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Shopper Tech Update June 20, 2013 - Volume 4, Issue 9 |
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STI Social Media Groups | |
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Shpper Marketing | |
 Five Distinct Groups
Of Digitally Active Grocery Shoppers
Digital technology is a fundamental part of our world today and consumers are increasingly using these resources to make their lives easier and more streamlined. The large number of people shopping online in the areas of goods and services, such as entertainment, clothing, books and electronics, has paved the way for growth in the area of digital grocery shopping as well. As many consumers embrace this new way, it is important to understand the digital path to purchase taking place as decision making shifts from in-store to online.
The most heavily utilized online tools are dedicated to planning the grocery shopping trip. These tools include, among others, downloading coupons, building lists, researching product information and recommendations, price checking, meal planning, and recipes. The vast majority of digital planners, 80%, check their grocery store weekly specials online.
In addition, a growing segment of grocery shoppers find it much more convenient to purchase their groceries using the internet for pick-up or home delivery. For these tech-savvy, busy professionals, it comes down to saving time.
A more recent and fast growing trend is the use of mobile phones to assist in the grocery shopping process...
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Analytics | |
Using Big Data to Engage with the New Consumer
Capturing the consumer's attention in the past was relatively straightforward. It was never truly easy, but consumers faced a much simpler set of decisions at the shelf than they do today. There were also far fewer touch points guiding them along their paths.
Choice is a significant contributor to the growing fragmentation in the media market, as well as an unprecedented availability of consumer data. Consumers now have myriad platform, device, viewing occasion and product choices, and they've baked most of these choices into their everyday lives.
This proliferation of choice, however, has created a spider-webbing of options for marketers to keep track of.
With so much to contend with, the marketers' role has shifted from "communicator" to "consumer scientist" as four key forces will intensify going forward...
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Expert Analysis | |
One-Third of Consumers Do Research Online Before Shopping for Groceries: Study
More grocery shoppers are going online at home and in the store to find coupons and research recipes, nutritional information, and competitor prices, says a new study of more than 570 consumers by KSC Kreate, a visual production company.
Before going to the store, 36% of surveyed consumers do research online, most often to search for coupons, competitor pricing and recipe ideas. One of three shoppers then uses a mobile device while in the supermarket to look for nutritional information, recipes and coupons. More than half (52%) of survey respondents have visited a grocer's web site or mobile site.
KEY QUESTIONS:
Do you anticipate more grocery shoppers going online to research grocery shopping in the future? Is this digital behavior generational or does it apply more to any particular demographic? How should retailers and manufacturers take advantage of this digital behavior?
AND THE EXPERTS SAY...
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RECENTLY PUBLISHED | |
Shopper Technology Institute Publishes Its First Book,
The Essentials of Shopper Technology
Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Retailers and consumer packaged goods (CPG) manufacturers are embracing these new solutions as technology becomes a true agent of change. The providers of these solutions have invested mightily in the future of this industry. Their sophisticated offerings are built on a foundation of thought leadership.
This book is all about sharing that information and insight. There are chapters that outline challenges facing merchants and marketers. Some chapters present the essentials of Shopper Technology, while others offer a deeper dive into these solutions and their implications. Because of Big Data, digital innovations, and an evolving path to purchase, the job of merchants and marketers often seems daunting. So consider this book as a way to cut through the clutter as technology roars on, competition heats up, and shoppers become more demanding. Coming to grips with technological change may be challenging, but it is the key to success.
Click here to read sample chapters and reviews, and view ordering information for the hardcover, paperback, and Kindle editions.
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