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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. ...

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 www.evolution-insights.com

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    The Online Grocery Shopper Journey: Focus On Favourites The Online Grocery Shopper Journey: Focus On Favourites Document Transcript

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