The Promiscuous Shopper - Shopper behaviours in 2014
1
PROMISCUOUS SHOPPER 2013 saw our rise from the recessionary ashes but Shoppers did not feel the love and continued to watch their pennies. Our 2014 Shopper Barometer study shows the extent to which behaviours have changed forever with Shoppers actively spreading their purse for maximum choice and savings. The The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers. For further information please contact Shelley Watson, Head of Shopper & Retail T: 01865 336 400 E: [email protected] Data courtesy of SPA Future Thinking www.spafuturethinking.com The Shopper Barometer innovation intelligence inspiration Grocery Shoppers visit 7 stores/websites per month (vs. 5.6 in 2013) 49% have a few favourite stores, from which they make most of their purchases 25% buy most items at mainstream outlets but save on the basics by visiting discounters 26% use a wide variety of outlets to ensure they get the best all round deal and value 2.3 (2.1) Supermarkets 1.9 (1.6) Discounters 1.2 (0.9) Convenience 0.9 (0.5) Online 0.4 Forecourt The Shopper has travelled far in the past 5 years and optimism about the UK economy is starting to bloom, with the first increase we’ve seen in positivity for 5 years! 68% say they are still making positive changes 20% of Shoppers feeling positive about the UK economy 53% say they will never revert to pre recession behaviours Entertainment 35% 41% Clothes 58% 66% Eating Out 68% 72% Holidays 43% 47% Colour indicates movement since 2013 Personal Luxuries 68% 65% Groceries 57% 56% Move from active to selective money saving Shopping around for value is still prevalent with 38% of Shoppers actively varying channels for best value Regularly use a discounter store 58 % -4 % Use pound shops for specifics 45 % -11 % Emails from retailers 24 % -3 % Use flyers / leaflets for best deals 41 % -1 % Special deals on retailer websites 42 % +4 % Sharing tips (WOM) 30 % -3 % Movement since 2013 Price comparison websites 23 % +3 % Money saving techniques are still top of mind with 92% being very aware of cash flow vs spend Using money off coupons 54 % +4 % Varying repertoire of stores 27 % +9 % Switching brands for a good deal 23 % +9 % Movement since 2013 But actual spend is allowed to flex more and % main shop on deal has declined 59 % Almost 2/3 are spending more than they expect on their weekly grocery shop (50% in 2013) 32% of Shoppers are buying over 1/3 of their shop on deal compared to 43% in 2013 Mortgage / Rent 32 % Food / Grocery 22 % Insurance 20 % Healthcare 20 % Holidays 13 % Car 10 % +4 % -1 % -3 % +6 % +1 % -1 % Movement since 2013 There are still areas of protected spend where Shoppers would never consider cutting back 74% Willing to spend more on products that will last longer 68% Value is more important than price 50% Willing to spend more for brands that = quality 49% Own Label is just as good as a brand 31% Spend on brands to feel good 25% Spend on brands to be cutting edge 30% Spend on brands that define “me” Value Quality But it’s always a balancing act... Retailer perceptions are varied... Top 3 for each supermarket Good quality Lots of brands Easy to shop Always low prices Good range Good value for money A whopping 98% shop online But just 10% buy their groceries online Barriers to online grocery purchase Trust (47%) Delivery incovenience (21%) Reading product labels (23%) Just 18% regularly buy via an app (17%) Apps are not yet gaining momentum 16% use an app to research (16%) 7% use social media to seek advice (9%) 5% compare prices online (0%) (2013 figures) While in store... brands & products on social media 31% ‘like’ 61% read brand and product reviews online 21% write brand and products online The immersive nature of digital, it’s a natural part of everyday life... The clear winners of mobile shopper apps are No matter how we’re shopping or what we’re buying, we still love a loyalty card... 96% own at least 1 of the top 3 loyalty cards 80% (76%) 77% (76%) 67% (62%) ...but which benefits are truly valued? Points I can redeem for cash value A voucher to redeem in store % discount on my shopping Cash back Instant discounts on specific products 48 % 52 % 64 % 70 % 74 % Personalisation and tailored offering scores well with Shoppers. Cash is king and point are valuable At least 1 in 3 are prepared to pay more for super premium products when it comes to tech gadgets, home appliances and holidays Holidays / Travel 33% Home appliances 40% Tech gadgets 45% Even in recovery there is room for luxuries, as long as they are worth the cost Consumer confidence is recovering, but behaviours are changed permanently Selective choices using more channels & retailers is the key to saving money A personal and balanced approach to spending vs saving is evident Mobile price searching whilst in store is coming through although ease of app use is a major barrier A slow return to brand purchase is evident in some categories
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Shopper behaviour has evolved in recent years as we have seen the economy move through recession and into recovery. Understanding changing behaviours is crucial to the success of your brand. The Shopper Barometer 2014 has examined shopping habits to identify their perceptions towards shopping and the high street. The results show how Shoppers are now actively spreading their purse into a wider mix of stores and channels for maximising choice and savings. Check out our infographic that shows the extent to which behaviours have changed forever. The Promiscuous Shopper includes the very latest thinking on the: - Role of increasing channels in the shopper repertoire. - Recessionary effects on our approaches to spending versus saving. - Challenges for brands versus own-label. - Role of price searching in-store. And how behaviours are changing to reflect a new consumer confidence.
