UK Shopper Research 2013

Shopper Research 2013, UK

The Results

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Quantitative study conducted with a sample of 1099 individuals, representative of the UK population aged 18 and over.

The sample was constituted under the quota method, based on the criteria of gender, age, occupational status and region of residence.

Query mode: The sample was interviewed using the online CAWI system (Computer Assisted Web Interview).

Fieldwork: Interviews were conducted from 14th December 2012 to 2nd January 2013 Vision Critical conducted this investigation by applying the rules and procedures of the

MRS code of conduct.

Methodology

Age Group

18 - 24 years13%

25 - 34 years16%

35 - 44 years15%

45 - 54 years19%

55 - 64 years22%

65 and over15%

Age Group

Male48%Female

52%

Gender Sample

19%

35%19%

12%

14%

Residence

<5,000 people / Village

5,001 - 20,000 people / Town

20,0001 - 100,000 people / City

100,001 - 300,000 people / Large City

300,001+ / people Very Large City


Q1. Which of the following do you think are the main benefits of shopping for groceries online?

Sample Size: 1099

Other

None of these

Don’t know

Broader range of products

It is more environmentally friendly

It saves money

Better service (e.g. 24 hours a day, flexible delivery options etc.)

It’s quicker

No lines/ queues or waiting

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%


Q2. In the past 12 months, have you ever used your mobile phone to buy groceries?

Don't know I don't own a mobile phone Yes No0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Sample Size: 1099


Q3. For which of the following reasons, if any, have you bought groceries using your mobile phone?

Other

Don’t

know

Two-way

com

mun

icatio

n with

sto

re (e

.g. a

feed

back

foru

m)

Coupo

ns a

nd p

rom

otion

s wer

e on

offe

r

Mob

ile a

pps

mak

e sh

oppin

g ea

sier

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Male

Female

Sample Size: 71


Q4. Which of the following would make your life easier when buying groceries online?

Don’t know

None of these

Being able to share your views with other shoppers

The ability to select a recipe online, and have all ingredients put into the shopping list of the retailer through which you wish to purchase

Showing complementary products linked to what’s in your shopping basket

Ability to influence products stocked or carried

The choice of different options for purchase pick-up and delivery

Being able to search for product availability based on my current location

Price comparison services

Receiving personalized promotions on your favourite products

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Sample Size: 736


Q5. Below are some ways in which you could use your mobile phone while shopping for groceries in store. For each, how important would it be for you personally to be able to do this?

Reporting feedback on in-store customer service

Helping to plan your route through the store based on your shopping list or recipe

Locating specific and complementary products in store

Ordering complementary or unavailable products for delivery / collection at a later date

Request that a product not currently available with that retailer be stocked

Getting more detailed information on products/ingredients

Reporting unavailable products

In-store fast track payment

Receiving personalized offers

Collecting and using loyalty points

Comparing prices with other stores

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%

65 and over

55 - 64 years

45 - 54 years

35 - 44 years

25 - 34 years

18 - 24 years

Sample Size: 1099


Q6. Which of the following personalized services, if any, would you like offered to you as part of your general grocery shopping experience?

Other

Give me a way to talk directly to my regular store

Recognize me as a high spending shopper and offer me preferential treatment

An understanding of my health / personal preferences (e.g. diet, allergies, lifestyle preferences, etc)

I would not like a personalized service offered to me

Recognize me as a regular shopper

Offers relevant to my shopping preferences

0.0% 20.0% 40.0% 60.0% 80.0% 100.0%

Sample Size: 1099


Q7. To what extent would you like to influence the products that are stocked within your preferred grocery retailer?

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

% Very much so

Sample Size: 1099


Q8. Would you consider switching to a new grocery retailer if they allowed you to influence the products stocked?

Don't know Yes, I would consider shopping somewhere else

No, I would continue to shop at my current regular store

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

Sample Size: 1099


Q9. Which grocery pick-up and delivery services would you like to have access to? Please rank from 1 to 6, with 1 being your most preferred service and 6 your least preferred service.

.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

% 1st priority

Sample Size: 1099


Q10. Would you also like to be able to order your groceries and select the relevant pick-up or delivery service through a mobile app?

Don't know No Yes0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

18 - 24 years

25 - 34 years

35 - 44 years

45 - 54 years

55 - 64 years

65 and over

Sample Size: 1099


Q11. How do you feel about your grocery retailer knowing about your shopping habits and using that information to provide products and services that fit you lifestyle?

I don’t like it at all It’s OK as long as I benefit from it It’s OK as long as my data is safe0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

18 - 24 years

25 - 34 years

35 - 44 years

45 - 54 years

55 - 64 years

65 and over

Sample Size: 1099


Q12. Do your friends’ Facebook likes and comments, on the following aspects, affect your shopping purchases?

Sample Size: 1099

Yes, very much so

Yes, to some extent

No, not at all

N/A: I don't use Facebook

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

8.7%

21.5%

43.8%

26.0%

5.9%

18.9%

49.3%

25.8%

6.1%

14.0%

53.9%

26.0%

5.8%

17.9%

50.2%

26.0%

On special promotions On specific products and brands

On food stores/websites On fashion, electronics & non-food stores/websites


Q13. To what extent do you agree or disagree with the following statements? Please use a scale of 1 to 5, with 1 being ‘strongly agree’ and 5 being ‘strongly disagree’

The use of social media has given more power to consumers compared to 10 years ago

I get frustrated when the products I want are out of stock

I want my grocery retailer to recognise my individual needs and wants as a customer

My busy schedule means I sometimes find it hard to fit in my grocery shop

I would like more choice over how my shopping is delivered or collected

I am willing to provide more personal information in exchange for a more personalised shopping experience

I am more likely to buy if offered a unique promotion / discount on the products I want

I would like to control over how I collect my shopping or how it is delivered

Customers have greater freedom to choose the products they want compared to 5 years ago

.0% 10.0% 20.0% 30.0% 40.0%

% Strongly agree

Sample Size: 1099

UK Shopper Research 2013

Technology

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