Tesco.com is enticing significant numbers of customers away from their competitors as shoppers move to online grocery, according to new research*.
More than 1 in 4 Sainsbury’s supermarket shoppers now use Tesco.com when they shop online, while 1 in 6 Asda supermarket shoppers use Tesco.com for their online grocery, finds Evolution Insights’ ‘Online Food & Grocery: The Shopper Perspective’ report.
James Johnson, lead analyst, Evolution Insights comments “Only 2% of UK grocery shoppers shop online exclusively. ‘Multi-channel’ is a key feature in online grocery, raising the question of store loyalty between online and offline shopping. Our research shows that not only are Tesco shoppers the most loyal when it comes to online grocery shopping (86% who shop at Tesco and also shop online use Tesco.com), but Tesco has also managed to attract a significant proportion of shoppers from its competitors.”
Tesco.com also commands the greatest share of online grocery shoppers overall, with 55% of all online grocery shoppers saying they use Tesco.com the most regularly.
Johnson notes “Our research finds that shoppers who use Tesco.com instead of their regular supermarket’s online offering typically cite value and promotions as their primary reasons for store choice”.
Perhaps of most interest is the destination of Morrisons shoppers who also shop online. At the time of writing Morrisons are yet to launch their online offering, and over half (53%) of Morrisons shoppers who also shop online are using Tesco.com instead.
Johnson comments “Online grocery shoppers quickly establish familiarity and routine with retailers’ online grocery websites. We expect Morrisons to struggle at launch to regain the loyalty of its shoppers whom have already established their online grocery with a different retailer.”
Notes to editors:
For more information or comment please contact James Johnson 07766 745581 or e-mail james.johnson@evolution-insights.com
*Evolution’s ‘Online Food & Grocery: The Shopper Perspective’ presents authoritative analysis, commentary and insight into online shopper marketing taking the shopper’s perspective. The research utilises a wide range of methodologies, including a survey of 1,002 main shoppers and 13 accompanied online shops.
Evolution Insights is a research-led consultancy specialising in shopper motivation and behaviour. It delivers off the shelf, tailored and bespoke research for leading manufacturers, retailers and agencies.
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