Infographic: Showrooming Isn't on the Grocery List

Share this content:

When at the grocery store, Millennials tend to check out of their usual brand engagement actions. Digital marketing agency 360i analyzed in-store supermarket Twitter and Facebook conversations via mobile devices and discovered that Millennials find sharing other shoppers' behavior to be more appetizing than posting about brands.

In fact, according to the study, only 3% of Millennials mention a brand when strolling down the grocery aisle, and less than 10% share a picture. When respondents did include an image, it was because something “unique or out of the ordinary” grabbed their attention, such as a massive cleanup in aisle seven, the report says. Hence, marketers who want to engage Millennials in-store must think of new, captivating ways to draw in these mobile socialites.

So what are Millennials tweeting about in the dairy aisle? Apparently, they find fellow shoppers worth mentioning most, especially when interactions involve annoying or embarrassing scenarios. While 26.5% of Millennials posted a “positive” or “very positive” comment on a social network, 46.5% of respondents posted a “negative” or “very negative” remark, according to the study. For example, 36% of Millennials will use their social networks to vent about an annoying fellow customer, and 21% alerted their followers of an embarrassing encounter.

And while approximately one third of Millennials expressed annoyance or stress in their posts, 24% expressed some form of amusement; such as catching the eye of the cute produce boy or hearing their favorite song, according to the study.


We know you love infographics. Check out some more Direct Marketing News originals.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above