A 2024 Grocery Marketing Strategy That Skips Print Could Cause You to Miss Valuable Customers

Digital is on the rise—both online grocery shopping (up 56% from 2022 to 20231) and advertising response (nearly half of grocery shoppers have responded to digital display or video ads in the past year2)—but a grocery marketing strategy that eliminates print in 2024 could also eliminate valuable potential customers.

Did you know?

  • 72% of consumers regularly look at grocery ads that come in the mailbox. 3
  • 67% of all consumers still use paper coupons.3
  • 71% of parents continue to rely on coupons.3
  • 67% of Gen Z report using coupons regularly.3

While most grocery shoppers continue to embrace print, digital ads remain an effective engagement tactic:

  • 69% of consumers are embracing digital coupons.3
  • 80% of Gen Z and millennial parents are utilizing them.3
  • 76% of millennials and 75% of Hispanics turning to digital coupons for savings.3

A targeted, multichannel grocery marketing strategy that places your message in front of your target audience in their mailbox or on their devices is key to acquiring new grocery customers seeking value and savings.

Activate the Customers You Need with Direct Mail

Consumers act on direct mail in three primary ways:

No. 1 – 40% Investigate a Brand

  • By visiting the website.5
  • By searching for the brand/product/service online. 5
  • By exploring the brand or service’s social media. 5

No. 2 – 33% Research a Brand

  • By reading reviews of the brand’s products or services5
  • By visiting another website to look for the product or service advertised. 5
  • By reading feedback and reviews to gauge other’s thoughts on the brand/product/service. 5

27% Activate

  • By visiting a retail location to check out a product in person. 5
  • By signing up for a service or purchasing a product. 5
  • In the past 6 months, more than half (52%) of respondents have tried a new product, service, or establishment after receiving marketing mail. 6
    • The new businesses tried most often are restaurants, retail, and health and beauty. 6
    • Gen Z is the most likely age group to try a new business after receiving marketing mail. 6

Print Circulars Offering Grocery Savings and Deals Have Staying Power

  • Consumers keep circulars an average of 3-5 days for purchase planning. 3
  • 45% of shoppers keep printed ads and bring them to the store when they shop. 3
  • 40% of consumers are spending more time with mail-based promotional materials. 3

In 2023, 152 newspapers closed, bringing the total to 480+ newspapers that have stopped circulation since 2019. 64% of closed newspapers are in rural C & D counties that Mspark covers. As newspaper coverage across the country shrinks, coverage for weekly circulars is more limited than ever.  Mspark’s coverage area can help fill the gaps of lost newspaper coverage with highly targeted print advertising that is proven to drive results.

Does Your Grocery Marketing Target New Movers to Your Area?

Groceries are consistently ranked among the top 3 most urgent items purchased during a move. Additionally, 90% of movers are willing to try new brands, and they are 5x more likely to become long-term clients.4 Targeting new movers to your area as part of your grocery marketing strategy can help you reach new movers ahead of your competitors and acquire new customers for the long term.

Mspark’s mover program leverages 18+ data sources including national change of address, U.S. Census Bureau, and utility/phone/cable connects to reach 15% more movers than other mover programs.

Read our grocery case studies to see how we have helped other grocers acquire new customers. Click “Get Started” below to connect with an expert to discuss your marketing goals.

Sources: Progressive Grocer 20231; Admall AudienceSCAN 20232; Grocery Dive December 20233; Speedeon Data4; Porch/LOB 20235; USPS Mail Moments 20236