The Grocery Shopper & Social Media
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.
Table of contentsKey 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?
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?
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’?
Quantitative research - survey
Qualitative research – focus groups
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