Customers spending more when buying weekly shopping online instead of in-store, according to study
Customers are spending more when ordering their weekly shopping online than when visiting stores, according to a study.
Study: According to the report, customers are spending more online
The report from Arc London claimed that online weekly shopping average spend now sits at £81 compared to £76 in-store.
The study spoke to 2,000 smartphone-enabled shoppers across supermarket, convenience, traditional convenience and online platforms directly before and after their shopping experience to gain deeper insight into consumer behaviour.
It found that physical stores were still the most-used grocery shopping method, commonly used for the ‘top-up shop’ or to buy food to eat straight away, but that online was increasing in popularity for the ‘supershop’ and consumers were more likely to buy a broader range of items when ordering online.
Michelle Whelan, managing partner at Arc London, said: “These fascinating insights can help plan better a brand’s multi-channel shopper activations and tailor messages and touch points dependant on the format.
“It’s no longer sufficient to assume that convenience outlets are shopped for immediate consumption and supermarkets for future consumption.”
The study also found that dairy, cereal and household cleaners were products both online and supermarket channels were struggling to convert into purchases, often because the shopper could find better offers elsewhere on similar items or because of poor availability.