Nearly half (48%) of UK online grocery shoppers say they are willing to pay for delivery of their groceries to receive within one hour of placing their order, new research from IGD has found.
The research company revealed the findings of its survey at the IGD Digital Commerce Summit, which took place on Tuesday and Wednesday of this week, in London.
The group said that its report highlights the ‘significant role the online retail channel will play in meeting rising shopper expectations and changing behaviours in future’.
Changing Behaviours
“Much of shoppers’ growing expectations around online retail is focused on the delivery aspect of their food and grocery shopping,” said Vanessa Henry, Shopper Insight Manager at IGD.
“One of the main reasons shoppers choose to shop online is because it’s more convenient and quicker than shopping in-store, so as we see more competition between retailers for the quickest delivery times and most convenient services, the next generation of convenient shopper is starting to emerge.”
Other highlights from the research survey found that 54% of London shoppers are interested in this service, compared with those living in the Midlands, North (49%) and South of England (41%)
In addition, it found that 71% of younger shoppers (18-24) show a higher interest in online shopping, compared with 18% of older shoppers (65+).
Online Opportunity
Online shopping is the fastest growing UK channel, expected to increase by 53% by 2023. However, 47% of respondents have said that they are only just starting to understand digital commerce.
Simon Mayhew, Online Retail Insight Manager at IGD, has stressed that the online channel is a key opportunity for businesses to invest in.
“This is more than just online – it’s the future of retail. To deliver it as an industry we need to work together and upskill,” Mayhew said.
“Grocery retail is seeing an unprecedented amount of change, driven by these changing shopper expectations that can be met using transformative technologies. But only those companies that invest in the online channel to create a personalised, efficient, frictionless experience offer in line with these increasing shopper needs will get the results to succeed in future.”
Personalisation
Online shoppers already expect some degree of a personalised experience, with 61% of online grocery shoppers saying they would like it if online retailers personalised special offers based on what they buy regularly.
The research revealed that online shoppers show a greater interest in new products (80% willing to try new things) and the channel has the opportunity to promote healthy food, with 45% of respondents saying they would like online retailers to make suggestions of healthier products when they are shopping online.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: European Supermarket Magazine.
