The changing values and behaviours of UK shoppers

Shoppers engaging with a supermarket brand on social media are twice as likely to shop there, according to research from Starcom MediaVest Group.

Wave 1, Space ID  


Wave 1, Space ID revealed ‘Community’ and ‘Pleasure’ as the new key battlegrounds for supermarket shoppers amid the economic doom and gloom. Supermarkets Sainsbury’s and Co-Op were found to be best positioned to capitalise on these changing attitudes

 

Wave 2, Social Media Behaviour Index (SMBI)


Wave 2, Social Media Behaviour Index (SMBI) found shoppers engaging with a brand on social media are twice as likely to shop there, with Waitrose found to be the best at converting social media users into paying customers and Sainsbury’s and Tesco’s activity having the least impact.

 

Wave 3, Regional Shopper Risk Index (RSRI)


Wave 3, Regional Shopper Risk Index (RSRI) found 8.75m of the 45m regular supermarket shoppers in England and Wales (20%) lack loyalty towards any of the big six supermarkets: Asda, Co-op, Morrisons, Sainsbury’s, Tesco or Waitrose.

  • Waitrose has the least loyal and promiscuous customers with nearly 23% of its 2.03m regular shoppers likely to shop with a rival.
  • Tesco most at risk from turncoats due to dominant market share
  • Co-Op and Morrisons least at risk

Starcom MediaVest Group

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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