I love the UK ❤️ 🇬🇧
And for the purpose of this post, the Grocery space in particular.
The UK is a fascinating market for Grocery.
With a population of just over 68m, there is an plethora to shop at, the likes of Tesco, Sainsbury's, Asda, Morrisons, Ocado Retail, Lidl GB, Waitrose & Partners, Aldi and others.
And each Grocer typically has a specific type of customer [mostly socio economically segmented].
Given this, it's fascinating to take an Advertiser's view, specifically Onsite.
1️⃣ Different spaces available across each
2️⃣ Varying advertisers across same categories
3️⃣ Strong owned label activity across top of shelf
And then you consider stats like:
📍 95% of searches onsite are unbranded [ie: milk, ice cream]
📍 40-50% of those that click paid search ads are either new or lapsed [ie: haven't purchased in the last 6mths]
It gives justification of multi channel approach, across Onsite, Offsite, and Instore. Especially given most are still doing 90%+ revenue Instore. AND of course knowing your customer.
Here is some activity and spaces across Asda, Sainsbury's, and Tesco as of yesterday. Image below is Crisps category.
𝙈𝙞𝙡𝙠
𝗔𝘀𝗱𝗮: Alpro [Spaces 4/6/8]
𝗦𝗮𝗶𝗻𝘀𝗯𝘂𝗿𝘆'𝘀: Biotiful [First 3/3 digital shelf]
𝗧𝗲𝘀𝗰𝗼: Yeo [First space]
𝘾𝙝𝙚𝙚𝙨𝙚
𝗔𝘀𝗱𝗮: Arla [Spaces 5/11/13]
𝗦𝗮𝗶𝗻𝘀𝗯𝘂𝗿𝘆'𝘀: Philadelphia, Cathedral City [First 2/2]
𝗧𝗲𝘀𝗰𝗼: None
𝘾𝙧𝙞𝙨𝙥𝙨
𝗔𝘀𝗱𝗮: Doritos [Sponsored Display] PLUS Hula Hoops, McCoys, RITZ [Spaces 5/11/13]
𝗦𝗮𝗶𝗻𝘀𝗯𝘂𝗿𝘆'𝘀 Tyrell’s, McCoy’s, Tyrell's [First 3/3] PLUS Doritos Tile
𝗧𝗲𝘀𝗰𝗼: Pringles, Cheese-It, Cheese-It [First 3/3]
𝘽𝙪𝙩𝙩𝙚𝙧
𝗔𝘀𝗱𝗮: Lurpak, Lurpak, Anchor, Anchor [Spaces 5,7,9,11]
𝗦𝗮𝗶𝗻𝘀𝗯𝘂𝗿𝘆'𝘀 Flora, Flora, Anchor [First 3/3]
𝗧𝗲𝘀𝗰𝗼: Anchor [1/1] PLUS Doritos Banner
#retailmedia #commercemedia #advertising #marketing #innovation
Fraser & Neave Holdings Bhd (F&N) - 产品经理
4h👏👏👏