This research takes all the data from our reports in 2011, and examines shoppers' attitudes and motivations across such areas as Spend, Health, Brand Image, Online, Digital/Smartphones, Enjoyment, Plan v's Impulse, Loyalty, Price & Promotion and the importance of Price. It looks at these behaviours and segmenting by Age, Gender, SEG, Singles, Couples, Parents, Empty Nesters and Older shoppers, comparing and contrasting the different attitudes amongst the key drivers listed.
This study is the most comprehensive of its type within the UK Food & Grocery sector.
By using more detailed shopper demographics to examine our extensive catalogue of 2011 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports. We are able to cover areas such as retailer choice, technology, spend and health providing a clearer picture of what is important to certain shoppers and how particular groups behave.
It is important to note that this report provides a general understanding of each segment. We understand that individual behaviour can vary within each segment but for purposes of analysis we define the overall average behaviour of each segment.
The UK foodservice sector is estimated to be worth £33.2 billion and is commanding an increasing proportion of consumer spend. Consumers need convenient food which fits in around their busy lifestyle, driving the out of home market. Consumers are actively looking for food which they can eat on-the-go. The on-the-go mission is defined as buying any food and/or drinks for consumption that day on-the-go i.e. outside of the home. These meals are not restricted to the items bought or the time that food is eaten but it is the resolution of the need state of a shopper. This report looks at the three key on-the-go missions; Breakfast, Lunch and Snacking. When and why shoppers undertake these missions is explored along with their behaviours. Differences between these missions are also highlighted.
This report will:
-Give you an understanding of the three key on-the-go missions; Breakfast, Lunch and Snacking
-Provide you with the key characteristics of each mission. This includes when shoppers do it, where they do it and what they buy
-Mission context is also explored; the circumstance in which shoppers carry out the different on-the-go missions
-Shopper motivations and behaviours are outlined, giving the reasons behind their choices and behaviours
-Cost and calories are compared as barriers to purchases on each mission, including how this differs between men and women.
Following the economic downturn shoppers continue to try and find ways to save money where they can. This is re-fuelling the popularity of vouchers and coupons that now come in many forms. This report provides an understanding of what digital coupons and vouchers are, how they can be distributed and how shoppers use them. We identify how often shoppers redeem coupons and vouchers, whether they actively look for them and what kind of coupons or vouchers shoppers look for online.
We explain how technology is affecting coupons and vouchers and how shoppers use it for finding coupons and vouchers and how technology is used for redemption. We also identify current smartphone penetration among primary food and grocery shoppers. We cover areas such as push and pull with smartphone vouchers, whether and how shoppers want offers sent to their smartphones. We also explore shopper perceptions on giving out personal information in order to get relevant offers and who shoppers would trust with their information. The report gives a detailed overview of smartphone coupons and vouchers, what possibilities they offer and whether shoppers want smartphone vouchers or offers by email.
This report will:
-Define digital coupons and vouchers are
-Provide the latest view on how digital coupons and vouchers can be distributed and also how they are used in different countries.
-Identify how shoppers use vouchers and coupons and how they find them.
-Provide an overview of how new technology is affecting coupons and vouchers and how shoppers use it for finding coupons and vouchers and how it’s used for redemption.
-Identify the smartphone penetration of UK shoppers and what activities smartphones are used for.
-Highlight issues and concerns with digital coupons and vouchers and redeeming them.
-Consider the concept of push and pull and which method do shoppers prefer in relation to receiving offers to a smartphone.
-Give a detailed overview of smartphone coupons and vouchers, what possibilities they offer and whether shoppers want smartphone vouchers or offers by email.
-Explain who shoppers would trust with enough personal information in order to receive offers that are relevant to them.
Digital media encompasses all forms of communication that are delivered using a binary electronic format, utilising technology such as computers, mobile devices and tablets. The digital media landscape ranges from text messages, e-mail and social media to internet websites, smartphone applications – and more. Internet connected devices form the backbone of many forms of digital media, and underpin the huge growth in electronic and mobile commerce, and social media.
The advent of digital media and digital marketing can now help facilitate a greater number of touch points with the consumer in shopper mode, making the concept of the path to purchase extending beyond the store environment of even greater importance. Digital marketing introduces the opportunity for FMCGs and retailers to more readily communicate with consumers as shoppers both before, during and after their visit to the supermarket.
This report will:
-Look at digital marketing strategies currently in use
-Show current levels of smartphone ownership
-Look at the different types of delivery in digital marketing, and see which shoppers prefer
-Look in-depth at a variety of initiatives used on smartphones. Specifically looking at: online shopping, shopping lists, detailed product information, price comparison, recipes, digital vouchers, managing loyalty points, healthy eating and improving the in-store experience
-Find out the awareness, usage and appeal of each of the above, and methods of delivery preferred
-Find out the level of ownership and usage of various grocery apps
-Briefly look at how shoppers interact with social media and what they think of NFC in grocery
Evolution Insights specialise in understanding shopper behaviour within the UK F&G Market. Here is our first report of 2012.....This research looks specifically at shoppers' key loyalty drivers to retailers, then examines the impact of price, value and convenience, before testing shoppers' understanding of promotional mechanics, where is the tipping point for '2 for' deals and exploring what they do when confronted by one that leaves them confused!
