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1、The Lean:Grocery Insights Brief-Vol.1|March 2022|1VOLUME 1|MAR 2022GroceryInsights BriefTimely Consumer Insights for MarketersThe LeanThe Lean:Grocery Insights Brief-Vol.1|March 2022|2Grocery shoppers spend an average of 20 minutes in stores and travel even further to grocery store locations than th
2、ey did in 2019.Whats more,brick-and-mortar sales will make up over 90%of the$1.269 trillion in U.S.grocery sales this year.1 The steady rate of offline visitation and in-store sales reinforces the importance of ad campaigns focused on attracting new customers and embedding stronger customer loyalty.
3、1 eMarketer:US Grocery Features Benchmarks 2022Between professional careers and personal lives,we understand that there is very little time left to read drawn out whitepapers.This is why we created The Lean-meaning-ful marketing insights that help brands make strategic decisions about their marketin
4、g campaigns.Specifically designed for easy consumption and quick reference,each issue of The Lean applies offline behavioral data filters and other industry sources to current consumer trends to help understand the impact they are having on business outcomes such as visits and sales.GroundTruth data
5、 is sourced from the 30 billion annual global visits observed on its platform.All data is anonymized and aggregated.About The LeanOverviewWhile the shopping behaviors and preferences for in-store and digital shoppers vary,both segments put a high value on convenience,selection,and savings.In this is
6、sue of the Lean,Grocery Volume 1,we examine which grocery brands have successfully sustained a high level of brand loyalty and we also take a look at key trends within the grocery vertical that drive sales.Ultimately,you will find out which audiences are generating the most foot traffic and how mark
7、eters can use intent data in 2022 to reach and engage them.Convenience,Selection,and Savings Can Drive High Levels of Brand LoyaltyAlthough most of the revenue growth is happening in-store for grocery brands,the long-lasting impacts of the pandemic coupled with increased competition from newcomers t
8、o the vertical(such as Amazon)is shifting the grocery store landscape the same way its shifting in retail.These changes have led to accelerated digital shopping behaviors such as online ordering,curbside pick-up,and home delivery.The emergence of digital grocery buyers creates strong revenue opportu
9、nities for grocery brands.Specifically,those that have built an infrastructure to support hybrid shopping experi-ences.The average annual spend per US digital grocery buyer will increase from$991.99 in 2022 to$1,524.84 in 2025.1Grocery Shopping is Starting to Look A Lot Like Retail ShoppingThe Lean:
10、Grocery Insights Brief-Vol.1|March 2022|3Grocery Highlights345Virus variants,winter weather,and out of stock issues all play a role in shoppers making more trips and traveling further for their groceriesGrocery stores bring in a different crowd on the weekend versus the week-day,but certain audience
11、s need to buy groceries no matter the dayThe competition is fierce across different regions among local and national grocersGrocery store visits surge ahead of big gathering holidays such as Thanksgiving,Christmas and the Super Bowl12Brick-and-mortar grocery sales will make up over 90%of the$1.269 t
12、rillion in US grocery sales that will occur this yearThe Lean:Grocery Insights Brief-Vol.1|March 2022|4Grocery Foot Traffic SnapshotGrocery store visits surge ahead of big gathering holidays such as Thanksgiving,Christmas and the Super Bowl.Foot traffic to grocery stores was up 54%before Thanksgivin
13、gFoot traffic to grocery stores was up 50%on Super Bowl SundayNov.21-Feb.22Brick-and-mortar grocery sales will make up over 90%of the$1.269 trillion in U.S.grocery sales that will occur this year2GROCERY STORE FOOT TRAFFICFeb.01,2022Nov.01,2021Dec.01,2021Jan.01,2022500100150200Indexed Daily Foot Tra
