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The Savvy Shopper - UK - December 2013

Published By :

Mintel

Published Date : Dec 2013

Category :

Lifestyle

No. of Pages : 315 Pages


Mobile platforms and tools are already changing the savvy shopping repertoire. Increasing adoption of smartphones and tablets, as well as increased availability of online connectivity, signal a bright future for m-commerce and t-commerce.
Table of Content

Introduction
Methodology
Abbreviations

Executive Summary
Bargain hunting is trendy
Figure 1: Frequency of looking for discounts and special offers, October 2013
Supermarket shoppers most likely to have at least one rewards card
Figure 2: Number of loyalty cards held at selected retailers, October 2013
A fifth are motivated to spend more to get additional rewards on their card
Figure 3: Attitudes towards loyalty schemes, October 2013
A third of mobile users make purchases via their device
Figure 4: Interest in and users of money-related mobile apps, October 2013
What it means

Issues in the Market
How likely are people with higher household incomes to search for discounts?
Is brand loyalty a thing of the past?
What are the key barriers to signing up to a loyalty scheme?
How do savvy shoppers use mobile apps?

Trend Application
Trend: Influentials
Trend: Moral Brands
Mintel Futures: Generation Next

Market Drivers
Key points
Trends in the age structure of the UK population
Figure 5: Trends in the age structure of the UK population, 2008-18
A third of consumers are financially worse off in 2013
Figure 6: Changes in financial situation compared with a year ago, October 2013
Spending on fashion surges ahead of other categories
Figure 7: Spending habits over past and next three months, October 2013
Savvy shopping gone mobile
Figure 8: Household ownership of tablet computers and personal ownership of smartphones, September 2012- September 2013

Changes in Budgeting Habits
Key points
Budgeting habits more relaxed compared with 2012
Figure 9: Changes in budgeting habits compared to the previous year, September 2012 and October 2013
Younger consumers more optimistic about their finances
Figure 10: Changes in budgeting habits compared to the previous year, by age, October 2013
Parents have been budgeting more in the past year
Figure 11: Changes in budgeting habits compared to the previous year, by presence of children, October 2013
Even non-budgeters are active at searching for deals
Figure 12: Frequency of searching for discounts, by changes in budgeting habits compared to the previous year, October 2013

Savvy Shopping Habits
Key points
Scrimping is on-trend
Figure 13: Frequency of looking for discounts and special offers, October 2013
Internet is making it easier to find discounts
More savvy shoppers amongst females
Figure 14: Frequency of looking for discounts and special offers, by gender and age, October 2013
Two thirds of adults have taken advantage of special offers
Figure 15: Savvy shopping habits, October 2013
Young women turn to the internet in search of bargains
Figure 16: Savvy shopping habits, by gender and age, October 2013
Tablet owners cotton onto online couponing
Figure 17: Savvy shopping habits, by annual household income, October 2013
Figure 18: Screenshot of the Pounce mobile app interface, November 2013

Retailers and Discounts
Key points
Over seven in 10 adults bought from online-only retailers
Figure 19: Retailers purchased from in the past year, October 2013
Supermarkets lead couponing innovation
Figure 20: Discount voucher usage, by retailer type, October 2013
Leisure and fashion discounts more important to younger adults
Figure 21: Discount voucher usage in the past 3 months, by retailer type, by age, October 2013
Discount usage rises with household incomes
Figure 22: Discount voucher usage in the past 3 months, by retailer type, by annual household income, October 2013

Factors Influencing Supermarket Choice
Key points
Everyday low prices are the main driver of footfall
Figure 23: Factors influencing supermarket/grocery retailer preference, October 2013
Giving a second look to hard discounters
Figure 24: Examples of products from Aldi’s and Lidl’s premium food ranges, November 2013
Company ethics will be bigger differentiator going forward
Over-45s pay attention to more factors when choosing where to shop
Figure 25: Selected factors influencing choice of supermarket, by gender and age, October 2013
Own-label has come into its own
Figure 26: Grocery shopping habits, by annual household income, October 2013

Membership of Loyalty Schemes
Key points
Nearly nine in 10 supermarket shoppers have at least one loyalty card
Figure 27: Number of loyalty cards held at selected retailers, October 2013
Who is likely to carry multiple loyalty cards?
Nectar is UK’s largest loyalty scheme
Figure 28: Nectar Card, November 2013
Tesco Clubcard leading the digital initiatives
Figure 29: Tesco Clubcard, November 2013
myWaitrose still small, but robust
Figure 30: myWaitrose card, November 2013
Boots Advantage leading drugstore loyalty scheme
Figure 31: Boots Advantage Card, November 2013
John Lewis launched first loyalty scheme in October 2013
Figure 32: my John Lewis card, November 2013
My Starbucks Rewards card incentivises customers to aim for the stars

