Shoppers and Social Media: The Role of Social Media Marketing & Commerce in Food & Grocery

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The Grocery Shopper and Social Media

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Brands and retailers are progressively utilising social media as a marketing tool to connect with consumers at home, focusing primarily on reinforcing brand awareness and building emotional loyalty. However consumers now increasingly interact with social media in shopping mode – both inside and outside the store.

In fact, opportunities now exist through social media to extend shopper marketing beyond the store and influence decision making and purchasing behaviour. With the rise of social media marketing, social e-commerce, location based social networking and online grocery; the opportunity to influence food and grocery shoppers is set to escalate.

This report presents the most up to date and authoritative analysis of the shopper perspective on social media marketing and social e-commerce, presenting detailed insight into key themes, opportunities, barriers and trends. The report will offer a particular focus on the increasingly important role of social media marketing, social e-commerce and location based social networking.

This report will help you to

Establish key metrics regarding the use of social media among food & grocery shoppers, including awareness, usage & appeal of social networking sites, and their interaction with grocery brands.
Understand the shopper perspective on opportunities for social media marketing, social e-commerce and location based social networking in food & grocery.
Identify key motivators for shoppers to interact with grocery brands and retailers on social networks.
Establish the relationship between consumer and shopper marketing using social media.
Determine barriers to adoption among grocery shoppers.
Uncover opportunities for integration between social media and online grocery shopping.
Discover the perception among shoppers of various social media platforms in relation to food & grocery marketing.
Assess the increasingly important role of mobile devices in shopper marketing, and the shopper perspective on interaction with social media while actually shopping for grocery.
Consider the shopper perspective on the collective aspect of social media, in relation to shopper marketing opportunities - for example the sharing of ideas, coupons, reviews and recommendations.

Methodologies

Sources of primary data include a survey of 1,000 UK grocery shoppers and in-depth focus group interviews. Secondary desk research includes government statistics, company and broker reports, news articles, trade and academic journals and in-house proprietary databases.