2015 REPORT
POLISH ONLINE FMCG SHOPPER
STUDY DESIGN
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ONLINE SHOPPING IN GENERAL What is the interest in online FMCG shopping (scale) in general?
What does the online FMCG shopping process look like?
What are the drivers and barriers behind shopping for FMCGs online?
Which categories are purchased online?
ONLINE STORE SHOPPER Store choice drivers for online FMCG shopping
Satisfaction with shopping at various online stores
FMCG ONLINE SHOPPER What shopper behaviours and attitudes do we explore?
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WHAT SHOPPERS DO WE EXPLORE IN DETAIL?
FMCG ONLINE SHOPPER:
• TERRITORIAL REACH: nationwide sample
• TARGET GROUP:
• Men and women aged over 18
• Individuals who are responsible/co-responsible for doing shopping for their household
• All who have shopped for FMCGs online within the last year (groceries/personal care/home care)
• Individuals who have bought at least two of the explored categories within the last year
• RESEARCH METHODOLOGY: online
• SAMPLE SIZE: N=1556
• FIELDWORK: August 21 – September 10. 2015
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ONLINE SHOPPER - 6 STORES EXPLORED IN DETAIL:
WHAT STORES DID WE EXPLORE IN DETAIL?
STORES EXPLORED IN DETAIL
1 alma24.pl
2 auchandirect.pl
3 e.zakupy.tesco.pl
4 e-leclerc.pl
5 e-piotripawel.pl
6 frisco.pl
Online shopper: an individual who has shopped at a given store within the last 12 months: min N=90 per store
SAMPLE RESULTS
WHO IS THE ONLINE SHOPPER? - DEMOGRAPHIC PROFILE
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50% 50%
Ref: VQ2., Q1 (N=2539),
20% 20% 20% 20% 20%
18-29 30-39 40-49 50-65 65 y.o. or more
GENDER AGE
50% OF ONLINE SHOPPERS ARE WOMEN AND 20% PEOPLE 65 YEARS OR OLDER.
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THE KEY DRIVERS TO DOING SHOPPING ONLINE INCLUDE REASON 1 & 2
28%
23%
14%
9%
9%
5%
5%
3%
1%
1%
REASON 1
REASON 2
REASON 3
REASON 4
REASON 5
REASON 6
REASON 7
REASON 8
REASON 9
REASON 10
Q17. Which reason is most important?
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10% 10%
15% 15%
25% 25%
ONCE A WEEK OR MORE OFTEN
ONCE EVERY 2 WEEKS
ONCE EVERY 3 WEEKS
ONCE A MONTH ONCE EVERY 2-3 MONTHS
SEVERAL TIMES A YEAR OR LESS
OFTEN
XYZ% OF ONLINE SHOPPERS SHOP ONLINE ONCE A MONTH OR LESS OFTEN.
Q9. How often do you shop for groceries and personal and homecare products online?
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AN AVERAGE OF PLN 1 000 WAS SPENT ON REPLENISHING THE STOCK
PLN 1000 PLN 10 PLN 100
REPLENISHING THE STOCK (once every 2 weeks or less often)
TOPPING UP (once a week)
ONGOING SHOPPING (for the next 2-3 days)
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CATEGORY 1 AND 2 ARE THE MOST FREQUENTLY BOUGHT CATEGORIES IN THE ONLINE CHANNEL – WITHIN THE LAST 12 MONTHS THEY HAVE BEEN BOUGHT BY OVER 40% OF ONLINE STORE USERS
41%
41%
29%
27%
25%
23%
22%
21%
20%
20%
Q30. Which of the following GROCERY PRODUCTS have you bought online within the last 12 months?
TOP 10 grocery categories bought.
Only categories exceeding 20%
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EVERY 5TH PERSON MENTIONED E-STORE 1 AS THE PLACE OF THEIR MOST RECENT ONLINE SHOPPING.
21%
14%
10%
8%
6%
6%
6%
4%
4%
3%
5% Q28. Which store did you do your most recent online home/personal care shopping at?
LOYALTY OF OFFLINE VS. ONLINE STORES
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BASE – OFFLINE STORE CUSTOMERS:
49%
12%
16%
26%
14%
0%
10%
20%
30%
40%
50%
60%
Retailer 1
EVERY SECOND RETAILER 1 OFFLINE STORE SHOPPER SHOPS ONLINE AT THIS CHAIN, TOO
Ref: VQ25A: Which store have you shopped online at? , Offline store shopper – most frequently selected: Retailer 1
49% of those who most often shop at retialer 1 have also shopped at online store of this
retailer
E-store 1
E-store 2
E-store 3 E-store 4
E-store 5
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7%
7%
8%
7%
5%
8%
42%
50%
55%
51%
41%
40%
38%
34%
31%
34%
41%
38%
13%
10%
6%
8%
14%
14%
Once a week or more often
1-3 times a month
Several times a year
Less often than severaltimes a year
FREQUENCY – GROCERY
Q27. How often do you shop for home and grocery products at each of the following online stores?
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20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
E-store 1
E-store 2
E-store 3
E-store 4
E-store 5
E-store 6
ONLINE STORE IMAGE
Wide assortment
Availability of favourite products/brands
Unique products, available exclusively at this store
Detailed product descriptions
High quality product photos
Offering novelties
Generally attractive prices/lower than at other online stores
Low cost of delivery/free delivery option
Large number of promotions/special offers
Loyalty programmes offered by stores
Ease of finding products you look for
Functional page layout – easy navigation/browsing through products
Fast delivery/short time of waiting for the delivery
Diversified delivery hours
High quality of products after the transport
Environmentally friendly packaging
Quality of customer service (e.g. informing on substitutes, handling of complaints)
Convenient and safe payment forms
Delivery to my address
Credibility of the store- well-known brand, I know this store
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72% 63% 62% 61% 61% 59%
42% 40% 38% 33% 32%
27%
75% 69%
64% 63% 62% 62%
41% 36% 35% 32% 30% 28%
WHICH FUNCTIONS OF ONLINE STORES ARE MOST EAGERLY USED?
Promotions subsection
Search engine Newsletter
Shopping history
e-store 1 e-store 2 e-store 3 e-store 4 e-store 5 e-store 6 e-store 1 e-store 2 e-store 3 e-store 4 e-store 5 e-store 6
e-store 1 e-store 2 e-store 3 e-store 4 e-store 5 e-store 6 e-store 1 e-store 2 e-store 3 e-store 4 e-store 5 e-store 6