Transcript of The Promiscuous Shopper - Shopper behaviours in 2014
PROMISCUOUS SHOPPER 2013 saw our rise from the recessionary ashes but Shoppers did not feel
the love and continued to watch their pennies. Our 2014 Shopper Barometer study shows the extent to which behaviours have changed forever with Shoppers actively spreading their purse for maximum choice and savings.
The
The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers.
For further information please contact Shelley Watson, Head of Shopper & Retail T: 01865 336 400 E: [email protected]
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
TheShopperBarometer innovation intelligence inspiration
Grocery Shoppers visit 7 stores/websites
per month (vs. 5.6 in 2013)
49% have a few favourite stores, from which they make most of their purchases
25% buy most items at mainstream outlets but save on the basics by visiting discounters
26% use a wide variety of outlets to ensure they get the best all round deal and value
2.3 (2.1)
Supermarkets
1.9 (1.6)
Discounters
1.2 (0.9)
Convenience
0.9 (0.5) Online
0.4
Forecourt
The Shopper has travelled far in the past 5 years and optimism about the UK economy is starting to bloom, with the first increase we’ve seen in positivity for 5 years!
68% say they are still making positive changes
20% of Shoppers feeling positive about the UK economy
53% say they will never revert to pre recession behaviours
Entertainment35% 41%
Clothes58% 66%
Eating Out68% 72%
Holidays43% 47%
Colour indicates movement since 2013
Personal Luxuries
68% 65%Groceries57% 56%
Move from active to selective money saving
Shopping around for value is still prevalent with 38% of Shoppers actively varying channels for best value
Regularly use a discounter store 58%-4%
Use pound shops for specifics 45%-11%
Emails from retailers 24%-3%
Use flyers / leaflets for best deals 41%-1%
Special deals on retailer websites 42%+4%
Sharing tips (WOM) 30%-3%
Mov
emen
t si
nce
2013
Price comparison websites 23%+3%
Money saving techniques are still top of mind with 92% being very aware of cash flow vs spend
Using money off coupons 54%+4%
Varying repertoireof stores 27%+9%
Switching brands for a good deal 23%+9%
Mov
emen
t si
nce
2013
But actual spend is allowed to flex more and % main shop on deal has declined
59%
Almost 2/3 are spending more than they expect on their weekly grocery shop
(50% in 2013)
32% of Shoppers are buying over 1/3 of their shop on deal
compared to 43% in 2013
Mortgage / Rent 32%
Food / Grocery 22%
Insurance 20%
Healthcare 20%
Holidays 13%
Car 10%
+4%
-1%
-3%
+6%
+1%
-1%
Mov
emen
t si
nce
2013
There are still areas of protected spend where Shoppers would never consider cutting back
74% Willing to spend more on products that will last longer68% Value is more important than price50% Willing to spend more for brands that = quality49% Own Label is just as good as a brand
31% Spend on brands to feel good25% Spend on brands to be cutting edge
30% Spend on brands that define “me”
Value
Quality
But it’s always a balancing act...
Retailer perceptions are varied... Top 3 for each supermarket
Good quality
Lots of brands
Easy to shop
Always low prices
Good range
Good value for money
A whopping 98% shop
online
But just 10%
buy their groceries
online
Barriers to online grocery purchase Trust (47%) Delivery incovenience (21%) Reading product labels (23%)
Just 18% regularly buy via an app (17%)
Apps are not yet gaining momentum
16% use an app to research (16%) 7% use social media to seek advice (9%)
5% compare prices online (0%) (2013 figures)
While in store...
brands & products on social media
31% ‘like’
61% read brand and product reviews online
21% write brand and products online
The immersive nature of digital, it’s a natural part of everyday life...
The clear winners of mobile shopper
apps are
No matter how we’re shopping or what we’re buying, we still love a loyalty card...
96% own at least 1 of the top 3 loyalty cards
80%(76%)
77%(76%)
67%(62%)
...but which benefits are truly valued?
Poin
ts I
can
red
eem
for
cash
val
ue
A vo
uche
r to
red
eem
in s
tore
% d
isco
unt
on m
y sh
oppi
ng
Cash
bac
k
Inst
ant
disc
ount
s on
sp
ecifi
c pr
oduc
ts
48%52%64%70%74%
Personalisation and tailored offering scores well with
Shoppers.
Cash is king and point are valuable
At least 1 in 3 are prepared to pay more for super premium products when it comes to tech gadgets, home appliances and holidays
Holidays / Travel33%
Home appliances40%
Tech gadgets45%
Even in recovery there is room for luxuries, as long as they are
worth the cost
Consumer confidence is recovering,
but behaviours are changed permanently
Selective choices using more channels &
retailers is the key to saving money
A personal and balanced approach to spending vs
saving is evident
Mobile price searching whilst
in store is coming through although ease of app use is
a major barrier
A slow return to brand purchase
is evident in some categories
