A recent survey released by lobby group the Parents Jury found that 72% of parents would consider changing where they shopped if a rival supermarket offered lolly-free checkouts.
I assume this is because the parents have to deal with whiny kids in the checkout wanting to buy lollies.
No Value Whatsoever
This sort of survey has no value whatsoever. There is almost no way that having or not having a lolly-free aisle would be a choice influence significant enough to make people change their supermarket choices.
People say they would consider changing because it sounds good. But when it comes down to it they wouldn’t – of that I have no doubt. The major choice influences on the supermarket use would be (I imagine):
- food quality
- range of brands
- opening hours
When you review data relevant to your business you have to apply your own nous. Your own experiences. Your own gut feel.