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Key findings and executive summary
An introduction to digital shopper marketing
- What is digital media and digital marketing?
- How is digital shopper marketing in food and grocery different to standard digital marketing?
- What are the benefits of digital shopper marketing in food and grocery?
- Why is mobile marketing particularly important for digital shopper marketing in food and grocery?
What does digital shopper marketing look like in food and grocery?
- What are the different types of digital shopper marketing initiatives?
- What are the different methods of reaching shoppers with digital shopper marketing?
- Who are the different platforms and providers of content in digital shopper marketing, and what role do they play?
- Which types of digital media do they use?
Examples of digital shopper marketing in food and grocery
- Digital shopper marketing using smartphone applications
- Digital shopper marketing using websites
- Digital shopper marketing using text messaging and e-mail
- Digital shopper marketing using digital signage, screens and kiosks in-store.
What are the emerging technologies shaping digital shopper marketing?
- Location based services and barcode scanning
- Social media and e-commerce
The macro environment: drivers and trends in digital shopper marketing
- How many grocery shoppers use the internet and how often?
- How is this changing over time?
- How many grocery shoppers own a mobile phone or smartphone?
- How is this changing over time? How does this breakdown by demographic?
- How does this breakdown by retailer?
- What do grocery shoppers use their mobile phones for?
- How many grocery shoppers use mobile internet?
- How many grocery shoppers are using their mobile phone for shopping related activities?
- How does this breakdown by demographic?
- How does this breakdown by retailer?
What is the outlook and forecast for digital shopper marketing?
- Why is winning over the baby boomers key to success?
- Where will digital shopper marketing take-up be in five years?
The shopper perspective on digital shopper marketing initiatives at a glance
- Which digital shopper marketing initiatives are grocery shoppers aware of?
- What digital shopper marketing initiatives do grocery shoppers currently use?
- Which digital shopper marketing initiatives appeal to grocery shoppers the most?
- What is the outlook for growth for different digital shopper marketing initiatives?
- How many grocery shoppers find the use of digital media in food and grocery appealing?
- What impact does smartphone ownership have on the shopper perspective?
- What is the demographic profile of shoppers who do not like the idea of using digital media in relation to food and grocery?
- What do shoppers think are the major barriers to the use of digital media in shopper marketing?
- Which initiatives are likely to persuade shoppers and overcome these barriers?
- Which aspects of digital shopper marketing initiatives are most important to shoppers?
- How important is relevance of digital shopper marketing to grocery shoppers?
- How important are financial incentives for digital shopper marketing and grocery shoppers?
- How important in pull rather than push delivery to grocery shoppers?
- How much of an issue is disclosure of personal information among grocery shoppers?
- How important is location based delivery to grocery shoppers?
- What types of incentives are likely to encourage grocery shoppers to engage in digital shopper marketing?
- Which type of digital shopper marketing initiatives would shoppers be happy to receive directly from brand manufacturers?
The shopper perspective on digital shopper marketing initiatives in detail
An introduction to digital coupons and offers What are digital coupons?
- What are the different types of digital coupons, and which are being used in practice?
- What are the benefits of digital coupons?
- What are the key trends and issues facing digital coupons?
The shopper perspective on digital coupons and offers
- What proportion of grocery shoppers would be interested in receiving digital coupons and offers?
- How important is relevance to grocery shoppers?
- How do shoppers feel about disclosing their personal information?
- How does this vary by demographic and retailer?
- Do grocery shoppers prefer push or pull delivery of digital coupons and offers?
- Do grocery shoppers want location based delivery of mobile digital coupons?
- What is the difference between macro location and micro location?
- When would grocery shoppers prefer to receive digital coupons?
- Who would grocery shoppers trust to receive digital coupons from?
- What do grocery shoppers think about receiving digital coupons directly from brands?
- What do grocery shoppers think about finding digital coupons on social networks?
- Do grocery shoppers prefer web delivered digital coupons or mobile digital coupons?
- What are the most important features of mobile digital coupons among grocery shoppers?
An introduction to digital loyalty point schemes
- What are digital loyalty point schemes?
- What are the different types of digital loyalty point schemes, and which are being used in practice?
- What are the benefits of digital loyalty point schemes?
- What are the key barriers facing take-up of digital loyalty point schemes?
