Food Deal-Seekers' Purchase Journey

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Food Deal-Seekers' Purchase Journey

The typical purchase journey for a deal-seeker as it relates to food purchases is to find a coupon or promotion and decide what food item or restaurant they will go to based on that deal. Deal-seekers also make their decision on food purchases based on the amount they will save.

KEY FINDINGS

MOTIVATIONS

  • According to Access Development, 60% of shoppers are influenced by coupons for grocery purchases.
  • As stated by Access Development, “Consumers ranked the following personalized experiences as the most motivating to do business with a grocery/drug store: providing offers or coupons based on consumer’s physical location (29%); providing offers or coupons based on past purchases or preferences consumer set (29%).”
  • When it comes to e-commerce shoppers, they are motivated by low prices, wide selection, convenience, price comparisons, and free shipping.

DEAL DISCOVERY

  • When it comes to deal-driven shoppers, they seem to be more tech-savvy and they already know the price of products they want to buy.
  • According to Addon Solutions, “they are subscribing email newsletter and offerings of known to an unknown e-commerce store and follow the best offers regularly to grab the best deals. They are registering during Holiday Sale but come again to know the off-season deals and discount to entice the best values of the quality product. Thus, they essentially not low-cost product buyers but quality product buyers and opportunistic.”
  • According to Access Development, “56% of Millennial parents use at least one grocery-related app and manage their busy lives with a variety of mobile apps to find in-store items, coupons, sales recipes or product review.”
  • According to Mint, “Couponers use Apps like Ibotta, SavingStar, Checkout 51, and Receipt Hog help you stretch your coupon savings even further by scanning receipts or clipping eCoupons.”
  • 42% of people search the internet or saving apps for restaurant coupons.

SALE PURCHASES VS NON-SALE PURCHASES

  • When choosing a restaurant, 32% of people are most motivated to select a location based on "price offers."
  • About 29% of people say they go to a restaurant based on getting a coupon or them having a value menu.
  • In an interview between "And Then We Saved" and an extreme couponer named Callie, the couponer was asked if they only buy items they have coupons for, and her response was, “seeing how much money I can save with coupons…it is very hard to pay full price. You can almost find a coupon for anything now…groceries, clothes, food, even tires.”

EXCITING FOOD DEALS

  • The most exciting deals are ones where the patron gets a large amount of food for the least amount of money, for example, “extreme couponers got $90 worth of products for $5.72.
  • According to an article published in the Washington Post, for deal hunters, the main goal was to use coupons to get products for free and not just to buy products.

Research Strategy:

On the course of our research, we found most information readily available on sources such as the Washington Post and Mint. We also carried out a search on interview transcripts or articles with interviews that were done on a deal with shoppers. We hoped that these interviews would shed light on the reasons and processes deal-seekers take in shopping for food items.

Some sources we reviewed are, And Then We Saved, College Magazine, and Mint. Some articles we found on interviews conducted with deal-dealers were older but contained pertinent information in understanding a deal hunter's purchase journey. We were able to get several insights from these interviews like what motivates them to seek food deals, and how deal-seeking affects their decisions when making food purchases.

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