Activities Promoting Consumer Loyalty
Key points
Points-based schemes have a near-universal appeal
Figure 33: Activities promoting loyalty, October 2013
Loyalty rewards require a start-up capital
Figure 34: Activities promoting loyalty, by annual household income, October 2013
Making customers feel special pays off
Figure 35: Activities promoting loyalty, October 2013
Brands appealing to people’s charitable instinct
Figure 36: M&S and Oxfam Clothing Exchange – Fashion Amnesty at London Fashion Weekend, November 2013

Attitudes towards Loyalty Schemes
Key points
Making loyalty rewards stand out
Figure 37: Attitudes towards loyalty schemes, October 2013
Getting a deal is second nature for women
Figure 38: Attitudes towards loyalty schemes, October 2013

Savvy Shopping Mobile Apps and Activities
Key points
A third of mobile users make purchases via their mobile device
Figure 39: Interest in and users of money-related mobile apps, October 2013
High interest in loyalty apps
Couponing made easier
Gamifying the commute of the future

Appendix – Demographic Overview
Figure 40: Demographic overview, October 2013
Figure 41: Demographic overview, October 2013 (continued)
Figure 42: Demographic overview, October 2013 (continued)
Figure 43: Demographic overview, October 2013 (continued)
Figure 44: Demographic overview, October 2013 (continued)
Figure 45: Demographic overview, October 2013 (continued)
Figure 46: Demographic overview, October 2013 (continued)
Figure 47: Demographic overview, October 2013 (continued)
Figure 48: Demographic overview, October 2013 (continued)
Figure 49: Demographic overview, October 2013 (continued)
Figure 50: Demographic overview, October 2013 (continued)
Figure 51: Demographic overview, October 2013 (continued)

Appendix – Market Drivers
Figure 52: Spending plans – Bought new clothes, by demographics, October 2013
Figure 53: Spending plans – Add to my savings, by demographics, October 2013
Figure 54: Spending plans – Book a holiday, by demographics, October 2013
Figure 55: Spending plans – Go to a concert/sporting event/theatre, by demographics, October 2013
Figure 56: Spending plans – Go out for an expensive meal, by demographics, October 2013
Figure 57: Spending plans – Reduce non-mortgage debts, by demographics, October 2013
Figure 58: Spending plans – Spend money on my home, by demographics, October 2013
Figure 59: Spending plans – Buy new electrical equipment, by demographics, October 2013
Figure 60: Spending plans – Buy major domestic appliance, by demographics, October 2013
Figure 61: Spending plans – Buy/replace my car, by demographics, October 2013
Figure 62: Financial situation, by demographics, October 2013

Appendix – Changes in Budgeting Habits
Figure 63: Budgeting habits, by demographics, October 2013

Appendix – Savvy Shopping Habits
Figure 64: Most popular savvy shopping habits, by demographics, October 2013
Figure 65: Next most popular savvy shopping habits, by demographics, October 2013
Figure 66: Other savvy shopping habits, by demographics, October 2013
Figure 67: Discount activity, by demographics, October 2013

Appendix – Retailers and Discounts
Figure 68: Most popular companies bought from, by demographics, October 2013
Figure 69: Next most popular companies bought from, by demographics, October 2013
Figure 70: Other companies bought from, by demographics, October 2013
Figure 71: Discount/Voucher usage – Supermarkets/grocery stores, by demographics, October 2013
Figure 72: Discount/Voucher usage – Beauty/personal care specialists, by demographics, October 2013
Figure 73: Discount/Voucher usage – Chemists/drugstores, by demographics, October 2013
Figure 74: Discount/Voucher usage – Travel, by demographics, October 2013
Figure 75: Discount/Voucher usage – Fashion retailers, by demographics, October 2013
Figure 76: Discount/Voucher usage – Home/DIY retailers, by demographics, October 2013
Figure 77: Discount/Voucher usage – Leisure, by demographics, October 2013
Figure 78: Discount/Voucher usage – Restaurants/cafés/coffee shops, by demographics, October 2013
Figure 79: Discount/Voucher usage – Technology/electrical retailers, by demographics, October 2013
Figure 80: Discount/Voucher usage – Health stores, by demographics, October 2013

