Influencing a strategic shopper, with JCDecaux SMARTFRAME in retail locations

How brands can stay ‘on the shopping list’ through Out of Home

New JCDecaux New Zealand research of Kiwi grocery decision-makers shows that shoppers are becoming more strategic as they double down on price-conscious habits after a couple of years of challenging economic conditions.

Whilst one in three are confident their financial situation will improve within the next six months, the last two years have necessitated Kiwis becoming more savvy in how they manage household costs, with the grocery shopping bill being one of the easiest places to make savings. 84 percent now prioritise price as the top factor in their grocery choices and 72 percent are increasingly opting for home-brand alternatives. More than half claim that they have changed where they shop, with a growing share shifting to Pak N Save, and one in three shopping outside the ‘big three’ supermarket brands regularly for grocery needs.

JCDecaux commissioned the research to support the expansion of its SMARTFRAME network into six new sites at Auckland’s Sylvia Park and LynnMall, Hamilton's Centre Place and Palmerston North’s The Plaza, reaching an estimated additional 33.6 million shoppers annually in key retail environments.

SMARTFRAME are an exclusive JCDecaux format – large, elevated, portrait digital billboards and now comprise of 34 sites across Auckland, Wellington, Christchurch, Hamilton, and Palmerston North with a focus on key retail hubs.

As Kiwis adapt their shopping habits, brands that charge a premium in the supermarket should seek to maintain their place on shopping lists by reminding consumers why they are necessary inclusions in the weekly shop. The JCDecaux SMARTFRAME network, with increased proximity to retail, will help ensure brands remain indispensable.

“Our research shows a nation of savvy shoppers who value both trusted brands and great deals,” says Victoria Parsons, Director of Strategy & Insights at JCDecaux. “Out of Home advertising is uniquely positioned to engage Kiwi shoppers on everyday journeys, keeping brands top-of-mind and driving both consideration and trial. People will pay more for an FMCG favourite due to perceptions of taste or quality. High-frequency brand advertising creates and builds these preferences, making people less susceptible to trading down to a cheaper alternative”.

The research shows that one in three Kiwis report noticing grocery brands on billboards during their daily routines, and 25 percent say Out of Home advertising boosts their confidence in trying new products. With shopping being the most common reason for leaving home, Out of Home offers brands a vital touchpoint to influence decisions along the path to purchase.

Phil Eastwood, General Manager of JCDecaux New Zealand, said, “JCDecaux’s SMARTFRAME and Large Format networks are strategically positioned along key arterial routes and in locations near supermarkets, so they are ideally placed to influence decisions and ensure brands stand out.”

Other key findings from the study include:

●        92% of Kiwis have a say in household shopping decisions – the concept of the ‘main household shopper’ is no longer how modern households shop

●        Shopping is the #1 reason Kiwis leave home, with 97% of people shopping at least once a week

●        51% of people are thinking of meals when out and about – during all times of the day

●        Kiwis tend to do a large household shop and then top up regularly; 9% shop every day

●        Physical shopping commands the highest share of grocery spend. Digital grocery shopping is growing but only commands 15% of value

●        79% of Kiwis make a physical or digital shopping list

●        31% of Kiwis are now actively cutting back and reassessing all spending as their disposable income continues to drop (a 6% increase from 2022)

●        One in three are regularly shopping outside of the ‘big three’ supermarkets for groceries

●        84% agree they are always looking for specials

●        80% of Kiwis are out-and-about each day, with an opportunity to see Out-of-Home

●        1 in 4 agree ‘regular billboard advertising makes me confident in choosing brands/ try brands outside my repertoire.’