How to succeed in the world's second largest online grocery market-Complete Analysis of UK online Grocery Market, and Online Retailers' ...
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How to succeed in the world’s second largest online grocery market — Complete Analysis of UK online Grocery Market, and Online Retailers’ Features and Functionality
COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 2
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Introduction
The growth of the digital channel means that
success for fast moving consumer goods (FMCG)
manufacturers is more and more dependent on
how their products are represented in the online
channel. Hence knowing how these retailers
operate online, and what functionality they
offer is key when it comes to empowering brands
to optimise their products’ representation to
drive sales and protect brand equity in the
digital channel.
In this analysis Clavis Insight looks at the major
online grocery retailers in the market, comparing
sales, range and online store functionality for
the six biggest established players, plus recently
launched AmazonFresh. Go to the Appendix for
a full table showing the functional capabilities
of each, including size of portfolio, membership,
delivery and navigation options, as well as
content, consumer engagement and mobile
app capabilities.COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 3
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Size of the Prize:
What is the opportunity for brands?
The UK grocery market, worth £175 billion in 2015, is Despite the obvious growth some brands still question
under pressure. Traditional UK grocery retailers are why they should commit dedicated resources and
seeing sales shrink – overall sales value fell by 1% in effort to serve the eCommerce channel. But sales value
2015 compared with 2014 – due in no small part to the is only the tip of the iceberg when it comes to summing
rise and rise of the German discounters. up the importance of online channel presence and
performance. The digital channel is also an increasingly
However, amongst the doom and gloom in recent years significant influencer on in store purchases – up to
the Digital Channel has provided a few rays of hope 35% of in-store UK food and beverage purchases are
for traditional retailers and national brands, as online digitally influenced (Deloitte), with shoppers using the
grocery sales continue to provide double digit growth. online channel for tasks such as product research, price
comparison and consumer review analysis.
The UK is a booming online grocery market, second in
size only to China. Online retailers continue to win an Sales Versus Eyeballs
increasing share of UK shoppers’ baskets – IGD pegged
the 2015 value share at 4.4% of total UK grocery spend Given the influence of the digital channel on off line
(or £7.7 billion) and predicts this will grow to almost 9% sales it is worth taking note of the relatively high
by 2020. monthly visitor numbers of major retailers (Table 1).
At 41 and 22 million each Tesco and Asda are clearly
being used by a lot of shoppers to carry out product
research for buying elsewhere (most likely in-store),
while Ocado is remarkably efficient at converting online
browsers in online buyers generating almost £1bn in
sales from just 3.5 million monthly visitors.COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 4
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
The Major Players
Regardless of the growing influence of internet pure Tesco leads in terms of online sales with 37.7% market
plays, traditional retailers such as Tesco, Asda and share (see Table 1 below), with Sainsbury’s and Asda
Sainsbury’s still dominate the online channel aided by at 15%. Ocado comes in fourth with 11.8% and both
their national footprint and sheer size. Together, these Waitrose and Morissons have much smaller shares
three own over two-thirds of the online grocery market. at 3.4% and 2.6% respectively. The impact from
AmazonFresh’s recent UK launch is yet to show in the
market share numbers, but we can expect to see its
sales rise steadily in the coming years as it rolls out its
services to more cities.
*Table 1: UK Online
UK Online Grocery Market
Grocery Market Share:
Tesco Asda Sainsburys Ocado AmazonFresh Waitrose Morrisons (multiple sources)
Grocery Share 37.7% 15% 15% 11.8% — 3.4% 2.6%
Revenue 2015 £2.9bn £1.2bn £1.2bn £0.9bn — £0.26bn £0.2bn
Monthly Visitors 41M 22M 10M 3.5M — 3.8M 3.5M
Launch Year 2000 2000 1995 2002 2016 2000 2013COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 5
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
eCommerce Pure Plays
To date, Ocado has been the clear pure-play leader The pure play nature of Ocado means it is ideally
in UK online grocery. The retailer is continuously set up for NPD. With no physical store legacy to take
innovating, and developing alternative revenue streams. into account there is no need to consider online/offline
It has for example integrated its service with the SKU alignment, which frees it up to host a diverse
Apple Watch to allow users to shop from that device range of products.