With low consumer confidence and limited household income it is not surprising that some shoppers are looking to for alternative channels for their food and groceries in an attempt to make savings. Although the Big Four supermarkets remain the most popular channels, alternative channels such as Amazon Groceries aim to tempt shoppers away from their usual supermarket choice. The internet has allowed for the emergence of sites offering bulk and discount groceries without the need for physical stores, thus keeping costs low.
Launched in 1995, Amazon is the world’s largest online retailer with 164 million active customers and is also Britain’s highest rated brand. It stocks over 23,000 top grocery lines and allows customers to take advantage of the savings and convenience provided by bulk-buying items. Amazon also provides a marketplace for third party sellers to sell through. This report focuses upon online shoppers’ awareness and usage of Amazon Groceries.
This report will:
-Provide you with a brief background to Amazon.co.uk
-Give a detailed outline of Amazon’s current features and how useful shoppers find these.
-Summarise Amazon’s Grocery proposition, including awareness and usage as well as what shoppers use Amazon Groceries for.
-Consider Amazon Groceries offering at a category level. This includes a category breakdown of penetration as well as what items are actually sold by Amazon rather than third party sellers.
-Look at the uptake and barriers to Subscribe & Save.
-Highlight issues found from first hand tests of Amazon Groceries.
-Outline some of the other non-standard grocery channels propositions available to shoppers.
This research looks specifically at shoppers' key loyalty drivers to retailers, then examines the impact of price, value and convenience, before testing shoppers' understanding of promotional mechanics, where is the tipping point for '2 for' deals and exploring what they do when confronted by one that leaves them confused!
The economic downturn and food price inflation are challenging household budgets and shoppers need to find ways to cope with the squeeze. This report investigates how shoppers feel about food prices, what kind of promotion types they prefer. We also tested the tipping point for ‘2 For’ offers using a number of proxy categories to demonstrate differences. A complete section of the report is dedicated to testing whether shoppers understand promotions and how they deal with confusing or difficult offers. We also look into the effects on store loyalty when food retailers are at constant war on prices, and what are the price-related drivers of store choice.
The report also provides a good overview of the current promotional strategies adopted by the big four retailers and existing loyalty schemes offered by the fast moving consumer goods retailers.
This report will help you
-Understand what loyalty cards are carried in shoppers’ purses/wallets
-The price/promotion drivers of retailer choice (both in-store and online)
-Weekly household spend
-Most appealing promotional mechanics/ loyalty points/ competitions (both in-store and online)
-How shoppers calculate the best promotional offer for them, including a detailed examination of which they have calculated as being the cheapest using differing quantities, percentage discounts and pack sizes
-What shopper’s do when confronted by a complicated offer
-The tipping points for a number of demonstration categories for accepting a ‘2 For’ deal
-Understand their expectation of overall spend in a convenience store compared to a superstore
-The different acceptance levels of bulk buying with the different shopper segments
-Buying in bulk (both in-store and online)
-The use of comparison sites
-Usage and awareness of digital voucher websites
-Shoppers’ consideration of ‘Discount’ retailers
-The shoppers’ understanding of who is actually pays for promotional activity in-store
It further examines their current attitudes to spend, bulk buying, differing offers online/in-store, loyalty cards, price matching and EDLP
Check out our Click & Collect 2012 report Sample extract.
Introduction:
Delivery charges and times are major barriers to online shopping. The Click and Collect service offers shoppers the benefits of online shopping with the addition of lower / no delivery fees. Allowing the shopper to control when the pick-up is made takes away the hassle of missing the delivery, and puts the shopper in control of the transaction. More importantly, in many cases delivery is free as it is shipped to the store.
This report will:
-Give you an understanding of the current Click & Collect offering in the UK and around the world.
-Provide an overview of the current penetration of Click & Collect in both Food & Grocery and Non-grocery.
-Identify the product types that shoppers are currently purchasing using Click & Collect.
-Highlight the appeal of Click & Collect in Food & Grocery and its comparisons with standard online shopping.
-Explore the locations which shoppers indicate to be their most convenient collection points when using Click & Collect.
-Take a look at how much shoppers expect to pay for the Click & Collect service, and look at different collection locations and see if this has an impact on the cost perceptions.
-Identify demographic differences in all of the above.
The UK foodservice sector is estimated to be worth £33.2 billion and is commanding an increasing proportion of consumer spend. Consumers need convenient food which fits in around their busy lifestyle, driving the out of home market. Consumers are actively looking for food which they can eat on-the-go. The on-the-go mission is defined as buying any food and/or drinks for consumption that day on-the-go i.e. outside of the home. These meals are not restricted to the items bought or the time that food is eaten but it is the resolution of the need state of a shopper. This report looks at the three key on-the-go missions; Breakfast, Lunch and Snacking. When and why shoppers undertake these missions is explored along with their behaviours. Differences between these missions are also highlighted.
This report will:
-Give you an understanding of the three key on-the-go missions; Breakfast, Lunch and Snacking
-Provide you with the key characteristics of each mission. This includes when shoppers do it, where they do it and what they buy
-Mission context is also explored; the circumstance in which shoppers carry out the different on-the-go missions
-Shopper motivations and behaviours are outlined, giving the reasons behind their choices and behaviours
-Cost and calories are compared as barriers to purchases on each mission, including how this differs between men and women.
