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, 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.

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

Size of the Prize: What is the opportunity for brands? Despite the obvious growth some brands still question why they should commit dedicated resources and effort to serve the eCommerce channel. But sales value is only the tip of the iceberg when it comes to summing 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 monthly visitor numbers of major retailers (Table 1). by 2020. 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. The UK grocery market, worth £175 billion in 2015, is under pressure. Traditional UK grocery retailers are seeing sales shrink – overall sales value fell by 1% in 2015 compared with 2014 – due in no small part to the rise and rise of the German discounters.

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

The Major Players Regardless of the growing influence of internet pure plays, traditional retailers such as Tesco, Asda and Sainsbury’s still dominate the online channel aided by their national footprint and sheer size. Together, these three own over two-thirds of the online grocery market.

Tesco leads in terms of online sales with 37.7% market share (see Table 1 below), with Sainsbury’s and Asda at 15%. Ocado comes in fourth with 11.8% and both Waitrose and Morissons have much smaller shares 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.

UK Online Grocery Market Tesco

Asda

Sainsburys

Ocado

AmazonFresh

Waitrose

Morrisons

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

41M

22M

10M

3.5M

—

3.8M

3.5M

2000

2000

1995

2002

2016

2000

2013

Monthly Visitors Launch Year

*Table 1: UK Online Grocery Market Share: (multiple sources)

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

eCommerce Pure Plays To date, Ocado has been the clear pure-play leader in UK online grocery. The retailer is continuously innovating, and developing alternative revenue streams. It has for example integrated its service with the Apple Watch to allow users to shop from that device using voice recognition, while at the same time it has developed the Ocado ‘Smart Platform’, which offers infrastructure and operating capabilities to retailers such as Morrisons. The e-grocer offers some 43,000 SKUs (Stock Keeping Units) in its range and boasts a consumer base of 453,000 active users delivering some 183,000 weekly orders.

The pure play nature of Ocado means it is ideally set up for NPD. With no physical store legacy to take into account there is no need to consider online/offline SKU alignment, which frees it up to host a diverse range of products. Amazon, with its AmazonFresh offering, is aggressively moving into the lucrative UK market, and is likely to provide significant disruption. It may have started with a small geographic foot print - 69 postcodes across central and East London – but it trumps all its rivals in 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.”

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

AmazonFresh is competitive in terms of price, but it is not cheap to avail of the service as its only available to customers who buy a Prime membership at £79 per annum and then pay an additional £6.99 monthly fee for Fresh. However, its entry into the market is likely to shake up grocery shopping as a whole by accommodating more frequent, top up shopper missions, and picking off the highest spending grocery shoppers in key markets.

Share of Shelf and Size of Portfolio

Each retailer offers a wide range of grocery related products including food and beverages, pet care products and health and beauty. After AmazonFresh, Tesco.com offers the largest online portfolio (and the widest national coverage). It publically claims to have around 70,000 products on its site, but Clavis 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.

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

Private Label With the prevalence of own-label in the UK grocery market a significant proportion of the range of each of these online retailers is taken up by store brands. To illustrate this point Clavis Insight searched for ‘frozen foods’ on each of the stores to identify which products returned in the first 20 Search Results (see Table 2 below).

Nineteen own-label items were returned in the first 20 Search Results on Tesco.com, effectively blocking other brands out of the all-important first results page. Asda and Sainsbury’s also strategically place their own products in the Top 20, or first page of results, whether by searching or navigating through the menu. Ocado delivered a more diverse range of products in the top 20 search results, with 12 spots going to national brands.

UK Grocery Own Label Dominance on Search *Frozen Food Top 20 Asda

Ocado

Sainsburys

Tesco

Brands

Product Count

Brands

Product Count

Brands

Product Count

Brands

Product 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 McCartney’s

1

Frys

1

Vbites

1

Cross & Blackwell

1

Table 2: UK Grocery Own Label Dominance on Search Frozen Food Top20

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

Online Store Functionality

Membership and Delivery options

In our analysis of online store functionality, we looked at differences between the retailers’ membership and delivery options, and mobile capabilities, as well as how products are represented in the online stores. Monitoring how they perform against these elements of representation, such as landing page content, availability, ratings and reviews and placement (search and category menu) and ultimately optimizing their performance for each, offers brands a framework for improving their eCommerce channel business and working more closely with online retailers.

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. All offer both home delivery and Click and Collect (or buy online pickup in store (BPOIS)) options. Delivery is generally next day, with charges ranging from £1 to £7, and free delivery cutoff at £40 for subscribers to Delivery Subscription packages. Tesco.com offer a ‘Delivery Saver’ subscription package, which only requires customers 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.”

