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市場調查報告書

美國的食品零售行銷趨勢: 新技術、行動,及社群媒體

Retail Food Marketing Trends in the U.S.: Technology, Mobile, and Social Media

出版商 Packaged Facts 商品編碼 335392
出版日期 內容資訊 英文 123 Pages
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美國的食品零售行銷趨勢: 新技術、行動,及社群媒體 Retail Food Marketing Trends in the U.S.: Technology, Mobile, and Social Media
出版日期: 2015年06月30日 內容資訊: 英文 123 Pages
簡介

食品零售產業技術暴露於變革之風,食品零售市場行銷今後蒙受大幅競爭的影響。為了構築未來食品消費體驗,有效利用社群媒體,開始行動付款,數位化忠誠度平台整合,消費者和食品零售業的連結方法變化測量等,食品產業必須做許多事。

本報告提供美國的食品零售的新行銷趨勢,為了商務成長食品零售業的經營者怎樣做能最大限度有效利用這樣的新趨勢為中心的詳細分析。

第1章 摘要整理

  • 食品的採購
  • 促銷和折扣,以及忠誠度計劃和食品消費
  • 透過全通路有效利用消費體驗
  • 社群媒體和目標廣告
  • 食品零售用的行動應用程式能力與關心度
  • 實在商店內消費體驗
  • 食品相關的忠誠度計劃

第2章 食品的採購

  • 概要
  • 食品採購的頻率、購買時間、使用金額和購買品的數量
  • 各性別及世代分析
  • 千禧新生代的爸爸們時常擔任採購
  • 購買數量: 已婚有孩子 vs. 未婚沒有孩- 2015年
  • 每週的食品支出額

第3章 促銷和折扣,以及忠誠度計劃和食品消費

  • 食品相關促銷活動和折扣趨勢
  • 在食品店的食品採購相關促銷活動和折扣趨勢
  • 忠誠度計劃
  • 優惠券
  • 各消費階層分析
  • 性別及各世代對折扣的想法
  • 千禧新生代的已婚、有小孩層採用電子化折扣的節約策略
  • 比起家庭收入,世代差異是更重要的決策因素
  • Kroger: 透過忠誠度卡片提供針對客戶每個人的服務
  • The Grocery Game: 終極優惠券
  • Target:採用行動折價券的嶄新手法的Cartwheel應用程式
  • 消費者的隱私問題成為逆風

第4章 全通路、消費體驗的有效利用

  • 食品的網路購物
    • 食品/飲料的網路購物至今仍極少
    • 可是預計今後成長
    • 各消費階層分析
    • Amazon
    • Walmart
    • Instacart
    • Repod
  • 全通路購買的選項
    • 購買手續費相關的選項
    • Uber
    • 會員服務
    • 在全通路的購買體驗
  • 食品的網路購物及食品相關的搜尋
    • 各消費階層分析
    • 食品的網路購物及線上搜尋的想法的性別差異及世代差異
  • Target: 全通路構想
  • Click and Collect: 現在乘上浪潮
  • 未來急速成長前景
    • Meijer

第5章 社群媒體及目標廣告

  • 社群媒體的電力: 用戶的想法與評估
  • 社群媒體和食品零售產業
  • 食品購買相關的社群媒體的影響
  • 活用社群媒體的食品零售龍頭企業
    • Target
    • Walmart
    • Publix
  • 數位行銷
    • 電子郵件
    • 行動應用程式及地理定位有效利用服務
    • 銷售傳單: 電子版 vs 紙印刷版

第6章 食品零售行動應用程式的能力及關心度

  • 智慧型手機及行動應用程式使用方法
  • 常使用的行動應用程式的類別
  • 食品零售行動應用程式使用方法
  • 各消費階層分析
  • 行動應用程式的想法的世代差
  • 對使用行動應用程式買賣的想法的世代差異
  • 透過行動應用程式的獎勵(點數)/忠誠度的想法的世代差異
  • 關心度: 年齡層、已婚/未婚、兒童的有無、收入額之間的關聯 - 2015年
  • 活用食品零售行動應用程式的龍頭企業
    • 超級市場
    • 倉庫型賣場
    • 便利商店
    • 藥妝店

第7章 實在商店內消費體驗

  • 商店內廣告
  • 各消費階層分析
  • 行動付款

第8章 食品店的忠誠度計劃

  • 忠誠度計劃
  • 食品店/超級市場的忠誠度計劃使用方法
  • 忠誠度卡(點數卡)食品零售完成重要角色
  • 影響購買活動的忠誠度計劃
  • 檢查和使用忠誠度獎勵(點數)的行動應用程式利用
  • 活用忠誠度計劃的龍頭企業
  • 現在營運中的全通路褒獎計劃

