Supermarkets turn to high quality service to win fans

By Macharia Kamau

An increase in the number of supermarkets and shopping malls has pushed up competition, forcing retailers to provide value-added services to attract and retain shoppers.

A Consumer Insight study noted that with factors like product prices and range being the same across large retailers, supermarkets have to look for other factors to differentiate their outlets from the rest.

“Strong competition among the different outlets has created a similar product. The location, price and product range are now standardised,” said the research firm.

“The only means of differentiation comes from added services, hence the rise of valet parking, food courts, cash machines — in short, creating an exceptional experience that keeps shoppers coming back.

“The ticket for entry into this shopping heaven is your budget. The clearest characteristic of the new shopping experience is its preference for shoppers who spend more.”

The study also found that 80 per cent of shoppers choose one supermarket over another because of its convenience.

Thirteen per cent of the respondents said they choose a supermarket for its facilities, while seven per cent are swayed by influence from family and friends.