Online Food & Grocery in the UK
Report description
Addressing the increasingly important online channel in food and grocery retailing, Evolution Insights presents authoritative research, analysis and insight into shoppers’ motivations and behaviour across the online path to purchase.
The report offers detailed insight into shoppers’ attitudes, behaviours and purchasing habits online, retailers’ propositions and shopper marketing effectiveness, helping FMCGs, retailers and agencies understand and influence the shoppers’ decision making process across the online path to purchase.
Aimed at FMCGs, retailers and in-store creative agencies, the report will help you to:
Recognise the profile of online shoppers, why they shop online, how often and where, what they like and what they dislike.
Learn about underlying attitudes and motivations which underpin behaviour during the online path-to-purchase
Gain insight into the online shopper journey, with focus on key decision making moments, touch points and examples of how journey varies by mission and retailer.
Identify the shopper perspective on the interaction with, and use of different touch points throughout their online journey.
Make informed decisions about where to invest marketing spend for your category across the online shopper journey
Understand which online retailers shoppers use and why they use them. Consider the extent of store loyalty among multichannel shoppers (those who shop both online and offline)
Discover what are the online destination categories, how are these different from those in-store and why.
Determine how online shoppers' circumstances, location and modality affect their virtual journey and decision making process
Gain a deep understanding of the role of missions in online shopping and how they compare to and complement in-store shopping trips
Identify and understand key behavioural themes among online grocery shoppers, including managing budget, price comparison, brand switching, range editing and pack sizes.
Forecast market growth and find out about the major trends and innovations expected over the next five years
Ascertain the barriers to increased frequency of online shopping and where shoppers see scope for improvement
Table of contents
Online grocery shopping: definition
Online grocery shopping: the market
Online grocery shopping in the UK
The market – size, growth and forecast
The market - retailer shares
The market – General shopping attitudes and behaviours
Online grocery shopping drivers and trends
Overview of drivers and trends
Growth in UK internet use
Future trends – personalisation
Future trends – inspirations and ideas
Future trends – rise of generation Y
Future trends – digital media and smartphones
Future trends – mobile commerce
Future trends – rise of social media
Future trends – multi-media
Barriers and Improvements
Barriers
Improvements
Retailer profiles
Tesco.com
Introduction
Shopper share and demographic profiles
Frequency and channel use
Drivers of choice and reasons shoppers like Tesco.com
Dislikes of online food and grocery shopping
Increasing frequency
Tesco.com shopper attitudes
Journey start point and touch point interaction
Touch points
Key issues
Asda.com
Introduction
Shopper share and demographic profiles
Frequency and channel use
Drivers of choice and reasons shoppers like Asda.com
Dislikes of online food and grocery shopping
Increasing frequency
Asda.com shopper attitudes
Journey start point and touch point interaction
Touch points
Key issues
Sainsburys.co.uk
Introduction
Shopper share and demographic profiles
Frequency and channel use
Drivers of choice and reasons shoppers like Sainsburys.co.uk
Dislikes of online food and grocery shopping
Increasing frequency
Sainsburys.co.uk shopper attitudes
Journey start point and touch point interaction
Touch points
Key issues
Ocado.com
Introduction
Shopper share and demographic profiles
Drivers of store choice
Dislikes of online food and grocery shopping
Journey start point and touch point interaction
Touch points
Key issues
Waitrose.com
Introduction
Shopper share and demographic profiles
Drivers of store choice
Dislikes of online food and grocery shopping
Journey start point and touch point interaction
mySupermarket.co.uk
Introduction
Awareness and usage
Purchasing from mySupermarket.co.uk
Morrison's
Introduction
The online grocery shopper: at a glance
Shopper penetration and frequency
Demographic profile and penetration
Penetration and frequency, by retailer used offline
Penetration and frequency, by retailer used online
Online retailer penetration, by retailer used offline
Use of more than one online retailer
Frequency (detailed)
Frequency (detailed), by retailer used online
Expenditure, by average frequency
Expenditure, online versus offline
Drivers of online grocery shopping
Drivers of store choice
Drivers of store choice, by retailer
Category selection
In-store or online?
General dislikes
Dislikes as barriers to increased frequency
Barriers to online grocery shopping
Barriers to online grocery shopping, by retailer used offline
The online grocery shopper context
A framework
Shopper segmentation: definitions
Shopper segmentations: the functional shopper
Shopper segmentation: the browser
Shoppers segmentation: the speedy browser
Circumstances (location and time of shop)
Approach to online grocery shopping
Extent of planning and shopper modality
Shopper missions
Shopper missions, by demographic
Shopper missions, by average spend
The online grocery shopper journey
Journey – definition
Journey starting point
Journey starting point, by retailer
Journey starting point, by mission
Touch points
Touch points, by retailer
Touch points, by mission
Shopper journey: examples
The online grocery shopper journey: touch points
Touch points - summary
Front page and login
Favourites
General special offers pages
Product information
Department navigation
Interrupts
Recipes
Payment and checkout
The online grocery shopper: key behavioural themes
Managing budget
Impulse purchasing
Price comparison
Brand loyalty and switching
Range editing
Multi-buys and pack sizes
Shoppers’ ideas for improvement
Overview
More flexible/improved delivery
Ability to specify further detail for pickers/drivers
Better search, sort and product display
Search, sort and product display: special offers
Improved product information
Appeal of shopper marketing initiatives
Further improvements
Methodology
Glossary
Related market research by sector
Multiple retailers (in Retail), Online/ecommerce (in Retail)
Related market research by market
United Kingdom (in Europe)
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