A new edition of the “FMCG Brands We Shop” report has been published. From it, we can learn which FMCG brands are currently the most popular among Polish consumers. In this post, however, we will focus on information about Polish smart shoppers, which can also be found in the report prepared by BLIX and Kantar. It contains useful tips for retailers – into which persona Polish smart shoppers are divided, and how best to communicate your offer to each of them.
Who are smart shoppers?
Smart shoppers are consumers who buy consciously and maturely. Before making a purchase, they check the offers in different shops – not only the price, but also other factors such as delivery. Attractive prices are important to smart shoppers, which does not mean that they are interested in cheap products or of not the best quality.
The smart shopper does not make purchasing decisions on impulse and may wait to buy a product on an attractive promotion. It is difficult to persuade them to take advantage of so-called false promotions, i.e. promotions with many conditions to be met. He is also often guided in his choices by environmental issues.
According to the report “Customer Journey 2023. Searching and buying products online”, prepared by the Minds&Roses research agency in cooperation with Allegro, 40% of Poles buying online are smart shoppers. What’s more, according to a 2021 study by GfK, 71% of all Polish consumers are smart shoppers. There is no doubt that they are a significant customer group (although, as we will see later in this blog post, internally diverse) and retailers should know how best to reach them.
Personae of the Polish smart shoppers
Savvy and pragmatic
These are consumers who like to buy products from well-known brands. They are happy to take advantage of promotions and discounts and are receptive to influencer suggestions. They care about their health and fitness, but are not particularly committed to the environmental protection.
The prudent and pragmatic are best targeted by mainstream, well-known and well-liked products with an international appeal. Widely advertised, preferably with influencers. In order to reach this group with your offer, you should also introduce novelties and emphasise less the environmental issues and more those related to health and activity.
This group does not like shopping – they only shop when they really have to. They do not have the time or inclination to think about what to buy, where to buy it and how much it costs. They want the shopping experience to be as quick and easy as possible. They don’t have favourite brands and they don’t look for promotions. They buy what is available and reasonably cheap. They don’t care much about whether the product is of good quality.
Although generally not easy, the best way to target this consumer group is to use clear and understandable communication – regarding price and ease of use – without getting caught up in a narrative about trends or fads.
They cannot imagine life without shopping. They like to support Polish companies. They are conscious consumers and do not want to overpay. They like to prepare properly for shopping, for example by making a comparison list of offers from several shops. They follow trends and care about the environment. They are receptive to online advertising and the opinions of influencers.
Shopping enthusiasts are best appealed to by popular and mainstream brands, widely promoted and present in online discourse. In order to reach this group, it is good to observe consumer trends, especially those from social media. It should also be effective to offer novelties frequently. The lifestyle aspects of products should be emphasised when promoting them.
They are responsible consumers. They value ecological products and corporate social responsibility. They like products of Polish producers. They read labels to know what they are buying. They do not like to shop often, but when they do, they have a specific plan and a shopping list. They are tidy and also care about healthy eating and fitness.
This group of smart shoppers is keen to choose premium products. When communicating to them, it makes sense to focus on ecology and the social context. It is also worth highlighting the added (lifestyle) value of each product.
This group are bargain hunters. They want to buy as much as possible, for as little money as possible. They are not interested in labels, ecology or healthy lifestyles. They want to buy what they like – without risking disappointment, so they are reluctant to try new things, relying primarily on tried-and-tested products.
Clearly, with this group, you need to communicate price and promotions first and foremost. It is also worth paying attention to what products are popular among price hunters – they are loyal customers and will probably be willing to buy them more often. It is therefore important to focus on loyalty programmes that reward repetitive purchases.
They love nature and want their lives to be as environmentally friendly as possible. They are people who have their own opinions and do not give in to fashion. They don’t like shopping – they don’t like spending time in shops and don’t have favourite brands. They are happy to buy second-hand, local and organic products, often from small companies. They do not pay attention to the brand and the price, but to how the products have been produced. They want their purchases to be in line with their values and give them a sense of satisfaction.
In order to get them interested in your offer, you need to emphasise its environmental aspect. Communicate in a social, rather than an individual, context. Promote actions related to sustainability, care for the environment or respect for employee rights.
They are well organised and plan their shopping. They enjoy doing them, but are not blind bargain hunters. They have a shopping list ready and like to look for promotions. They prefer good quality and health-safe products. They are not indifferent to environmental issues, although they are more focused on their life and health. They are happy to support Polish companies.
As in the case of Price hunters, loyalty programmes should be promoted to reach this group. They will be keen to use them as they are used to constant shopping. When communicating to Home-loving shoppers, it is also important to emphasise independence, self-reliance, pragmatism and an internal context (peace, wellness) rather than a social one.
Which personae of Polish smart shoppers are the most represented?
According to the report, by far the most numerous group are the Prudent and Pragmatic. They make up as much as 30% of Polish smart shoppers. In second place are the Compulsion Shoppers (15%), and the podium is closed ex aequo by the Shopping Enthusiasts and the Conscious Connoisseurs (14% each). They are followed by Price hunters (13%) and Ecocentrics (10%). Finally, the group is rounded off by Home-loving shoppers, who account for only 4% of Polish smart shoppers.
And what are the year-on-year dynamics? Interestingly, only the Prudent and Pragmatic and the Conscious Connoisseurs recorded increases – by 8% and 6% respectively. The latter recorded a rise of two positions. The biggest drops were recorded by Price hunters (-5%), who dropped two places in the ranking, and Compulsive Shoppers (-3%). The other three groups (Shopping Enthusiasts, Ecocentrics and Home-loving Shoppers) all fell by less than 2%