1. Multichannel shoppers Part 2 – Detailed channel and category analysis
ShopperVista Report, May 2014
Multichannel shoppers Part 2 – Detailed channel and category analysis

2. Missions and frequency
Contents
Channel profiles
Category analysis
Channel usage
Missions and frequency

3. Channel profiles

4. Channel profiles explained
The following charts provide a profile of past month shoppers of each channel.
Comparisons are made compared to the average shopper
Further analysis can be found in the first part of this report:
Multichannel Shoppers – Part 1 – Key findings
Return to Contents
Base: All main grocery shoppers, Mar’14

5. How past month shoppers of each channel differ to all main shoppers
Channel profiles
How past month shoppers of each channel differ to all main shoppers
Areas that over index
Supermarkets
Similar profile to all
7.8 supermarket trips per month
Visit 2.1 different supermarkets per month
Hypermarkets
Have children
4.5 hypermarket trips per month
Visit 1.4 different hypermarkets per month
Online
Female, year olds
Have children, work full-time
2.2 online trips per month
Visit 1.9 different online stores per month
High street discounters
Similar profile to all
3.4 h/s discount trips per month
Visit 1.9 different h/s discounters per month
Food discounters
Similar profile to all
4.1 food discount trips per month
Visit 1.1 different food discounters per month
Specialist stores
55+ year olds
No children
North England
4.7 specialist store trips per month
Frozen food specialists
C2DE
35-54 year olds
North England
4.3 frozen food specialist trips per month
Convenience
18-34 year olds
London
11.1 c-store trips per month
Use 3 different c-stores per month
Farmers’ markets
ABC1, 55+ year olds
No children
South & North England
3.8 farmers’ market trips per month

6. Number of supermarkets used per month Supermarket shopping frequency
Channel profiles
Supermarket shoppers
With 90% of shoppers using a supermarket in the last month, the profile of past month supermarket shoppers is very similar to the overall shopper profile. They shop there 7.8 times per month, visiting two supermarkets per month and mainly go there for normal main or big shops
Shopper profile
56%
Female
Number of supermarkets used per month
Top missions
Supermarket shopping frequency
Normal main shop
Big main shop
Top-up staples
Top-up fresh
Main shop – fewer fresh
Evening meal
Food discounters appeal to a wide shopper base – male and female
From across the age spectrum
Higher proportion of ABC1s than C2DEs
CLICK
With up to half food discount shoppers spending half or more of their grocery budget there
More than half shopping at least once per week
More than a third started shopping there in the last year
Many shopping at other stores on same trip
7.8
2.1
1.8
Average trip frequency per week
Average trip frequency per month
Base: All past month supermarket shoppers, Mar’14

7. Number of hypermarkets used per month Hypermarket shopping frequency
Channel profiles
Hypermarket shoppers
The profile of past month hypermarket shoppers is very similar to the overall shopper profile. They are slightly more likely to have children. They shop there 4.5 times per month, visiting 1.4 hypermarkets per month and mainly go there for normal main or big shops
Shopper profile
55%
Female
Number of hypermarkets used per month
Top missions
Hypermarket shopping frequency
Normal main shop
Big main shop
Top-up fresh
Top-up staples
Evening meal
Main shop – fewer fresh
Food discounters appeal to a wide shopper base – male and female
From across the age spectrum
Higher proportion of ABC1s than C2DEs
CLICK
With up to half food discount shoppers spending half or more of their grocery budget there
More than half shopping at least once per week
More than a third started shopping there in the last year
Many shopping at other stores on same trip
1.4
4.5
1.0
Average trip frequency per week
Average trip frequency per month
Base: All past month hypermarket shoppers, Mar’14; arrows show significant difference to all main grocery shoppers

