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Check out our Click & Collect 2012 report Sample extract. Introduction: Delivery charges and times are major barriers to online shopping. The Click and Collect service offers shoppers the benefits of online shopping with the addition of lower / no delivery fees. Allowing the shopper to control when the pick-up is made takes away the hassle of missing the delivery, and puts the shopper in control of the transaction. More importantly, in many cases delivery is free as it is shipped to the store. This report will: -Give you an understanding of the current Click & Collect offering in the UK and around the world. -Provide an overview of the current penetration of Click & Collect in both Food & Grocery and Non-grocery. -Identify the product types that shoppers are currently purchasing using Click & Collect. -Highlight the appeal of Click & Collect in Food & Grocery and its comparisons with standard online shopping. -Explore the locations which shoppers indicate to be their most convenient collection points when using Click & Collect. -Take a look at how much shoppers expect to pay for the Click & Collect service, and look at different collection locations and see if this has an impact on the cost perceptions. -Identify demographic differences in all of the above.
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Click & Coillect Report 2012
Click & CollectReport 2012Sample Extract
Evolution Insights LtdProspect House
32 Sovereign StreetLeeds
LS1 4BJTel: 0113 389 1038
http://www.evolution-insights.com
November 2012
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• Evolution offer a range of products & services for clients in the field of shopper research:-
• Off-the-shelf research
– Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery
• Insight Plus
– Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs
• Bespoke Consulting
– As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements.
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.
Further information is available at our website http://www.evolution-insights.comVisit and sign up for Shopper Trend Report, our free quarterly newsletter offering analysis and commentary on topical issues
About Evolution Insights
As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.
Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.
We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.
Click & Coillect Report 2012
Contents
Key Findings and Executive Summary 4 Collection Locations 38What This Report Will Do for You 5 Introduction 39Executive Summary 6 Pick-up Locations 40
Nearest Store 43Click & Collect: Introduction 8 Summary 44What is Click & Collect? 9Definition 10 Spend 45Benefits 11 Introduction 46Retailers 12 Cost 47Food & Grocery 13 Summary 50Click & Collect Worldwide 15Click & Collect UK 17 Methodology 51Issues 20Current Pick-up Locations 21 Glossary 54
Current Use of Click & Collect 22 Contact us 56Introduction 23Shoppers’ Opinions 24A View from France 25Usage 26Product Types 29Summary 30
Appeal of Click & Collect 31Introduction 32Concept 33Appeal in Food & Grocery 34Shoppers’ Opinions 35Summary 37
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Click & Coillect Report 2012
Key Findings and Executive Summary
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Click & Coillect Report 2012
Key Findings and Executive Summary – What This Report Will Do for You
This report will:
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Identify demographic differences in all of the above.
Take a look at how much shoppers expect to pay for the Click & Collect service, and look at different collection
locations and see if this has an impact on the cost perceptions.
Explore the locations which shoppers indicate to be their most convenient collection points when using Click &
Collect.
Give you an understanding of the current Click & Collect offering in the UK and around the world.
Provide an overview of the current penetration of Click & Collect in both Food & Grocery and Non-grocery.
Identify the product types that shoppers are currently purchasing using Click & Collect.
Highlight the appeal of Click & Collect in Food & Grocery and its comparisons with standard online shopping
Click & Coillect Report 2012
What is Click & Collect?
What is Click & Collect?In simple terms, Click & Collect is online shopping, which is then collected from the store (or other ‘collection destination’) rather than being delivered to the shoppers home.
Why not stick to ‘normal’ online shopping?Delivery charges and times are major barriers to online shopping. Allowing the shopper to control when the pick-up is made takes away the hassle of missing the delivery, and puts the shopper in control of the transaction. More importantly, in many cases delivery is free as it is shipped to the store .
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Click & Coillect Report 2012
Shopper places an
order online
Order is received
The order is ‘picked’ at a designated
warehouse or in-store then dispatched
Order arrives in-store / at pick-up point
Shopper collects the
order either on foot or from their vehicle
The Click and Collect System can save time and money for both the retailer and the shopper.
Definition
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The Click and Collect service offers shoppers the benefits of online shopping with the addition of a lower / no delivery fee and saves shoppers’ precious time as they do not have to wait around the house for the delivery to arrive. Instead, shoppers can pick it up in-store or at a drive by site whenever it is convenient for them. Shoppers can
either pay online or upon collection.
Click & Coillect Report 2012
Food & Grocery
Can it work for Food & Grocery?We know this service works well when purchasing a small number of items, but what about if you want to do your main food shop using Click & Collect? The issues for F&G retailers are much higher than for others. The service has to be seamless and well thought out for it to be a success - no queues, slow service or mistakes – if retailers want customers to make repeat use of this channel. Before the days of supermarkets and online shopping, it wasn’t unusual for a shopping list to be handed over to the local grocer for collection later. Is Click & Collect a case of going back to the future?
We will soon look at individual Food & Grocery retailers in the UK and see how they are embracing the Click & Collect revolution.
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Click & Coillect Report 2012
Despite Click & Collect being a new concept in Food & Grocery, a third of shoppers already think that it is a good idea. With increased awareness and understanding of the service, we expect this figure to increase.
Click & Collect: Shoppers’ Opinions
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…shoppers think ‘Click & Collect’ for food and groceries is a good idea
Convenience
It will not take up as much time as
physically shopping and you can collect
when you want to
Sounds great!
The speed of getting your shopping, without having to browse the
store
You don't have to cue at the tills and fight round the isles with
your trolley!
Knowing you can get it when
you want
Cheaper than delivery
Sounds easy
Saves the wait
Click & Coillect Report 2012
41%
48%
53%55%
38%
39%
55%
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
52 5349 51
4540
Younger, more affluent shoppers are more likely than average to have already used Click & Collect for non-grocery items, as are those living in Scotland and the South West.
Click & Collect: Usage (by demographics)
Demographics of shoppers that have used Click & Collect for non-grocery items:
10
%
A B C1 C2 D E
5255
48 4942
38
Methodology
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Click & Coillect Report 2012
Secondary and desk research
Preliminary quantitative survey
Qualitative research
Main quantitative survey
Insights
• Evolution carried out a preliminary survey of around 100 shoppers to test questions for the main survey.
• Detailed secondary and desk research is conducted to define the topic area, macro drivers and trends, scope and examples within the research topic.
• Initial insights gained are used to help further design the main survey.
• A main survey is completed by at least 1,000 UK adults who are the primary household shopper for food & grocery.
• Comprehensive and detailed assessment of all the data received was then used to uncover insights.
• Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.
Methodology
Evolution’s methodology
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Click & Coillect Report 2012 13
Methodology: quantitative research - survey
Shoppers’ opinions
Appeal
Collection locations
Spend
Awareness and usage of Click & Collect
Location
Preferred retailers
Online shopping
Demographic profiling
Topics of questions in quantitative survey
• Detailed shopper insights were gained from a survey of 1,027 primary shoppers. The samples were fully representative of the UK population.
• The survey contained 12 questions relating to topics outlined to the left – in addition to standard demographic profiling questions
• The questions were designed to give maximum insight into shopper’s motivation and behaviour
• The survey was carried out during the week commencing 1st October 2012.
Click & Coillect Report 2012
Contact us
Evolution Insights Ltd
Prospect House32 Sovereign Street
LeedsLS1 4BJ
Telephone: 0113 336 6000
e-mail: [email protected]
Web: http://www.evolution-insights.com
Company No. 07006001Country of Incorporation: United Kingdom
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