Following the economic downturn shoppers continue to try and find ways to save money where they can. This is re-fuelling the popularity of vouchers and coupons that now come in many forms. This report provides an understanding of what digital coupons and vouchers are, how they can be distributed and how shoppers use them. We identify how often shoppers redeem coupons and vouchers, whether they actively look for them and what kind of coupons or vouchers shoppers look for online.
We explain how technology is affecting coupons and vouchers and how shoppers use it for finding coupons and vouchers and how technology is used for redemption. We also identify current smartphone penetration among primary food and grocery shoppers. We cover areas such as push and pull with smartphone vouchers, whether and how shoppers want offers sent to their smartphones. We also explore shopper perceptions on giving out personal information in order to get relevant offers and who shoppers would trust with their information. The report gives a detailed overview of smartphone coupons and vouchers, what possibilities they offer and whether shoppers want smartphone vouchers or offers by email.
This report will:
-Define digital coupons and vouchers are
-Provide the latest view on how digital coupons and vouchers can be distributed and also how they are used in different countries.
-Identify how shoppers use vouchers and coupons and how they find them.
-Provide an overview of how new technology is affecting coupons and vouchers and how shoppers use it for finding coupons and vouchers and how it’s used for redemption.
-Identify the smartphone penetration of UK shoppers and what activities smartphones are used for.
-Highlight issues and concerns with digital coupons and vouchers and redeeming them.
-Consider the concept of push and pull and which method do shoppers prefer in relation to receiving offers to a smartphone.
-Give a detailed overview of smartphone coupons and vouchers, what possibilities they offer and whether shoppers want smartphone vouchers or offers by email.
-Explain who shoppers would trust with enough personal information in order to receive offers that are relevant to them.
Digital media encompasses all forms of communication that are delivered using a binary electronic format, utilising technology such as computers, mobile devices and tablets. The digital media landscape ranges from text messages, e-mail and social media to internet websites, smartphone applications – and more. Internet connected devices form the backbone of many forms of digital media, and underpin the huge growth in electronic and mobile commerce, and social media.
The advent of digital media and digital marketing can now help facilitate a greater number of touch points with the consumer in shopper mode, making the concept of the path to purchase extending beyond the store environment of even greater importance. Digital marketing introduces the opportunity for FMCGs and retailers to more readily communicate with consumers as shoppers both before, during and after their visit to the supermarket.
This report will:
-Look at digital marketing strategies currently in use
-Show current levels of smartphone ownership
-Look at the different types of delivery in digital marketing, and see which shoppers prefer
-Look in-depth at a variety of initiatives used on smartphones. Specifically looking at: online shopping, shopping lists, detailed product information, price comparison, recipes, digital vouchers, managing loyalty points, healthy eating and improving the in-store experience
-Find out the awareness, usage and appeal of each of the above, and methods of delivery preferred
-Find out the level of ownership and usage of various grocery apps
-Briefly look at how shoppers interact with social media and what they think of NFC in grocery
Evolution Insights specialise in understanding shopper behaviour within the UK F&G Market. Here is our first report of 2012.....This research looks specifically at shoppers' key loyalty drivers to retailers, then examines the impact of price, value and convenience, before testing shoppers' understanding of promotional mechanics, where is the tipping point for '2 for' deals and exploring what they do when confronted by one that leaves them confused!
With low consumer confidence and limited household income it is not surprising that some shoppers are looking to for alternative channels for their food and groceries in an attempt to make savings. Although the Big Four supermarkets remain the most popular channels, alternative channels such as Amazon Groceries aim to tempt shoppers away from their usual supermarket choice. The internet has allowed for the emergence of sites offering bulk and discount groceries without the need for physical stores, thus keeping costs low.
Launched in 1995, Amazon is the world’s largest online retailer with 164 million active customers and is also Britain’s highest rated brand. It stocks over 23,000 top grocery lines and allows customers to take advantage of the savings and convenience provided by bulk-buying items. Amazon also provides a marketplace for third party sellers to sell through. This report focuses upon online shoppers’ awareness and usage of Amazon Groceries.
This report will:
-Provide you with a brief background to Amazon.co.uk
-Give a detailed outline of Amazon’s current features and how useful shoppers find these.
-Summarise Amazon’s Grocery proposition, including awareness and usage as well as what shoppers use Amazon Groceries for.
-Consider Amazon Groceries offering at a category level. This includes a category breakdown of penetration as well as what items are actually sold by Amazon rather than third party sellers.
-Look at the uptake and barriers to Subscribe & Save.
-Highlight issues found from first hand tests of Amazon Groceries.
-Outline some of the other non-standard grocery channels propositions available to shoppers.
This research looks specifically at shoppers' key loyalty drivers to retailers, then examines the impact of price, value and convenience, before testing shoppers' understanding of promotional mechanics, where is the tipping point for '2 for' deals and exploring what they do when confronted by one that leaves them confused!
The economic downturn and food price inflation are challenging household budgets and shoppers need to find ways to cope with the squeeze. This report investigates how shoppers feel about food prices, what kind of promotion types they prefer. We also tested the tipping point for ‘2 For’ offers using a number of proxy categories to demonstrate differences. A complete section of the report is dedicated to testing whether shoppers understand promotions and how they deal with confusing or difficult offers. We also look into the effects on store loyalty when food retailers are at constant war on prices, and what are the price-related drivers of store choice.