using voice recognition, while at the same time it has
developed the Ocado ‘Smart Platform’, which offers Amazon, with its AmazonFresh offering, is aggressively
infrastructure and operating capabilities to retailers moving into the lucrative UK market, and is likely to
such as Morrisons. The e-grocer offers some 43,000 provide significant disruption. It may have started with
SKUs (Stock Keeping Units) in its range and boasts a a small geographic foot print - 69 postcodes across
consumer base of 453,000 active users delivering some central and East London – but it trumps all its rivals in
183,000 weekly orders. terms of range, claiming to offer up to 130,000 fresh
and frozen grocery products.
“Amazon, with its
AmazonFresh offering, is
aggressively moving into
the lucrative UK market.”COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 6
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
AmazonFresh is competitive in terms of price, but it is Share of Shelf and Size of Portfolio
not cheap to avail of the service as its only available
to customers who buy a Prime membership at £79 Each retailer offers a wide range of grocery related
per annum and then pay an additional £6.99 monthly products including food and beverages, pet care
fee for Fresh. However, its entry into the market is products and health and beauty. After AmazonFresh,
likely to shake up grocery shopping as a whole by Tesco.com offers the largest online portfolio (and
accommodating more frequent, top up shopper the widest national coverage). It publically claims
missions, and picking off the highest spending grocery to have around 70,000 products on its site, but Clavis
shoppers in key markets. Insight analysis actually found close to 85,000 SKUs
on Tesco.com. By comparison Morrisons, Ocado,
As Amazon and Ocado intensify their competitive Sainsbury’s and Asda host smaller (but still extensive)
threat the ‘Big 3’ are becoming aware that they need a ranges at approximately 54,000, 49,000, 45,000
strong focus on better technology and new innovations and 35,000 respectively.
such as Sainsbury’s recent piloting of one-hour delivery
times via its Chop Chop App in London.COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 7
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Private Label
With the prevalence of own-label in the UK grocery Nineteen own-label items were returned in the first
market a significant proportion of the range of each 20 Search Results on Tesco.com, effectively blocking
of these online retailers is taken up by store brands. other brands out of the all-important first results page.
To illustrate this point Clavis Insight searched for Asda and Sainsbury’s also strategically place their own
‘frozen foods’ on each of the stores to identify which products in the Top 20, or first page of results, whether by
products returned in the first 20 Search Results searching or navigating through the menu. Ocado delivered
(see Table 2 below). a more diverse range of products in the top 20 search
results, with 12 spots going to national brands.
Table 2: UK Grocery
UK Grocery Own Label Dominance on Search *Frozen Food Top 20
Own Label Dominance
Asda Ocado Sainsburys Tesco on Search Frozen
Product Product Product Product
Food Top20
Brands Brands Brands Brands
Count Count Count Count
Own Label 18 Own Label 8 Own Label 11 Own Label 19
Richmond 2 Frank Dale 4 Bird’s Eye 5 Bird’s Eye 1
Dohertys 1 Valley 2
Bannisters 3 Smooze 2
Linda
1
McCartney’s
Frys 1
Vbites 1
Cross &
1
BlackwellCOMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 8
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Online Store Functionality Membership and Delivery options
In our analysis of online store functionality, we looked Other than AmazonFresh and Ocado there is little to
at differences between the retailers’ membership and distinguish the main online retailers from each other
delivery options, and mobile capabilities, as well as in terms of delivery options, cost of delivery and
how products are represented in the online stores. membership/subscription. All offer both home delivery
Monitoring how they perform against these elements and Click and Collect (or buy online pickup in store
of representation, such as landing page content, (BPOIS)) options. Delivery is generally next day, with
availability, ratings and reviews and placement (search charges ranging from £1 to £7, and free delivery cut-
and category menu) and ultimately optimizing their off at £40 for subscribers to Delivery Subscription
performance for each, offers brands a framework for packages. Tesco.com offer a ‘Delivery Saver’
improving their eCommerce channel business and subscription package, which only requires customers
working more closely with online retailers. to spend £10 to qualify for free shipping. Many retailers
also have a £25 minimum order.