The shopper perspective on digital loyalty point schemes
- What proportion of grocery shoppers would be interested in replacing their loyalty card with a smartphone app?
- What proportion of grocery shoppers use their mobile phone to check their loyalty points balance?
- What proportion of grocery shoppers would be interested in being able to check their loyalty point balance with their mobile phone?
- What proportion of grocery shoppers would be interested in earning additional loyalty points by using their mobile phone in-store?
An introduction to digital shopping lists and baskets
- What are digital shopping lists?
- What are the different types of digital shopping lists, and which are being used in practice?
- What are the benefits of digital shopping lists?
- What are the key issues and trends driving the take-up of digital shopping lists?
The shopper perspective on digital shopping lists and baskets
- What proportion of grocery shoppers are interested in digital shopping lists using their PC or mobile?
- What kinds of opportunities exist for marketing to these grocery shoppers?
- What proportion of grocery shoppers are interested using their mobile phone to scan items and add them to a digital list?
- How do grocery shoppers feel about being able to scan items directly to their online shopping basket?
- What proportion of grocery shoppers are interested in using their mobile phone to do their online grocery shopping?
- What do shoppers think are good ideas for improving digital shopping list initiatives?
- Who are the best placed to deliver digital shopping list initiatives directly to grocery shoppers?
An introduction to the use of digital media for delivering enhanced product information
- What are the different types of enhanced product information that can be delivered to grocery shoppers using digital media?
- What are the benefits of enhanced digital product information?
The shopper perspective on digital product information
- What proportion of grocery shoppers are interested in web price comparison?
- What proportion of grocery shoppers are interested in price comparison using their mobile on-the-go?
- What do grocery shoppers think about the idea of price comparison in food and grocery?
- What proportion of grocery shoppers are interested in recipe and meal suggestions?
- When would grocery shoppers prefer to receive recipe and meal suggestions?
- What proportion of grocery shoppers are interested in using their mobile to find additional nutritional information?
- What proportion of grocery shoppers are interested in receiving personalised health recommendations on their mobile?
- How do grocery shoppers feel about web ratings and reviews in food and grocery?
An introduction to the use of digital media for enhancing the shopper’s experience
- What are the different types of initiatives?
- How do shoppers feel about the opportunity to use digital media to improve their shopping experience?
Methodology
- Quantitative research - survey
- Qualitative research – focus groups
Glossary
Click to return to Evolution Insights' Digital Shopper Marketing 2010
List of figures
- Evolutions ‘Benefits of digital shopper marketing’
- Evolutions ‘Framework for digital shopper marketing’
- Shopper marketing initiatives
- Methods of digital shopper marketing reach
- Evolutions framework for digital shopper marketing – applied to practical examples
- Proportion of time spent social networking, by device
- Top UK mobile Internet sites, December 2009
- UK household Internet penetration 2006-2010
- Home internet access, by demographic, 2009 and 2010
- Proportion of UK adults using the Internet every day, 2006 - 2010
- Mobile phone penetration, Q1 2010, by age group
- Number of smartphone users and penetration of smartphones in the UK, 2008 Q1 to 2010 Q2
- Mobile phone ownership in the UK
- Penetration of UK adults who say they ‘regularly shop for grocery’ and ‘own any sort of mobile phone’, by demographic
- Penetration of UK adults who say they ‘regularly shop for grocery’ and ‘own a smartphone’, by demographic
- Active connections, 3G mobile and home Internet, 2004 - 2009
- Penetration of UK adults who say they ‘regularly shop for grocery’ and ‘own a smartphone’, by retailer
- UK adults - Usage of technology UK adults using a mobile phone to access the Internet growth index
- Penetration of UK adults who say they ‘regularly shop grocery’ and ‘own any sort of mobile and use internet on it’, by demographic
- Penetration of UK adults who say they ‘regularly shop grocery’ and ‘own a smartphone - and use internet on it’, by demographic
- Penetration of UK adults who say they ‘regularly shop grocery’ and ‘own any sort of mobile and use ‘apps’ on it’, by demographic
- Penetration of UK adults who say they ‘regularly shop grocery’ and ‘own a smartphone - and use ‘apps’ on it’, by demographic
- Proportion of UK adults who rate specific technologies as ‘important’ Importance of specific technologies