The report also provides a good overview of the current promotional strategies adopted by the big four retailers and existing loyalty schemes offered by the fast moving consumer goods retailers.
This report will help you
-Understand what loyalty cards are carried in shoppers’ purses/wallets
-The price/promotion drivers of retailer choice (both in-store and online)
-Weekly household spend
-Most appealing promotional mechanics/ loyalty points/ competitions (both in-store and online)
-How shoppers calculate the best promotional offer for them, including a detailed examination of which they have calculated as being the cheapest using differing quantities, percentage discounts and pack sizes
-What shopper’s do when confronted by a complicated offer
-The tipping points for a number of demonstration categories for accepting a ‘2 For’ deal
-Understand their expectation of overall spend in a convenience store compared to a superstore
-The different acceptance levels of bulk buying with the different shopper segments
-Buying in bulk (both in-store and online)
-The use of comparison sites
-Usage and awareness of digital voucher websites
-Shoppers’ consideration of ‘Discount’ retailers
-The shoppers’ understanding of who is actually pays for promotional activity in-store
It further examines their current attitudes to spend, bulk buying, differing offers online/in-store, loyalty cards, price matching and EDLP
Check out our Click & Collect 2012 report Sample extract.
Introduction:
Delivery charges and times are major barriers to online shopping. The Click and Collect service offers shoppers the benefits of online shopping with the addition of lower / no delivery fees. Allowing the shopper to control when the pick-up is made takes away the hassle of missing the delivery, and puts the shopper in control of the transaction. More importantly, in many cases delivery is free as it is shipped to the store.
This report will:
-Give you an understanding of the current Click & Collect offering in the UK and around the world.
-Provide an overview of the current penetration of Click & Collect in both Food & Grocery and Non-grocery.
-Identify the product types that shoppers are currently purchasing using Click & Collect.
-Highlight the appeal of Click & Collect in Food & Grocery and its comparisons with standard online shopping.
-Explore the locations which shoppers indicate to be their most convenient collection points when using Click & Collect.
-Take a look at how much shoppers expect to pay for the Click & Collect service, and look at different collection locations and see if this has an impact on the cost perceptions.
-Identify demographic differences in all of the above.
Our research into Shopper Typologies & Segmentation takes all the data from our reports from 2011, and examines shoppers' attitudes and motivations across such areas as Spend, Health, Brand Image, Online, Digital/Smartphones, Enjoyment, Plan v's Impulse, Loyalty, Price & Promotion and the importance of Price.
It looks at these behaviours and segmenting by Age, Gender, SEG, Singles, Couples, Parents, Empty Nesters and Older shoppers, comparing and contrasting the different attitudes amongst the key drivers listed.
An adequate amount of exercise and a balanced diet are the basis of maintaining a healthy body. Most shoppers have an idea of what a healthy diet consists of. Choosing and identifying the right products in a supermarket may however not always be as easy. Nutrition labelling and healthiness of food have again been discussed widely in the media this year. It is under debate whether food manufacturers should take more responsibility in helping shoppers make more informed choices, and if a single nutrition labelling system should be adopted. Making healthy choices however also depends on the attitudes and perceptions of shoppers.
In our Health & Wellbeing 2012 report we explore shoppers’ attitudes to health and healthy eating, nutrition labels and how healthy shoppers are in their own opinion. We also provide an overview of the drivers of buying healthy products and present possible gender differences and examine how shoppers decide whether a product is healthy. To conclude the report, we look at shoppers’ perception of the cost of healthy foods and identify the importance of taste, price and healthiness when choosing products.
Our Health & Wellbeing 2012 report covers the following topics:
-Shoppers’ attitudes to health and healthy eating
-How healthy shoppers are in their own opinion
-What shoppers perceive as healthy eating
-Shoppers’ understanding of healthiness of products
-Exercise habits of shoppers
-Special dietary requirements of shoppers
-Drivers for buying healthy products
-How shoppers decide whether a product is healthy
-Shoppers’ perception of the cost of healthy foods and whether it’s worth paying more for
-Price expectations of healthier options
-Shoppers’ attitudes to healthy options
-How shoppers choose different categories in relation to price, taste and healthiness overall and in different categories
The report will also provide comparison with the results of our Health report from 2011 and highlight any possible development or changes in shoppers’ perceptions, attitudes and behaviour in relation to health and wellbeing.
This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across all missions in relation to frequency, patterns, channel, planning, spend and more.
A ‘mission’ is the original reason the shopper embarked on a particular shopping trip. It is not as effective to take a retrospective only look at what they ended up doing, therefore our research uses methodologies to establish the original reasons for their trip, and what they intended to buy. In this way we could establish what they had bought that they hadn’t intended to…and why.
