UKs largest live community of shoppers

75,000

live users

99

million shopping trips

1,200,000

outlets

The latest shopper insights from Worldpanel Plus

Thoughts on big topics

These days, many people prefer to have experiences than to buy new things. Can we translate this trend to finding more shoppers?

View the report

January 2017 Christmas

February Where are the shoppers,
High Street?

March Diversify to get people to buy,
High Street

April Easter

May Online
shopping and
the High Street

June Age isn’t
a number,
High Street

July Amazon
Prime Day

August Experiential

September Birthdays

October Organic

November Asda &
Argos

December Christmas

Big Questions, Expert Answers

We’ve helped over 60 clients so far, how could our experts help you?

What is the value of getting our experience right and what tactics should we use?

Improve and ensure shopper satisfaction with true in-store experiences, from over 150,000 trip reviews every month.

Contact our Shopper Satisfaction expert Mark Smithson

What are the top 10 retailers, per GM category, that my customers shop at?

Quantify your shopper insight across all GM categories in named competitors, to help you focus on where it really matters to drive growth.

Contact our General Merchandise expert Jon Hendy

Which online platforms/retailers do my buyers go to when they shop online?

Online is growing and has already had a huge impact on multiple categories and the way we buy. It’s therefore time to review your online strategy. Gain a real, comprehensive and holistic view of your online shoppers.

Contact our eCommerce expert Nadya Ardianti

Who should I target to grow faster and what does it take to beat my competitor?

Speak to shoppers at the moment of truth and understand what’s going through their mind when choosing or not choosing your brand, category or store.

Contact our Link Q expert Alistair Mitchell

Which local shoppers are not shopping at your store?

When your retailer or brand activity is targeted to a specific area or location, it's important to speak to the right shoppers who have been exposed and those who haven’t.

Contact our Catchment expert Jon Hendy

How do I grow my brand and find new shoppers?

With 4 to 5 Grocery trips a week compared to 10 to 11 trips in all retailers (including online), it’s time to follow your shoppers beyond grocery

Contact our Worldpanel Plus Team

Understanding beyond grocery

Worldpanel Plus covers all sectors, channels and categories, including:

Find more shoppers and be chosen more times, when it really matters

Real, not claimed purchase behaviour

Make robust decisions for your brand, store or category thanks to real shoppers and their real behaviour.

Ask shoppers about what they’ve just bought

Deep dive into the motivations behind specific shopper choices, at the point they’re making them, with receipt- triggered surveys.

Big samples from real shoppers

Not only are the samples real - they’re huge. So you can trust the choices you make, because they’re based on thousands of shoppers.

New, detailed shopper insight

Create the ultimate and granular shopper view. Understand purchase time, multiple retailer shopping days and more.

Coverage of total retail purchases

Don’t be held back. Evaluate all the opportunities available, with purchase behaviour from any type of store and any channel.

The app behind Worldpanel Plus: Shoppix

With a 4.7 rating in app stores, consumers love Shoppix

Receipt capture

Shoppers submit their receipts to Shoppix via their smartphone. This can be done both online and offline. The app then captures the retailer name, product detail, price paid for each item, total spend and exact date and time. No more guessing or asking people to recall, all at the ‘click’ of a smartphone camera!

Surveys

Target specific groups that have bought a certain product or exhibited a certain behaviour – as soon as they’ve done it. Shoppix surveys allow you to better understand the why behind the buy (or not), closer to the moment of truth.

Gamification

Shoppers are incentivised to keep regular logs of their shopping behaviour and attitudes through the Shoppix game. In return, they receive tokens and scratch cards to exchange for retailer vouchers. The more receipts and surveys shoppers log, the more they win!

WATCH THE VIDEO

To see how Worldpanel Plus, a brand-new insight tool, uses the mobile app Shoppix to uncover motives behind any shopping trip, in any store, whenever and wherever.

Watch our video to get the bigger picture

Kantar

Kantar is one of the world’s leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for corporations and governments in 100 countries.

Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.

