2018年-尼尔森亚太地区_Whats_In_Store_for_Online_Grocery_Shopping_37页_9mb

Summary of "WHAT'S IN-STORE FOR ONLINE GROCERY SHOPPING" (Nielsen, January 2017)

Core Content

The document explores the evolving landscape of online grocery shopping and the broader implications of omni-channel retailing. It highlights the shift in consumer behavior from traditional in-store shopping to digital platforms, emphasizing the importance of understanding how online and offline shopping experiences intersect and influence each other. The focus is on strategies to activate and retain online shoppers, particularly for consumable categories, and the role of digital technologies in transforming retail.

Main Points

• Online Shopping Trends:

  • Durable and service-oriented categories (e.g., travel, fashion, electronics) lead in self-reported online purchasing.
  • Consumable categories (e.g., personal-care, beauty, meal-kit, groceries) are gaining traction, especially in regions like China and South Korea.
  • Online grocery sales are growing, but adoption is still limited in developed markets like Europe and North America.

• Consumer Behavior:

  • Many consumers who shop online for durable goods tend to continue doing so for these categories.
  • For fresh and packaged groceries, in-store shopping remains more preferred.
  • A significant percentage of consumers (especially in developing markets) are open to new fulfillment models such as pick-up in-store, curbside pickup, and refrigerated lockers.

• Activation Strategies:

  • A money-back guarantee is the most effective strategy for encouraging online purchases of consumables, especially for trialists and considerers.
  • Precise delivery windows and free delivery on specific days also show strong appeal.
  • Real-time order tracking and same-day product replacement are effective in addressing consumer concerns about accuracy and freshness.

• Regional Insights:

  • The effectiveness of activation strategies varies by region, with developing markets showing higher receptivity to online shopping incentives.
  • In China, non-edible categories like personal-care and baby-care dominate online CPG sales, while edible categories (e.g., pet food, milk, biscuits) are growing rapidly.
  • In France, edible categories such as prepackaged cheese and yogurt are leading online CPG sales, showing stronger growth than in-store.

• Demographic Differences:

  • Younger consumers (Millennials) are more receptive to online shopping activation strategies than older demographics (Baby Boomers).
  • Millennials are more likely to be influenced by digital touchpoints and convenience-focused strategies.

• Omni-channel Retail Reality:

  • The distinction between online and offline shopping is blurring.
  • Retailers must adopt a bricks-and-clicks approach, integrating digital and physical experiences to meet consumer expectations.

Key Information

• Global Online Shopping Adoption: Over 93% of respondents in the Nielsen survey have shopped online at least once.
• Online Grocery Growth: Online grocery sales are growing, but still lag behind in developed markets.
• Consumable Categories: Personal-care and beauty, meal-kit, and packaged groceries are seeing increased online interest.
• Fulfillment Models: Retailers are experimenting with new models like pick-up in-store, curbside pickup, and refrigerated lockers to improve the online grocery experience.
• Digital Engagement: Digital tools are essential for engaging consumers and influencing their shopping decisions in an omni-channel environment.
• Nielsen's Role: Nielsen provides insights into consumer behavior, market trends, and effective activation strategies for online shopping across 63 countries.

Conclusion

The document underscores the importance of omni-channel strategies in driving online grocery adoption. While durable and service-oriented products are already well-established in online shopping, consumables like groceries and personal-care items are on the rise. Retailers must address key concerns such as product quality, freshness, and delivery accuracy to convert considerers and trialists into regular online shoppers. Younger demographics are more open to digital innovations, making them a key target for activation strategies. As the market evolves, the integration of digital and physical shopping experiences will be critical to success.