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Some items are on sale more often in grocery stores than others, and we’ve looked at some of them.
You may have noticed this too, because there are many of the same product groups that repeat over and over again. But why is that?
– I think it’s because chain stores need a magnet to attract people, says Rune Nikolaisen, who runs Gjerrigknark.com.
He experiences that the chains use offers that know how to appeal to the desires and needs of the people, goods that tempt and that you should “always” have at home.
– Several of the chains tend to offer the same type of products repeatedly, so that customers will connect their chain with those products, according to Nikolaisen.
However, he believes that few visit multiple stores to grab all the deals.
– I think most people buy where they are used to buying everything they need and then accept some special offers in the same store, says Nikolaisen.
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These offers stand out
The online newspaper has consulted the newspapers of the customers of several supermarket chains in the last four weeks, to see which offers are repeated.
There are some elements that stand out in particular:
You can usually expect to find these items as a special offer at at least one of the chains each week. If you have good storage space and a large freezer, in other words, these are items that you do not need to buy at the original price.
Pricing examples:
- Coffee: NOK 16.90 for Ali coffee 250 gr in Kiwi in week 47.
- Frozen pizza: NOK 27.90 for Grandiosa 575 gr at Spar in week 45.
- Soft drink: 108 kr. + deposit for 6 bottles of Pepsi Max 1.5 liters in Extra in week 45.
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Other elements that are repeated week after week in customer newspapers are:
- Cheese: A kilo from Norway is usually around NOK 79 in low price chains, for example in Kiwi in weeks 44 and 45, and 77.90 NOK in weeks 46 and 47.
- Chocolate: Offers in different varieties, for example, Freia’s large plate for 29, 90 crowns at Spar in week 46.
- Toro Bagged Soups / Sauces / Pots / Stew: For example, NOK 10 for Toro Bagged Sauces at Joker in week 45.
- Go’morgen yogurt: usually around 10 crowns, for example in Meny in week 44 and in Spar in week 47. However, it is worth noting that the price can be just as low in the low price chains even without the item being on sale.
Chicken steaks and ground beef are also offered often, but not as often as the more popular items. For example, the price was NOK 34.90 for 400 grams of minced meat at Coop Mega in week 45.
Another item that stands out among the offerings is the Findus fish. This is because very often there are percentage discounts at several of the chains. Three of the last four weeks, there has been a 30-40 percent discount on Coop Mega, Spar, and Joker. Kiwi has also had an offer for one type: Seibiff with onions for NOK 39.90 in week 45.
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– The Temptations People Should Ignite
The reason why it is precisely these selected product groups that are repeated on offer in supermarket chains can be based on several things.
– We want it to be a bit simple and for the food to be quick to make. When stores come up with deals for frozen pizza, Findus fish, or Toro’s bagged soup, we’re happy to rush this, says Nikolaisen.
-We don’t have to think so much, he adds.
But it is especially some products that will really attract us to the store.
– Pizza, soda and chocolate are the temptations that people should turn on. Soda and chocolate have become good for many, he thinks.
When it comes to soda, ground meat and cheese, these are products that people “must” have around the house. Therefore, many people tend to buy some of these items when they are on sale.
Warns against the bidding trap
However, if you want to be able to distinguish between the good and the bad offers, you need to keep a careful eye.
– You have to compare prices all the time and know what the products usually cost. Only when the price stands out is it a good deal, believes Nikolaisen.
However, he cautions against a bidding trap.
– When there is 40 percent of Findus fish in, say, Spar, it is worth remembering that the prices are often sky-high compared to Kiwi and Rema, he says.
– Now I’m not saying that they recover the full percentage, but be careful when it is, for example, 40 percent in some chains. Feel free to compare the price in the low price chains, Nikolaisen notes.
Conscious selection
Harald Kristiansen, communications manager for Coop Norge, says they make conscious decisions when selecting special offer items.
– Yes, we are aware that we choose products with a long shelf life, products that you use a lot or can freeze, he says.
He says the reason is that customers should be able to buy large quantities when prices are very low and store them, save money and avoid food waste.
– The selection of promotional products is not random, but is made based on analyzes that show which products are most attractive to our customers, what they simply want to buy with us. They should get it at the lowest possible price, says Kristiansen.
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Coop also tries not only to offer articles that are popular. At the same time, they try to cater to the most important categories of their offering over time.
– Product areas such as dinners, cold cuts, snacks and beverages are popular product areas with our customers, which is why these are repeated more frequently in campaigns, he says.
– Why are soft drinks and cheese “always” offered, but not milk?
– That’s not true, Extra has the cheapest milk in Norway with Coop Änglamark organic milk, and it’s always on sale if you buy two liters at the same time, says Kristiansen.
– Always on sale
Due to competition considerations, neither Joker nor Spar wish to comment on their campaign strategy. Information consultant Hanne Evensen at Kjøpmannshuset, however, tells them what is important to them when selecting special offer items.
– Joker wants to offer customers good, varied and seasonal deals on popular consumer goods for both weekdays and weekends, he says, adding:
– Our weekly customer newspapers will contain a mix of products from different product groups, and we strive to meet different customer needs and preferences.
Spar often has a 10-crown market, and Evensen also highlights their regular offerings on select items geared toward families with young children.
– We also have a fixed offer of 4×1.5 liters of clear mineral water so that our clients have a healthy and good alternative. Otherwise, we vary our offers each week, he says.
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