“Other than AmazonFresh and
Ocado there is little to distinguish
the main online retailers from each
other in terms of delivery options,
cost of delivery and membership/
subscription.”COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 9
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
The AmazonFresh model is different with an annual The products that appear on the first page of results
Prime membership of £79 plus a monthly subscription for category key word Searches, or on the first page
charge of £6.99 for same day delivery. Ocado also of the category menu, are more likely to be added to a
offers a subscription model in lieu of delivery charges shopper’s basket. Therefore, it’s important for brands
and has a ‘same day’ service in limited locations. In to know what their target is in terms of getting on the
recent months Tesco and Asda have been trialling a first page. The fact is menu category and Search results
same-day service for “click and collect” orders, while pages vary by store (see Appendix - Navigation and
Sainsbury’s is also piloting same day delivery, in Online Shelf Placement), and ultimately the higher up
direct competition with AmazonFresh, out of its new the page your products are the more likely they are to
Bromley-by-Bow-based dark store. be added to basket.
Navigation and Online Shelf Placement Availability
In the physical world brands aim to get their products eCommerce product availability may well be the
onto the top shelf, or in the bull’s eye depending on most important metric that brands track in both the
brand strategy. Online however as we know there is online and offline channel. The UK market, options of
no shelf, so “placement” is determined by how well Availability are limited to products being “In Stock” or
products rank for keywords on search results pages, “Out of Stock”. Currently there is very little support for
or where they are located in the category navigation low stock information on the sites themselves, with the
menu structure. exception of Amazon which publishes availability level
if stock is low. Tesco and Ocado also enable consumers
to sign up for stock level notification emails.COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 10
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Consumer Engagement – Ratings and Reviews
Reviews and Ratings are a significant lever in the online While most of the retailers analysed here (other than
channel, as they serve to interrupt a shopper trip much Tesco) carry consumer reviews for grocery products,
like an in-store display or a shelf tag might. This is the concept is still in its infancy in the UK, compared
particularly true when consumers are looking for new with the US and China at least. In UK online stores
products or brands. A brand a shopper doesn’t usually many products have no reviews and only Amazon
buy with five Stars may suddenly be of interest appears to be committed to opening up a dialog
when they realize their usually preferred brand between consumers and suppliers by enabling
only has 3.5 stars. manufactures to respond to reviews on its site.
Table 3: Number
Top 5 Most Postiviely Rated Laundry Brands
of Reviews and
100% Percentage of Positive
Reviews Laundry.
100% 61% 55% 65% 39% 47%
100%
— Number of reviews
99% per Brand
99% — % of postive reviews
per Brand
99% 93 85 74 71 70
99%
99%
Lenor Fabreze Ariel Persil ComfortCOMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 11
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Clavis Insight analysed Reviews and Ratings for the Lenor and Ariel also perform quite well in terms of
Laundry Category, focusing on the five brands with coverage, with 73% of their products Reviewed in
the largest number of consumer comments (see Table online stores. But there is still an opportunity for these
3, page 10). Lenor performs well in terms of consumer and rival brands to increase the level of consumer
engagement with 93 reviews across the sores analysed, engagement in UK online stores (see Table 4 below).
however Ariel does even better as it has a higher
percentage of positive reviews (four stars or better),
65% versus Lenor’s 61%.
