1. www.evolution-insights.com
Multi-channel Shopping 2014
Channel Overviews and Shopper
Typologies
SAMPLE EXTRACT

2. Disclaimer
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Please note
No part of this publication may be reproduced, stored in a
retrieval system or transmitted in any form by any means,
electronic, mechanical, photocopying, recording or otherwise,
without the prior written consent of Evolution Insights Ltd.
The content of this report is based on information gathered in
good faith from both primary and secondary sources and is
believed to be correct at the time of publication. Evolution
Insights can however provide no guarantee regarding the
accuracy of this content and therefore accepts no liability
whatsoever for any actions taken that subsequently prove
incorrect.
© Evolution Insights Ltd 2014

3. About Evolution Insights
www.evolution-insights.com
Evolution offer a range of products &
services for clients in the field of shopper
research:
Off-the-shelf research
Evolution’s off the shelf research
publications deliver affordable insight into
shopper motivation and behaviours in UK
food, drink and grocery
Insight Plus
Insight Plus offers your business the
opportunity to engage in any of our regular
shopper research projects in advance of
publication, tailoring the scope to suit your
needs
Bespoke Consulting
As publishers of research, we are able to
draw upon a wealth of existing proprietary
data for consulting projects – helping to
better inform and shape any further
research requirements
Our research and analysis helps clients develop targeted
shopper marketing initiatives designed to influence
shoppers at the point of purchase.
We use a range of research methodologies to discover
genuine insights. Our research incorporates a broad
spectrum of robust qualitative and quantitative research
techniques.
As a leading publisher of shopper research, we are ideally
placed to offer your business actionable shopper insight.
Evolution is a leading research consultancy
specialising in shopper motivation and
behaviour. We deliver off-the-shelf, tailored
and bespoke research for manufacturers,
retailers and agencies.
Sign up for Shopper Trend Report, our free monthly newsletter
offering analysis and commentary on topical shopper issues.

4. Contents
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Executive Summary 6 Online 35
Introduction 36
Key Findings and Summary 9 All Shoppers 37
Gender/Life stage 38
Multi-Channel: Overview 13 Shopping Trips 39
The Channels 14 Penetration 40
Why Multi-Channel? 15
M-commerce 16 Convenience Stores 41
Biggest Growing Channels 17 Introduction 42
All Shoppers 43
Report Key 18 Gender/Life stage 44
Gender 19 Shopping Trips 45
Life Stage 20 Penetration 46
Channels 21
Shopper Missions 22 Discount Supermarket 47
Introduction 48
Introduction 23 All Shoppers 49
Channel Overview 24 Gender/Life stage 50
Channel Penetration 25 Shopping Trips 51
Shopping Trips 26 Penetration 52
Channel 27 Premium Supermarket 53
Big 4 28 Introduction 54
Introduction 29 All Shoppers 55
Multi-channel 30 Gender/Life stage 56
All Shoppers 31 Shopping Trips 57
Gender/Life stage 32 Penetration 58
Shopping Trips 33
Penetration 34

5. Contents
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High Street Discounters 59
Introduction 60
All Shoppers 61
Gender/Life stage 62
Shopping Trips 63
Penetration 64
Gender/Life stage 65
Summaries by Gender 66
Males 67
Females 68
Life stage 69
Young, No Children 70
Young Families 71
Empty Nesters 72
Older Families 73
Silver Shoppers 74
Methodology 75

6. Overview: The Channels
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Multi-
Channel
Online*
Convenience
Supermarket
Big4
Premium
Supermarket
Discount
Supermarket
High Street
Discounters
*Inc. Click & Collect

7. Overview: Why Multi-Channel?
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Why is Multi-Channel important?
We all know how difficult a time retailers have been
having in the past few years - many big name companies
are disappearing from the high street; Blockbuster, HMV,
Focus, Comet, Republic, to name a few. But in spite of the
difficulties that these retailers have faced, others are doing
better than ever, so why is this?
Retailers that are thriving at the moment all seam to have
one thing in common – they have a variety of ways in
which their customers can interact with their store. With
online sales increasing year-on-year, and the increasing
penetration of smartphones and tablets, having a
seamless multi-channel offering is becoming essential.
Food & Grocery retailers are also adapting their services to
fit in with new ways of shopping, offering online shopping,
mobile and tablet apps, convenience stores, large stores,
click & collect etc., in a bid to win over customers with the
most seamless shopping experience for every need.
In July 2011 Waitrose launched its
online grocery service to take on
rival Ocado. By October 2012 it had
posted its highest ever grocery
market share.
M&S is building its own
multichannel sales platform to
succeed the Amazon-run system it
currently uses in 2014
In November 2012, ASDA
announced its multichannel
business had doubled in size in two
years — with 16% of online grocery
orders made via mobile, from 0% 12
months previously.
Source: maginus.com

