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Study Ahead Of Checkout Conference Finds Three Quarters Prefer Year-Round, Value-Focused Pricing

By Donna Ahern
Study Ahead Of Checkout Conference Finds Three Quarters Prefer Year-Round, Value-Focused Pricing

A study by customer science company dunnhumby has found that half of Irish shoppers (51%) look to buy ‘whatever brand is on promotion’ when grocery shopping, indicating that big brands need to work harder to engender customer loyalty.

The survey, of 500 shoppers, was carried out in advance of the 2017 Checkout Conference, in association with dunnhumby, Ireland's leading retail conference, which takes place on Tuesday 31 January at Dublin’s Mansion House.

The study also found that three quarters of shoppers (75%) would like to see year-round, value-focused pricing strategies in-store, rather than short-term promotions. In addition, one in five shoppers says that they ‘love’ grocery shopping, which suggests that brands and retailers alike could do more to engage with customers in-store.

“As this data shows, there is still a disconnect between customers and big brands in the in-store environment, with the promotion-hungry sentiment that permeated the downturn still evident,” says Stephen Wynne-Jones, editor in chief, Checkout Magazine. “The 2017 Checkout Conference, in association with dunnhumby, will examine the mindset of the typical Irish shopper as we enter a new year, and how retailers and big brands alike can better tailor their offering to meet their demands.”

The theme of this year’s Checkout Conference, in association with dunnhumby, is ‘Survive… Or Thrive’, reflecting the need for greater investment by the sector’s key players both in terms of infrastructure and customer interaction.


The Checkout Conference is the longest running grocery retail event in the country, and is regarded as the premier business event and networking opportunity for the sector. Click here for more information.


The 2017 Checkout Conference is being held in association with dunnhumby, the world’s leading customer science company. dunnhumby analyses data and applies insights from nearly one billion shoppers across the globe to create personalised customer experiences in digital, mobile, and retail environments. Learn more about dunnhumby at

The media partner for the 2017 Checkout Conference is the Sunday Business Post. The Sunday Business Post provides independent insight, commentary and analysis of the important stories and issues across a broad spectrum of topics: business, finance, politics, technology, markets, media, marketing and personal finance, visit:

© 2017 - Checkout Magazine

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