Latest figures by IGD ShopperVista show that nearly a third of shoppers (30%) are searching online before they go shopping to find which stores are offering the best food and grocery deals. This is a significant jump from the 6% doing so in 2010.
Almost a third of shoppers are using the internet to look for the best deals, however the proportion of such jumps to 41% in 18-24 year olds, and is the highest in shoppers with children under five, at 48%.
Getting the best value for money is important to all shoppers, but the data released by IGD today shows that promotions targeting that latter two groups could resonate particularly well. It is also important to note that a third of shoppers (32%) say they would like to be alerted to deals on their mobile phone when passing a grocery store, highlighting the potential for location based digital marketing to deliver relevant value got shoppers. IGD predicts that online grocery retailing will continue to accelerate at rapid pace in the UK, growing to double its current size by 2018, to be worth £14.6bn.
New technology is giving shoppers more power than ever before. Joanne Denney-Finch, chief executive at IGD, said "Online retailing in food and consumer goods is growing at a phenomenal rate. Technology is empowering people, fundamentally changing the way they buy groceries. Since the start of the recession, shoppers have become much more savvy, regularly hunting around for the best deals. These behaviours have now become much more established and an everyday norm for many shoppers.
