SIMMONS: Retail Consumer Report 2019

Retailers have many opportunities to grow their Deal Seekers. In some cases, they have the potential to more than double their market share. The question is just what strategies these brands use to adapt to the Deal Seeker lifestyle.

Deal Seekers shop more and have more discretionary cash than the average consumer, but end up spending almost the same as the average consumer. They look for special sales and promotions at competitor stores. To gain more revenue and loyalty from Deal Seekers, retailers can attract these shoppers by distributing coupons and special offers through mobile apps and retail websites.

Deal Seekers prefer to shop online for a diverse shopping experience. They have influence among friends and family members to drive purchase decisions. Retailers’ promotions should match these preferences, including appealing to their influencers and helping them become first-time adopters of new products or deals.

Adult consumers in Georgia, Alabama, and Mississippi are more likely to be deal seekers than in other states. Consumers in Utah are 24% more likely to be deal seekers than average. National retailers should take advantage of local events in these states to expand market share.

Deal seekers are taking advantage of retail subscriptions to get everything they need and focusing their in-store shopping on household items. They are also shopping with new mobile apps, which allow them to easily share and save shopping lists.

Traditional retailers may take a cue from disruptors like subscription service Stitch Fix and online marketplace Wish by offering simpler, more convenient ways to attract deal seekers and deliver the deals they seek.

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