西欧的食品电子商务：消费者想要什么（英文）_12页-1mb

报告摘要

Grocery E-commerce in Western Europe: What Do Consumers Want?

Core Content Overview

This study explores the current state and future potential of online grocery shopping in Western Europe, focusing on consumer preferences, behaviors, and the challenges that prevent wider adoption. It highlights the importance of an omni-channel strategy for grocery retailers aiming to grow sales and attract more profitable customers.

Key Findings

Consumer Preferences

Most prefer in-store shopping: 92% of respondents buy groceries in physical stores, whether combined with online shopping or not.
Online adoption is low: Only 24% of shoppers buy groceries online, with 16% combining online and in-store shopping and 8% shopping exclusively online.
UK leads in online grocery: 39% of UK shoppers buy groceries online, compared to lower rates in Spain (17%), Netherlands (1.7%), and Germany (16%).

Reasons for Not Shopping Online

Habit: 47% find in-store shopping easier.
Experience: 44% enjoy the in-person shopping experience.
Lack of knowledge: 28% don’t know enough about online grocery shopping.
Negative quality perception: 25% fear food expiry, 18% believe lower quality.
Negative price perception: 28% find shipping fees too high, 19% report higher prices online.

Motivators for Online Shopping

Convenience: 87% say it saves time, 82% find it convenient.
Personalized discounts: 59% of in-store shoppers would be more likely to shop online with personalized offers.
Lower minimum purchase for free shipping: 56% would be more likely to shop online with this option.
Satisfaction guarantees: 55% would be more likely to shop online if there were guarantees for fresh products.
Convenient return policies: 51% would be more likely to shop online if returns were easier.

Shopper Profiles

Age distribution:
- 32% of online shoppers are aged 18-34.
- 68% are aged 35+.
Income levels:
- Online shoppers in Spain, Germany, Netherlands earn on average €59.53K.
- In-store shoppers earn €50.22K.
- UK online shoppers earn £47.05K, while in-store shoppers earn £42.49K.

Shopping Intent

69% of European shoppers will continue to shop online next year.
23% intend to shop more online, with Spanish shoppers showing the highest intent at 33%.

Shopping Methods

Home delivery is the most popular online option.
Pickup at the shop is rarely used (only 1% in Europe).

Basket Size and Spend

Omni-channel shoppers have the largest basket sizes and highest spend.
In Spain, Netherlands, and Germany, omni-channel shoppers spend 313 € monthly.
In the UK, omni-channel shoppers spend 239 £ monthly.

Country Highlights

UK

Most developed online grocery market in Europe.
83% of online shoppers are satisfied with their purchases.
57% value low prices.
24% of UK shoppers have lapsed from online shopping; re-converting them could significantly boost sales.

Netherlands

47% of shoppers have never considered online grocery shopping.
Only 50% of online shoppers like shopping online, the lowest in Europe.
E-commerce is less developed than in the UK and Spain.

Spain

Growing appetite for online groceries.
52% of shoppers use online when time-starved.
33% plan to shop more online next year.

Germany

Online grocery shopping lags behind other Western European countries.
33% of shoppers find online shipping fees too high.
26% believe better offers are available in-store.
71% buy hard-to-find items online.

Lessons for Retailers

Omni-channel strategy is crucial for growth and profitability.
Personalization and assortment optimization are key to converting in-store shoppers to online.
Satisfaction guarantees and efficient fulfillment are essential for building trust.
Pricing optimization can help address concerns about higher online prices.

Recommendations

Focus on understanding shopper satisfaction and reasons for not shopping online.
Invest in personalizing online offerings based on customer data.
Convert exclusive in-store shoppers to increase basket size and spend.
Learn from the UK experience by implementing satisfaction guarantees and optimizing assortment.

About Precima

Precima is a global retail strategy and analytics company that provides data-driven solutions to boost sales, profitability, and customer loyalty. They work with leading brands and retailers to optimize pricing, promotions, and assortment, and support omni-channel strategies through personalized marketing and customer analytics.