We know that there are 100’s of possible reasons why people carry out a shopping occasion, but for the purpose of research it is necessary to classify these into certain groups. Taking into account the motives of shoppers when carrying out their food & grocery shop we have segmented them into three main mission types…
This report will:
-Identify & define the different Shopper Missions
-Look at frequency, and shopper types identified with the missions
-Find which channels are related with which missions
-See how spend varies across missions
-Investigate the differences in planning of individual items, meals, and shops
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
Incorporating Social Media and Customer Service: How to Develop a Strategy
Blake Cahill: SVP of Marketing, Visible Technologies
Mary Naylor, VIPdesk
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social media plan
Tools to use
Measurement of success
Social Influence Marketing: A guide to online marketing for start-ups and ent...Zach Supalla
This presentation describes our approach to online marketing for Hex Goods, an e-commerce retailer for designer goods. We designed a series of marketing campaigns using tools like Google AdWords, Facebook Ads, Twitter, affiliate programs, and blog campaigns. This presentation documents the approach, the results, and our learnings from the process.
Our research into Shopper Typologies & Segmentation takes all the data from our reports from 2011, and examines shoppers' attitudes and motivations across such areas as Spend, Health, Brand Image, Online, Digital/Smartphones, Enjoyment, Plan v's Impulse, Loyalty, Price & Promotion and the importance of Price.
It looks at these behaviours and segmenting by Age, Gender, SEG, Singles, Couples, Parents, Empty Nesters and Older shoppers, comparing and contrasting the different attitudes amongst the key drivers listed.
An adequate amount of exercise and a balanced diet are the basis of maintaining a healthy body. Most shoppers have an idea of what a healthy diet consists of. Choosing and identifying the right products in a supermarket may however not always be as easy. Nutrition labelling and healthiness of food have again been discussed widely in the media this year. It is under debate whether food manufacturers should take more responsibility in helping shoppers make more informed choices, and if a single nutrition labelling system should be adopted. Making healthy choices however also depends on the attitudes and perceptions of shoppers.
In our Health & Wellbeing 2012 report we explore shoppers’ attitudes to health and healthy eating, nutrition labels and how healthy shoppers are in their own opinion. We also provide an overview of the drivers of buying healthy products and present possible gender differences and examine how shoppers decide whether a product is healthy. To conclude the report, we look at shoppers’ perception of the cost of healthy foods and identify the importance of taste, price and healthiness when choosing products.
Our Health & Wellbeing 2012 report covers the following topics:
-Shoppers’ attitudes to health and healthy eating
-How healthy shoppers are in their own opinion
-What shoppers perceive as healthy eating
-Shoppers’ understanding of healthiness of products
-Exercise habits of shoppers
-Special dietary requirements of shoppers
-Drivers for buying healthy products
-How shoppers decide whether a product is healthy
-Shoppers’ perception of the cost of healthy foods and whether it’s worth paying more for
-Price expectations of healthier options
-Shoppers’ attitudes to healthy options
-How shoppers choose different categories in relation to price, taste and healthiness overall and in different categories
The report will also provide comparison with the results of our Health report from 2011 and highlight any possible development or changes in shoppers’ perceptions, attitudes and behaviour in relation to health and wellbeing.
This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across all missions in relation to frequency, patterns, channel, planning, spend and more.
A ‘mission’ is the original reason the shopper embarked on a particular shopping trip. It is not as effective to take a retrospective only look at what they ended up doing, therefore our research uses methodologies to establish the original reasons for their trip, and what they intended to buy. In this way we could establish what they had bought that they hadn’t intended to…and why.
We know that there are 100’s of possible reasons why people carry out a shopping occasion, but for the purpose of research it is necessary to classify these into certain groups. Taking into account the motives of shoppers when carrying out their food & grocery shop we have segmented them into three main mission types…
This report will:
-Identify & define the different Shopper Missions
-Look at frequency, and shopper types identified with the missions
-Find which channels are related with which missions
-See how spend varies across missions
-Investigate the differences in planning of individual items, meals, and shops
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
Incorporating Social Media and Customer Service: How to Develop a Strategy
Blake Cahill: SVP of Marketing, Visible Technologies
Mary Naylor, VIPdesk
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social media plan
Tools to use
Measurement of success
Social Influence Marketing: A guide to online marketing for start-ups and ent...Zach Supalla
This presentation describes our approach to online marketing for Hex Goods, an e-commerce retailer for designer goods. We designed a series of marketing campaigns using tools like Google AdWords, Facebook Ads, Twitter, affiliate programs, and blog campaigns. This presentation documents the approach, the results, and our learnings from the process.
In our Health & Nutrition 2014 report we will explore shoppers’ attitudes to health and healthy eating, nutrition labels and how healthy shoppers are in their own opinion. We will also provide an overview of the drivers associated with buying healthy products, and present possible gender differences examining how shoppers decide whether a product is healthy.
This report will also provide comparison with the results of our Health reports from 2011 and 2012 highlighting changes in shoppers’ perceptions, attitudes and behaviour in relation to health, nutrition & lifestyle choices.
This research takes all of our data from our 2013 reports, examining shopper attitudes, behaviours and motivations across areas such as planning vs. impulse purchase, online shopping, the usage of shopper apps and more. Segmenting our shoppers by:
• Age – young (18-34), middle aged (35-54) and older (55-65+)
• Gender
• Social Class
• Gender and Social Class
• Children Living at Home (under 16) – young families (18-34), older families (35-54) and empty nesters (shoppers aged 45+ with no children living at home)
• Region
Using these demographics we can look at how different the different groups behave comparing and contrasting the different attitudes amongst the key drivers listed. By using more detailed shopper demographics to examine our extensive catalogue of 2013 research we are able to present a thorough analysis of shopper behaviour for a more comprehensive range of shopper typologies than those presented in the individual reports.