Table 4, Percentage of
Percentage of Products Reviewed for Top Reviewed Brands in Laundry Category
Products Reviewed for
Brands % Products Reviewed Top Reviewed Brands in
Laundry Category.
Ariel 73%
Lenor 73%
Febreeze 61%
Comfort 58%
Persil 46%COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 12
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Content and Product Pages Mobile Apps
Landing page content in online stores is the means In terms of eCommerce and online content in particular
for brands to educate, inform and convert consumers, more and more industry watchers are talking about
in the absence of having a physical product to touch the importance of Mobile. Speaking at the Clavis
and feel. In this sense, the internet has democratized Insight eCommerce Summit in 2015 Ocado’s Head of
the brand battle. It is essential for brands to take Product and Merchandising, Hannah Gibson, stressed
full advantage of what each store offers in terms of the importance of content, adding that brands and
content, images and page layout in order to present retailers needed to think mobile first when it comes to
their products in the best possible light to consumers. creating their online store content. “At Ocado, 50% of
orders are now touched by mobile and this isn’t the
With any shopper, clarity and speed are paramount. To peak. Pinterest says that about 70% of their usage is on
win over shoppers, brands should make their product mobile. I don’t suspect it will be too long before we are
pages clear and concise. That means descriptive at a similar level,” she said.
product titles and succinct features and benefits bullet
points. In addition, optimizing product images will help “It’s really difficult to create content that works well
shoppers accelerate their decision-making. to engage the shopper on mobile, with small screens,
minuscule images and short bursts of text,” Gibson
But not all brands are taking advantage of the explained. “But if you can get your content to work on
functionality available to them on the online stores small formats then it will work for desktop web pages
– for example half of the stores we looked at allow as well.”
brands to publish more than one image on the product
page, but this is not universally applied.COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 13
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
What do brands need to do Build a Solid the Business Case
to win in this environment? Despite eCommerce being the primary driver of growth
in many consumer goods categories it is not always
Market analysis and common sense tells us that easy to immediately prove a return on investment-
eCommerce is growing rapidly in importance, but it’s based business case for the level of effort and
still essential for the eCommerce team to get some investment required to succeed in the channel. In the
quick wins on-board early and create a long term early stages at least, it is unlikely that online channel
plan if the channel is to deliver success. The steps to revenue alone will be significant enough to add up-
consider in order to win online are: to-much in terms of direct ROI. In any case it may not
even be possible to get reliable online sales figures. In
Build a Solid the Business Case
the absence of reliable or convincing eCommerce point
Create a Relevant and Realistic eCommerce Strategy of sales data, the argument for investment focuses
Develop new Capabilities three key areas: Protecting valuable brand equity, the
Impact of online on other channels and future proofing
Setup for Success with the Right KPIs the organization.
Score Some Quick Wins
“It’s still essential for the
eCommerce team to get
some quick wins on-board
early and create a long
term plan for success”COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 14
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Create a Relevant and Realistic eCommerce Strategy Develop new Capabilities
The eCommerce strategy a brand adopts will depend All too often in FMCG manufacturers, one person is
heavily on where the organization and categories handed the eCommerce brief and told to figure it out.
are, in terms of eCommerce maturity. For some But if the organization is to succeed in the channel, and
organisations the eCommerce strategy might focus on ultimately succeed in the market, there needs to be
protecting brand equity, building brand presence and wider involvement from company leadership down,
educating the consumer. For others the strategy could as well as the addition of new skills and capabilities.
be more about impacting omni-channel and offline The capabilities you have today, supporting your
sales, brick-and-mortar shoppers, and brick-and-mortar brick-and-mortar or traditional retail channel, will
retailers that have an online presence. A third approach not be effective in achieving eCommerce growth and
would concentrate more on the actual eCommerce beating emerging online competitors. You and your
revenue via pure plays and online retailers. organization are going to have learn to do things
differently and adapt traditional category
management tactics for the new channel.COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, 15
AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY
Setup for Success with the Right KPIs Score Some Quick Wins
The key foundation of capabilities and resources In order to secure more resources and grow internal
needed to succeed in the online channel will include support for eCommerce in general it is handy to be
measurement and analytics. The metrics and KPIs you able to quickly prove your ability to impact the channel.
