Carlsberg Marston’s Brewing Company (CMBC) is encouraging retailers to run early week beer promotions after its recent ‘Beersonas’ analysis found that 29.3% of shoppers tend to buy beer earlier in the week, often purchasing ale alongside other grocery staples.
These shoppers, dubbed as ‘early birds’, typically have a higher disposable income and more free time. They prefer to shop around, buying smaller quantities more frequently throughout the week instead of making one large shopping trip.
The new ‘Beersonas’ analysis – a take on beer consumer profiles, was designed to help convenience store owners understand more about their beer shoppers and cater more effectively to their needs. The new insight challenges retailers to think beyond the classic Friday and Saturday crowd.
Another group identified in the analysis is the ‘One Quick Thing’ shoppers, who account for 28.8% of sales. These are ‘top-up’ shoppers who may not initially be seeking beer and they can be encouraged to add beer to their baskets through strategic product placement that highlights promotions.
These shoppers are savvy with deals but often pressed for time, leading them to prefer chilled products and respond positively to clear messaging about the best offers, the analysis suggested.
Other profiles include ‘Weekend Welcomers’, who make up 25.7%. They may be more likely to look at the Low & No alcohol range available due to having busy family commitments or needing to drive.
The analysis recomended that having mid packs around the store and chilling beer where possible will help cater to these shoppers’ needs.
Finally, the ‘Rush Hour Regulars’ account for 16.2% of shoppers. They are usually on a ‘meal for tonight’ mission, using convenience stores between 4pm-6pm ahead of dinnertime – this means they will be on the lookout for chilled beer. They tend to be impulsive and can be persuaded to trade up to a new or premium product, favouring lager over ale.
Howard Dix business unit director for Impulse at CMBC said whilst the peak time of the week for beer purchases remains Friday and Saturday evenings, there is an opportunity at the start of the week to appeal to a different demographic.
”Retailers might be surprised to know that older shoppers who tend to shop for beer earlier in the week are actually one of the largest groups of available shoppers. I’d encourage convenience store owners to think about whether there are particular promotions they could run from Monday to Wednesday to cater to this group. Our Early Birds tend to like more traditional beers such as ale and standard lager, so focusing on these products will maximise sales for the full week,” Dix added.
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