The arrival of September is a headache for Spanish families. Summer ends with back to school of our sons and daughters, an expense that requires an effort in which every penny counts, and that is combined with filling the refrigerator after the holidays. Therefore, looking for allies in saving is also a fundamental exercise to face the new course.
Dia extends its hand to families so that the September slope is not so pronounced and presents itself as the great ally also in the Operation Pantry. To achieve this, it assumes part of the effort that Spanish households will make on these dates and mitigates the impact of prices on its customers’ pockets with the commitment to Dia products, of the best quality at affordable prices, and weekly offers and promotions. in more than 200 products. In addition, the partners of the Club Day They can benefit from exclusive advantages, which, combined with promotions, allow them to save up to 25% on their annual expenses.
Saving habits for better purchasing
The first report Your Bag Al Day: Study on Consumption and Savings Trends of the supermarket chain on the situation in Spain, reflects that almost half of the respondents say they have changed their habits in recent years to save on the basket, by comparing product prices, opting for promotional items or planning menus to do their weekly shopping and thus reduce expenses.
“The conclusions that emerge show once again the changes that our customers’ preferences have undergone in recent years, as well as the importance of identifying them in order to respond quickly to their demands,” says Inés Vilchez, Director of Operations and Supply chain Spain Day. “Our commitment is to be alongside Spanish families, whatever the economic situation they face. That is why we are working to adapt to the specific needs of customers, offering them a wide variety of high-quality Dia products at affordable prices and investing 150 million euros in promotions to help them save throughout 2024.”
Families are increasingly aware of the need to save on an essential purchase and are putting more effort into comparing and finding the best options to fill their basket. Nine out of ten consumers surveyed are prioritising offers, with 60% opting for own brands to save, and say that the offers, promotions and discounts available in their usual supermarket play a crucial role in their purchasing decisions.
The own brand option has also become very important in recent years, already representing 43.7% of the shopping baskets of Spanish families. The study carried out by Dia reveals that almost half of the respondents have changed their shopping habits towards more affordable and higher quality products. In fact, six out of 10 people say that their own brand allows them to save money, and 50% say that this saving is between 10 and 25% of the monthly purchase. According to the data presented, 45% of the respondents spend between €50 and €100 per week on shopping, while 42% only spend between €25 and €50.
Additionally, customers are also increasingly concerned about adopting healthy lifestyle habits and are willing to pay more for better quality. However, more than half (nearly 60%) would do so solely based on the type of product, sacrificing the quality factor to fit in their pocket.
Keys to choosing where to make the purchase
Our cities have a wide range of supermarkets, products and brands, which means that nine out of ten customers are guided by the type of product they need at a given moment, the location or the offers available in each establishment at the time of purchase. purchase. make your daily or weekly purchase. In this context, the Dia study concludes that price has become the most valued aspect when frequently choosing the same supermarket, ranking first for seven out of 10 respondents. This criterion is followed by others such as proximity and proximity to home, offers, discounts and promotions available, customer service and reception, or loyalty clubs.
Despite the increase in purchases online In recent times, the physical store remains the predominant purchasing channel for more than half of customers, who detect greater savings than online, thanks to the possibility of seeing the products in person or the offers available in store. In addition, customers prefer to go to the supermarket more frequently, making purchases of lower volume and lower value.
In this context, offers play a key role in customer loyalty, influencing the purchasing decisions of nine out of ten respondents who, when asked about the type of promotions they prefer, opt for products with special prices and direct offers (66%), followed by strategies such as coupons, wallet cards and free samples.
150 million promotions to support households
A new store concept and a renewal of its own brand in search of maximum quality. This is Dia’s commitment to proximity and the goal of being closer to its customers every day to become the ally when it comes to reducing spending in the basket.
The customer is the protagonist when it comes to freely and flexibly choosing the products that will be part of their shopping cart. To this end, the company offers a wide and varied assortment made up of high-quality own-brand references at affordable prices, as well as the main manufacturer brands. At the same time, Dia continues to focus on the innovation of its own products, the consumption of which can save 25% of the annual expenditure in the shopping cart of a Spanish household. In other words: a purchase of €1,000 could reduce your expenditure to €750-800.
Furthermore, with the data presented above, the importance of belonging to the Club Daywhich has been helping its members save money on their shopping cart for 25 years through exclusive benefits, discounts and promotions. Its members can enjoy offers, personalized coupons, weekly promotions on more than 200 products, including fresh products, and 40% discounts on their favorite products.
Likewise, thanks to the alliance program with leading companies, Dia becomes an undisputed ally of its customers’ savings beyond the shelves: by using the services of partners such as Endesa, MAPFRE, Galp, Booking, Securitas Direct, Avis, Legálitas or Parques Reunidos, the customers of the Club Day They can save up to 500 euros on their annual purchases.
