The Grocery Shopper and Social Media Table of Contents

Key findings and executive summary

Strategic analysis summary

• Where is the shopper and social media now?
• Which categories are currently best placed to exploit social media?
• What are the benefits of using social media to target shoppers?
• What are companies doing now to provide transactional activity?
• What does the future hold?
• What are the drivers of growth?

Introduction

• Social media in the context of digital shopper marketing (DSM)
• What does social media mean to shoppers?
• Who are the key players?
• What is Facebook?
• How many followers do leading food, drink and grocery brands have?
• What is YouTube?
• What is Twitter?
• What is foursquare?
• What is Gowalla?
• What does the shopper and social media look like in action?

Social media: usage and drivers

• How many grocery shoppers own internet enabled devices?
• Which social networks do grocery shoppers use?
• How frequently do grocery shoppers use social network sites?
  
• Where do grocery shoppers access social networks from?
  
• What do grocery shoppers use social networks for?
  
• Do shoppers click on ad banners when using social networks?

Social media and grocery brands

• How many grocery shoppers follow/like brands?
  
• How many grocery shoppers follow/like supermarket brands?
  
• Which categories do grocery shoppers currently follow/like?
  
• Which categories would grocery shoppers consider following/liking?

Barriers to following/liking brands

• What are the barriers to following/liking brands?
  
• Would non-followers ever consider following/liking food and grocery brands and which categories would they follow/like?
  
• What incentives would make non-followers follow/like brands?
  
• What would make non-followers follow/like brands?

Initiatives

• What incentives would encourage shoppers to follow brands?
  
• Which types of company would shoppers be prepared to receive special offers from?
  
• Which social networking platform do shoppers believe is most suitable to finding special offers?
  
• Are shoppers interested in buying goods through social networks?
  
• Would shoppers consider purchasing from a supermarket because they saw something about it on a social network?
  
• How happy would shoppers be for personal information to be used to target advertising?
  
• How many shoppers would consider sharing offers and recommendations using social networks?

Location-based use of social media

• Do shoppers access social networks while out of their home?
  
• Would people consider checking-in to a supermarket?
  
• What incentives can retailers/manufacturers offer shoppers to encourage them to ‘check-in’?

Methodology

• Quantitative research - survey
• Qualitative research – focus groups

Glossary

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