Appendix – Factors Influencing Supermarket Choice
Figure 81: Most popular factors influencing choice of supermarket/grocery retailer, by demographics, October 2013
Figure 82: Next most popular factors influencing choice of supermarket/grocery retailer, by demographics, October 2013
Figure 83: Other factors influencing choice of supermarket/grocery retailer, by demographics, October 2013
Figure 84: Factors influencing choice of supermarket/grocery retailer, by most popular supermarket used, October 2013
Figure 85: Factors influencing choice of supermarket/grocery retailer, by next most popular supermarket used, October 2013

Appendix – Membership of Loyalty Schemes
Figure 86: Loyalty scheme membership – Supermarkets/grocery stores, by demographics, October 2013
Figure 87: Loyalty scheme membership – Chemists/drugstores, by demographics, October 2013
Figure 88: Loyalty scheme membership – Travel, by demographics, October 2013
Figure 89: Loyalty scheme membership – Fashion retailers, by demographics, October 2013
Figure 90: Loyalty scheme membership – Home/DIY retailers, by demographics, October 2013
Figure 91: Loyalty scheme membership – Restaurants/cafés/coffee shops, by demographics, October 2013
Figure 92: Loyalty scheme membership – Department stores, by demographics, October 2013
Figure 93: Loyalty scheme membership – Online retailers, by demographics, October 2013
Figure 94: Loyalty scheme membership – Hairdressers, beauty salons, by demographics, October 2013

Appendix – Activities Promoting Consumer Loyalty
Figure 95: Activities promoting loyalty – Used a points-based scheme where points are earned on purchases and can be used towards payments on future purchases, by demographics, October 2013
Figure 96: Activities promoting loyalty – Received a free product/service after the purchase of a certain number of items, by demographics, October 2013
Figure 97: Activities promoting loyalty – Used a store account card offering credit, by demographics, October 2013
Figure 98: Activities promoting loyalty – Completed a feedback questionnaire to receive a voucher or be entered into a prize draw, by demographics, October 2013
Figure 99: Activities promoting loyalty – Received free additional benefits with a purchase, by demographics, October 2013
Figure 100: Activities promoting loyalty – Registered codes from promotional packs online to receive rewards, by demographics, October 2013
Figure 101: Activities promoting loyalty – Bought as a group to receive a discount, by demographics, October 2013
Figure 102: Activities promoting loyalty – Used loyalty rewards from a service provider, by demographics, October 2013
Figure 103: Activities promoting loyalty – Secured money off a second product/service by buying at the same time as the first, by demographics, October 2013
Figure 104: Activities promoting loyalty – Recycled unwanted/old items in return for vouchers, by demographics, October 2013
Figure 105: Activities promoting loyalty – Signed up to a regular purchase of a product/service to receive money off each time, by demographics, October 2013
Figure 106: Activities promoting loyalty – Earned loyalty rewards by becoming fans or followers on social media sites, by demographics, October 2013

Appendix – Attitudes Towards Loyalty Schemes
Figure 107: Most popular attitudes towards loyalty schemes, by demographics, October 2013
Figure 108: Next most popular attitudes towards loyalty schemes, by demographics, October 2013
Figure 109: Attitudes towards loyalty schemes, by demographics, October 2013

Appendix – Savvy Shopping Mobile Apps and Activities
Figure 110: Savvy shopper apps – Buy products/services, by demographics, October 2013
Figure 111: Savvy shopper apps – Check my balance/track my spending for bank accounts/credit cards, by demographics, October 2013
Figure 112: Savvy shopper apps – Get/redeem coupons/vouchers, by demographics, October 2013
Figure 113: Savvy shopper apps – Read reviews for products/services, by demographics, October 2013
Figure 114: Savvy shopper apps – Compare product prices, by demographics, October 2013
Figure 115: Savvy shopper apps – Track/redeem points from loyalty/store/reward cards, by demographics, October 2013
Figure 116: Savvy shopper apps – Share pictures of products I like on social media sites, by demographics, October 2013
Figure 117: Savvy shopper apps – Get alerts from my bank when my balance drops to a certain point, by demographics, October 2013
Figure 118: Savvy shopper apps – Write reviews for products/services, by demographics, October 2013
Figure 119: Savvy shopper apps – Get alerts to pay bills, by demographics, October 2013

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