14、ffic2 eMarketerThe Lean:Grocery Insights Brief-Vol.1|March 2022|5Shoppers are Making More Trips and Traveling Further for Their GroceriesVirus variants,winter weather and stock issues all played a role in changing traditional shopping behaviors.In 2021,shoppers traveled an average of 6.3 more miles
15、to get to a grocery store than in 2019.Shoppers spend an average of 20.5 minutes in the grocery store.Certain grocery items are worth traveling forShoppers take quicker trips more frequentlyAVERAGE#OF GROCERY VISITS PER MONTH BY SHOPPERSNov.2021Dec.2021Jan.20223.753.863.96The Lean:Grocery Insights B
16、rief-Vol.1|March 2022|6Grocery Store AudiencesThe weekend brings in a different crowd compared to the weekday,but there are various audiences who visit grocery stores no matter the day of the week.CommutersLeisure TravelersWorking MomsBusiness TravelersCyclistsStay at Home MomsPharmacy RegularsPark
17、LoversDadsBig Box Shoppers Millennial ParentsCoffee LoversDiscount ShoppersOutdoor EnthusiastsYoung ProfessionalsBaby BoomersFrequent Bank CustomersMillennialsWEEKDAY AUDIENCESWEEKEND AUDIENCESBOTHBy 2025,click and collect will make up more than 40%of grocery sales3,creating a whole new audience of
18、digital-savvy shoppers.WORKING MOMS+DADSCOFFEE LOVERSMoms&Dads alike shop for groceries throughout the weekCustomers like to sip as they shopCurbside Audiences are GrowingSupermarket pharmacies are set to benefit from the growing connection between food and medicinePHARMACY REGULARS3 eMarketerThe Le
19、an:Grocery Insights Brief-Vol.1|March 2022|7The Race for Foot Traffic DominanceDespite continuing industry consolidation and the presence of several strong national giants,the battles for dominance are playing out regionally.WESTMIDWESTSOUTHNORTHEASTSouth Brand Leaders1.Publix Super Market2.H-E-B Fo
20、ods3.Food Lion4.Walmart Neighborhood Market5.KrogerWest Brand Leaders1.Safeway 2.Albertsons3.Frys Food Store4.Winco Foods5.Smiths Food&Drug CenterMidwest Brand Leaders1.Meijer2.Hy-Vee3.Kroger4.Jewel-Osco5.Aldi NordNortheast Brand Leaders1.Shop Rite Supermarket2.Stop&Shop Supermarket3.Super Stop&Shop
21、4.Wegmans5.Giant EagleThe Lean:Grocery Insights Brief-Vol.1|March 2022|8Looking ForwardTake the Guesswork Out of Your Video Campaigns with CTVDont Leave Digital Customers Out of Your Marketing StrategyAdvanced TV allows you to activate targeting capabilities that do not exist with linear TV ads.If y
22、ouve already invested in desktop and mobile video,you can extend your campaign reach through the big screen using omnichannel solutions without the high cost of traditional TV.By shifting your existing video marketing spend to CTV and overlaying your first-party data,you can optimize audience segmen
23、tation and target towards meaningful business outcomes such as visits and sales.Curbside pickup continues to grow in popularity.In some cases,out pacing in-store click and collect for those brands who offer both.To reach customers who are not entering your store but still buying through digital serv
24、ices,grocery brands can use behavioral-based audiences to make sure digital-only customers are aware of in-store promotions and services.Integrated Brand Experiences Make for a Happy CustomerGrocery stores with integrated services,such as pharma-cies,coffee shops or food courts,can create a holistic
25、 brand experience to make it easy for customers to find and buy these products/services at multi-location brick-and-mortars.Partner marketers who incorporate these extra services into promotional campaigns,mobile ordering systems,or even at checkout can increase the opportunity for cross-selling.Boo
26、st Ad Engagement with QR CodesIn 2022,83.4 million U.S.adult smartphone users(representing 37.5%of smartphone users)will scan a QR code.4 This share will rise to 42.6%by 2025.Grocery brands can use QR codes with their ad campaigns to help consumers move from awareness to an action.Marketers can also track the performance of campaigns that are traditionally hard to measure such as eCirculars,and CTV campaigns,through views and store visits.4 eMarketerThe Lean:Grocery Insights Brief-Vol.1|March 2022|9Questions?groundtruthcoCONTACT US