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www.evolution-insights.com
Multi-channel Shopping 2014Channel Overviews and Shopper Typologies
SAMPLE EXTRACT
www.evolution-insights.com
Disclaimer
Please note
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Evolution Insights Ltd.
The content of this report is based on information gathered in good faith from both primary and secondary sources and is believed to be correct at the time of publication. Evolution Insights can however provide no guarantee regarding the accuracy of this content and therefore accepts no liability whatsoever for any actions taken that subsequently prove incorrect.
© Evolution Insights Ltd 2014
About Evolution Insights
www.evolution-insights.com
Evolution offer a range of products & services for clients in the field of shopper research:
Off-the-shelf research
Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery
Insight Plus
Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs
Bespoke Consulting
As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements
Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.
We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.
As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.
Sign up for Shopper Trend Report, our free monthly newsletter offering analysis and commentary on topical shopper issues.
Contents
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Executive Summary 6 Online 35Introduction 36
Key Findings and Summary 9 All Shoppers 37Gender/Life stage 38
Multi-Channel: Overview 13 Shopping Trips 39The Channels 14 Penetration 40Why Multi-Channel? 15M-commerce 16 Convenience Stores 41Biggest Growing Channels 17 Introduction 42
All Shoppers 43Report Key 18 Gender/Life stage 44Gender 19 Shopping Trips 45Life Stage 20 Penetration 46Channels 21Shopper Missions 22 Discount Supermarket 47
Introduction 48Introduction 23 All Shoppers 49Channel Overview 24 Gender/Life stage 50Channel Penetration 25 Shopping Trips 51Shopping Trips 26 Penetration 52
Channel 27 Premium Supermarket 53Big 4 28 Introduction 54Introduction 29 All Shoppers 55Multi-channel 30 Gender/Life stage 56All Shoppers 31 Shopping Trips 57Gender/Life stage 32 Penetration 58Shopping Trips 33Penetration 34
Contents
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High Street Discounters 59Introduction 60All Shoppers 61Gender/Life stage 62Shopping Trips 63Penetration 64
Gender/Life stage 65Summaries by Gender 66Males 67Females 68
Life stage 69Young, No Children 70Young Families 71Empty Nesters 72Older Families 73Silver Shoppers 74
Methodology 75
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Overview: The Channels
Multi-Channel
Online*
Convenience
Supermarket Big4
Premium Supermarket
Discount Supermarket
High Street Discounters
*Inc. Click & Collect
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Overview: Why Multi-Channel?
Why is Multi-Channel important?
We all know how difficult a time retailers have been having in the past few years - many big name companies are disappearing from the high street; Blockbuster, HMV, Focus, Comet, Republic, to name a few. But in spite of the difficulties that these retailers have faced, others are doing better than ever, so why is this?
Retailers that are thriving at the moment all seam to have one thing in common – they have a variety of ways in which their customers can interact with their store. With online sales increasing year-on-year, and the increasing penetration of smartphones and tablets, having a seamless multi-channel offering is becoming essential.
Food & Grocery retailers are also adapting their services to fit in with new ways of shopping, offering online shopping, mobile and tablet apps, convenience stores, large stores, click & collect etc., in a bid to win over customers with the most seamless shopping experience for every need.
In July 2011 Waitrose launched its online grocery service to take on rival Ocado. By October 2012 it had posted its highest ever grocery market share.
M&S is building its own multichannel sales platform to succeed the Amazon-run system it currently uses in 2014
In November 2012, ASDA announced its multichannel business had doubled in size in two years — with 16% of online grocery orders made via mobile, from 0% 12 months previously.
Source: maginus.com
Overview: Biggest Growing Channels
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Online (Click & Collect)With shoppers expectations at an all time high, retailers are rushing to develop new strategies that allow shoppers to shop when, where and how they want. This is leading to an increasing number of multi-channel offerings, such as Click & Collect, which is an amalgamation of the online and in-store channel.