Find out more

BLACK FRIDAY – THE BIGGEST EVENT FOR BOTH ONLINE AND IN STORE

Hear from our e-commerce expert, Nadya Ardianti, on Black Friday 2019

View the full infographic

Shoppers will spend 55% more than usual

Average number of retailers visited on Black Friday, 2018

Read our e-commerce report: Opening up online

BLACK FRIDAY: THE BIGGEST EVENT FOR ONLINE AND IN STORE

61% of us are planning to take part in Black Friday 2019

% of respondents planning to buy something during Black Friday

% of respondents planning to buy something during Black Friday

The average shopper will visit two retailers, max…

Average number of retailers visited on Black Friday, 2018

Average number of retailers visited on Black Friday, 2018

...and these shoppers will spend 55% more than usual

Spend per buyer by channel, 2018

Spend per buyer by channel, 2018

So it's key that in store and online get the experience right

% of respondents, reasons for shopping in store/online on Black Friday

% of respondents, reasons for shopping in store/online on Black Friday

Sources: 2019 stats - Worldpanel Plus LinkQ survey of 54,743 shoppers. 2018 stats - Worldpanel Plus, 52 w/e 30th December 2018, omnishopper panel.

High Street Shoppers:
London vs UK

London shoppers are a lot younger

Age Index: London vs UK

Age Index: London vs UK

They prefer food outlets to pubs and bars

Retailer receipt Index: London vs UK

Retailer receipt Index: London vs UK

It’s mostly tubes and buses getting them there

% people, mode of transport

% people, mode of transport
Do you understand your local shoppers? Contact us for more info

Source: Data is based on 6,491 Londoners and 53,996 UK individuals over 52we 01 Sept 19

(I can’t get no) satisfaction: actually, High Street Shoppers can

Both the high street and grocers are ‘in the green’ when it comes to experience but it's the high street that leads

Average Net Recommended Score

Average Net Recommended Score

High customer satisfaction isn’t restricted by category – it’s varied

Top 10 High Street retailers based on Net Recommended Score

Top 10 High Street retailers based on Net Recommended Score

So, satisfaction is still possible and more important than ever. Get it wrong and your spend per trip goes down

This is an example based on Bargain Stores.

This is an example based on Bargain Stores.

Source: Worldpanel Plus, 28 weeks ending 5 July 2019

Amazon Prime Day: how big is it?

Prime Day is Amazon’s 3rd biggest selling event of the year

Prime Day is Amazon’s 3rd biggest selling event of the year

Christmas

Black Friday & Cyber Monday

Amazon Prime Day

It’s a great tool for attracting new Prime members but it’s truly loved by existing ones...

It’s a great tool for attracting new Prime members but it’s truly loved by existing ones...

1 in 2 Prime Day buyers
is already a heavy Amazon shopper

...and it keeps growing. More than half of Prime members plan to take part – 20% more than last year.

Prime members planning to take part 2019

...and it looks set to keep growing, with more than half of Prime members planning to take part – 20% more than last year.

Prime members who took part 2018

...and it looks set to keep growing, with more than half of Prime members planning to take part – 20% more than last year.

Source: Based on purchase data from 6,292 shoppers from our omni-shopper panel & a LinkQ survey of 23,500 UK online shoppers, including c.8,500 Prime members, 2018 – 2019

Age is not just a number for the High Street

Those who didn’t grow up shopping on the High Street care about “what” rather than “where”

I don’t shop online because...

Age is not just a number for the High Street
Rethinking the High Street instore experience for younger shoppers

Source: % of respondents based on c.3,000 survey responses from real online and offline shoppers

Let’s get physical!

How can the High Street respond to the rise of online shopping?

Younger online shoppers are least likely to visit the High Street

Younger online shoppers are least likely to visit the High Street

But young shoppers love to try before they buy

But young shoppers love to try before they buy

So how could the high street tip the balance in favour of younger shoppers?

So how could the high street tip the balance in favour of younger shoppers?

Stay tuned for more on the high street, coming soon.
Source: based on c.5,000 online shoppers over the last 16 weeks and c.3,000 survey responses from online and offline shoppers.

Easter weekend: our egg-citing but egg-hausting plans!

DIY shopping first peaks on Friday and then we’re back on Monday ... forgotten something?

Home, Homeware & Garden Improvement

Looking to entertain the kids during the holidays? Sports and toy store visits peak before and after Easter.

Sports & Activity shops - Toy & Hobby Stores

Trips to leisure centres and grabbing a bite to eat or drink increases on Easter Sunday – it’s family time.

Restaurants, Cafés & Snack Bars, Pubs & Bars - Leisure Venues

Channel average

Shoppix daily trip index: Easter 2018. Daily trip index is the channel share of receipts versus daily channel average, across a 13 week period.

Diversify, to get people to buy

There’s plenty of opportunity for High Street retailers to compete for supermarket spend

There’s plenty of opportunity for High Street retailers to compete for supermarket spend

High Street retailers that diversify more, tend to be more successful

High Street retailers that diversify tend to be more successful

Clothing specialists are leading the way with 40% of trips already featuring other categories


Clothing specialists are leading the way with 40% of trips already featuring other categories

Stay tuned for more on the high street, coming soon.

