US Online Grocery Snapshot: Q1 2020

IRI Data Shows Which Essentials Shoppers Most Frequently Buy Online

The grocery sector is huge, but online grocery shopping has had mixed results. Thin margins, execution challenges and elusive demand have hindered its growth, and it remains to be seen whether the boost in demand due to COVID-19 will continue post-pandemic.  

Forrester partnered with IRI to understand the size and scope of online grocery in the U.S., analyzing edible vs. nonedible performance, category growth, fulfillment type and challenges. The IRI E-Market Insights data cited throughout this research was gathered at the beginning of the COVID-19 pandemic and was incorporated where relevant.

Products were aggregated into three categories that encompass product sales at grocery stores: nonedibles/nonfood, nonperishable edibles/food and perishable edibles/food.

Some highlights from the research:

• The online groceries that people choose to buy are heavily correlated to how they receive the items.
• Only 4% of perishable goods are sold online and continue to present the biggest challenges for delivery and even pickup.
• All edible categories (both perishable and nonperishable) are experiencing high double-digit year-over-year growth.

 

Open Report

 

 

Forrester Report: Brands’ Success Relies on Relationships with Retailers

In this report, Forrester mentions IRI’s collaboration gateways in its section on “enlightened partnerships” leveraging customer insights for mutual (brand + retailer) benefits. Here’s an excerpt below:

“Sharing consumer insights and decision making. Retailers including Ahold Delhaize, Speedway, Southeastern Grocers, Waitrose, and Walgreens Boots Alliance are using collaboration gateways such as IRI to partner more efficiently with their brand suppliers.Access to aggregated, pseudonymized point-of-sale (POS), rest-of-market shopper, or loyalty data creates a common language and shared KPIs to reach better decisions without the need for stringent privacy requirements.Waitrose’s collaboration gateway will give brand partners a comprehensive view of performance and customer insight. Waitrose head of insight Clare Gough said, “By bringing this added depth and breadth of insight to Waitrose & Partners, and our suppliers, we are able to differentiate our range for the long-term benefit of customers.”

Open Report

 

Now Tech: Pricing and Promotion, Q3 2019

Effective pricing and promotion decisions can improve revenues and margins and help companies better plan inventory and logistics by quantifying sales lift from each tactic that was used. In this report, Forrester provides an overview of the market and vendors, to help companies understand the value they can expect from providers. Forrester analyzed 23 vendors based on their market presence and functionality, and IRI is included as a large provider in this space. To receive a copy of this report, please contact Tanya.Shuckhart@IRIworldwide.com. 

 

Market Guide for Integrated Media Planning Tools

Integrated media planning tools track “where, when and how money will be spent, target audiences, and expected results.” We believe that planning TV advertising spend around audiences that are more likely to buy and planning digital advertising campaigns based on purchase propensity and viewability can help marketers realize an increase in media efficiencies.

In this report, Gartner provides key drivers of today’s market direction, including but not limited to:

• Changes in media consumption patterns
• Changes in the mix of paid advertising spend
• A new generation of video-centric capabilities gaining traction

In the research, Gartner also mentions IRI as part of a sample of partners who enable digital and TV planning. To receive a copy of this report, please contact Tanya.Shuckhart@IRIworldwide.com. 

 

Gartner, Market Guide for Integrated Media Planning Tools, 30 October 2019, Eric Schmitt Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

 

Market Guide for Strategic Marketing Measurement

Strategic marketing measurement programs like marketing mix modeling and unified measurement (which frequently combines multitouch attribution and marketing mix modeling) help marketing leaders measure past, large, long-term investments and plan for future marketing spend.

In this report, Gartner provides an overview of the market’s direction on marketing analytics maturity and sample vendors, including IRI, to help marketers looking to quantify the impact of their marketing and advertising investments. To receive a copy of this report, please contact Tanya.Shuckhart@IRIworldwide.com. 
 

Gartner, Market Guide for Strategic Marketing Measurement, 12 December 2019, Jason McNellis

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

Market Guide for Unified Price, Promotion and Markdown Optimization Applications

As retailers continue to focus on optimizing pricing across all channels, unified price, promotion and markdown optimization (UPPMO) is a technology that can improve pricing and promotion throughout a product’s life cycle. This report from Gartner indicates: “The majority of retailer respondents for each region reports planning to pilot and/or deploy some form of AI for pricing by year-end 2020.” IRI is included in the report’s list of representative vendors – both in the solutions and data service provider categories – and is the only vendor mentioned in both areas. To receive a copy of this report, please contact Tanya.Shuckhart@IRIworldwide.com.

Hype Cycle for Consumer Goods, 2019

“In addition to revenue growth, increasing efficiency and productivity positively impacts the bottom line.” CPG companies must consider new investments in game-changing technologies. Specifically, they will need tools that accelerate insights, automate routine tasks and redefine their business models. The latest Hype Cycle for Consumer Goods report from Gartner analyzes the newest technologies that will enable future disruption in CPG, guidance on what CIOs and other users need to consider when adopting these technologies into their organizations and additional resources for learning. To receive a copy of this report, please contact Tanya.Shuckhart@IRIworldwide.com.

Gartner, Hype Cycle for Consumer Goods, 2019, Ellen Eichhorn, 29 July 2019

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved.