multichannel final sample extract2

www.evolution-insights.com

Multi-channel Shopping 2014Channel Overviews and Shopper Typologies

SAMPLE EXTRACT


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


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


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


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


Overview: The Channels

Multi-Channel

Online*

Convenience

Supermarket Big4

Premium Supermarket

Discount Supermarket

High Street Discounters

*Inc. Click & Collect


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


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


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


Introduction: Channel Penetration

0102030405060708090

10089

51

76

62

21

67

%

Channel penetration for Primary Shoppers (Average for period February-April 2014)


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


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)


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


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


multichannel final sample extract2

Food

shopper research

shopper motivation

contents www

channels www

000 uk adults

high street

main survey

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