This report focuses on the five main retailer drivers: Location, Price, Quality, Value and Range. Our research covers how important each criteria is to shoppers by mission, and looks at the needs/wants of the different demographics.
We analyse the interaction of price, quality, health and brand as drivers of item choice. We examine how the importance of these factors varies depending on the channel. This report outlines what “best price” actually means to shoppers and we look at what shoppers look for when looking for quality. We also look at what shoppers look to when deciding if a product is healthy or not. We used nine proxy categories to help understand how and what shoppers’ trade-off depending on what category they are considering.
Retailer Series 2013
Our survey of 5000 primary food and grocery shoppers is the most comprehensive we have ever undertaken specifically looking at shopper behaviour in the UK. We will focus on shopper profilers for each store, drivers of store choice, impact of mission on store choice, perceptions on the different stores and how important is location among other things.
Smartphone penetration has surged over recent years, in particular since the launch of the Apple iPhone in 2007 and, even more so, since the start of 2009 when rival devices really started to take hold in the market and smartphone handset prices started to fall to mass market levels - with current penetration levels of smartphones sitting at 60%. Tablets are also becoming increasingly popular with technology lovers. 17.4mn tablets were activated worldwide on Christmas day 2012 – around five were sold every second at one retailer! According to new figures out at the start at January 2013, tablet revenue is quickly catching up to that of smartphones and is expected to overtake them in 2013.
The UK app market is by far the biggest app market in Europe. It outnumbers its European neighbours in terms of revenue generated by app downloads and in-app advertisement as well as the sheer number of downloads and users. With well over 1million apps available from various app stores, we need to look at how they can be used to aid Food & Grocery retailing.
This report will look at:
-Current smartphone and tablet statistics (ownership and usage)
-The app market in the UK and around the world
-How shoppers find new apps
-Apps currently available, and how many shoppers have them on their smartphone/tablet at this time in relation to UK grocery retailers, recipes, vouchers and shopping lists
-See what features shoppers say they would like to have in a grocery shopping app
Shopper missions: The heart of any successful shopper strategy
Shopper Typologies and Segmentation 2012
1. Evolution Insights: Shopper Insight Series
Shopper Typologies and
Segmentation in the UK
Food & Grocery Sector
2012
SAMPLE EXTRACT
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
www.evolution-insights.com 1
3. About Evolution Insights
Evolution is a research led consultancy specialising in shopper marketing.
We deliver original research, analysis and insight into shopper motivations and behaviour for manufacturers, retailers and agencies.
Our insights help clients • Evolution offer a broad range of products & services for
clients in the field of shopper marketing:-
understand and influence shopper
motivations and behaviour in • Research led consultancy
store, enabling them to drive
– Tailored research, analysis and insight for
improved performance. retailers, manufacturers and agencies.
– Our consultants bring a wealth of experience having
worked with FMCGs, retailers and agencies on a
diversity of shopper marketing projects.
– These projects range from providing focused
answers to specific questions to co-ordinating large-
scale multi-discipline shopper marketing
programmes.
• Off the shelf insight reports
Our outlook also extends beyond
shopper insights – we balance – Shopper Insight Series - In depth research, analysis
shopper research with the latest in and insight into shopper motivations and
behaviours in store.
industry perspectives.
– Strategic Insight Series - Strategic trends facing
manufacturers and retailers in the field of shopper
marketing.
– Global Insight Series - Commentary and insight in
We use a range of research relation to specific growth areas, innovations and
methodologies to discover genuine trends from abroad.
insights. Our research incorporates
a broad spectrum of robust
qualitative and quantitative
research techniques. Further information is available at our
website http://www.evolution-
insights.com
Visit and sign up for Reflections, our free
quarterly newsletter offering analysis and
commentary on topical issues
www.evolution-insights.com 3
4. Contents
Key findings and executive summary 6 Couples by age 49
Couples by social class 50
Shopper typologies and segmentations: introduction 11 Parents 51
Definitions 12 Older shoppers 52
Categories 14 Summary 53
Demographic Categories 19 Online retailer choice 54
Gender 20 Introduction 55
Age 21 Gender and age 56
Social class 22 Social class 57
Gender by social class 23 Gender by social class 58
Relationship 24 Relationship 59
Relationship by gender 25 Relationship by gender 60
Couples by age 26 Couples by age 61
Couples by social class 27 Couples by social class 62
Parents 28 Parents 63
Older shoppers 29 Summary 64
In-store retailer choice 30 Spend 65
Introduction 31 Introduction 66
Gender 32 Gender 67
Age 33 Age 67
Social class 34 Social class 70
Relationship 35 Gender by social class 71
Relationship by gender 36 Relationship 72
Couples by age 38 Couples 73
Couples by social class 39 Parents 74
Parents 40 Older shoppers 75
Older shoppers 41 Summary 76
Summary 42
Planing vs. impulse 77
Technology 43 Introduction 78
Introduction 44 Gender 80
Gender 45 Gender by social class 81
Age 46 Parents 82
Social class 47 Older shoppers 83
Relationship 48 Summary 84
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5. Contents
Loyalty cards 85 Gender 118
Introduction 86 Age 119
Gender 87 Social class 120
Age 88 Gender by social class 121
Social class 89 Relationship 122
Gender by social class 90 Relationship by gender 123
Couples 91 Couples by age 124
Parents 92 Couples by social class 125
Summary 93 Parents 126
Older shoppers 127
Promotions 94 Summary 128
Introduction 95
Gender, age and social class 96 Methodology 129
Couples 97
Parents 98 Glossary 132
Older shoppers 99
Summary 100
Missions 101
Introduction 102
Gender 103
Age and social class 104
Relationship 105
Couples 106
Parents 107
Older shoppers 108
Summary 109
Enjoyment 110
Introduction 111
Gender 112
Age and social class 113
Older shoppers 114
Summary 115
Health and image 116
Introduction 117
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6. Shopper typologies and segmentations: introduction - definitions
By using more detailed shopper demographics to
examine our extensive catalogue of 2011
research we are able to present a thorough
analysis of shopper behaviour for a more
comprehensive range of shopper typologies than
those presented in the individual reports. We are
able to cover areas such as retailer choice,
technology, spend and health providing a clearer
picture of what is important to certain shoppers
and how particular groups behave.
