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Digital Shopper Marketing in UK Food & Grocery 2011: The Shopper's Perspective
Evolution Insights Ltd, Nov 2011, Pages: 133
This updated report for 2011 benefits from showing shopper changes and trends from the report published in 2010, and is a must for those involved in the UK food and grocery sector with digital responsibility, both at a Retailer and FMCG level.
With digital shopper marketing playing an increasingly important role in influencing shoppers, the challenge for manufacturers and retailers is to better understand and utilise it. The benefits are clear; it offers not only the opportunity to engage with the shopper directly, but also to feature more prominently in their decision criteria at the point of purchase.
This report offers the most up to date and authoritative analysis of digital shopper marketing, presenting detailed insight into shoppers’ awareness, usage and appeal of different digital initiatives, their views on barriers to adoption and broader analysis of key trends and opportunities in the market.
The report offers a particular focus on the increasingly important role of mobile commerce in targeting shoppers in food, drink and grocery.
While the use of digital marketing in targeting shoppers of food, drink and grocery remains in its relative infancy, the increasing emergence of technologies and growing attention from leading FMCGs are pushing this complicated topic up the category development agenda.
Digital shopper marketing is the use of digital media to target consumers as shoppers in order to influence their decision making along their path to purchase.
Digital media is a broad field extending from smartphones and apps, to SMS and email; from internet websites to branded microsites and social media; and from barcode scanners to digital signage in-store. Digital shopper marketing initiatives relate to the use of these media to target shoppers with everything from digital coupons, promotions and recipes - to integrated loyalty schemes, online shopping baskets and enriched product information.
This report will help you:
- Learn about digital marketing and the use of digital media in targeting food, drink & grocery shoppers along their path to purchase.
- Determine underlying drivers of growth through Evolution's analysis of key developments such as the rise of smartphone penetration, the rapid launch of new initiatives and changing shopper attitudes towards digital technology.
- Forecast the growth opportunity over the next five years.
- Analyse awareness and usage of different digital shopper marketing initiatives among food, drink and grocery shoppers, with key focus on mobile-based technologies.
- Compare and contrast the appeal of different digital shopper marketing initiatives among shoppers in food, drink and grocery, and identify where opportunities for growth lie for your business.
- Learn how awareness, usage and appeal differ across different shopper demographics.
- Relate shopper awareness, usage and appeal of digital shopper marketing initiatives to their broader usage of digital media and current life-stage.
- Gain a deep understanding of key digital shopper marketing themes including: digital coupons and offers, loyalty point schemes, digital shopping lists and baskets and enhanced product information.
- Assess the benefits, issues and trends relating to these digital shopper marketing themes, while taking account of the shopper's perspective on specific initatives through detailed quantitative and qualitative analysis.
- Uncover the shopper perspective on key issues surrounding adoption of digital shopper marketing initiatives including; the contrast between push and pull marketing, use of location based targeting, disclosure of personal information and shopping habits, usage and accessibility of technology.
- Identify shopper attitudes towards different forms of incentive and the extent to which they might drive increased usage among shoppers.
- Consider the contrasting roles of different stakeholders in delivering digital shopper marketing initiatives, ranging from retailers and manufacturers to social media networks, smartphone application developers and third party aggregators.
- Discover the shopper perspective on the role of different stakeholders, and their likely behaviour relating to trust and engagement.
- Understand the perspective of shoppers who use already digital media in food, drink and grocery regarding experiences to date and ideas for improvement.
- Review current digital shopper marketing initiatives across the UK food, drink and grocery market.
- Learn from best practice examples drawn from other categories and international markets.
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