The Warehouse Targets Savvy Kiwi Shoppers
The Warehouse Targets Savvy Kiwi Shoppers With Nationwide Bargain Champion
--- Auckland, 7nd August: Smart shoppers who get the best out of life by making the most of their money could win a year long $50,000 shopping spree at The Warehouse in what is the biggest promotion in the company’s history.
The Warehouse has launched a search for New Zealand’s Bargain Champion with Marketing Manager Stuart Yorston citing independent research that lifts the lid on New Zealand shoppers’ various personalities.
“The ACNielsen research* on the persuasive power of retail promotions demonstrates that only 14 percent of Kiwi shoppers are price oblivious – the rest of the population is on the lookout for bargains in a variety of ways.”
21 percent of the population is identified as straight out Bargain Hunters – who scan retail catalogues such as The Warehouse weekly mailer for the best buys. These shoppers are motivated by how far they can stretch their dollar.
A further 14 percent are Regular Low Price shoppers who want to satisfy themselves they’re getting the most from their money every time they shop. Mr Yorston says, “These shoppers are very aware of the prices of their regular purchases and are likely to be attracted to The Warehouse with our low price positioning”
Other shopper personalities include the 17 percent of Promo Junkies who love the concept of getting a bargain via ‘specials’ and are attracted by ‘added value’; Multi Store Grazers who will visit a range of stores to buy special items or ranges not available in their regular store; and Store Loyalists who stick to their regular outlet but will compare in-store prices to get the best bargain.
Mr Yorston says, “New Zealanders love bargains and The Warehouse’s search for New Zealand’s Bargain Champion is our way of recognising and rewarding those people who know all the ways to make their money go further.”
To enter, budding Bargain Champions simply need to purchase an item from The Warehouse weekly mailer during August and complete the entry form details including their top three tips for making their money go further. Regional finalists will then be selected, and will need to further demonstrate their Bargain Champion potential. The competition culminates in an exciting and challenging finals weekend in late October when New Zealand’s Bargain Champion will be declared by a panel of expert judges, including The Warehouse founder Stephen Tindall.
*ACNielsen Homescan panel of 1,500 New Zealand households Promotional Shopper Types
The majority of New Zealanders would admit to being swayed by lower prices or promotional “specials” when shopping but how much does it really affect their purchasing decisions? Research company ACNielsen has combined the results of its Homescan® panel, which measures actual purchasing habits of households, with an attitudinal survey of the same households. It found that household attitudes and behaviors towards shopping fall into six categories.
BARGAIN HUNTERS – 21% Shoppers who search out the best bargains, scanning through catalogues and mailers to find which store will give them the best deal. These shoppers are interested in getting the most for their money.
REGULAR LOW PRICE – 14% Shoppers who want to know they are getting the most from their money every time they shop. These shoppers are very aware of the prices of all their regular items and are not easily influenced to change brands just because it’s “on special”.
PROMO JUNKIES - 17% Shoppers who look out for ‘specials’ and enjoy the concept of getting a bargain. These shoppers are not primarily interested in saving money but more about the added value they get.
STORE LOYALIST - 13% Shoppers who stick to their regular store and take advantage of ‘specials’ within the store rather than shopping around. Whilst they are store loyal they are not necessarily brand loyal as they are interested in spending less for the same items.
MULTI-STORE GRAZERS - 21% Shoppers who like to visit different stores but are not necessarily price motivated. These shoppers are interested in the best price but will visit other stores to purchase special items and ranges not available in their regular store.
PRICE OBLIVIOUS - 14% Shoppers who are unaware of the price of the items they purchase but buy them out of habit. These shoppers tend to be loyal to stores and brands.