8. Overview: Biggest Growing Channels
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Online (Click & Collect)
With shoppers expectations at
an all time high, retailers are
rushing to develop new
strategies that allow shoppers to
shop when, where and how they
want. This is leading to an
increasing number of multi-
channel offerings, such as Click
& Collect, which is an
amalgamation of the online and
in-store channel.
Asda have recently launched
Click & Collect in tube stations,
allowing shoppers to place their
order before midday, and pick it
up the same day after 4pm in a
select few stations.
Convenience
There are around
47,000 c-stores
currently open in the
UK. The channel has
seen the largest growth
of all brick & mortar
channels, with almost a
5% year-on-year rise in
sales.
Appeal of c-stores is
increasing with
convenient locations,
improved ranges and
shoppers conducting
more top up shops.
Discounters
Discounters are also
increasing their market share
year-on-year thanks to the
after effects of the recessions
and improved product
ranges.
We are seeing ever more
blurred boundaries between
the Big4 and discounters,
with stores such as Aldi and
Lidl increasing their product
ranges, and increasing their
store portfolio.

9. Report Key: Channels
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Premium
Big
4
Convenience
Online Discounters
High Street
Discounters
Big 4 Supermarket
Any of the Big 4
supermarkets
Premium Supermarket
Waitrose, Marks & Spencer
Convenience Stores
Stores under 3000sqft
Online
Big 4, Waitrose and Ocado
Discount Supermarket
Retailers with a price
based proposition
High street Discounters
Typically pound shops found on the
high street, limited grocery offer

10. Introduction: Channel Penetration
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89
51
76
62
21
67
0
20
40
60
80
100
%
Channel penetration for Primary Shoppers (Average for period February-April 2014)

11. Introduction: Shopping Trips
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Number of shopping trips per month:
101 98 90 137 83 107 97
75
80
85
90
95
100
105
110
115
120
125
130
135
140
Males Females Young Young
Families
Empty
Nesters
Older
Families
Silver
Shoppers
Indexed at
15.8
shops per
month
15.9
15.5
14.1
21.6
13.2
16.2
15.3
Number on top of chart = Actual number of shops per month
Number inside the bar = Index

12. www.evolution-insights.com

13. Premium Supermarket: All Shoppers
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Quality
Range
Quality
Location
Meat/fish
Chilled
Bread
Meat/fish
Cakes/buns
Fruit/veg
Meat/fish
Chilled
Fruit/veg
Meat/fish
Chilled
Fruit/veg
Meat/fish
Chilled food
Fruit/veg
Meat/fish
Chilled
Bread
Meat/fish
Fruit/veg
Bread
Quality
Range
Quality
Location
Quality
Range
Quality
Range
Quality
Range
Gender Life Stage
Most Common
Mission
Top 2 Drivers
Top 3 Categories
Male Female Young single Young family Empty nesters Older families Silver shoppers

14. Methodology
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15. Secondary and desk research
Preliminary qualitative and
quantitative research
Main quantitative surveysInsights
• Evolution carries out a preliminary
survey of around 100 shoppers, to test
questions for the main survey.
• Detailed secondary and desk research
is conducted to define the topic
area, macro drivers and trends, scope
and examples of within the research
topic.
• Initial insights gained are used to help
further design the main survey.
• A main survey is completed by at least
1,000 UK adults who are the primary
household shopper for food & grocery.
• Comprehensive and detailed
assessment of all the data received
was then used to discover insights.
• Throughout this process, primary
research was supported by secondary
research drawing on Evolution’s
proprietary databases, national
statistics, news and industry
resources.
Methodology
Evolution’s methodology

16. Methodology: Quantitative Research – Survey
Drivers, by channel
Categories, by channel
Mission, by channel
Frequency of channel usage
Channel usage
Demographic profiling
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• Detailed shopper insights were gained
from 1,000 UK adults who are Primary
shoppers. The questionnaire was fully
representative of the online grocery
shopper population in the UK.
• The survey contained questions
relating to topics outlined to the left –
in addition to standard demographic
profiling questions.
• The questions were designed to give
maximum insight into shopper’s
motivation and behaviour
before, during and after online grocery
shopping.
Topics of questions in quantitative survey

17. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6035
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom
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