8. Convenience store shoppers
Channel profiles
Convenience store shoppers
C-store shoppers are more likely to be aged 18-34, have children and live in London vs all shoppers. They shop at c-stores most frequently 11.1 times per month, visiting 3 c-stores per month. They over index for staple top- up and food-to-go missions
Shopper profile
53%
Female
Number of c-stores used per month
Top missions
C-store shopping frequency
Top-up staples
Other (newspaper, lottery)
Top-up fresh
Food-to-go lunch
Evening meal
Breakfast
Food discounters appeal to a wide shopper base – male and female
From across the age spectrum
Higher proportion of ABC1s than C2DEs
CLICK
With up to half food discount shoppers spending half or more of their grocery budget there
More than half shopping at least once per week
More than a third started shopping there in the last year
Many shopping at other stores on same trip
11.1
3.0
2.6
Average trip frequency per week
Average trip frequency per month
Base: All past month convenience store shoppers, Mar’14 arrows show significant difference to all main grocery shoppers

9. Number of online stores used per month Online shopping frequency
Channel profiles
Online shoppers
Past month online grocery shoppers are more likely to be female, aged 18-54, with children and working full- time vs all shoppers. They shop online infrequently 2.2 times per month, visiting 1.9 online stores per month. They over index for normal and big main shops
Shopper profile
61%
Female
Number of online stores used per month
Top missions
Online shopping frequency
Normal main shop
Big main shop
Main shop – fewer fresh
Other
Special occasion
Food discounters appeal to a wide shopper base – male and female
From across the age spectrum
Higher proportion of ABC1s than C2DEs
CLICK
With up to half food discount shoppers spending half or more of their grocery budget there
More than half shopping at least once per week
More than a third started shopping there in the last year
Many shopping at other stores on same trip
1.9
2.2
0.5
Average trip frequency per week
Average trip frequency per month
Base: All past month online shoppers, Mar’14, arrows show significant difference to all main grocery shoppers

10. Food discount shoppers
Channel profiles
Food discount shoppers
Past month food discount shoppers are similar in profile to all shoppers. They shop at food discount stores 4.1 times per month, visiting 1.1 food discount stores per month. They over index for top-up staple missions
Shopper profile
54%
Female
Number of discount stores used per month
Top missions
Food discount shopping frequency
Top-up staples
Top-up fresh
Other
Normal main shop
Big main shop
Evening meal
Food discounters appeal to a wide shopper base – male and female
From across the age spectrum
Higher proportion of ABC1s than C2DEs
CLICK
With up to half food discount shoppers spending half or more of their grocery budget there
More than half shopping at least once per week
More than a third started shopping there in the last year
Many shopping at other stores on same trip
1.1
4.1
0.9
Average trip frequency per week
Average trip frequency per month
Base: All past month food discount shoppers, Mar’14, arrows show significant difference to all main grocery shoppers

11. High street discount shoppers
Channel profiles
High street discount shoppers
Past month high street discount shoppers are similar in profile to all shoppers. They shop at high street discount stores 3.4 times per month, visiting 1.9 high street discount stores per month. They over index for other missions
Shopper profile
54%
Female
Number of high street discount stores used per month
Top missions
High street discount shopping frequency
Other
Top-up staples
Top-up fresh
Big main shop
Normal main shop
Food discounters appeal to a wide shopper base – male and female
From across the age spectrum
Higher proportion of ABC1s than C2DEs
CLICK
With up to half food discount shoppers spending half or more of their grocery budget there
More than half shopping at least once per week
More than a third started shopping there in the last year
Many shopping at other stores on same trip
1.9
3.4
0.8
Average trip frequency per week
Average trip frequency per month
Base: All past month high street discount shoppers, Mar’14, arrows show significant difference to all main grocery shoppers

12. Specialist store shoppers
Channel profiles
Specialist store shoppers
Specialist store shoppers are more likely to be aged 55+, have no children and live in North England vs all shoppers. They shop at specialist stores 4.7 times per month, visiting 1 store per month. They over index for the top-up on fresh products and other missions
Shopper profile
57%
Female
Number of specialist stores used per month
Top missions
Specialist store shopping frequency
Top-up fresh
Other
Evening meal
Special occasion
Top-up staples
Food discounters appeal to a wide shopper base – male and female
From across the age spectrum
Higher proportion of ABC1s than C2DEs
CLICK
With up to half food discount shoppers spending half or more of their grocery budget there
More than half shopping at least once per week
More than a third started shopping there in the last year
Many shopping at other stores on same trip
1.0
4.7
1.1
Average trip frequency per week
Average trip frequency per month
Base: All past month specialist store shoppers, Mar’14, arrows show significant difference to all main grocery shoppers

13. Farmer’s market shoppers
Channel profiles
Farmer’s market shoppers
Farmers’ market shoppers are more likely to be ABC1, female, aged 55+, have no children, work part-time and live in North and South England vs all shoppers. They shop at farmers’ markets 3.8 times per month, visiting 1 store per month. They over index for the top-up on fresh products, evening meal and special occasion missions
Shopper profile
61%
Female
Number of farmers’ markets used per month
Top missions
Farmers’ market shopping frequency
Top-up fresh
Evening meal
Special occasion
Top-up staples
Other
Food discounters appeal to a wide shopper base – male and female
From across the age spectrum
Higher proportion of ABC1s than C2DEs
CLICK
With up to half food discount shoppers spending half or more of their grocery budget there
More than half shopping at least once per week
More than a third started shopping there in the last year
Many shopping at other stores on same trip
1.0
3.8
0.9
Average trip frequency per week
Average trip frequency per month
Base: All past month farmers’ market shoppers, Mar’14, arrows show significant difference to all main grocery shoppers

14. Category analysis

15. Category analysis explained
Respondents were asked which type of store they prefer to buy different products. The data presented refers to shoppers preferences and will not necessarily reflect actual sales data. In some cases some respondents may prefer to buy a category in a specific channel even though it is not currently sold there
The following charts filters results on past month shoppers of each channel. Supermarkets are mostly rated ahead of other channels for the following reasons:
A higher proportion of shoppers claim to shop at a supermarkets each month
Supermarket shoppers are more likely to conduct main shopping missions there
Shoppers have preferences when choosing the channel(s) they like to use for particular categories
Fresh juices, chilled desserts, deli items and cereals at supermarkets and hypermarkets
Fresh fruit and vegetables is one of the categories that food discount shoppers prefer to buy there rather than at other channels
High street discount shoppers most prefer to buy health and beauty products there
Online shoppers most prefer to buy ambient products there
C-store shoppers most prefer to buy newspapers and lottery, food-to-go and confectionery there
Further analysis can be found in the first part of this report:
Multichannel Shoppers – Part 1 – Key findings
Return to Contents
Base: All main grocery shoppers, Mar’14

16. Which channels are preferred among supermarket shoppers?
Category analysis
Which channels are preferred among supermarket shoppers?
Supermarkets
Other 6%
51%
21%
34%
23%
28%
25%
24%
Base: All past month supermarket shoppers, Mar’14

17. Which channels are preferred among hypermarket shoppers?
Category analysis
Which channels are preferred among hypermarket shoppers?
Hypermarkets
Supermarkets
Other 6%
51%
21%
34%
23%
28%
25%
24%
Base: All past month food discount shoppers, Mar’14

18. Which channels are preferred among food discount shoppers?
Category analysis
Which channels are preferred among food discount shoppers?
Food discounters
Supermarkets
Other 6%
51%
21%
34%
23%
28%
25%
24%
Base: All past month food discount shoppers, Mar’14

19. Which channels are preferred among high street discount shoppers?
Category analysis
Which channels are preferred among high street discount shoppers?
High street discounters
Supermarkets
Other 6%
51%
21%
34%
23%
28%
25%
24%
Base: All past month high street discount shoppers, Mar’14

20. Which channels are preferred among online shoppers?
Category analysis
Which channels are preferred among online shoppers?
Online
Supermarkets
Other 6%
51%
21%
34%
23%
28%
25%
24%
Base: All past month online shoppers, Mar’14

21. Which channels are preferred among convenience store shoppers?
Category analysis
Which channels are preferred among convenience store shoppers?
Convenience
Supermarkets
Other 6%
51%
21%
34%
23%
28%
25%
24%
Base: All past month convenience store shoppers, Mar’14

22. Category analysis
Frozen foods dominate the categories preferred among frozen food specialist shoppers
Frozen food specialists
Supermarkets
Other 6%
51%
21%
34%
23%
28%
25%
24%
Base: All past month frozen food specialists shoppers, Mar’14