附錄

目錄
Product Code: LA5605111

The food retailing industry is being swept by the winds of technological change, which has tremendous competitive ramifications for tomorrow's food retail marketers. From harnessing social media to initiating mobile payments to integrating digital loyalty platforms to gauging the related shift in consumer food retail engagement habits and preferences, the industry has its hands full in planning tomorrow grocery experience. Retail Food Marketing Trends in the U.S.: Technology, Mobile, and Social Media assesses how food retailers can best leverage these trends-and many others-to grow their businesses, with a focus on implications for the future. In this respect, from a demographic standpoint, the report focuses on generational differences by marital status and presence of children, household income and gender. More specifically, the report assesses:

  • Consumer usage of grocery/supermarket traditional and emerging promotional methods; loyalty programs; and couponing. We also provide food retailer applications, and we assess consumer attitudes toward information sharing.
  • Consumer online purchasing, including food/grocery purchases; identifies online grocery shopping players and innovators; discusses the emerging “click and collect” in-store pickup trend; and drills into consumers online grocery shopping and research preferences.
  • Consumer usage and usage frequency of social media and leading social media sites; their attitudes toward social media and how it influences their brand behavior; and the degree of influence social media, email marketing, and weekly flyers have on their grocery purchase decisions.
  • Smartphone ownership trends; types of apps used; consumer usage and interest in mobile app features and benefits; and food retail mobile app leaders and innovators.
  • Consumers' referencing in-store advertising methods while shopping; in-store promotion and displays as purchase influencers; and mobile payments and digital wallet innovation.
  • Consumer usage of shopper reward programs, including grocery store/supermarket rewards programs; loyalty programs as a grocery purchase influencer; use of supermarket loyalty/reward mobile app to redeem rewards/loyalty points; and grocery/supermarket loyalty program leaders.

Table of Contents

Chapter 1: Executive Summary

  • Report Scope
  • Report summary
  • The grocery shopping trip
  • Grocery shopping frequency, time in store, dollars spent and item volume
  • Gender and generation context
  • Millennial dads are taking more responsibility for shopping
  • Weekly grocery shopping expenditures
  • The grocery shopping trip in context
  • Grocery shopping food, promotion and discount trends
  • Loyalty programs
  • Coupons
  • Gender and generation attitudes towards discounts
  • Married Millennial parents embrace electronic discount savings strategies
  • Generation a more important promotion/discount determinant than household income
  • Food retailer applications
  • Consumer privacy headwinds
  • Leveraging the omni-channel shopping experience
  • But growth expected
  • Online grocery players and innovation
  • Subscription services
  • Omni-channel shopping experience
  • Online grocery shopping and food research
  • Gender and generation attitudes towards online grocery shopping and research
  • Target: omni-channel initiative
  • Click and collect: the wave of the . . . present
  • Social media & targeted advertising
  • The power of social media: users' attitudes and opinions
  • Influence on grocery purchase: social media, email marketing, and weekly flyers
  • Influence of social media on food/grocery purchases
  • Food retail social media leaders
  • Email marketing
  • Mobile apps and location-based offers
  • Sales flyers: electronic versus paper
  • Food retail mobile app capabilities & interest
  • Smartphone and tablet ownership
  • Type of apps used
  • Food retail mobile app usage
  • Generation attitudes towards mobile app advertising, deals and rewards/loyalty
  • Food retail mobile app leaders
  • The in-store shopping experience
  • The next generation of brick and mortar grocers
  • In-store advertising
  • In-store advertising is used by more affluent shoppers
  • Women shoppers are most likely to In-store advertising
  • In-store advertising is used by parents
  • In-store promotion and displays as purchase influencers
  • Mobile payments innovation
  • Grocery loyalty programs
  • A significant player in food retail
  • Loyalty programs as a purchase influencer
  • Use of mobile app for viewing and redemption of loyalty rewards
  • Loyalty program leaders

Chapter 2: The Grocery Shopping Trip

  • Overview
  • Grocery shopping frequency, time in store, dollars spent and item volume
  • Table 2-1: Grocery Shopping Frequency, Time in Store, Dollars Spent, and Item Volume, 2015
  • Gender and generation context
  • Table 2-2: Grocery Shopping Frequency, Time in Store, Dollars Spent, and Item Volume: Generation by Gender, 2015
  • Millennial dads are taking more responsibility for shopping
  • Table 2-3: Millennial Generation Grocery Shopping Frequency, Time in Store, Dollars Spent, and Item
  • Volume: Married with Children vs. Not Married without Children, 2015
  • Weekly grocery shopping expenditures
  • Graph 2-1: Household Grocery Expenditures in Past Week, Percentage Share by Amount, 2008-2015

