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Aldi shoppers more likely to notice trolley ads

Amid sophisticated advertising and marketing promotions in this digital age, it appears that supermarket trolley ads and special offers on the back of shopping dockets are still relevant, based on recent study. And among grocery customers, Aldi shoppers are more likely to notice ads on trolleys.

In the 12 months to March 2016, 10.8 per cent of Australians aged 14+ (or just more than 2.1 million people) agreed that they usually notice the ads on shopping trolleys when doing grocery shoppings, according to the latest findings from Roy Morgan Research.

Meanwhile, 22.0 per cent (4.3 million people) reported that they often take advantage of the special offers on the back of their supermarket shopping docket.

“Not all advertising and marketing promotions need to be a high-budget work of digital art: there remains a place for tried-and-true methods such as special offers on supermarket dockets and ads on shopping trolleys. However, it is crucial that marketers have a solid understanding of which consumers will be most receptive to these promotions – and tailor their campaigns accordingly,” said Norman Morris, industry communications director, Roy Morgan Research.

“There is also some distinction between customers of different supermarkets, with people who usually shop at Aldi being more likely than other supermarkets’ customers to notice ads on shopping trolleys, and those who usually shop at Coles most receptive to offers on the back of their dockets.”

The study shows that 18.8 per cent of Australians aged 25-34 usually notice shopping-trolley advertising, a higher proportion than any other age group (particularly Aussies aged 65+, at a measly 5.7 per cent). They are also the age group most likely to take advantage of the special offers on their supermarket docket.

People who enjoy grocery-shopping are considerably more open to notice advertisements on shopping trolleys than those who don’t enjoy it. These same ones are more likely to take advantage of the offers on the reverse of their docket.

Living alone seems to reduce a person’s likelihood of engaging with these kinds of supermarket promotions, in contrast to students and people who live in share-houses, both of whom come out above average (bearing in mind, of course, that there would be some crossover between these two groups).


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