Based on 1.8m High Street receipts over the last 16 weeks.

There’s plenty of shoppers on the high street

The High Street wins 40% of all receipts in physical stores

40% 66% of all receipts in physical stores - 3 receipts a week per person

Trips are lower value, day to day items

The average trip is worth £15 vs £19 average in all physical stores

Big brands are important, but the High Street is highly fragmented


The top 20 stores make up 60% Of ALL High Street receipts

A lot of us visit the High Street but loyalty is hard to come by

99% of us visit the High Street - We visit stores on average

Stay tuned for more on the high street next month.

Based on 29,000 respondents and 1.38m receipts over the last 16 weeks.

Tis’ the season for jolly smart shoppers

60% of us tried to shop smarter to help manage budgets

The Christmas shopping season was stretched by smart shoppers

Nearly ½ shopped more online this year, seeking savings on time, hassle and money

Not such a jolly time for the high street, with an overall decrease of 5% purchases YOY

Based on 32,329 Shoppix app responses in December and a YOY comparison across 5 weeks ending Christmas eve.

The ups and downs of Christmas shopping: our predictions

Click here to read more on each prediction

The ups and downs of Christmas shopping: our predictions

Premium: Higher than last year
We expect shoppers to spend £1.1Bn on premium private label over the Christmas quarter. Combine this with an extra shopping day vs last year, 2019 promises to be a bumper Christmas for the Grocery Retailers.

Purchasing: Spend on the Saturday before Christmas will be higher than ever before​
The biggest single shopping day will be Saturday, December 22nd where we expect to see a whopping £770M go through the tills. The Friday before Christmas has been the biggest day in the last two years, however, this year's extra shopping day will mark a shift to the Saturday.

Promotions: Lowest levels since 2008
We expect to see levels of spend on promotion drop to 34%, the lowest level at Christmas since 2008.

Planning: Higher levels of shopping around Saturday, Sunday and Monday before Christmas
There will be more ‘shopping around’ in the 72 hour run-up to Christmas as we visit more stores in order to find all the specific items required for this important event.

Place – department stores: Lower number of trips
Will Mike Ashley be Father Christmas for the Department Stores? We don’t think so. Department Store share of trips will decline.

Party On: Highest spend on Out of Home than ever before
Despite budget pressures, we’ll buy on average five main meals out of home and nine hot drinks in the month of December, spending more than ever before on food and drink.

Click here to go back

Is Argos the forgotten element of the potential Sainsbury’s and Asda merger?

There’s plenty of shopper cross-over but not so much awareness

Shoppers happy to see expanded range of non-grocery products in Asda...

...and most keen on seeing more homeware and toys

Argos in Asda could serve the needs of time-poor shoppers

To see more insight, including Black Friday 2017, click here
Based on 17,216 Shoppix app responses in November, 2018.

Has our enthusiasm for organic been squashed, or are we just confused?

Key organic categories have gone into decline…are we looking at another 2008 dip in organic?

From March 2003, organic continued to grow, hitting £97m in February 2008.

But, by September 2008 it was down to £77m.

Does the organic market have too many light buyers?

...spend less than
£40 A YEAR!

Is there confusion around the organic proposition?

“They are too expensive”

“Very important”
or “important”

...particularly around natural vs organic.

“I buy organic food”

“I buy natural products”

What “Natural” means to us:

The above uses Kantar Worldpanel and Worldpanel Plus data. Points 1 and 3: Organic Grocery by Sector – 52 w/e 09 Sep 18. Point 2: Historic Kantar Worldpanel data from 03-08. Points 4-6 are Worldpanel Plus, based on a Shoppix survey from 34,297 panellists, sample is not nationally representative, October 2018

Buying birthday presents? It’s a piece of cake according to our panellists.

To celebrate Worldpanel Plus turning one, we’ve looked at how our panellists find buying birthday gifts

Buying a present is not only easy-peasy, it’s a delight!!

“It was a pleasure!”

“It was a bit stressful”

“Quite stressful”

“Very stressful!”

...Top presents promise fun, style and something sweet.

Toys, games or sports equipment

Clothing or accessories

Chocolates or confectionery

We’re full of confidence that we’ve nailed the present...

Not many of us are looking for hints.

“I usually keep them happy”

“I’m a natural at buying pressies”

“I could do with hints”

“They always ask for the gift receipt!”

Based on 733 Shoppix app responses from those buying cards and/or wrapping paper for a Birthday. Collected 16 -18 Sept.