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

The AmazonFresh model is different with an annual Prime membership of £79 plus a monthly subscription charge of £6.99 for same day delivery. Ocado also offers a subscription model in lieu of delivery charges and has a ‘same day’ service in limited locations. In recent months Tesco and Asda have been trialling a same-day service for “click and collect” orders, while Sainsbury’s is also piloting same day delivery, in direct competition with AmazonFresh, out of its new Bromley-by-Bow-based dark store.

The products that appear on the first page of results for category key word Searches, or on the first page of the category menu, are more likely to be added to a shopper’s basket. Therefore, it’s important for brands to know what their target is in terms of getting on the first page. The fact is menu category and Search results pages vary by store (see Appendix - Navigation and Online Shelf Placement), and ultimately the higher up the page your products are the more likely they are to be added to basket.

Navigation and Online Shelf Placement

Availability

In the physical world brands aim to get their products onto the top shelf, or in the bull’s eye depending on brand strategy. Online however as we know there is no shelf, so “placement” is determined by how well products rank for keywords on search results pages, or where they are located in the category navigation menu structure.

eCommerce product availability may well be the most important metric that brands track in both the online and offline channel. The UK market, options of Availability are limited to products being “In Stock” or “Out of Stock”. Currently there is very little support for low stock information on the sites themselves, with the 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.

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

Consumer Engagement – Ratings and Reviews Reviews and Ratings are a significant lever in the online channel, as they serve to interrupt a shopper trip much like an in-store display or a shelf tag might. This is particularly true when consumers are looking for new products or brands. A brand a shopper doesn’t usually buy with five Stars may suddenly be of interest when they realize their usually preferred brand only has 3.5 stars.

While most of the retailers analysed here (other than Tesco) carry consumer reviews for grocery products, the concept is still in its infancy in the UK, compared with the US and China at least. In UK online stores many products have no reviews and only Amazon appears to be committed to opening up a dialog between consumers and suppliers by enabling manufactures to respond to reviews on its site.

Top 5 Most Postiviely Rated Laundry Brands 100% 100%

61%

55%

65%

39%

47%

Table 3: Number of Reviews and Percentage of Positive Reviews Laundry.

100% — Number of reviews per Brand

99% 99% 99%

93

85

74

71

70

Lenor

Fabreze

Ariel

Persil

Comfort

99% 99%

— % of postive reviews per Brand

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

Clavis Insight analysed Reviews and Ratings for the Laundry Category, focusing on the five brands with the largest number of consumer comments (see Table 3, page 10). Lenor performs well in terms of consumer engagement with 93 reviews across the sores analysed, however Ariel does even better as it has a higher percentage of positive reviews (four stars or better), 65% versus Lenor’s 61%.

Lenor and Ariel also perform quite well in terms of coverage, with 73% of their products Reviewed in online stores. But there is still an opportunity for these and rival brands to increase the level of consumer engagement in UK online stores (see Table 4 below).

Percentage of Products Reviewed for Top Reviewed Brands in Laundry Category Brands

% Products Reviewed

Ariel

73%

Lenor

73%

Febreeze

61%

Comfort

58%

Persil

46%

Table 4, Percentage of Products Reviewed for Top Reviewed Brands in Laundry Category.

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

Content and Product Pages

Mobile Apps

Landing page content in online stores is the means for brands to educate, inform and convert consumers, in the absence of having a physical product to touch and feel. In this sense, the internet has democratized the brand battle. It is essential for brands to take full advantage of what each store offers in terms of content, images and page layout in order to present their products in the best possible light to consumers.

In terms of eCommerce and online content in particular more and more industry watchers are talking about the importance of Mobile. Speaking at the Clavis Insight eCommerce Summit in 2015 Ocado’s Head of Product and Merchandising, Hannah Gibson, stressed the importance of content, adding that brands and retailers needed to think mobile first when it comes to creating their online store content. “At Ocado, 50% of orders are now touched by mobile and this isn’t the peak. Pinterest says that about 70% of their usage is on mobile. I don’t suspect it will be too long before we are at a similar level,” she said.

With any shopper, clarity and speed are paramount. To win over shoppers, brands should make their product pages clear and concise. That means descriptive 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.

