The Co-op has a new ad out (courtesy of TBWA Manchester) that uses the line ‘Great food within easy reach’ to suggest that you don’t necessarily have to waste a chunk of every weekend trudging round the supermarket:
I’ve come to the conclusion that we don’t shop at supermarkets because we want to – we visit Tesco, Asda, Morrisons or Sainsbury’s because we think we have to.
Grocery shopping is considered a chore. Very few of us have the time or inclination to buy our meat from the butchers, bread from the bakers and our veg from the greengrocers. And as a result, few of us actually have a decent choice of butchers, bakers and greengrocers on our doorsteps anymore. We just wheel a trolley into the nearest megastore along with the rest of the country.
Interestingly, this is in contrast to the farmer’s market / deli experience of topping up with a few indulgent (and accordingly priced) bits and pieces as a designated leisure activity. My fairly middle class village has lost its greengrocer and baker but now sports a full-blown shabby-chic deli complete with dedicated olive counter and it’s only a matter of time before we get a farmer’s market too (edit: a monthly farmer’s market arrived in September 2012…).
But aside from that, as a nation we mostly seem to hate food shopping. In fact, one research respondent last year told me they chose to shop in Booths (a kind of Northern Waitrose) because the smaller store, lack of screaming kids and no muzak “makes shopping bearable”. They went on to say that “shopping isn’t supposed to be a battleground” and that they were in the fortunate position of being able to pay a little more for their weekly shop and have a less stressful experience in return.
It’s all very well for marketing agencies to be merrily working on promotions that deliver an enhanced in-store experience at the supermarket or even the dreaded ‘retailtainment’, but perhaps we need to remember that the majority of trolley-pushers will not exactly be in an upbeat frame of mind. Brands offering Perkonomics type services that make the shopping experience more bearable could be well placed for 2011.
By the way, have you seen the new Morrisons Price Crunch ad? It looks like they made it with the spare change they found down the back of the sofa after Christmas: