Grocery shoppers looking for personalisation from brands

Grocery shoppers looking for personalisation from brands
SHARE
THIS



Grocery shoppers are looking for that more personalised touch now, with research from Mi9 suggesting there are significant opportunities to increase sales for brands who tailor their approach towards the personal needs of the consumer.

According to the research, the grocery shopper nowadays is shopping more and has higher expectations from the brands they purchase.

Many shoppers (68%) also have a fixed routine when going to the supermarket, and online grocery shopping still isn’t the norm in Australia.

Check out the full release below for more info.

 

INTRODUCING AUSTRALIA’S ‘MODERN GROCERY BUYER’ – SAVVY SHOPPERS LOOKING FOR THE PERSONAL TOUCH

– Mi9 research uncovers the future of grocery shopping in Australia, providing new insight into consumer food purchases and family eating habits –

Wednesday, 26 March 2014: The modern grocery buyer is changing – with a $60 billion spending power savvy Aussie shoppers are demanding a more personalised experience when hitting the supermarket aisles on and offline, according to new research published today by Mi9.

Revealing new ways that Australian consumers are shopping for food, Mi9’s latest research report ‘The Modern Grocery Buyer’ highlights an urgent need for brands to change the way they target this profitable sector – with significant opportunities to increase sales up for grabs for those who tailor their approach to meet the individual wants and needs of shoppers.

Previously, grocery buyers were identified in a broad, stereotypical demographic grouping – Women 25-54, however Mi9’s research shows that richer profile, psychographic and behavioural factors have a significantly greater impact on shopping behaviour and product selection.

“We’ve reached a turning point in grocery shopping, consumers are more demanding and there is no longer a one-size fits all approach. Smart FMCGs and supermarkets who are ready and willing to take action will provide more rewarding and enriching experiences for shoppers by targeting them with products and unique offers based on their individual needs and preferences,” said Gabbi Stubbs, Mi9’s Head of Research & Insights.

The research identified three emerging segments of Australian grocery buyers:

  1. the ‘meal-to-meal shoppers’ who visit grocery stores usually on a daily basis and purchase items to eat that day,
  2. those that ‘love in-store shopping experiences’ and
  3. the ‘passionately digital’ – those that shop or search online to help them plan what to buy.

The Modern Grocery Buyer (MGB) is hyper-connected and their spending power is high. The total weekly grocery spend of a MGB who own a smartphone is more than $790 million a week, compared to those without a smartphone who spend $356 million – meaning MGB smartphone owners spend $434 million week, or $22 billion more a year on groceries than non-smartphone owners.

While we live in modern times, traditional family ideals are still commonplace when it comes to food; six in 10 (60%) are interested in cooking and food, 71% think it is very important to teach their children to cook and 69% believe it is very important to have a family meal at home most nights. 

“The line between the physical and digital retail environment continues to blur. Australian grocery buyers with mobile devices want more personalisation – it’s no longer just about rock bottom prices, but about providing consumers with an experience that’s right for them – such as deals targeted to their grocery buying habits, bespoke reminders for habitual purchases and more personalised and relevant product promotions to encourage loyalty,” continues Stubbs.

Who is Australia’s Modern Grocery Buyer?

Today’s modern grocery buyer is hyper-connected, digitally savvy and ‘always on’. 75% own a smartphone while half (50%) have a tablet. They spend on average 20 hours a week online for personal use and 25 hours watching TV.  56% of shoppers are women aged 25 years or over and around half (49%) have children at home. 73% are also the sole grocery buyer and increased pressures of work and lifestyle means shoppers are busier than in the past.

Key Insights

The Mi9 ‘Modern Grocery Buyer’ report also identifies how brands can drive sales and influence purchasing decisions based on three key insights:

Insight 1 – a new mindset

A household’s main grocery buyer is shopping more often and has higher expectations from the brands they purchase – a balanced blend of price, value, variety and service are all important. 48% shop more frequently with ‘top up shops’ becoming more commonplace, over half (52%) are spending more than in the past and 62% do a large weekly shop. One in three (31%) grocery buyers are also impulse shoppers, meaning that by targeting offers and promotions in the right way brands can boost sales. ‚ű

Insight 2 – path to purchase

The modern grocery buyer’s trip is planned, with 68% having a fixed routine around their main grocery shopping. A quarter (25%) shop on Saturday and over half (56%) make habitual purchases driven by ‘need’ and a third (32%) by ‘want’. 57% of consumers on routine shops say they would like greater personalisation of their shopping experience, indicating there’s plenty of room for advertisers to influence purchases.‚ű·µõ

Insight 3 – the future of Australian grocery shopping

While there is now a blurring of the digital and the physical worlds, online grocery shopping is still not the norm. Only 11% are shopping for groceries online, with just over a quarter (26%) having tried it and 23% planning to in future. When looking at the factors holding online shoppers back, 64% want to choose their own fresh products while 42% enjoy shopping in-store Рmeaning supermarkets have a huge potential to engage shoppers with personalised experiences to keep them coming back for more.ⁱⁱ

“What this research shows us is that retailers and brands can combat price wars with value add-services and digital experiences that drive differentiation. Leveraging digital both in-home and in-store by capturing consumer habits and preferences online will bring more personalisation to each step of the grocery buying journey and into the shopping experience – this is the key to unlocking product, store preference and ultimately loyalty,” concluded Stubbs.

Please login with linkedin to comment

Latest News

Image lead story Photography by andre&dominqiue
  • Advertising
  • Marketing
  • Media

All The Photos From The 2018 Women In Media Awards!

The Women in Media Awards has wrapped up for another year, as the industry celebrated it’s best and brightest females in style – and we have the pics to prove it. The annual awards programme ran for the sixth time on Friday night at Doltone House, Jones Bay Wharf and was our biggest Women in Media […]

by B&T Magazine

B&T Magazine
Photography by andre&dominqiue
  • Media

Ita Buttrose Honoured With B&T’s Women In Media Lifetime Achievement Award

One of Australia’s most iconic trailblazing journalists, Ita Buttrose, was lauded in Sydney on Friday night, as she graciously received B&T‘s Women In Media Lifetime Achievement Award. Buttrose, whose glittering media career spans more than 40 years, and whose accolades include an Order of Australia, an OBE and the 2013 Australian of the Year Award, told the audience […]

by B&T Magazine

B&T Magazine
Photography by andre&dominqiue
  • Advertising
  • Marketing
  • Media
  • Technology

OMD’s Aimee Buchanan Tops B&T’s Women In Media Power List For 2018

Not only did B&T honour the best and brightest females at the Women in Media Awards on Friday night via a number of categories, we once again compiled a list of the most powerful women in the industry. Starting with 300 names, B&T spent weeks whittling that number down to 30, which was bloody hard, […]

by B&T Magazine

B&T Magazine
Revenue For oOh!media Grows By Double Digits Ahead Of Adshel Acquistion
  • Media

Revenue For oOh!media Grows By Double Digits Ahead Of Adshel Acquistion

Out-of home media player oOh!media has not let its proposed $570 million acquisition of Adshel distract it from delivering solid revenue growth in the first half of 2018. The company’s revenue totalled $192 million for the six months to 30 June 2018 – up 11 per cent on the prior corresponding period – while oOh!media’s […]

by B&T Magazine

B&T Magazine
OMD Melbourne Announce New Head Of Digital
  • Media

OMD Melbourne Announce New Head Of Digital

OMD has announced the appointment of Kyle Le Geyt to head of digital, OMD Melbourne and will lead the digital offering across all OMD Melbourne clients. This news follows the announcement of Sian Whitnall’s promotion to chief digital officer for OMD Australia, bolstering the digital leadership of the agency nationally. Le Geyt brings extensive digital planning […]

Sunday TV Wrap: Ten’s ‘Pilot Week’ Proves Ratings Dud
  • Media

Sunday TV Wrap: Ten’s ‘Pilot Week’ Proves Ratings Dud

Network Ten’s innovative ‘pilot week’, where eight potential new shows are given a chance to get picked-up for 2019, got off to an ignominious start last night after both programs failed to pull significant audiences. Comedy show Skit Happens – which appeared to take pot shots at rival network’s programs – managed a mere 350,000. Ex-politician Sam Dastyari’s Disgrace! chat show fared even worse […]

by B&T Magazine

B&T Magazine
Saatchi & Saatchi Melbourne Unveils Latest Work For Greens Baking
  • Campaigns

Saatchi & Saatchi Melbourne Unveils Latest Work For Greens Baking

Greens Baking has launched a new integrated campaign titled ‘Sneak in a Cake Break’ via Saatchi & Saatchi Melbourne. Cake Break is an innovative range of single-serve cakes that you can microwave in under a minute. With the Cake Break range, it’s now possible to bake almost anywhere – as long as you have a […]

by B&T Magazine

B&T Magazine
Study: Sydney Swans Still The Most Supported AFL Team, But The Bulldogs The Big Improver
  • Marketing

Study: Sydney Swans Still The Most Supported AFL Team, But The Bulldogs The Big Improver

The Sydney Swans are the most supported team in the AFL boasting 1.174 million fans according to the annual Roy Morgan AFL supporter ladder. However, the 2018 results found that the Sydney team had lost 30,000 fans (2.5 per cent) from this time last year. The Swans’ numbers were almost double that of second placed […]

by B&T Magazine

B&T Magazine
Dee Madigan Opens Campaign Edge Sprout In Darwin
  • Advertising

Dee Madigan Opens Campaign Edge Sprout In Darwin

Campaign Edge is now in Darwin, having merged with local Darwin agency, Sprout to form Campaign Edge Sprout. Sprout was started 18 years ago by Anya Lorimer and is the Territory’s largest design agency, while Campaign Edge has offices in Sydney, Brisbane and Melbourne and is led by creative director Dee Madigan who, last Friday, […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]