UK consumers pursue "savvy tactics"

LONDON: Consumers in the UK are continuing to pursue "savvy tactics" when making purchases, a study has shown.

Shoppercentric, the research agency, polled 1,000 adults, and found that 90% were being "prudent" when buying in stores, compared with 87% in a survey from April this year and 82% in January.

An additional 89% of customers were "economising", although this figure had contracted by one percentage point since April.

Elsewhere, 84% of respondents were "avoiding" certain stores or products, measured against 87% in both previous rounds of analysis in 2012.

Similarly, while 81% of contributors now engaged in "active shopping" – or seeking out the best deals – this total was off from 85% at the start of 2012.

"Despite changes in tactics, shoppers are continuing to struggle to manage their household budgets," Danielle Pinnington, Shoppercentric's managing director, said.

"They are however more considered in their spending and as such adopt increasingly savvy tactics to make their money go further."

More specifically, 75% of consumers were attempting to "avoid being tempted by things I don't need". The same number had a greater awareness of pricing today than was the case before the recession.

Another 74% of interviewees sought out promotions that saved them money, while 70% had both tried to reduce the amount they wasted and endeavoured to "make things go further".

Meanwhile, 64% steered clear of shops and products which were upmarket and expensive, while 61% planned purchases more than in the past, and 60% went where the best deals were available.

"The implications for retailers and brands are clear - they need to reflect the fact that shoppers are looking to get the most out of their money, and demonstrate value beyond lowest price," said Pinnington.

Data sourced from Shoppercentric; additional content by Warc staff, 17 September 2012

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