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米国における食品小売マーケティング動向: 新技術、モバイル、およびソーシャルメディア

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

発行 Packaged Facts 商品コード 335392
出版日 ページ情報 英文 123 Pages
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米国における食品小売マーケティング動向: 新技術、モバイル、およびソーシャルメディア Retail Food Marketing Trends in the U.S.: Technology, Mobile, and Social Media
出版日: 2015年06月30日 ページ情報: 英文 123 Pages
概要

食品小売業界は技術的な変革の風にさらされており、食品小売マーケッターは今後、大きな競争上の影響をこうむることになります。未来の食料品ショッピング体験を構築するためには、ソーシャルメディアの活用、モバイルペイメントの着手、デジタル化ロイヤルティ・プラットフォーム統合、消費者と食品小売業とのつながり方の変化の計測など、食品業界がやらねばならないことが数多くあります。

当レポートは、米国における食品小売の新たなマーケティング動向を取り上げ、ビジネスを成長させるためにどうすれば食品小売業の経営者がこういった新たな動向を最大限に活用できるのかという点を中心に詳細な分析を行っています。

第1章 エグゼクティブ・サマリー

  • 食料品の買い出し
  • 販促や割引、またロイヤルティ・プログラムと食料品ショッピング
  • オムニチャンネルを通じたショッピング体験の活用
  • ソーシャルメディアとターゲット広告
  • 食品小売用のモバイルアプリ能力と関心度
  • 実店舗内ショッピング体験
  • 食料品についてのロイヤルティ・プログラム

第2章 食料品の買い出し

  • 概要
  • 食料品買い出しの頻度、買い物時間、使用金額と購入品の量
  • 性別および世代別分析
  • ミレニアル世代のパパたちは良く買い出しを担当する
  • 購入量: 既婚子供あり vs. 未婚子供なし - 2015年
  • 週当たりの食料品支出額

第3章 販促や割引、またロイヤルティ・プログラムと食料品ショッピング

  • 食料品に関する販促活動とディスカウント動向
  • 食料品店での食料品買い出しに関する販促活動とディスカウント動向
  • ロイヤルティ・プログラム
  • クーポン
  • 消費者層別分析
  • 性別および世代別に見たディスカウントに対する考え方
  • ミレニアル世代の既婚・子持ち層は電子的なディスカウントによる節約戦略を採る
  • 一家の収入額よりも世代差の方が重要な決定要素
  • Kroger: ロイヤルティ・カードを通じて顧客一人一人に合わせたサービスを提供
  • The Grocery Game: 究極のクーポン
  • Target: モバイルクーポンの斬新な手法を採るCartwheelアプリ
  • 消費者のプライバシー問題が逆風に

第4章 オムニチャンネル・ショッピング体験の活用

  • 食料品のオンラインショッピング
    • 食品/飲料のオンラインショッピングは未だに極めて少ない
    • しかし今後成長する見通し
    • 消費者層別分析
    • Amazon
    • Walmart
    • Instacart
    • Repod
  • オムニチャンネル購入の選択肢
    • 購入手数料についての選択肢
    • Uber
    • 会員サービス
    • オムニチャンネルでの購入体験
  • 食料品のオンラインショッピングおよび食品についての検索
    • 消費者層別分析
    • 食料品のオンラインショッピングおよびオンラインでの検索に対する考え方の性別差および世代差
  • Target: オムニチャンネル構想
  • Click and Collect: 現在は波に乗る
  • 将来急成長の見込み
    • Meijer

第5章 ソーシャルメディアおよびターゲット広告

  • ソーシャルメディアのパワー: ユーザの考え方と評価
  • ソーシャルメディアと食品小売業界
  • 食料品購入についてのソーシャルメディアの影響
  • ソーシャルメディアを活用している食品小売トップ企業
    • Target
    • Walmart
    • Publix
  • デジタルマーケティング
    • Eメール
    • モバイルアプリおよび位置情報活用サービス
    • セールスちらし: 電子版 vs 紙印刷版

第6章 食品小売モバイルアプリの能力および関心度

  • スマートフォンおよびモバイルアプリの使われ方
  • よく使われているモバイルアプリの種別
  • 食品小売モバイルアプリの使われ方
  • 消費者層別分析
  • モバイルアプリに対する考え方の世代差
  • モバイルアプリを使った売り買いに対する考え方の世代差
  • モバイルアプリを通じた報奨(ポイント)/ロイヤルティに対する考え方の世代差
  • 関心度: 年齢層、既婚/未婚、子供の有無、収入額との関連 - 2015年
  • 食品小売モバイルアプリを活用しているトップ企業
    • スーパーマーケット
    • ウェアハウスクラブ
    • コンビニエンス・ストア
    • ドラッグストア

第7章 実店舗内ショッピング体験

  • 店舗内広告
  • 消費者層別分析
  • モバイルペイメント

第8章 食料品店のロイヤルティ・プログラム

  • ロイヤルティ・プログラム
  • 食料品店/スーパーマーケットのロイヤルティ・プログラムの使われ方
  • ロイヤルティ・カード(ポイントカード)が食品小売では重要な役割を果たす
  • 購入活動に影響を与える存在としてのロイヤルティ・プログラム
  • ロイヤルティ報奨(ポイント)のチェックや使用のためのモバイルアプリ利用
  • ロイヤルティ・プログラムを活用するトップ企業
  • 現在運営中のオムニチャンネル報奨プログラム

付録

目次
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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