23. Channel usage

24. Channel usage explained
The following charts show the proportion of shoppers using combination of channels each month e.g. Using supermarket, convenience and high street discounter
The charts also show how the profile of these shoppers compares to the average shopper i.e .where they over index
Shoppers claim to shop at supermarkets and convenience stores each month, and then add one or more other channels to the mix
Around a third of shoppers report to also using high street discounters (35%) or food discounters (32%). A quarter choose to also use hypermarkets (24%) and a similar number prefer to also use frozen food specialists (22%) or specialist stores (21%) or online (19%)
Claimed channel combinations differ by shopper type:
Younger shoppers are more likely to use supermarkets, convenience stores and either high street discounters, frozen food specialists or online in combination
Older shoppers are more likely to prefer using high street and food discounters in combination with either supermarkets or convenience stores
Further analysis can be found in the first part of this report:
Multichannel Shoppers – Part 1 – Key findings
Return to Contents
Base: All main grocery shoppers, Mar’14

25. Supermarket and convenience are top combinations
Channel usage
Supermarket and convenience are top combinations
% of shoppers using channel combinations
Supermarket
High street discount
Convenience
Supermarket
Food discount
Convenience 1 2
Total: 35%
18-24 year olds: 49%
C2DE with kids: 45%
North England: 48%
Total: 32%
55+ year olds: 39%
Retired: 41%
Scotland: 44%
North England: 39%
Supermarket
Hypermarkets
Convenience 3
Supermarket
Frozen food specialists
Convenience 4
Total: 24%
C2DE with kids: 31%
Scotland: 31%
Total: 22%
Kids aged 11-18: 30%
C2DE: 27%
Scotland: 29%
North England: 30%
Base: All main grocery shoppers, Mar’14

26. Combining high street and food discounters is popular
Channel usage
Combining high street and food discounters is popular
% of shoppers using channel combinations
Supermarket
Food discount
High street discount
Convenience
Food discount
High street discount 5 6
Total: 22%
55-64 year olds: 31%
DE : 34%
North England: 35%
Scotland: 28%
Total: 21%
55-64 year olds: 27%
DE: 33%
Scotland: 26%
North England: 33%
Supermarket
Specialist stores
Convenience 7
Supermarket
Online
Convenience 8
Total: 21%
65+ year olds: 28%
No kids: 23%
North England: 29%
Total: 19%
Under 35s: 28%
With kids: 26%
London: 26%
Base: All main grocery shoppers, Mar’14

27. Missions and frequency

28. Missions and frequency explained
The following charts provide an analysis of shopper missions among past month shoppers of different channels
The results compare those shopping in the past month and those shopping 2+ times per month in each channel
Further analysis can be found in the first part of this report:
Multichannel Shoppers – Part 1 – Key findings
Return to Contents
Base: All main grocery shoppers, Mar’14

29. Missions and frequency
Increased shopper missions more evident among frequent food discount and hypermarket shoppers
All past month shoppers of that channel
Shopping 2+ times per week in each channel
Supermarkets
Food discounters
Hypermarkets
A normal main shop
A big main shop
Top-up on staple shop
Top-up on fresh products
A main shop e.g. fewer fresh items
Evening meal
Buy lunch – cold food-to-go
Special occasion
Buy breakfast
Buy lunch – hot food-to-go
Base: All past month shoppers of each channel, all using channel 2+ times per week, Mar’14

30. High street discounters
Missions and frequency
Increased shopper missions more evident among frequent c-store shoppers
All past month shoppers of that channel
Shopping 2+ times per week in each channel (1+ per week for online)
Convenience
High street discounters
Online
A normal main shop
A big main shop
Top-up on staple shop
Top-up on fresh products
A main shop e.g. fewer fresh items
Evening meal
Buy lunch – cold food-to-go
Special occasion
Buy breakfast
Buy lunch – hot food-to-go
Base: All past month shoppers of each channel, all using channel 2+ times per week, Mar’14

31. Michael Freedman Shopper Insight Manager
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Report author:
Michael Freedman Shopper Insight Manager
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