Chapter 3: The Grocery Shopping Trip in Context

  • Summary capsule
  • Grocery shopping food, promotion and discount trends
  • Coupons
  • Food retailer applications
  • Consumer privacy headwinds
  • Food, promotion and discount trends
  • Grocery shopping food, promotion and discount trends
  • Graph 3-1: Grocery Shopping Food, Promotion & Discount Trends: Relative Importance, 2015
  • Loyalty programs
  • Coupons
  • Graph 3-2: Cents-Off Coupons: Sources Used, 2014
  • Graph 3-3: Cents-Off Coupons: Types Used, 2015
  • Demographic analysis
  • Gender and generation attitudes towards discounts
  • Table 3-1: Importance of Loyalty Program, Electronic vs. Paper Sales Flyers and Coupons to Grocery Shopping: Generation by Gender, 2015
  • Table 3-2: Cents-Off Coupons: Sources Used, Generation by Gender, 2014
  • Married Millennial parents embrace electronic discount savings strategies
  • Table 3-3: Importance of Loyalty Program, Electronic vs. Paper Sales Flyers and Coupons to Grocery Shopping: Marital Status and Presence of Children, Millennials vs. Gen X, 2015
  • Generation a more important determinant than household income
  • Table 3-4: Importance of Loyalty Program, Electronic vs. Paper Sales Flyers and Coupons to Grocery Shopping: Income and Urban $75K+ Income, 2015
  • Table 3-5: Cents-Off Coupons: Sources Used, by HH Income, 2014
  • Kroger: Personalized offers via loyalty card
  • The Grocery Game: Ultimate couponing
  • Target: Cartwheel takes novel approach to mobile couponing
  • Consumer privacy headwinds
  • Table 3-6: Consumer Attitudes about Personal Information Sharing, 2015

Chapter 4: Leveraging the Omni-Channel Shopping Experience

  • Summary capsule
  • Online grocery shopping and food research
  • Gender and generation attitudes towards online grocery shopping and research
  • Online grocery shopping
  • Shopping for food/beverage online remains a drop in the bucket
  • But growth expected
  • Graph 4-1: Online Purchases in the Last Three Months, by Retail Purchase Type, 2015
  • Demographic analysis
  • Table 4-1: Food/Groceries Purchased Online in the Last Three Months, by Gender and Age; Gender,
  • Marital Status and Children; and Household Income, 2015
  • Amazon
  • Walmart
  • Instacart
  • Peapod
  • Omni-channel purchase choice
  • And purchase fee choice
  • Uber
  • Subscription services
  • Table 4-2: Online Food/Grocery Purchases in the Last Three Months, by Demographic, All Adults vs.$75K+ HH income Adults, 2015
  • Omni-channel shopping experience
  • Online grocery shopping and food research
  • Table 4-3: Online Grocery Shopping & Food Research Methods, PC & Mobile Share of Use, 2015
  • Demographic analysis
  • Gender and generation attitudes towards online grocery shopping and research
  • Table 4-4: Online Grocery Shopping & Food Research Methods: PC & Mobile Share of Use, 18-34s, 2015
  • Table 4-5: Selected Online Grocery Shopping & Food Research Methods: PC & Mobile Share of Use, 18-34 Males and Females, 2015
  • Target: omni-channel initiative
  • Click and collect: the wave of the . . . present
  • Strong uptake expected
  • Meijer

Chapter 5: Social Media & Targeted Advertising

  • Summary capsule
  • The power of social media: users' attitudes and opinions
  • Influence on grocery purchase: social media, email marketing, and weekly flyers
  • Influence of social media on food/grocery purchases
  • Email marketing and sale flyers
  • Social Media Usage
  • Majority of adults use social media
  • Table 5-1: Social Media Usage and Usage Frequency, 2015
  • Facebook's user engagement is strong
  • Table 5-2: Social Media, Facebook, Pinterest & Twitter Usage and Usage Frequency, 2015
  • Table 5-3: Social Media, Facebook, Pinterest & Twitter Usage/Usage Frequency, by Age, 2015
  • Instagram is trendy
  • The power of social media: users' attitudes and opinions
  • Table 5-4: Social Media/Networking Websites: Attitudes & Opinions, 2015
  • Social media and the food retail industry
  • Graph 5-1: Social Media & Advertising Food/Grocery Purchase Influencers, 2015
  • The influence of social media on food/grocery purchases
  • Table 5-5: Social Media Grocery Purchase Influencers: Generation by Gender, HH Income and Marital Status/Children in HH 2015
  • Food retail social media leaders
  • Target
  • Walmart
  • Publix
  • Digital marketing
  • Email
  • Mobile apps and location-based offers
  • Sales flyers: electronic versus paper
  • Table 5-6: Digital Marketing Grocery Purchase Influencers: Generation by Gender, HH Income and Marital Status/Children in HH 2015

