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Retail Intelligence: 30% of shoppers go online to find the best grocery deals in-store

October 22, 2013
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Latest figures from IGD’s ShopperVista panel reveals that almost a third of shoppers now go online to find which stores offer the best grocery deals.  This compares to just 6% of shoppers in 2010, illustrating just how competitive grocery retail has become – and why price is key to attract today’s savvy shopper.

Almost a third of today’s shoppers are using the Internet before they do their grocery shop to find which stores are offering the best deals, according to the latest research from industry analyst IGD. The number rises to almost half (48%) in shoppers with children under five.

The research also found that getting the best value for money continues to be important for shoppers. 32% of respondents want to be alerted to deals on their mobile phone when passing a grocery store, whilst almost one-fifth (19%) of shoppers use price comparison sites for their grocery shopping.

Joanne Denney-Finch, IGD Chief Executive said: “Technology is empowering people, fundamentally changing the way they buy groceries. Since the start of the recession, shoppers have become much more savvy, regularly hunting around for the best deals. These behaviours have now become much more established and an everyday norm for many shoppers.”

IGD predicts that online grocery retailing will continue to accelerate at a rapid pace in the UK and double in size to be worth £14.6 billion by 2018, from its current value of £6.5 billion.

As more and more of us go online to find the best grocery deals, staying price competitive and offering the best value deals is critical for supermarkets.

Profitero provides reliable price intelligence to six of the top 10 European grocery retailers. To ensure you remain competitive to today’s value-driven shopper, contact and discover how we can help you stay one step ahead of the competition and grow sales. Web based competitor price monitoring for retailers and brands

About Profitero

Profitero is the leading global provider of online competitor pricing data. We provide both bricks & mortar and online retailers with their competitors’ prices, promotions and full product assortment information. Profitero’s accurate and timely competitor intelligence enables our customers to make better informed and more profitable pricing decisions, helping them to increase sales as well as margins.

More than 40 global retailers, including Staples, Sam’s Club, Tesco, Waitrose and Ocado, rely on Profitero Price Intelligence to:

  • Benchmark competitor prices
  • Manage their prices and promotions
  • Attract price sensitive shoppers
  • Negotiate better with suppliers.

Our pricing data can be seamlessly integrated into price optimization solutions such as Blue Yonder, Revionics and IBM DemandTec, to deliver more accurate and effective price optimization. Profitero is also the preferred supplier of online competitor pricing data to Nielsen’s retail customers across more than 100 countries.

To discover how Profitero can help make your pricing smarter, contact us at or visit

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