SHOPPING SURVEY ONLINE GROCERY POPULARITY ONLINE … · consumers using the internet to do their...
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RichRelevance takes a look at consumer attitudes towards online grocery shopping across Europe. The research reveals what shoppers like, what they don’t like, and outlines that grocery retailers need to offer a more personalised approach to online shopping if they want to grab consumers’ attention. The research was conducted in the UK, France and Germany and includes responses from over 2,000 consumers ONLINE GROCERY POPULARITY The Brits are leading the way in terms of the number of consumers using the internet to do their grocery shopping. ONLINE SHOPPING KEY DRIVERS All Europeans are driven by convenience and saving time as the key drivers to shopping online. French consumers are particularly driven by the ability to save time. France Germany UK 53% 40% 32% 55% FR DE UK 62% 60% 72% FR DE UK 59% 52% TOP 4 FEATURES ONLINE SHOPPERS WANT Consumers in Europe clearly display a desire for greater personalisation and automation when it comes to online shopping features. 74% 41% 80% France Germany UK Automatically display ‘frequently bought/favourite items’ so I can easily add them to cart 46% 45% 69% France Germany UK Groceries are delivered to my home in a set time window alongside other home-delivery items 58% 42% 58% France Germany UK If an item I want is not available, the grocer presents me with relevant alternatives 36% 44% 55% France Germany UK When I add an item to my cart, the grocer shows me other relevant items to complete a popular meal or recipe WHY CONSUMERS DON’T BUY ONLINE Most countries are in agreement on the top 3 barriers to online shopping, except when it comes to last minute timing, with only the Germans citing this as a key reason why they don’t buy groceries online: MOST FRUSTRATING FACTORS The French lead in being the most frustrated by lack of choice and ability to ask for assistance in real time, but the Brits are the most frustrated by poor navigation on grocers’ websites. 68% Like to handle goods physically UK 67% FR 71% DE 7% Last minute timing doesn’t allow UK 34% Delivery costs UK 51% Lack of trust in the people picking produce UK 22% FR 45% DE 14% FR 48% DE 32% FR 33% DE 12% Lack of choice UK 33% FR 20% DE 13% Not being able to ask for assistance in real time UK 3% Difficult to find products to meet dietary needs UK 17% Poor navigation around the site Increased convenience Ability to save time UK 14% FR 13% DE 21% FR 14% DE 4% FR 10% DE SHOPPING SURVEY .
Transcript of SHOPPING SURVEY ONLINE GROCERY POPULARITY ONLINE … · consumers using the internet to do their...
RichRelevance takes a look at consumer attitudes towards online grocery shopping across Europe. The research reveals what shoppers like, what they don’t like, and outlines that grocery retailers need to offer a more personalised approach to online shopping if they want to grab consumers’ attention. The research was conducted in the UK, France and Germany and includes responses from over 2,000 consumers
ONLINE GROCERY POPULARITYThe Brits are leading the way in terms of the number of
consumers using the internet to do their grocery shopping.
ONLINE SHOPPING KEY DRIVERSAll Europeans are driven by convenience and saving time as the key drivers to shopping online. French consumers
are particularly driven by the ability to save time.
France
Germany
UK 53%
40%
32%
55%
FR DE UK
62%60%
72%
FR DE UK
59%52%
TOP 4 FEATURES ONLINE SHOPPERS WANTConsumers in Europe clearly display a desire for greater personalisation
and automation when it comes to online shopping features.
74%
41%
80%
France Germany UK
Automatically display ‘frequently bought/favourite items’ so I can easily
add them to cart
46% 45%
69%
France Germany UK
Groceries are delivered to my home in a set time window alongside other
home-delivery items
58%
42%
58%
France Germany UK
If an item I want is not available, the grocer presents me with
relevant alternatives
36%44%
55%
France Germany UK
When I add an item to my cart, the grocer shows me other relevant items to complete a popular meal or recipe
WHY CONSUMERS DON’T BUY ONLINEMost countries are in agreement on the top 3 barriers to
online shopping, except when it comes to last minute timing, with only the Germans citing this as a key reason
why they don’t buy groceries online:
MOST FRUSTRATING FACTORSThe French lead in being the most frustrated by lack of choice and ability to ask for assistance in real time, but the Brits are the most frustrated by poor navigation on grocers’ websites.
68%
Like to handle goods physically
UK
67%FR 71%
DE
7%
Last minute timing doesn’t allow
UK
34%
Delivery costs
UK51%
Lack of trust in the people picking produce
UK
22%FR 45%
DE
14%FR 48%
DE
32%FR 33%
DE
12%
Lack of choice
UK
33%FR 20%
DE
13%
Not being able to ask for assistance in real time
UK
3%
Difficult to find productsto meet dietary needs
UK17%
Poor navigation around the site
Increased convenience Ability to save time
UK
14%FR 13%
DE
21%FR 14%
DE
4%FR 10%
DE
SHOPPING SURVEY
.