- Penetration of UK adults who shop grocery regularly and say that being able to purchase items on their mobile is important, by demographic
- Penetration of UK adults who shop grocery regularly and say that being able to find product information on their mobile is important, by demographic
- Penetration of UK adults who shop grocery regularly and say that being able to find offers on their mobile is important, by demographic
- Penetration of UK adults who shop grocery regularly and say that internet on their mobile while in the supermarket is important, by demographic
- UK population age profile, 2010 estimate and 2015 projection
- Mobile phone penetration, smartphone penetration and overall appeal of DSM, 2008 – 2010 and forecast to 2015
- Awareness of digital shopper marketing initiatives
- Usage of digital shopper marketing initiatives
- Appeal of digital shopper marketing initiatives
- Evolution’s digital shopper marketing ‘potential matrix’
- Evolution’s digital shopper marketing ‘potential matrix’ - outlook for growth
- General appeal of digital shopper marketing among shoppers in food and grocery
- Penetration of those who said they would never consider digital shopper marketing, by demographics
- Penetration of those who said they would never consider digital shopper marketing, by retailer
- ‘Hard’ barriers to adoption of digital shopper marketing
- Shoppers perspective on overcoming receiving digital shopper marketing communications
- Proportion of shoppers who believe no initiative would overcome their barriers
- Preferences of shoppers regarding methods of digital shopper marketing delivery
- Shoppers perspective on the appeal of receiving digital shopper marketing directly from a brand manufacturer
- Different forms of ‘digital’ coupons, and offers Benefits of digital ‘vouchers’ or ‘coupons’
- Out of store influences when selecting brands
- Different forms of mobile digital coupons
- Shopper perspective on receiving coupons & offers on mobile or desktop device
- Shopper perspective on opting in to receive coupons & offers on mobile or PC
- Penetration of those who say they would be interested in receiving targeted coupons and offers to their mobile or desktop device, by demographic
- Penetration of those who say they would be interested in receiving targeted coupons and offers to their mobile or desktop device, by retailer
- Shopper perspective on opting in and push versus pull in relation to receiving digital coupons and offers
- Relative appeal of different digital coupon initiatives Perspective on receiving coupons & offers on mobile or desktop device
- Penetration of those who say they would be interested in receiving targeted coupons and offers to their mobile or desktop device, by demographic
- Relative appeal of different digital coupon initiatives
- Relative appeal of different digital coupon initiatives (2)
- Relative trust of different potential providers of coupons & offers to mobile or desktop device
- Different forms of ‘digital loyalty schemes’
- Benefits of digital loyalty schemes
- Appeal of digital coupon related shopper marketing initiatives, by mobile phone ownership
- Average awareness & usage of loyalty points related shopper marketing initiatives
- Appeal of redeeming loyalty points using a mobile (virtual loyalty card)
- Appeal of checking for loyalty points in store using a mobile
- Awareness & usage of initiative
- Appeal of earning additional loyalty points from products using your mobile
- Appeal of digital loyalty point’s initiatives
- Different forms of ‘digital list and basket management schemes’
- Benefits of digital loyalty schemes
- Barriers to use of digital shopping lists and online shopping baskets
- Digital shopping list initiatives
- Building shopping lists using mobile devices - initiatives
- Creating online shopping baskets using mobile devices - initiatives
- Different forms of enhanced product information initiatives
- Benefits of digital media for use with product information initiatives
- Proportion of shoppers who find digital price check and comparison ‘appealing’
- Proportion of shoppers who find digital price check and comparison ‘appealing’, by demographic
- Proportion of shoppers who find digital price check and comparison ‘appealing’, by mobile ownership
- Proportion of shoppers who find recipe and meal suggestions ‘appealing’
- Proportion of shoppers who find recipe and meal suggestions ‘appealing’, by demographic
- Proportion of shoppers who find product information ‘appealing’
- Proportion of shoppers who find product information ‘appealing’, by demographic
- Proportion of shoppers who find nutritional value information ‘appealing’
- Proportion of shoppers who find nutritional value information ‘appealing’, by demographic
- Proportion of shoppers who find user review information ‘appealing’ initiatives to improve the shopper experience
