy, in order to offer a real alternative to these specialised stores whose strengths lie in selling their own brands,” said Laura Fusi, shopper insight senior manager at IRI.

According to IRI’s report, multi-channel shoppers across Europe visit 2.5 different channels a year, on average, to purchase personal and beauty care products, compared to 1.9 channels for beverages, 1.7 for frozen food and 1.2 for pet food.

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Growing Number Of Shoppers Visit Specialist Stores Over Mass Retailers | ESM Magazine.