Open relationships are on the rise, with 70% of Aussie consumers now courting multiple supermarkets. The monogamous Saturday morning shop has given way to a more fluid and responsive style of foraging, where the majority of us visit two or three stores over the course of a week.
So why the change in behaviour?
This shifting behaviour is known as “cross-shopping”, and makes sense in light of our evolving needs and economic context.
🛒 While 53% of Australians still do one main shop each week, the other half do smaller top ups every few days.
🛒 Feeling the pinch, people are pursuing cost saving strategies, consciously hunting for better deals.
🛒 We’re all very attached to our favourite niche brands and products too. They’re the little things that keep us smiling through troubled times, and we don’t mind making an extra stop for them.
🛒 Humans are creatures of novelty. Grocery polyamory satisfies our desire for diversity and newness, and even a sense of occasion as we venture to that boutique grocer on the other side of town.
🛒 Retailers are playing a part in this culture of cross-shopping too. Being open more days and longer hours (some stores never sleep!) gives people the opportunity to squeeze in a shop after pulling the night shift, or on a whim after dinner, or in the wee hours before an uproar of squeaking trolleys and screaming kids. When you can buy food whenever you fancy, why have a fixed routine?
What does it mean for retailers?
It’s easy to feel insecure when once-loyal customers start shopping around. And while it can increase competition, it also creates opportunities for smaller retailers to pick up new business.
Potential customers are cruising the streets looking for great deals, interesting products and memorable experiences, and you can welcome them with open arms and amazing service.
Maybe they won’t come back to you every single time, but with so many customers on rotation, there’s plenty of love to go around.
👉🏼 Have you noticed this retail promiscuousness? Perhaps your own shopping behaviors reflect the stats, and if so, what would it take to win your loyalty?