Post by account_disabled on Jan 8, 2024 12:15:39 GMT 2
Covid-19 has put at risk the loyalty of many families to their usual banners for reasons related to confinement. Without a doubt, the supermarket sector has been one of the most important throughout the crisis; and various studies point to a boom as consumers have begun to give more importance to basic products . However, many chains have lost out to others. An analysis by the startup Gelt states that Día, Carrefour, AhorraMás and Aldi have been the worst unemployed. Gelt's platform has benefited from its access to purchase data from 1,200,000 households that use its app; which means being able to analyze about 450,000 tickets per month.
Eroski, for its part, is the only chain that has remained exactly the same. On the other hand, the losing brands are Día (-4%), Carrefour (-2%), Ahorramás (-2%) and Aldi (-1%) . According to Gelt experts, “these Email Data variations largely respond to the migration of buyers, who during the pandemic have prioritized chains other than their most frequent one.” The main changes among consumers have been the following: – Day consumers migrated, mainly to Mercadona (25%), Lidl (19%) and Carrefour (10%). – Carrefour consumers chose to buy at Mercadona (68%), Lidl (9%) and Día (4%). – Ahorramás customers gave ground to Mercadona (27%), Día (15%) and Carrefour (15%).
Aldi has fallen in favor of Mercadona (27%), Lidl (14%) and Carrefour (12%). These data show that, although Lidl grew more in percentage terms, Mercadona is the great beneficiary in absolute purchases. Carlos Prieto, CEO and co-founder of Gelt, explains about these results that: “giving up operations or leaving clients exposed to a competitor is always a very delicate aspect. The 'dance' of customers and purchases is being much greater at this time and this is going to lead brands to look for formulas that help them build loyalty and, without a doubt, to know customers better and better in order to be able to profile that offer of tighter way.”
Eroski, for its part, is the only chain that has remained exactly the same. On the other hand, the losing brands are Día (-4%), Carrefour (-2%), Ahorramás (-2%) and Aldi (-1%) . According to Gelt experts, “these Email Data variations largely respond to the migration of buyers, who during the pandemic have prioritized chains other than their most frequent one.” The main changes among consumers have been the following: – Day consumers migrated, mainly to Mercadona (25%), Lidl (19%) and Carrefour (10%). – Carrefour consumers chose to buy at Mercadona (68%), Lidl (9%) and Día (4%). – Ahorramás customers gave ground to Mercadona (27%), Día (15%) and Carrefour (15%).
Aldi has fallen in favor of Mercadona (27%), Lidl (14%) and Carrefour (12%). These data show that, although Lidl grew more in percentage terms, Mercadona is the great beneficiary in absolute purchases. Carlos Prieto, CEO and co-founder of Gelt, explains about these results that: “giving up operations or leaving clients exposed to a competitor is always a very delicate aspect. The 'dance' of customers and purchases is being much greater at this time and this is going to lead brands to look for formulas that help them build loyalty and, without a doubt, to know customers better and better in order to be able to profile that offer of tighter way.”