choose to follow will depend largely on the level of Luckily there are usually plenty of examples where you
eCommerce in your key categories, but again in the can demonstrate impact. It might be about optimising
virtual world they are likely to be a bit different than product titles for better search performance or quickly
they might be for your traditional channels. Online identifying distribution gaps in certain online retailers.
the brand has to ensure its products are in-stock in Another problem that is easily solved, once it’s spotted,
the online store, consumers can easily find them is where your product can be twisted with that
and when they do are persuaded to buy in sufficient provided by a third-party seller in Amazon to deliver
numbers to create demand from the retailer. incremental sales for your brand. This is something
See page 16 for example metrics. that you can quickly identify if you are tracking your
share of search and search rank, and make a change in
Amazon to demonstrate immediate.
The eCommerce channel isn’t going to go away; in
fact, it is continuing to grow its share of overall retail.
Brands need to understand the new landscape they
are playing in terms of retailers and the functionality
of their online stores to be better armed in order to
win in the coming years.16
Online Key Metrics
Availability Track your portfolio’s state of Ratings and Reviews Set targets for
availability by retailer, category, brand, and total number of product reviews and
manufacturer to optimise your range, maxi- average rating score to help drive
mise distribution, and improve sell-through. omnichannel sales.
Search Rank Understand where your Media Tracking Monitor online
products rank in search results for specific media placements for compliance
search terms to ensure your products are and effectiveness; track category
discoverable. competitors.
Content Integrity Monitor compliance Price and Promotions Tracking
of product content for individual SKUs Monitor pricing and promotions for
by category and online retailer so that you your products and your competitors’
can make sure your products are optimised products to make sure your products
to win the digital shelf. are optimised to win the digital shelf.
Category Placement Understand where
your products rank on the online store
category menu structure. Target categories
to ensure specific product sets are
easily discoverable.APPENDIX 17
UK Online Grocery Market — Size, Operations and Offering UK Online Grocery Market — Consumer Engagement
Functions Tesco ASDA Sainsbury's Ocado AmazonFresh Waitrose Morrisons Functions Tesco ASDA Sainsbury's Ocado AmazonFresh Waitrose Morrisons
Online Grocery
37.7% 15% 15.0% 11.8% ? 3.4% 2.6% Ratings and Reviews N Y Y Y Y Y Y
Share
Online Retail Enable Manufacturer
£2,902,900,000 £1,155,000,000 £1,155,000,000 £908,600,000 ? £261,800,000 £200,200,000 N N N N Y N N
Revenue (2015) Responses
Average Monthly
41M 22M 10M 3.5M ? 3.8M 3.5M Review Syndication N Y Y Y Y Y Y
Visitors
Online Launch
2000 2000 1995 2000 2016 2000 2013 Q&A Y Y Y Y Y Y Y
Year (UK)
Wales, Scotland, Wales, Scotland, Wales, Scotland, UK Online Grocery Market — Pricing and Delivery
Regions Wales, Scotland, and London: 69 Wales, Scotland and Wales, Scotland
England and England and England and
Served England postcodes England and England
