Raise your hand if you are a last-minute shopper or an avid bargain-hunter!
In this article:
- The Sales Junkie
- The Lingerer
- The Predator
- The Last-Minute Shopper
- The Reluctant Shopper
Peek into the lives of Giant's customers in this series of short customer interviews where we ask shoppers what their shopping habits are, what's in their shopping baskets, what they're making for dinner, and why they choose to shop at Giant. Chances are, you'll be able to identify with more than one of them!
1. The Sales Junkie
“I have to be the first in line for that sale.”
Savings-conscious shoppers like Elaine are motivated by how many items they can buy at a bargain price. She explains how she keeps a close tab on the latest promotions and when the best deals are up for grabs, whether in-store or online. A mother of three children, she happily shares her tips on maximising a weekly grocery budget by making a wise choice on brands, opting for clearance items and not being shy to sample freebies. Being a Sales Junkie means mastering the art of choosing and storing the items they can buy in bulk and taking pride in the amount you have saved on cost per unit. Among the items Elaine loves buying during a major sale are non-perishables such home cleaning products, instant coffee, and personal hygiene products such as toothbrushes and soap.
2. The Lingerer
“I’m just browsing, thank you.”
Jin is the type of shopper who takes the time to wander along the grocery aisles and browse items that tickle her fancy. Lingering shoppers like Jin love special in-store events and are fond of initiating small talk with other shoppers. Jin admits that shopping without any specific purpose is an appealing way to pass the time. Given her penchant for reading product labels, she can differentiate brands based on factors other than price. As such, her colleagues seek her advice when choosing ingredients as they consider her good at recommending what's best. No matter how long it takes for her to shop, she ends up adding only one or two products into her basket. Usually, these items make for a quick meal to cap off the night
3. The Predator
“I just want to buy what I need and be done with it.”
Here is the type of shopper who knows exactly what they want, quickly dash to complete the purchases so they can get back to doing other things. Busy sales executive, Gopal, does not leave the house without a shopping list, whether a hand-written note or a digital one. Extremely organised and disciplined, his list is based on a weekly meal plan with overlapping ingredients which he rarely deviates from. With speed as his goal, he quickly navigates the store and approaches the exact shelf where he knows the item can be found. Shoppers like Gopal are loyal to specific brands and get frustrated with sales junkies who usually hoard products during a price markdown. These shoppers-on-a-mission do not have endless patience so expect them to be exasperated by crowds or lingerers who just get in their way. Gopal explains that he prefers lining up at a self-service checkout aisle with multiple payment options.
4. The Last-Minute Shopper
“Oops, I forgot something!"
For shoppers like Diana, the thrill is in making spontaneous purchases. Grocery lists are not her thing and she works best under pressure. Diana relates how she usually pops in the grocery store after work to see what she can throw together for family dinner that night. If ever she’s in charge of bringing something to a potluck, it’s likely she forgot all about it and runs to Giant to pick up a whole roast chicken for the party. Even when strapped for time, she is still optimistic that she can complete her purchases no matter the cost. Two days before a holiday, Diana ended up buying ten of the same items just to make sure she doesn’t run out of things to give to her nieces and nephews. Expect to have busier aisles and a surge in online orders a few days before the holidays to account for shoppers like her.
5. The Reluctant Customer
“Can you help me with this?”
Mario rarely goes to the supermarket except when accompanying his wife who does the actual shopping. During a sale, Mario feels compelled to take advantage of discounted prices, but have trouble deciding exactly what to buy. He explains how he easily gets overwhelmed by the variety of selections and would rather seek advice from others before finalising a purchase. The last item he bought was to replace something they run out of, like a condiment or a detergent, and he doesn’t mind switching brands. Luckily, Giant carries a wide range of home essentials so Mario can restock on necessary items easily.
Whether you find grocery shopping a chore, a pastime or both, no one will judge you for being an A-lister shopper who sometimes buys on impulse. Listening to customer stories gives you a peek into their lives and see how they give meaning to their experience. It is amusing to note that no matter what your buying preference is, you can always find something that appeals to you at Giant.