It is important to note that this report provides a
general understanding of each segment. We
understand that individual behaviour can vary
within each segment but for purposes of analysis
we define the overall average behaviour of each
segment.
7. Shopper typologies and segmentations: introduction – definitions (2)
Shoppers can be defined by their
demographics. The very basic
Age demographics included in all of
our reports are categories such
as age, gender, social class,
relationship status and if children
are living at home. These
personal factors have an
Parent Gender influence upon shopping
behaviour and attitudes of the
individual shopper.
Relationship Social class
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8. Shopper typologies and segmentations: introduction – categories
In this report the focus is initially upon the following 5 key demographics:
1. Gender – The simplest of social demographics,
shoppers are either male or female. There are many
preconceptions about how men and women shop
differently and this report aims to explore these further.
2. Age – Understandably, the age of a shopper has a high
impact on their behaviour and attitudes. For example, a
teenager’s shopping habits are likely to be very different
to an over 65’s, as they are at a different stage in their
life.
3. Social class – split into AB, C1, C2, DE, social class leads
to great differences in circumstances for shoppers. Those
in lower social classes have tighter budgets to stick to,
whereas higher social classes have more disposable
income. However, as we will see, social class is not
always a clear segregation to examine behaviour by, as
the relationship between class and income is not a
straight forward one.
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9. Shopper typologies and segmentations: introduction – categories (2)
4. Relationship status – Relationship status can be broken down
into several categories including singletons, in a relationship,
separated, divorced and widowed. A main shopper who is in a
couple is also buying for their partner when it comes to food and
groceries (as by our definition we only include those married and
living with a partner, not shoppers who are in a relationship but
living separately). Singletons, on the other hand, are highly likely to
be the sole consumer of any items bought.
5. Children – A couple without children shop very differently to
parents. Parents are shopping for even more consumers and with
childcare taking up a large amount of their time they are unlikely to
spend as long shopping as couples without children. They are also
likely to have different concerns in their role as caregiver.
Furthermore, the age of the parents will have an effect on their
shopping behaviour, as an 18 year old mother is likely to shop
differently to a 35 year old mother. As such, this report will
consider parents aged 18-34 and parents aged 35-54 to gather a
clearer picture of what is important to different parents.
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10. Shopper typologies and segmentations: introduction – categories (3)
As well as having an influence on shopping behaviour on their own, demographics also interact with one
another to create a more complete shopper profile. For example, although it is well researched that
men and women shop differently, younger men are also likely to shop differently to older men. This
demonstrates gender and age interacting together to form certain beliefs and behaviours of the
shopper. Therefore, this report also considers the shopping behaviours and attitudes of the following
demographic groups:
6. Gender by class – gender can also be crossed by social class, providing
us with a more thorough picture of what is important to men and women
of different social classes.
7. Couples by age – as couples represent
such a large proportion of the population
it is possible to break them down into
smaller categories to get a more detailed
picture of how different couples shop.
Therefore, couples by age is also a focus
of this report as, for example, younger
couples are at a different stage in their life
to older couples.
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11. Shopper typologies and segmentations: introduction – categories (4)
8. Couples by social class – couples may have
a shared income as there are two people to
bring money into the household. However, it
is important not to assume this as the social
class of a couple is based solely on the
profession of the main earner in the
household.
9. Relationship by gender – It is well known
that men and women shop differently and
obvious that relationship status will have an
effect on shopping behaviours. We are also
able to compare the interaction between
relationship and gender. For example, do
women in a relationship shop the same as a
man in a relationship? Or do women shop the
same regardless of relationship status?
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12. Shopper typologies and segmentations: introduction – categories (5)
The more we know about a shoppers’ demographics the better understanding we can attain about
their shopping attitudes and behaviour. Ultimately, this allows us to learn more about how different
shoppers shop. Each group we examine represents at least 10% of the population to make the
research both reliable and valuable.
It is also important to note that shoppers can
fall into more than one of the categories
examined. A 28 year old professional married
mother falls into nine categories: female, 25-
34 years of age, social class AB, couple, 25-34
year old couple, AB couple, AB female,
female in a relationship and a 18-34 year old
parent. Therefore, we appreciate that when
targeting shoppers it is often more specific
than a single segmentation examined but this
report provides a general picture of the beliefs
and behaviours of each segment as a basis for
understanding the complete shopper.