Chapter 6: Food Retail Mobile App Capabilities & Interest

  • Summary capsule
  • Smartphone and mobile app use
  • Smartphone and tablet owners
  • Table 6-1: Smartphone Users, Tablet Owners & App Users, 2015
  • Type of apps used
  • Graph 6-1: Types of Apps Used in Past 30 Days, 2015
  • Food retail mobile app usage
  • Graph 6-2: Food Retail Mobile App Features: Usage and Usage Interest, 2015
  • Demographic analysis
  • Generation attitudes towards mobile app advertising
  • Table 6-2: Food Retail Mobile App Advertising Features: Usage and Usage Interest: Generation by Age, Marital Status/Children and Income, 2015
  • Generation attitudes towards mobile app deals
  • Table 6-3: Food Retail Mobile App Coupon, Deal and QR Code Features: Usage and Usage Interest:
  • Generation by Age, Marital Status/Children and Income, 2015
  • Generation attitudes towards mobile app rewards/loyalty
  • Table 6-4: Food Retail Mobile App Rewards/Loyalty Viewing and Redemption: Usage and Usage
  • Interest: Generation by Age, Marital Status/Children and Income, 2015
  • Food retail mobile app leaders
  • Supermarkets
  • Club stores/warehouses
  • Convenience stores
  • Drug stores

Chapter 7: The In-Store Shopping Experience

  • Summary capsule
  • In-store advertising
  • In-store promotion and displays as purchase influencers
  • Mobile payments and digital wallet innovation
  • Catching the shopper's eye
  • The next generation of brick and mortar grocers
  • In-store advertising
  • Graph 7-1: Consumer Use of In-Store Advertising & Promotional Tools, by Type, 2015
  • Demographic analysis
  • In-store advertising is used by more affluent shoppers
  • Table 7-1: Consumer Use of In-Store Advertising & Promotional Tools, by Type: HH Income, 2015
  • Women shoppers are most likely to In-store advertising
  • Table 7-2: Consumer Use of In-Store Advertising & Promotional Tools, by Type: Generation and Gender, 2015
  • In-store advertising is used by parents
  • Table 7-3: Consumer Use of In-Store Advertising & Promotional Tools, by Type: Generation and Marital Status/Presence of Children, 2015
  • A closer look: Shopping preferences by age
  • Table 7-2: Selected Shopping References, by Age, 2015
  • In-store promotion and displays as purchase influencers
  • Table 7-4: In-Store Promotion and Display Grocery Purchase Influencers: Generation by Gender, HH Income and Marital Status/Children in HH 2015
  • Mobile payments
  • ApplePay makes a (small) dent
  • Significant promise
  • Only a ripple of use
  • Food retailers getting on board
  • Table 7-5: ApplePay and Gift Card Purchases in Past 30 Days, by Restaurant Usage Frequency, 2015
  • Use of mobile app for making payment
  • Table 7-6: Food Retail Mobile App Payment: Usage and Usage Interest: Generation by Age, Marital
  • Status/Children and Income, 2015
  • PayPal: recipe for success with the digital wallet

Chapter 8: Grocery Loyalty Programs

  • Summary capsule
  • Breadth of loyalty programs
  • Loyalty programs as a purchase influencer
  • Use of mobile app for viewing and redemption of loyalty rewards
  • Loyalty Programs
  • Graph 8-1: Shopper Reward/Loyalty Program and Discount Card Usage in Past Month, by Type, 2015
  • Grocery store/supermarket loyalty program usage
  • Table 8-1: Grocery Store/Supermarket Shopper Reward/Loyalty Program and Discount Card Usage: Monthly Usage Frequency, by Demographic, 2015
  • Loyalty cards are a significant player in food retail
  • Loyalty programs as a purchase influencer
  • Table 8-2: Loyalty Program as Grocery Purchase Influencer: Generation by Gender, HH Income and Marital Status/Children in HH 2015
  • Use of mobile app for viewing and redemption of loyalty rewards
  • Table 8-3: Food Retail Mobile App Rewards/Loyalty Viewing and Redemption: Usage and Usage Interest: Generation by Age, Marital Status/Children and Income, 2015
  • Loyalty program leaders
  • Publix
  • Table 8-4: Major Supermarket Brands: Visits in Past Four Weeks, by Demographic, 2015
  • Target
  • Target REDcard
  • Table 8-5: SuperTarget and Walmart Supercenter: Visits in Past Four Weeks, by Demographic, 2015
  • Omni-channel rewards program in the works
  • Integration with Whole Foods app?
  • Apple Pay and Instacart add features to the mobile mix
  • Table 8-6: Trader Joe's and Whole Foods: Visits in Past Four Weeks, by Demographic, 2015

Appendix

  • Methodology
  • Consumer survey methodology
  • Report table interpretation
  • Color coding
  • Indexing
  • Terms and definitions
  • Supermarkets
  • Restaurant categories
  • Limited-service restaurant definitions
  • Full-service restaurant definitions
  • Other definitions
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