The dawn of the omnishopper. Prepared for online & digital grocery summit 2016

Transcription

1 The dawn of the omnishopper Prepared for online & digital grocery summit 2016 GfK 2015 June 6, LEGO 2016 digital Winning shopper the omnishopper marketing October

2 How we can help you Understand how retail innovation is igniting shopper expectations Discover the criteria people use to decide whether and where to shop online The role of impulse online: how to secure grocery shopper spend 2

3 We surveyed 1,135 online grocery shoppers in May 2016 Meal ingredients Fresh produce Ready meals Wine Nappies vs. Online In-store Fizzy soft drinks Beer Instant coffee Energy drinks Pet food Vitamins Pre-sliced bread Coffee pods Makeup Breakfast cereal Condoms Shampoo/conditioner Spirits Confectionery 3

4 Traditional shopping has been a laborious build up to a visit to a static environment 4

5 Nowadays the shopper and the retail environment are dynamic, opening up far more opportunity to spend 5

6 In the future the shopper will neither wait nor queue 6

7 What s driving people to shop online? vs. Online In-store 7

8 Convenience is still king, albeit in different form Saves time Easier to find what I need Convenience Good at reminding me what I ve bought before Easier to see the views of other shoppers on products I may want to buy Easier to assess the quality of products Choice Wider range of products Good at reminding me of the other things I might need Online Easier to compare prices Better promotions In-store Price Lower prices for the same products Is a more enjoyable way to shop Get the products more quickly Experience Provides expert advice AO1: Please think again about when you are shopping for the sort of products we have just asked you about. When we say shopping we include the process of thinking about your choices as well as the actual purchase. For each of the following statements please tell us whether this is something you associate more with shopping in stores or more with shopping online 8

9 What drives retailer choice? 9

10 What drives retailer choice? Reminds me what I ve bought before 4 th Easier to find what I need 1 st Reminds me of the other things I need 2 nd Drivers of retail choice. We asked shoppers what they thought of each of the retailers, and statistically related this information to their retailer preference, to uncover total market drivers 10

11 Shoppers are equally open on vs. offline, because online shoppers are people too! Online In-store I planned to buy this specific product before I started shopping 59% 54% I knew I wanted to buy this type of product but made my final choice during the shop 26% 6% 9% 29% I was reminded that I needed this product I hadn't intended to buy this product at all 10% 7% B03 Also, thinking about your recent online/in-store purchase of the following, which of these statements best applied to you at this time? 11

12 Different ways to achieve impulse in ecommerce I fancy steak on Saturday, but actually we ll be back late so something easier is better I fancy steak on Saturday, and oh yes I will need to wash my hair afterwards 12

13 Ocado delivers well against shopper expectations, among people who shop there Total market Top 5 drivers Easier to find what I need on the website 23% Reminds me what I bought before 19% Quicker checkout process 13% Easier to use app 12% Better at reminding me what else I need 12% Top 5 drivers Easier to find what I need on the website 17% Better at reminding me what else I need 15% Better delivery service 15% Reminds me what I ve bought before 14% Easier to use app 12% Drivers of retail choice. We asked shoppers what they thought of each of the retailers, and statistically related this information to their retailer preference, to uncover total market drivers 13

14 Higher importance However, Ocado s challenge is familiarity 1% rate Ocado as first choice across all categories, vs. 16% for Tesco Easier to find what I need Reminds me of the other things I need Better delivery service Reminds me what I ve bought before Easier to use app Easier to use website Better rewards Quicker checkout process Buy from that website anyway Better shopper reviews Lower prices Can set up a recurring delivery Better at displaying promotions Offers more expertise Wider range Offers higher quality product -4% -12% -1% -19% -9% -24% 10% 5% 8% 3% 0% 3% 8% 2% 6% 26% -4% -4% -1% -4% -3% -2% 3% 4% 2% 0% 0% 1% 1% 1% 0% 2% -2% -11% -9% -12% -5% -20% 2% 6% 3% 9% 5% 10% 11% 9% 1% 4% C02 For each of the following statements please tell us which of the retailers you associate this statement with when you are shopping for [category] online. Scores show expected level adjusted for brand size 14

15 Call to action The fluid nature of ecommerce shopping can spur growth, but only if you show people a metropolis, not a cul-de-sac Retailers and manufacturers should collaborate to help shoppers see solutions, not product categories More digital shopper marketing innovation is needed to increase shopper engagement and spend as they flock to ecommerce 15

16 We road test digital shopper marketing ideas 16

17 The dawn of the omnishopper Prepared for online & digital grocery summit 2016 Click to learn more about the Future of Retail GfK 2015 June 6, LEGO 2016 digital Winning shopper the omnishopper marketing October