Online food shoppers shun marketing tactics

Online shopping: food shoppers shun marketing promotions say researchers
Online shopping: food shoppers shun marketing promotions say researchers

Online grocery shoppers are less likely to react to marketing promotions compared to those in the supermarket, while mobile sites remain largely sub-standard, new research suggests.

Research by Evolution Insights, which quizzed 1,002 shoppers and 13 online shops, shoed that 45% of grocery consumers shopped online at least "occasionally" but these shoppers had a greater "focus", with 75% going directly to favourites or to items typed directly into search bars.

Fewer than one in five shoppers began their search with special offers, the research found.
Mobile websites offered a disappointing experience, according to another survey, with less than a quarter of fashion retailers allowing consumers to buy via mobile.

James Johnson, lead analyst at Evolution Insights said: "Our research shows that shoppers actively use their favourites and basket total to control spend and avoid temptation.

"And while more than half do visit the special offers pages later in their shop, we know from our accompanied shops that the majority only skim them briefly just before checking out," he said.
Recipe and meal suggestions were shown to be unsuccessful, with just 5% of shoppers moving to recipe pages.

Johnson added: "Special offers and shopper marketing is too often poorly targeted online. For online grocery shoppers, it’s more about relevance than aggressive discounting – a common complaint among shoppers is the lack of relevant offers and suggestions online.

"Retailers and brand manufacturers still have a long way to go to unlock the full potential of personalisation in online grocery marketing."

Mobile Interactive Group (MIG) suggested that of 57 major fashion retailers, just 23% had mobile-ready websites that could allow users to buy a pair of socks.

Ben Cusack, MIG's group marketing director, said: "With the continued growth of smartphones and the mobile internet, m-commerce has rapidly grown in to a huge opportunity for the retail sector. 

"The Sock Report clearly demonstrates that the fashion subset of the retail sector is lagging behind somewhat and, since we know that consumers’ online behaviour extends right in to the mobile channel, clearly there are huge gains to be made with a transactional m-commerce strategy in 2011," he said.

Evolution estimates the value of the UK online grocery market in 2010 at £4.2bn.

One in five shoppers are predicted to use mobile platforms to shop this Christmas, with the UK showing the largest growth in smartphone use in the EU.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers