The Online Grocery Shopper Journey: Focus On Favourites


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Free research from Evolution Insights describing how online grocery shoppers use favourites during their journey.

In depth coverage of the role of mission, leading retailers including Tesco, Sainsbury's, Asda and Ocado, behavioural themes and common concerns and complaints among shoppers.

Drawn from our in depth research into Online Grocery Shopping Behaviour available from our website

Published in: Business, Technology
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The Online Grocery Shopper Journey: Focus On Favourites

  1. 1. 0 5 10 15 20 25 30 35 40 45 50 Favourites Keyword search / Department navigation with Written list Special offers pages Express shopping list Browsing categories Recipes and meal suggestions % Base = UK adults who say they shop for food & grocery regularly and shop online for food & grocery at least occasionally, n=1002
  2. 2. 0 10 20 30 40 50 60 70 80 Weekly grocery shop Top-up shop Larger stock-up shop Specific bulky items only % I already know the basic things I need so I don’t need a favourites list to remind me of that. Other items tend to vary and I buy different things each time. [Female, 20-29, DE, Asda] I tend to buy the same things every week, particularly since it’s what my children like. So I use the favourites to help me quickly do this. [Female, 30-39, DE, Tesco] It just doesn’t occur to me to use the favourites, because I shop online only once a month and every time what I need is different. [Male, 20-29, DE, Asda]
  3. 3. 0 10 20 30 40 50 60 70 80 A feature that allows you to type in the barcode from your last supermarket shop receipt which then automatically populates your favourites The option to enter your supermarket loyalty card details and have your typical in-store purchases added to your favourites A favourites list that allows you to quickly re- order the same items every week %
  4. 4. It [favourites] reminds of the things I need to ‘break the back of the shop [Female, 30-39, AB, FT, Tesco] I use the favourites as a prompt but then I shop the website for offers and alternatives before deciding whether I want to buy the usual or not. [Female, 50-59, C2, PT, Asda] I wouldn’t rely on it completely [‘my usuals’] though because I might miss something. [Female, 20-39, C1, Sainsburys] I always start with my favourites, and shop the fresh grocery items mainly, but then I get bored and think ‘oh, I better stick to my [written] list and not go off-piste. [Female, 30-39, C1, FT, Tesco] For me the last order feature is about helping me shortcut and save time – rather than being about ordering the same list every time. [Female, 40-49, B, FT, Ocado]
  5. 5. They add things to my favourites list that aren’t things I’ve bought before. I don’t know where they get the idea I might like them from, and it takes away the whole convenient thing about the favourites list – it should be just that, my favourites! [Female, 50-59, C2, PT, Asda] I find the favourites list too long and full of things that aren’t actually my favourites, so it becomes a hassle. [Female, 50-59, C2, PT, Asda]