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

What do brands need to do to win in this environment? Market analysis and common sense tells us that eCommerce is growing rapidly in importance, but it’s still essential for the eCommerce team to get some quick wins on-board early and create a long term plan if the channel is to deliver success. The steps to consider in order to win online are: Build a Solid the Business Case Create a Relevant and Realistic eCommerce Strategy Develop new Capabilities Setup for Success with the Right KPIs

Build a Solid the Business Case Despite eCommerce being the primary driver of growth in many consumer goods categories it is not always easy to immediately prove a return on investmentbased business case for the level of effort and investment required to succeed in the channel. In the early stages at least, it is unlikely that online channel revenue alone will be significant enough to add upto-much in terms of direct ROI. In any case it may not even be possible to get reliable online sales figures. In the absence of reliable or convincing eCommerce point of sales data, the argument for investment focuses three key areas: Protecting valuable brand equity, the Impact of online on other channels and future proofing 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”

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

Create a Relevant and Realistic eCommerce Strategy

Develop new Capabilities

The eCommerce strategy a brand adopts will depend heavily on where the organization and categories are, in terms of eCommerce maturity. For some organisations the eCommerce strategy might focus on protecting brand equity, building brand presence and educating the consumer. For others the strategy could be more about impacting omni-channel and offline sales, brick-and-mortar shoppers, and brick-and-mortar retailers that have an online presence. A third approach would concentrate more on the actual eCommerce revenue via pure plays and online retailers.

All too often in FMCG manufacturers, one person is handed the eCommerce brief and told to figure it out. But if the organization is to succeed in the channel, and ultimately succeed in the market, there needs to be wider involvement from company leadership down, as well as the addition of new skills and capabilities. The capabilities you have today, supporting your brick-and-mortar or traditional retail channel, will not be effective in achieving eCommerce growth and beating emerging online competitors. You and your organization are going to have learn to do things differently and adapt traditional category management tactics for the new channel.

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COMPLETE ANALYSIS OF UK ONLINE GROCERY MARKET, AND ONLINE RETAILERS’ FEATURES AND FUNCTIONALITY

Setup for Success with the Right KPIs

Score Some Quick Wins

The key foundation of capabilities and resources needed to succeed in the online channel will include measurement and analytics. The metrics and KPIs you choose to follow will depend largely on the level of eCommerce in your key categories, but again in the virtual world they are likely to be a bit different than they might be for your traditional channels. Online the brand has to ensure its products are in-stock in the online store, consumers can easily find them and when they do are persuaded to buy in sufficient numbers to create demand from the retailer. See page 16 for example metrics.

In order to secure more resources and grow internal support for eCommerce in general it is handy to be able to quickly prove your ability to impact the channel. Luckily there are usually plenty of examples where you can demonstrate impact. It might be about optimising product titles for better search performance or quickly identifying distribution gaps in certain online retailers. Another problem that is easily solved, once it’s spotted, is where your product can be twisted with that provided by a third-party seller in Amazon to deliver incremental sales for your brand. This is something 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.

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Online Key Metrics Availability Track your portfolio’s state of availability by retailer, category, brand, and manufacturer to optimise your range, maximise distribution, and improve sell-through.

Ratings and Reviews Set targets for total number of product reviews and average rating score to help drive omnichannel sales.

Search Rank Understand where your products rank in search results for specific search terms to ensure your products are discoverable.

Media Tracking Monitor online media placements for compliance and effectiveness; track category competitors.

Content Integrity Monitor compliance of product content for individual SKUs by category and online retailer so that you can make sure your products are optimised to win the digital shelf.

Price and Promotions Tracking Monitor pricing and promotions for your products and your competitors’ products to make sure your products 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.

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APPENDIX

UK Online Grocery Market — Size, Operations and Offering Functions Online Grocery Share

Tesco 37.7%

ASDA

Sainsbury's

15%

15.0%

Ocado 11.8%

UK Online Grocery Market — Consumer Engagement

AmazonFresh

Waitrose

Morrisons

AmazonFresh

Waitrose

Morrisons

Y

Y

Y

Y

Y

£261,800,000

£200,200,000

N

N

N

Y

N

N

?

3.8M

3.5M

Review Syndication

N

Y

Y

Y

Y

Y

Y

2016

2000

2013

Q&A

Y

Y

Y

Y

Y

Y

Y

£1,155,000,000

£908,600,000

?

41M

22M

10M

3.5M

Online Launch Year (UK)

2000

2000

1995

2000

Regions Served

Wales, Scotland, England and Northern Ireland

Wales, Scotland, England and Northern Ireland

Wales, Scotland, England and Northern Ireland

Wales, Scotland, and London: 69 England postcodes

Wales, Scotland and Wales, Scotland England and England

Product Count

84775

35389

45463

48838

100000+

19678

53577

Own Label

Y

Y

Y

Y (Waitrose)

Y (Morrisons)

