2015 REPORT

POLISH ONLINE FMCG SHOPPER

STUDY DESIGN

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

3

ONLINE SHOPPING IN GENERAL What is the interest in online FMCG shopping (scale) in general?

What does the online FMCG shopping process look like?

What are the drivers and barriers behind shopping for FMCGs online?

Which categories are purchased online?

ONLINE STORE SHOPPER Store choice drivers for online FMCG shopping

Satisfaction with shopping at various online stores

FMCG ONLINE SHOPPER What shopper behaviours and attitudes do we explore?

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

4

WHAT SHOPPERS DO WE EXPLORE IN DETAIL?

FMCG ONLINE SHOPPER:

• TERRITORIAL REACH: nationwide sample

• TARGET GROUP:

• Men and women aged over 18

• Individuals who are responsible/co-responsible for doing shopping for their household

• All who have shopped for FMCGs online within the last year (groceries/personal care/home care)

• Individuals who have bought at least two of the explored categories within the last year

• RESEARCH METHODOLOGY: online

• SAMPLE SIZE: N=1556

• FIELDWORK: August 21 – September 10. 2015

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

5

ONLINE SHOPPER - 6 STORES EXPLORED IN DETAIL:

WHAT STORES DID WE EXPLORE IN DETAIL?

STORES EXPLORED IN DETAIL

1 alma24.pl

2 auchandirect.pl

3 e.zakupy.tesco.pl

4 e-leclerc.pl

5 e-piotripawel.pl

6 frisco.pl

Online shopper: an individual who has shopped at a given store within the last 12 months: min N=90 per store

SAMPLE RESULTS

WHO IS THE ONLINE SHOPPER? - DEMOGRAPHIC PROFILE

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

8

50% 50%

Ref: VQ2., Q1 (N=2539),

20% 20% 20% 20% 20%

18-29 30-39 40-49 50-65 65 y.o. or more

GENDER AGE

50% OF ONLINE SHOPPERS ARE WOMEN AND 20% PEOPLE 65 YEARS OR OLDER.

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

9

THE KEY DRIVERS TO DOING SHOPPING ONLINE INCLUDE REASON 1 & 2

28%

23%

14%

9%

9%

5%

5%

3%

1%

1%

REASON 1

REASON 2

REASON 3

REASON 4

REASON 5

REASON 6

REASON 7

REASON 8

REASON 9

REASON 10

Q17. Which reason is most important?

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

10

10% 10%

15% 15%

25% 25%

ONCE A WEEK OR MORE OFTEN

ONCE EVERY 2 WEEKS

ONCE EVERY 3 WEEKS

ONCE A MONTH ONCE EVERY 2-3 MONTHS

SEVERAL TIMES A YEAR OR LESS

OFTEN

XYZ% OF ONLINE SHOPPERS SHOP ONLINE ONCE A MONTH OR LESS OFTEN.

Q9. How often do you shop for groceries and personal and homecare products online?

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

11

AN AVERAGE OF PLN 1 000 WAS SPENT ON REPLENISHING THE STOCK

PLN 1000 PLN 10 PLN 100

REPLENISHING THE STOCK (once every 2 weeks or less often)

TOPPING UP (once a week)

ONGOING SHOPPING (for the next 2-3 days)

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

12

CATEGORY 1 AND 2 ARE THE MOST FREQUENTLY BOUGHT CATEGORIES IN THE ONLINE CHANNEL – WITHIN THE LAST 12 MONTHS THEY HAVE BEEN BOUGHT BY OVER 40% OF ONLINE STORE USERS

41%

41%

29%

27%

25%

23%

22%

21%

20%

20%

Q30. Which of the following GROCERY PRODUCTS have you bought online within the last 12 months?

TOP 10 grocery categories bought.

Only categories exceeding 20%

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

13

EVERY 5TH PERSON MENTIONED E-STORE 1 AS THE PLACE OF THEIR MOST RECENT ONLINE SHOPPING.

21%

14%

10%

8%

6%

6%

6%

4%

4%

3%

5% Q28. Which store did you do your most recent online home/personal care shopping at?

LOYALTY OF OFFLINE VS. ONLINE STORES

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

15

BASE – OFFLINE STORE CUSTOMERS:

49%

12%

16%

26%

14%

0%

10%

20%

30%

40%

50%

60%

Retailer 1

EVERY SECOND RETAILER 1 OFFLINE STORE SHOPPER SHOPS ONLINE AT THIS CHAIN, TOO

Ref: VQ25A: Which store have you shopped online at? , Offline store shopper – most frequently selected: Retailer 1

49% of those who most often shop at retialer 1 have also shopped at online store of this

retailer

E-store 1

E-store 2

E-store 3 E-store 4

E-store 5

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

16

7%

7%

8%

7%

5%

8%

42%

50%

55%

51%

41%

40%

38%

34%

31%

34%

41%

38%

13%

10%

6%

8%

14%

14%

Once a week or more often

1-3 times a month

Several times a year

Less often than severaltimes a year

FREQUENCY – GROCERY

Q27. How often do you shop for home and grocery products at each of the following online stores?

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

17

20 25 30 35 40 45 50 55 60 65 70 75 80 85 90

E-store 1

E-store 2

E-store 3

E-store 4

E-store 5

E-store 6

ONLINE STORE IMAGE

Wide assortment

Availability of favourite products/brands

Unique products, available exclusively at this store

Detailed product descriptions

High quality product photos

Offering novelties

Generally attractive prices/lower than at other online stores

Low cost of delivery/free delivery option

Large number of promotions/special offers

Loyalty programmes offered by stores

Ease of finding products you look for

Functional page layout – easy navigation/browsing through products

Fast delivery/short time of waiting for the delivery

Diversified delivery hours

High quality of products after the transport

Environmentally friendly packaging

Quality of customer service (e.g. informing on substitutes, handling of complaints)

Convenient and safe payment forms

Delivery to my address

Credibility of the store- well-known brand, I know this store

Co

pyr

igh

t ©

2013

Th

e N

iels

en C

om

pan

y. C

on

fid

enti

al a

nd

pro

pri

etar

y.

18

72% 63% 62% 61% 61% 59%

42% 40% 38% 33% 32%

27%

75% 69%

64% 63% 62% 62%

41% 36% 35% 32% 30% 28%

WHICH FUNCTIONS OF ONLINE STORES ARE MOST EAGERLY USED?

Promotions subsection

Search engine Newsletter

Shopping history

e-store 1 e-store 2 e-store 3 e-store 4 e-store 5 e-store 6 e-store 1 e-store 2 e-store 3 e-store 4 e-store 5 e-store 6

e-store 1 e-store 2 e-store 3 e-store 4 e-store 5 e-store 6 e-store 1 e-store 2 e-store 3 e-store 4 e-store 5 e-store 6