Asda have recently launched Click & Collect in tube stations, allowing shoppers to place their order before midday, and pick it up the same day after 4pm in a select few stations.
ConvenienceThere are around 47,000 c-stores currently open in the UK. The channel has seen the largest growth of all brick & mortar channels, with almost a 5% year-on-year rise in sales.
Appeal of c-stores is increasing with convenient locations, improved ranges and shoppers conducting more top up shops.
DiscountersDiscounters are also increasing their market share year-on-year thanks to the after effects of the recessions and improved product ranges.
We are seeing ever more blurred boundaries between the Big4 and discounters, with stores such as Aldi and Lidl increasing their product ranges, and increasing their store portfolio.
Report Key: Channels
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PremiumBig
4Convenience
Online Discounters High StreetDiscounters
Big 4 SupermarketAny of the Big 4 supermarkets
Premium SupermarketWaitrose, Marks & Spencer
Convenience StoresStores under 3000sqft
OnlineBig 4, Waitrose and Ocado
Discount SupermarketRetailers with a price based proposition
High street DiscountersTypically pound shops found on the high street, limited grocery offer
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Introduction: Channel Penetration
0102030405060708090
10089
51
76
62
21
67
%
Channel penetration for Primary Shoppers (Average for period February-April 2014)
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Introduction: Shopping Trips
Number of shopping trips per month:
Males Females Young Young Families
Empty Nesters
Older Families
Silver Shoppers
7580859095
100105110115120125130135140
101 98 90 137 83 107 97
Indexed at 15.8
shops per month
15.915.5
14.1
21.6
13.2
16.2
15.3
Number on top of chart = Actual number of shops per monthNumber inside the bar = Index
Big 4:Shopping Trips
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Number of shopping trips per month at the Big 4 Supermarkets (Average and by gender and life stage)
Gender Life Stage
On average, primary shoppers make 4.6 visits to a Big 4 supermarket a month (this average includes those that do not use the channel)
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Premium Supermarket: All Shoppers
QualityRange
QualityLocation
Meat/fishChilledBread
Meat/fishCakes/bunsFruit/veg
Meat/fishChilledFruit/veg
Meat/fishChilledFruit/veg
Meat/fishChilled foodFruit/veg
Meat/fishChilledBread
Meat/fishFruit/vegBread
QualityRange
QualityLocation
QualityRange
QualityRange
QualityRange
Gender Life Stage
Most Common Mission
Top 2 Drivers
Top 3 Categories
Male Female Young single Young family Empty nesters Older families Silver shoppers
Methodology
www.evolution-insights.com 14
Secondary and desk research Preliminary qualitative and quantitative research
Main quantitative surveysInsights
• Evolution carries out a preliminary survey of around 100 shoppers, to test questions for the main survey.
• Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples of within the research topic.
• Initial insights gained are used to help further design the main survey.
• A main survey is completed by at least 1,000 UK adults who are the primary household shopper for food & grocery.
• Comprehensive and detailed assessment of all the data received was then used to discover insights.
• Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.
Methodology
Evolution’s methodology
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Methodology: Quantitative Research – Survey
Drivers, by channel
Categories, by channel
Mission, by channel
Frequency of channel usage
Channel usage
Demographic profiling• Detailed shopper insights were gained
from 1,000 UK adults who are Primary shoppers. The questionnaire was fully representative of the online grocery shopper population in the UK.
• The survey contained questions relating to topics outlined to the left – in addition to standard demographic profiling questions.
• The questions were designed to give maximum insight into shopper’s motivation and behaviour before, during and after online grocery shopping.
Topics of questions in quantitative survey
Contact us
Evolution Insights Ltd
Prospect House32 Sovereign Street
LeedsLS1 4BJ
Telephone: 0113 336 6035
e-mail: [email protected]
Web: http://www.evolution-insights.com
Company No. 07006001Country of Incorporation: United Kingdom
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