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1 © GfK June 1, 2016 | Winning the omnishopper
© GfK 2015 | LEGO digital shopper marketing | October 2015
The dawn of the
omnishopper
Prepared for online & digital grocery summit 2016
2 © GfK June 1, 2016 | Winning the omnishopper
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
1 2 3
3 © GfK June 1, 2016 | Winning the omnishopper
We surveyed 1,135 online grocery shoppers in May 2016
Meal ingredients Fresh produce Ready meals Wine Nappies
Fizzy soft drinks Beer Instant coffee Energy drinks Pet food
Vitamins Pre-sliced bread Coffee pods Makeup Breakfast cereal
Condoms Shampoo/conditioner Spirits Confectionery
Online In-store
vs.
4 © GfK June 1, 2016 | Winning the omnishopper
Traditional shopping has been a laborious build up to a visit to
a static environment
5 © GfK June 1, 2016 | Winning the omnishopper
Nowadays the shopper and the retail environment are
dynamic, opening up far more opportunity to spend
6 © GfK June 1, 2016 | Winning the omnishopper
In the future the shopper will neither wait nor queue
In the presentation we want to talk
about how Amazon, with their 1/2
hour delivery slot, challenges this
model
Please adapt this slide (the new
version) so that each time the
shopper goes on their mobile
there is a scene right next to it
showing the delivery, i.e. it’s pretty
much instant
7 © GfK June 1, 2016 | Winning the omnishopper
What’s driving people to shop online?
Online In-store
vs.
8 © GfK June 1, 2016 | Winning the omnishopper
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
Convenience is still king, albeit in different form
Saves time
Lower prices for the same products
Is a more enjoyable way to shop
Better promotions
Provides expert advice
Easier to find what I need
Easier to compare prices
Good at reminding me what I’ve bought before
Easier to see the views of other shoppers on products I may want to buy
Wider range of products
Easier to assess the quality of products
Good at reminding me of the other things I might need
Get the products more quickly
Online In-store
Convenience
Choice
Price
Experience
10 © GfK June 1, 2016 | Winning the omnishopper
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
Reminds me what
I’ve bought before
4th
Easier to find what I
need
1st
Reminds me of the
other things I need
2nd
What drives retailer choice?
11 © GfK June 1, 2016 | Winning the omnishopper
B03 Also, thinking about your recent online/in-store purchase of the following, which of these statements best applied to you at this time?
Shoppers are equally open on vs. offline, because online shoppers are
people too!
Online In-store
9% 6%
26%
59%
I planned to buy this specific product before I
started shopping
I knew I wanted to buy this type of product but
made my final choice during the shop
I was reminded that I needed this product
I hadn't intended to buy this product at all 10% 7%
29%
54%
12 © GfK June 1, 2016 | Winning the omnishopper
Different ways to achieve impulse in eCommerce
“I fancy steak on Saturday,
and… oh yes I will need to wash
my hair afterwards”
“I fancy steak on Saturday, but
actually we’ll be back late so
something easier is better”
13 © GfK June 1, 2016 | Winning the omnishopper
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
Ocado delivers well against shopper expectations, among
people who shop there
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%
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%
Total market
Top 5 drivers Top 5 drivers
14 © GfK June 1, 2016 | Winning the omnishopper
Hig
her
import
ance
1% rate Ocado as first choice across all categories, vs. 16% for Tesco
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
However, Ocado’s challenge is familiarity
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%
10%
5%
8%
3%
0%
26%
3%
8%
-12%
2%
-1%
6%
-19%
-9%
-24%
-4%
3%
4%
2%
0%
0%
-4%
-1%
1%
1%
-4%
1%
0%
-3%
-2%
2%
-2%
2%
6%
3%
9%
5%
-11%
10%
11%
9%
1%
4%
-9%
-12%
-5%
-20%
15 © GfK June 1, 2016 | Winning the omnishopper
Call to action
More digital shopper marketing innovation is needed to increase
shopper engagement and spend as they flock to eCommerce
Retailers and manufacturers should collaborate to help shoppers
see solutions, not product categories
The fluid nature of eCommerce shopping can spur growth, but
only if you show people a metropolis, not a cul-de-sac
17 © GfK June 1, 2016 | Winning the omnishopper
© GfK 2015 | LEGO digital shopper marketing | October 2015
Click to learn more about the Future of Retail
The dawn of the
omnishopper
Prepared for online & digital grocery summit 2016