Northern Ireland Northern Ireland Northern Ireland Functions Tesco ASDA Sainsbury's Ocado AmazonFresh Waitrose Morrisons
Product
84775 35389 45463 48838 100000+ 19678 53577 # secondary images
Count Y N N Y Y N Y
(up to 5)
Own Label Y Y Y Y (Waitrose) Y (Morrisons) Y Y
Video N N N N Y N N
Marketplace
N N N N Y N N
Capabilities Detailed Description Y Y Y Y Y Y Y
UK Online Grocery Market — Pricing and Delivery Images/Graphics in
N N N N Y Y N
description
Functions Tesco ASDA Sainsbury's Ocado AmazonFresh Waitrose Morrisons
Detail Bullets Y N N Y Y Y Y
Shipping Y Y Y Y Y Y Y
BOPIS /Click & Best Seller Rankings N N Y Y Y Y Y
Y Y Y Y N Y Y
Collect
Subscription/ Ingredients Y Y Y Y Y Y Y
Y N Y Y Y Y Y
Subscribe & Save
Allergy Y Y Y Y Y Y Y
Membership Y N Y Y Y Y Y
Annual Membership Nutrition Panel Y Y Y Y Y Y Y
Free N/A Free £79
Cost
Sponsored Products
N N Y Y Y N Y
Annual Delivery Sub £30 £60 £60 £69.99-£109.99 £83.88 NA NA on Product Page
Suggested Items on
Fastest Shipping/ Limited Same Day, N N Y Y Y N Y
Next Day Next Day Next Day Same Day Next Day Delivery Next Day Delivery Product Page
Delivery Available otherwise next Day
Free Shipping UK Online Grocery Market — Mobile App Capabilities
Threshold (with £40 £40 £40 £40 £60 £40
Delivery Sub) Functions Tesco ASDA Sainsbury's Ocado AmazonFresh Waitrose Morrisons
Standard
£3.00 - £5.99 £3.00 - £5.50 £1-7 £2.99-£6.99 £6.99 per month £3.00 - £5.00 £1-£5 Search Y Y Y Y Y Y Y
Delivery Fee
UK Online Grocery Market — Pricing and Delivery Search Page Size Unlimited Unlimited Unlimited Unlimited Unlimited Unlimited Unlimited
Functions Tesco ASDA Sainsbury's Ocado AmazonFresh Waitrose Morrisons
Menu Y Y Y Y Y Y Y
OOS statuses Out of Stock Out of Stock Out of Stock Out of Stock Various Out of Stock Out of Stock
Menu Page Size Full Category Full Category Full Category Full Category Full Category Full Category Full Category
Low stock N N N N Y N N
R&R N N N Y Y Y Y
Waitlist /Email
Y N N Y Y N N
Notification
Multiple Images Y N N Y Y N Y
UK Online Grocery Market — Navigation options and Placement
Functions Tesco ASDA Sainsbury's Ocado AmazonFresh Waitrose Morrisons
Video N N N N Y N N
Menu Filtering
Y Y Y Y Y Y Y
Navigation
Detailed Description Y Y Y Y Y Y Y
Menu Page Size 20 60 30-90 Unlimited 24 Unlimited Unlimited
Images/Graphics in
N N N N Y Y N
Description
Search Page Size 20 32 30-90 Unlimited 24 Unlimited Unlimited
Detail Bullets Y N N Y N N Y
Suggested Search
N Y Y Y Y Y Y
Terms
Ingredients Y Y Y Y Y Y Y
Spelling Forgiveness Y Y Y Y Y Y Y
Sponsored Products
N N N Y N N Y
on Product Page
Sponsored Search Y Y Y Y Y Y Y
Suggested Items
N N N Y Y N Y
on Product Page
Search History Y Y Y Y Y Y Y
Average App
4.5 4.6 3 3.5 4.2 3 2.5
Rating iOS
Average App
4 4.6 4 4 4 3.5 4
Rating Andriod18
Thank You About Us
To learn more about the Clavis Insight Clavis Insight is at the forefront of
Index, CI2, and to find out how our Insight the ecommerce revolution, delivering
will enable you to maximise your digital ecommerce insights and online retail store
channel performance please contact : analytics to a broad range of consumer
info@clavisinsight.com products brand leaders around the world.
Our Insights are designed to enable you
to optimise your distribution, content
integrity and online placement in the
digital channel in order to protect your
brand online and grow your sales.
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