Fri, 25 Mar 2022 14:36:36 GMT
In a world where convenience is king, 83% of consumers are willing to swap their preferred brand when using rapid grocery delivery services, new research by Wavemaker UK has revealed.
Launched today, Wavemaker’s 'The Need It Now Revolution' report charts the rise of rapid grocery delivery services such as Getir, Gorillas and Jiffy, and explores how consumers’ usage of these services is changing their behaviours and expectations of brands.
The ease and speed of on-demand groceries are transforming the ‘traditional’ food shop into a service more akin to using Spotify to stream music or Netflix for entertainment. Despite rapid delivery grocery services comprising a mere 9% of the delivery service landscape, half of Brits expect to use them more in the next 12 months. And Google search volume for ‘quick grocery delivery’ has jumped 243% year-on-year.
It’s not just a passing fad either. Research suggests that after using one of the many services currently available to metropolitan consumers, users become hooked - 29% order at least once a week, with 68% claiming their lives have been made easier by the services. This is especially true for full time workers, who are 38% more likely to be users, as well as parents of young children, who are 2.5x more likely to be early adopters.
Taking a deep dive into the UK's addiction to convenience, the study looks at how rapid delivery has disrupted the traditional shopping journey and what the 'Need It Now' shopper truly values through better insight into their basket.
Its key findings include:
Monica Majumdar, head of strategy, Wavemaker UK commented: “Considering this sector is only 18 months old, grocery delivery services and the convenience they afford us are well and truly on the rise, and quickly altering the way we shop. As one shopper tweeted in our social media listening study, ‘Everyone’s addicted to Wordle, and I’m over here addicted to Getir’. As with any fast-moving sector, brands need to keep on top of consumer behaviour and this new breed of 'need it now' shopper.”
"If rapid grocery service delivery is more likely to be need-state driven, and therefore product first, brand loyalty isn’t everything in this space. Building trust and familiarity for your brand early on will increase your chances of making it into the consumer's basket in these moments. Preparing well to be the brand available when the order is placed is an opportunity to steal shoppers from the safety of their own sofa.”
Download the full report, here.view more - Trends and InsightWavemaker UK, Fri, 25 Mar 2022 14:36:36 GMT