Digital Shopper Marketing in UK Food & Grocery 2011
With digital shopper marketing playing an increasingly important role in influencing shoppers, the challenge for manufacturers and retailers is to better understand and utilise it. The benefits are clear; it offers not only the opportunity to engage with the shopper directly, but also to feature more prominently in their decision criteria at the point of purchase.
This report offers the most up to date and authoritative analysis of digital shopper marketing, presenting detailed insight into shoppers’ awareness, usage and appeal of different digital initiatives, their views on barriers to adoption and broader analysis of key trends and opportunities in the market.
The report offers a particular focus on the increasingly important role of mobile commerce in targeting shoppers in food, drink and grocery.
While the use of digital marketing in targeting shoppers of food, drink and grocery remains in its relative infancy, the increasing emergence of technologies and growing attention from leading FMCGs are pushing this complicated topic up the category development agenda.
Digital shopper marketing is the use of digital media to target consumers as shoppers in order to influence their decision making along their path to purchase.
Digital media is a broad field extending from smartphones and apps, to SMS and email; from internet websites to branded microsites and social media; and from barcode scanners to digital signage in-store. Digital shopper marketing initiatives relate to the use of these media to target shoppers with everything from digital coupons, promotions and recipes - to integrated loyalty schemes, online shopping baskets and enriched product information.
This report will help you;
Learn about digital marketing and the use of digital media in targeting food, drink & grocery shoppers along their path to purchase.
Determine underlying drivers of growth through Evolution's analysis of key developments such as the rise of smartphone penetration, the rapid launch of new initiatives and changing shopper attitudes towards digital technology.
Forecast the growth opportunity over the next five years.
Analyse awareness and usage of different digital shopper marketing initiatives among food, drink and grocery shoppers, with key focus on mobile-based technologies.
Compare and contrast the appeal of different digital shopper marketing initiatives among shoppers in food, drink and grocery, and identify where opportunities for growth lie for your business.
Learn how awareness, usage and appeal differ across different shopper demographics.
Relate shopper awareness, usage and appeal of digital shopper marketing initiatives to their broader usage of digital media and current life-stage.
Gain a deep understanding of key digital shopper marketing themes including: digital coupons and offers, loyalty point schemes, digital shopping lists and baskets and enhanced product information.
Assess the benefits, issues and trends relating to these digital shopper marketing themes, while taking account of the shopper's perspective on specific initatives through detailed quantitative and qualitative analysis.
Uncover the shopper perspective on key issues surrounding adoption of digital shopper marketing initiatives including; the contrast between push and pull marketing, use of location based targeting, disclosure of personal information and shopping habits, usage and accessibility of technology.
Identify shopper attitudes towards different forms of incentive and the extent to which they might drive increased usage among shoppers.
Consider the contrasting roles of different stakeholders in delivering digital shopper marketing initiatives, ranging from retailers and manufacturers to social media networks, smartphone application developers and third party aggregators.
Discover the shopper perspective on the role of different stakeholders, and their likely behaviour relating to trust and engagement.
Understand the perspective of shoppers who use already digital media in food, drink and grocery regarding experiences to date and ideas for improvement.
Review current digital shopper marketing initiatives across the UK food, drink and grocery market.
Learn from best practice examples drawn from other categories and international markets.
Table of contentsKey findings and summary
Digital shopper marketing: introduction
Digital media and digital marketing: definition
Digital shopper marketing: definition and scope
Digital shopper marketing: benefits
Digital shopper marketing: consumer versus shopper
Digital shopper marketing: the role of mobile
Digital shopper marketing: a framework
Shopper marketing initiatives
Methods of reach
Providers and platforms
Types of digital media
The framework applied - examples
Digital shopper marketing: in action
Smartphone apps - Tesco
Smartphones apps – Sainsbury's, Asda and Morrisons
Smartphones apps – Waitrose and Ocado
Smartphone apps – FMCG’s
Barcode scanning and QR codes
Mobile phones - SMS and email
Social Media – Facebook
Social media – Twitter, Google+ and Foursquare
Brand websites and Digital coupons and offers
Digital signage and Point of Sale displays
Mobile advertising and Location Based Technologies
Digital shopper marketing: new trends
Digital shopper marketing and mobile: macro drivers and trends
UK internet access
UK mobile penetration
Ownership of mobile phones
Ownership of smartphones, by demographic
Ownership of smartphones, by retailer
Usage of mobile phones
Usage of mobile internet, by demographic
Usage of mobile phones, cont.
Usage of marketing initiatives on mobile phones, by demographic
Digital shopper marketing: outlook and forecast
Winning over baby boomers key to success
Five year forecast
Digital shopper marketing: the shopper perspective at a glance
Awareness and usage of different initiatives
Appeal of different initiatives
Outlook for growth
General shopper appeal of digital marketing
FMCGs as providers of content
Digital shopper marketing: the shopper perspective in detail
Initiatives in detail: digital coupons and offers
Methods of delivery
Trends and issues
Initiatives in detail: digital coupons and offers - the shopper perspective
Appeal and relevance
Personalisation, opting in and disclosure of information
Appeal, by demographic and retailer
Push versus pull delivery
Location based delivery
Location based delivery and timing
Location based delivery, macro versus micro location
Mobile versus desktop
Mobile transfer and redemption
Initiatives in detail: loyalty point schemes
Examples of use
Current usage and future innovation
Initiatives in detail: loyalty point schemes – the shopper perspective
Virtual loyalty cards
Check loyalty point balance
Earn additional loyalty points
Initiatives in detail: digital list and basket management
Benefits and examples
Barriers and innovations
Initiatives in detail: digital list and basket management – the shopper perspective
Using shopping lists
On The Line
Digital shopper marketing: initiatives in detail
– enhanced product information
Methods of delivery
Initiatives in detail: enhanced product information – the shopper perspective
Price check and comparison
Recipe and meal suggestions
Health recommendations and nutritional content
Digital shopper marketing: initiatives in detail
– improving the shopper experience: new developments
finding items in-store
The just-drinks office is currently: Closed
Office opening hours
The office is closed during weekends.
Current time at just-drinks headquarters: 1:30am (Wednesday, 22 May 2013)