- Appeal of using a mobile to find what you need quicker when you are actually in the supermarket
- Appeal of using a mobile to find what you need quicker when you are actually in the supermarket’, by age
- Appeal of using a mobile in the supermarket to checkout item as you put them in your trolley, to save time at the checkout
List of Figures
- The four different categories of shopper missions
- The four different purposes of the top-up mission
- Evolution’s framework for top-up shopper behaviour
- Drivers of the shopper context
- Drivers of the mission context
- UK top-up market expenditure estimates
- UK top-up market expenditure as proportion of total grocery expenditure
- Retailer top-up visitor penetration by fascia
- Big Four retailer share of last top-up shopping visit
- Proportion of visitors who purchase each category by channel
- PEST analysis of macro drivers and trends influencing top-up mission market
- Top-up shopper penetration Penetration of shoppers who did top-up in last fortnight by gender and age
- Mission purpose penetration
- Number of different purposes of last top-up mission
- Percentage occurrence of last top-up mission with single purpose
- Penetration of fresh food replenishment missions by demographics
- Penetration of specific items missions by demographics
- Penetration of specific meal missions by demographics
- Penetration of last top-up shop by day of week
- Frequency of top-up shops (number of times a week)
- Profile of top-up shoppers by frequency of trips
- Penetration of top-up mission by amount spent
- Average spend by day of the week
- Average spend by demographics
- Average spend by channel
- Percentage share of last top-up by channel (share by numbers and value)
- Approach to budgeting on top-up shops
- Profile of top-up shoppers who stick to a budget (slightly or strongly agree)
- Usage of a shopping list on last top-up shopping visit
- Profile of shoppers with good idea but without a list (by demographics)
- Profile of shoppers who had a written list (by demographics)
- Evolution’s framework for the different stages of the shopper journey
- Channel share of last top-up shopping visit
- Reasons for store choice on most recent top-up shopping trip
- Proportion of shoppers who mentioned ‘close to home’, by demographic group
- Proportion of top-up shoppers who mentioned ‘good value’, by format
- Proportion of top-up shoppers who mentioned ‘access/parking’, by format
- Proportion of top-up shoppers who mentioned ‘range’, by format
- Use of basket or trolley during last top-up shop
- Use of basket or trolley against spend on last top-up shopping visit
- Approximation of store traffic levels by store space quartile
- Top-up hotspots: top-up category penetration and example shopper journey
- Top-up hotspots: top-up category penetration with a ‘perimeter road’ layout
- Top-up hotspots: top-up category penetration highlighting fresh foods
- Top-up hotspots: top-up category penetration for a c-store format
- Top-up hotspots: top-up category penetration for a city centre format
- Convenience store layout highlighting needs-driven segmentation
- Typical behaviour (modality) during a top-up shop
- Profile of shoppers who know their needs but have no list (by demographics)
- Profile of ‘grab and go’ top-up shoppers (by demographics)
- Example of top-up shopper route around store, during lunchtime
- Example of top-up shopper route around store, after work
- Penetration of categories purchased during the last top-up shop
- Example of pivotal category for a specific meal top-up shopper
- Types of promotions that top-up shoppers say influence their decisions in-store
- Asda UK revenue, value and growth (2004-2008)
- Asda’s share of all top-up shopper visitors (by demographics)
- The Co-operative (food business) revenue, value and growth (2005-2009)
- Iceland Foods Ltd revenue, value and growth (2005-2009)
- Marks and Spencer (food division) revenue, value and growth (2005-2009)
- Morrisons’ UK revenue, value and growth (2005-2009)
- Morrisons’ share of all top-up shopper visitors (by demographics)
- Sainsbury’s supermarket UK revenue, value and growth (2005-2009)
- Sainsbury’s share of all top-up shopper visitors (by demographics)
- Tesco UK revenue, value and growth (2005-2009)
- Tesco share of all top-up shopper visitors (by demographics)
- Waitrose revenue, value and growth (2005-2009)
- Hard discounters estimated revenue, value (2008)
List of Tables
- Retailer fascia share of last top-up shopping visit
- Asda key facts (December 2008)
- The Co-operative key facts (January 2009)
- Iceland key facts (March 2009)
- Marks and Spencer UK key facts (March 2009)
- Morrisons key facts (2009)
- Sainsbury’s key facts (March 2009)
- Tesco key facts (February 2009)
- Waitrose key facts (January 2009)
- List of accompanied shop participants
- List of focus group participants
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