Safeway faces fight in crucial family market
Article Abstract:
The lack of a clear customer profile is limiting the success of Safeway's strategy to target young family shoppers, according to the January 1998 National Shoppers Survey from Claritas. The supermarket's typical customers tend by in the 18-24 age range, as well as in the 55-64 range, and are attracted by a variety of reasons, such as prices, proximity, parking and services. For rival supermarkets, the age range and reasons are more defined. Asda leads the young family market, with 50% of customers under 45 years old, and with the highest percentage of customers in the 25-34 range. Sainsbury's customers tend to be older, perhaps with children at university, and 49.9% of customers are attracted by product quality. Tesco has mid-market appeal in the 25-54 age range.
Comment:
Lack of clear customer profile limits success of its strategy to target young family shoppers according to Natl Shoppers Survey
Publication Name: Super Marketing
Subject: Business
ISSN: 0261-4251
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Safeway shopper loyalty is in for a bumpy ride
Article Abstract:
UK-based supermarket chain, Safeway, may see shoppers spending less following its decision to abandon certain ABC loyalty card promotions. Almost 50% of ABC cardholders quizzed in September 1998 by Supermarketing magazine said that the move to end double and triple points promotions would lead to a reduction in spending. Under these promotions, shoppers spending GB 160 receive double or triple reward points, but Safeway has been criticised for not giving sufficient warning that it planned to end the promotion at end-September 1998. Safeway noted that it had always intended to end the scheme, began in April 1998, after six months, but it is now feared that market share gained via the promotions will be lost.
Comment:
UK-based supermarket chain may see shoppers spending less following its decision to abandon certain ABC loyalty card promotions
Publication Name: Super Marketing
Subject: Business
ISSN: 0261-4251
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Safeway scores double whammy with triple points
Article Abstract:
The loyalty card scheme operated by the UK supermarket firm Safeway now offers double the number of points to customers whose monthly spend is over GB 160. Triple points go to those spending GB 240. This incremental points system was introduced last April and since then 400,000 extra people have joined the scheme. According to Safeway 20% of their loyalty card users use their accumulated points for relatively cheap items, while 60% save them up over a long period to buy expensive non-food items.
Comment:
Loyalty card scheme offers double the number of points to customers whose monthly spend is over GBP160
Publication Name: Super Marketing
Subject: Business
ISSN: 0261-4251
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Squeaky clean and exceptionally efficient. A Singapore listing for foreign enterprises. Singapore listing requirements
- Abstracts: Why gilt investors can afford to smile at market panic. Exceptional economics are attractive
- Abstracts: Changes in cortisol secretion during shiftwork: implications for tolerance to shiftwork? Individual differences in tolerance to shiftwork: a review
- Abstracts: Creating internal markets in Malaysia for nontraditional home-produced foods. Incorporating family interactions and socioeconomic variables into family production functions: the case of demand for meats
- Abstracts: Market globalization and financial market stability: Italy's viewpoint. Roundtable debate. Surveillance, international banking standards and the role of the International Monetary Fund