Y

Y

Marketplace Capabilities

N

N

N

N

Y

N

N

UK Online Grocery Market — Pricing and Delivery Ocado

AmazonFresh

Waitrose

Morrisons

UK Online Grocery Market — Pricing and Delivery Functions

Tesco

ASDA

Ocado

AmazonFresh

Waitrose

Morrisons

N

N

Y

Y

N

Y

Video

N

N

N

N

Y

N

N

Detailed Description Y

Y

Y

Y

Y

Y

Y

Images/Graphics in description

N

N

N

N

Y

Y

N

Detail Bullets

Y

N

N

Y

Y

Y

Y

Best Seller Rankings N

N

Y

Y

Y

Y

Y

Ingredients

Y

Y

Y

Y

Y

Y

Y

Allergy

Y

Y

Y

Y

Y

Y

Y

Nutrition Panel

Y

Y

Y

Y

Y

Y

Y

Y

Y

Y

N

Y

Y

Y

Y

N

Y

Y

Y

Y

Y

Y

Y

Y

BOPIS /Click & Collect

Y

Y

Y

Y

N

Y

Y

Subscription/ Subscribe & Save

Y

N

Y

Y

Y

Y

Y

Membership

Y

N

Y

Y

Y

Y

Y

Annual Membership Free Cost

N/A

Free

Annual Delivery Sub £30

£60

£60

£69.99-£109.99

£83.88

NA

NA

Sponsored Products on Product Page

N

N

Fastest Shipping/ Delivery Available

Next Day

Next Day

Limited Same Day, otherwise next Day

Same Day

Next Day Delivery

Next Day Delivery

Suggested Items on N Product Page

N

£79

Sainsbury's

# secondary images Y (up to 5)

Shipping

Next Day

Ocado

Y

£1,155,000,000

Sainsbury's

Sainsbury's

Ratings and Reviews N

£2,902,900,000

ASDA

ASDA

Enable Manufacturer N Responses

3.4%

Average Monthly Visitors

Tesco

Tesco

2.6%

?

Online Retail Revenue (2015)

Functions

Functions

UK Online Grocery Market — Mobile App Capabilities

Free Shipping Threshold (with Delivery Sub)

£40

£40

Standard Delivery Fee

£3.00 - £5.99

£3.00 - £5.50

£40

£40

£1-7

£2.99-£6.99

£6.99 per month

£60

£40

£3.00 - £5.00

£1-£5

Functions

UK Online Grocery Market — Pricing and Delivery Functions

Tesco

ASDA

Sainsbury's

Ocado

AmazonFresh

Waitrose

Out of Stock

Out of Stock

Out of Stock

Out of Stock

Various

Out of Stock

Out of Stock

Low stock

N

N

N

N

Y

N

N

Waitlist /Email Notification

Y

N

N

Y

Y

N

N

UK Online Grocery Market — Navigation options and Placement Tesco

ASDA

Sainsbury's

Ocado

AmazonFresh

ASDA

Sainsbury's

Ocado

AmazonFresh

Waitrose

Morrisons

Search

Y

Y

Y

Y

Y

Y

Y

Search Page Size

Unlimited

Unlimited

Unlimited

Unlimited

Unlimited

Unlimited

Unlimited

Menu

Y

Y

Y

Y

Y

Y

Y

Menu Page Size

Full Category

Full Category

Full Category

Full Category

Full Category

Full Category

Full Category

R&R

N

N

N

Y

Y

Y

Y

Multiple Images

Y

N

N

Y

Y

N

Y

Video

N

N

N

N

Y

N

N

Detailed Description Y

Y

Y

Y

Y

Y

Y

Images/Graphics in Description

N

N

N

N

Y

Y

N

Detail Bullets

Y

N

N

Y

N

N

Y

Ingredients

Y

Y

Y

Y

Y

Y

Y

Sponsored Products on Product Page

N

N

N

Y

N

N

Y

Suggested Items on Product Page

N

N

N

Y

Y

N

Y

Average App Rating iOS

4.5

4.6

3

3.5

4.2

3

2.5

Average App Rating Andriod

4

4.6

4

4

4

3.5

4

Morrisons

OOS statuses

Functions

Tesco

Waitrose

Morrisons

Menu Filtering Navigation

Y

Y

Y

Y

Y

Y

Y

Menu Page Size

20

60

30-90

Unlimited

24

Unlimited

Unlimited

Search Page Size

20

32

30-90

Unlimited

24

Unlimited

Unlimited

Suggested Search Terms

N

Y

Y

Y

Y

Y

Y

Spelling Forgiveness Y

Y

Y

Y

Y

Y

Y

Sponsored Search

Y

Y

Y

Y

Y

Y

Y

Search History

Y

Y

Y

Y

Y

Y

Y

18

Thank You

About Us

To learn more about the Clavis Insight Index, CI2, and to find out how our Insight will enable you to maximise your digital channel performance please contact : [email protected]

Clavis Insight is at the forefront of the ecommerce revolution, delivering ecommerce insights and online retail store analytics to a broad range of consumer 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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