The Future of Online Grocery Shopping in the United ... - Kantar Retail

Price. Price also is a frequently cited reason for purchasing groceries online: 41% of shoppers who buy
groceries online say they do so because it saves them money. Further, an examination of the reasons for
buying groceries online among key demographic groups indicates that different groups of shoppers see
different ways to save money by purchasing groceries online.
Over one-quarter of Gen Y/Gen X, lower-income “Have Nots,” and male shoppers say that one of the
reasons they buy groceries online is because it helps them stick to a budget. For these shoppers, the
running total for their online grocery cart helps them stay on budget and avoid the temptation of impulse
items that might get added during a trip to the store.
On the other hand, more affluent shoppers (household income $60k+) like the ease of browsing deals and
coupons while shopping for groceries online. For these shoppers, the online platform makes it easier for
them to feel like they’re getting a “good deal.”
Tesco positions its online grocery business as meeting both of these money-saving needs (while delivering
on convenience and ability to save shoppers time), offering tools to help shoppers stay on-budget and avoid
the temptation of impulse purchases, while at the same time enticing them with a good deal (in this case,
£10 off their next order) if they are able to stay on-budget (Figure 10).
© 2012 Kantar Retail
Figure 10: Tesco UK: Online Value Proposition Calls Out Saving Time & Money, “Stick to Your Budget”
Source: Company mailers, Kantar Retail analysis
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WHY Buy Groceries Online? The Shopper Perspective