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13. Demographic categories – Gender by social class
More men work in professional roles than women, therefore leading to there being more males than women in social classes AB and C1.
• Gender can be examined in
more detail, by considering
social class as well.
13.2% AB 12.6% Although most social classes
are almost evenly split
between male and females,
more females are in social
class DE than males. 14.7%
15.4% C1 14.0% of the population are DE
females, whereas 9.9% of
the population are DE
males.
9.5% C2 10.5%
9.9% DE 14.7%
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14. In-store retailer choice – Social class
The income of different social classes reflects in the supermarket they choose as their main shop. Higher social class shoppers are likely to
choose high end supermarkets whereas lower class shoppers are likely to choose budget supermarkets.
AB C1 C2 DE The big four retailers are
stable among all shoppers.
Waitrose and Marks and
Spencer are popular with
AB shoppers, this
popularity dropping off by
C2 shoppers. At this point
budget supermarkets like
Iceland, Lidl and Aldi
become more popular.
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15. Technology – Couples by social class
Lower social class couples are least likely to use technology, reflecting the high cost of technology.
% 0 10 20 30 40 50 60
When it comes to
C2 technology, couples in
social class AB are most
Online AB likely to shop online for
DE food and groceries.
C1
Couples in social class DE
are far less likely to shop
online for food and
groceries.
C1 Smartphone ownership
Smartphone
increases with social class.
ownership DE C2
AB
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16. Spend – Age (2)
Young shoppers attitudes towards spend vary the most across the year, as they are more sensitive to external factors such as heating bills or
the excitement of Christmas.
80.0 18 - 24 Young shoppers are the
25 - 34 most concerned about
35 - 44 price when shopping for
75.0 45 - 54 food and groceries. This is
55 - 64 especially noticeable after
65+ the summer months, when
70.0 factors such as heating bills
start to put pressure upon
%
finances.
65.0
The drop in concern over
cost in December could be
60.0
due to a relaxation of
concern with Christmas.
55.0 Shoppers buying presents
June July August September October November December and food for the festive
2011 season see it as a treat and
celebration that is a one off.
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17. Planning vs impulse – Introduction (2)
Planning is a function of time and budget.
Planning α time / budget
Planning is proportional to time and budget. Those with more time are able to
plan more than busy shoppers who just pick up items as and when they are
needed. Also, shoppers on tighter budgets are more likely to plan their food and
grocery shopping.
As such, planning is common among the over 65s and
social class DE shoppers as they often have more time to
plan and rely upon a budget.
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18. Promotions – Gender, age and social class
Men and women prefer different offers and promotions. Women and young shoppers are the most likely to utilise coupons and
vouchers, whereas men prefer straight forward multi-buy offers.
Men and social class DE shoppers are likely to look for multi-buy offers.
However, AB male shoppers are the least likely to like discounts, as these
shoppers are the most affluent.
Female
Male
Women are more likely to use coupons and vouchers than men. This is
regardless of relationship status.
Young shoppers (under 34s) are also more likely to favour coupons and
vouchers. This is also true of couples of this age. To do this they utilise sites
such as Moneysavingexpert.com, Groupon.co.uk and Myvouchers.co.uk.
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19. Missions – Introduction
A shoppers mission dictates a lot about how they will shop and what they are looking for.
There are four different shopping missions when it comes to food and grocery shopping.
On the go Top-up Main trolley Stock-up
For consumption Often reactive Main household
Planned, infreque
immediately, for based on shops, usually
nt and often high
example lunch particular need(s) planned covering
volume. Typically
while out or between the most categories.
once a month
takeaways main shop Often at weekend
Since all shoppers are different, these themes offer a broad framework. We find that some shoppers
for example conduct only top-up missions, never actually going on a main trolley or stock-up trip. The
most common type of mission for each demographic will be examined in this section so as to
understand such differences in behaviour.
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21. Methodology
• Evolution examined its extensive collection of
previous reports to identify and analyse 9
different shopper typologies. These reports
use a combination of quantitative and
qualitative research methods to gather a
wide range of data. These include
preliminary surveys, main surveys, focus
groups and secondary research drawing on
Evolution’s proprietary databases, national
statistics, news and industry resources.
• The specific methodology for the separate
reports is available within each report.
However, all of Evolution research follows the
same basic framework, presented on the
following page.
22. Methodology
• Evolution carries out a preliminary survey of
Evolution’s methodology around 100 shoppers, to test questions for the
main survey.
• Detailed secondary and desk research is
Secondary and desk Preliminary conducted to define the topic area, macro drivers
research quantitative survey and trends, scope and examples of within the
research topic.
• Initial insights gained are used to help further
design the main survey.
• A main survey is completed by at least 1,000 UK
adults who are the primary household shopper for
Main quantitative food & grocery.
Focus groups
survey
• Focus groups are carried out to further enhance
the secondary research and main quantitative
survey.
• Comprehensive and detailed assessment of all the
data received was then used to discover insights.
Insights • Throughout this process, primary research was
supported by secondary research drawing on
Source: Evolution Insights
Evolution’s proprietary databases, national
statistics, news and industry resources.
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