Winning the omnishopper by GfK

1 © GfK June 1, 2016 | Winning the omnishopper

© GfK 2015 | LEGO digital shopper marketing | October 2015

The dawn of the

omnishopper

Prepared for online & digital grocery summit 2016


How we can help you

Understand how retail

innovation is igniting

shopper expectations

Discover the criteria

people use to decide

whether and where to

shop online

The role of impulse

online: how to secure

grocery shopper spend

1 2 3


We surveyed 1,135 online grocery shoppers in May 2016

Meal ingredients Fresh produce Ready meals Wine Nappies

Fizzy soft drinks Beer Instant coffee Energy drinks Pet food

Vitamins Pre-sliced bread Coffee pods Makeup Breakfast cereal

Condoms Shampoo/conditioner Spirits Confectionery

Online In-store

vs.


Traditional shopping has been a laborious build up to a visit to

a static environment


Nowadays the shopper and the retail environment are

dynamic, opening up far more opportunity to spend


In the future the shopper will neither wait nor queue

In the presentation we want to talk

about how Amazon, with their 1/2

hour delivery slot, challenges this

model

Please adapt this slide (the new

version) so that each time the

shopper goes on their mobile

there is a scene right next to it

showing the delivery, i.e. it’s pretty

much instant


What’s driving people to shop online?

Online In-store

vs.


AO1: Please think again about when you are shopping for the sort of products we have just asked you about. When we say ‘shopping’ we include the process of thinking about your

choices as well as the actual purchase. For each of the following statements please tell us whether this is something you associate more with shopping in stores or more with shopping

online

Convenience is still king, albeit in different form

Saves time

Lower prices for the same products

Is a more enjoyable way to shop

Better promotions

Provides expert advice

Easier to find what I need

Easier to compare prices

Good at reminding me what I’ve bought before

Easier to see the views of other shoppers on products I may want to buy

Wider range of products

Easier to assess the quality of products

Good at reminding me of the other things I might need

Get the products more quickly

Online In-store

Convenience

Choice

Price

Experience


What drives retailer choice?


Drivers of retail choice. We asked shoppers what they thought of each of the retailers, and statistically related this information to their retailer preference, to uncover total market drivers

Reminds me what

I’ve bought before

4th

Easier to find what I

need

1st

Reminds me of the

other things I need

2nd

What drives retailer choice?


B03 Also, thinking about your recent online/in-store purchase of the following, which of these statements best applied to you at this time?

Shoppers are equally open on vs. offline, because online shoppers are

people too!

Online In-store

9% 6%

26%

59%

I planned to buy this specific product before I

started shopping

I knew I wanted to buy this type of product but

made my final choice during the shop

I was reminded that I needed this product

I hadn't intended to buy this product at all 10% 7%

29%

54%


Different ways to achieve impulse in eCommerce

“I fancy steak on Saturday,

and… oh yes I will need to wash

my hair afterwards”

“I fancy steak on Saturday, but

actually we’ll be back late so

something easier is better”


Drivers of retail choice. We asked shoppers what they thought of each of the retailers, and statistically related this information to their retailer preference, to uncover total market drivers

Ocado delivers well against shopper expectations, among

people who shop there

Easier to find what I need on the website 23%

Reminds me what I bought before 19%

Quicker checkout process 13%

Easier to use app 12%

Better at reminding me what else I need 12%

Easier to find what I need on the website 17%

Better at reminding me what else I need 15%

Better delivery service 15%

Reminds me what I’ve bought before 14%

Easier to use app 12%

Total market

Top 5 drivers Top 5 drivers


Hig

her

import

ance

1% rate Ocado as first choice across all categories, vs. 16% for Tesco

C02 For each of the following statements please tell us which of the retailers you associate this statement with when you are shopping for [category] online. Scores show expected level

adjusted for brand size

However, Ocado’s challenge is familiarity

Easier to find what I need Reminds me of the other things I need

Better delivery service Reminds me what I’ve bought before

Easier to use app Easier to use website

Better rewards Quicker checkout process

Buy from that website anyway Better shopper reviews

Lower prices Can set up a recurring delivery Better at displaying promotions

Offers more expertise Wider range

Offers higher quality product

-4%

10%

5%

8%

3%

0%

26%

3%

8%

-12%

2%

-1%

6%

-19%

-9%

-24%

-4%

3%

4%

2%

0%

0%

-4%

-1%

1%

1%

-4%

1%

0%

-3%

-2%

2%

-2%

2%

6%

3%

9%

5%

-11%

10%

11%

9%

1%

4%

-9%

-12%

-5%

-20%


Call to action

More digital shopper marketing innovation is needed to increase

shopper engagement and spend as they flock to eCommerce

Retailers and manufacturers should collaborate to help shoppers

see solutions, not product categories

The fluid nature of eCommerce shopping can spur growth, but

only if you show people a metropolis, not a cul-de-sac


We road test digital shopper marketing ideas


© GfK 2015 | LEGO digital shopper marketing | October 2015

Click to learn more about the Future of Retail

The dawn of the

omnishopper

Prepared for online & digital grocery summit 2016

http://connected-consumer.gfk.com/future-of-retail/overview/

Winning the omnishopper by GfK

Marketing

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