Looking for an experience - how do your customers like to feel? Nostalgic, environmentally conscious and house-proud

Fewer than 1 in 10 people have no emotional engagement with where a product is sourced

40% are attracted to products that make them feel nostalgic

57% feel better when buying environmentally friendly brands

49% think it’s worth spending on entertainment technology to make their home more enjoyable

Available now, Kantar Worldpanel’s new paper on the power of experiences: How Does That Make You Feel?

World Cup: It’s coming home… for alcohol anyway

We did better than expected! Shoppers who bought alcohol predicted quarter-final success 30 minutes after England’s first match…

44% are more concerned

...and as the week went on, more of them were buying booze in preparation for the game

70% plan to switch or use less

...as most of us planned to watch the games at home

44% are more concerned

So retailers! In future, timing is everything: push your instore marketing 2 days before

70% plan to switch or use less

Based on 3,798 shoppers that purchased alcohol during the run-up to England’s first World Cup game on 18th June. Within 30 minutes of the game finishing, we re-contacted the same people to see if their predictions had changed.

Plastic recycling – a real concern or a load of rubbish?

People are becoming more concerned about single-use plastics...

44% are more concerned

...with the majority of us planning to shop more sustainably

70% plan to switch or use less

...but more education is required on products containing plastic

Low awareness of where plastic’s included

...with plastic bags, fizzy drink bottles and straws most at risk of being replaced or used less

Top 3 items for those who will buy an alternative
Top 3 items for those who will reduce use

Based on 21,545 Shoppix app responses, collected on 11 May

Sainsbury’s and Asda: what 10,864 shoppers immediately think

4 out of 5 shoppers are OK with the proposal

Is the merger a good thing for shoppers?

44% are more concerned

Despite concerns, shoppers hope for wider ranges and more promotions

What do you think will happen in the stores?

70% plan to switch or use less

Choice, quality and price are top of mind worries

Verbatim

70% plan to switch or use less

Sainsbury’s shoppers think prices will drop, Asda shoppers fear they will rise

70% plan to switch or use less

10,864 Shoppix app users responded to questionnaire by Tuesday morning after proposed Sainsbury’s/Asda merger formally announced on Monday 30 April

18% OF US WERE PLANNING DIY OVER EASTER BUT DID WE SPRING INTO ACTION?

My Easter DIY journey included
My Easter DIY journey included

Individual receipt level data taken from Shoppix app users over Easter weekend (Fri 30th March - Mon 2nd April)

HOW WE WERE PLANNING TO HAVE AN EGGCELLENT EASTER!

Family time

Family time

Eating out

Eating out

Cleaning

Cleaning

Baking

Baking

DIY

DIY

 
When asked if we were planning anything over Easter Holidays, spending time with family is the most popular activity (either hosting or visiting) followed by eating out and cleaning.

20,861 results were collected over 3 days.

MOTHER’S DAY: MUM’S THE WORD... KEEP HER HAPPY WITH SIMPLE PLEASURES


It’s more about quality time...

It’s more about quality time...

...and simple gifts and gestures...
The top five gifts received this year

Cards

Cards

Flowers

Flowers

Chocolate & confectionery

Chocolate & confectionery

Handmade card

Handmade card

Special meal made at home

Special meal made at home

% of total respondents (n=5,485)

VALENTINES DAY: KEEP IT SIMPLE, SWEETHEART

It’s too commercialised

It’s too commercialised

I don’t like to be spoiled

I don’t like to be spoiled

Eating in is the
NEW eating out

Eating in is the NEW eating out

Sometimes a card
says it all...

Sometimes a card says it all...

...and size doesn’t matter...

It’s too commercialised

CHRISTMAS: SHOPPER JOURNEYS UNWRAPPED

In the lead up to Christmas, we visit more food shops, clothing stores and restaurants.

On the Saturday before Christmas, shoppers are keen to do the grocery shopping early

Worth £747 million* in grocery sales, Friday was the biggest shopping day of the year…


...Retailers needed to be prepared for last minute top up shoppers on the Sunday

Convenience, offers and price determine where we do our Christmas shop

Although not the primary driver, product awards are important to discounter shoppers...


Store choice for discounters and supermarkets is driven by the same categories

Finally, what might make shoppers change their store choice at Christmas?

BLACK FRIDAY: BRICKS & MORTAR TRIPS

Black Friday increases trips for several retailers but not grocery

Black Friday increases trips for several retailers but not grocery

Electronic shoppers are the Black Friday planners and deal-grabbers

Electronic shoppers are the Black Friday planners and deal-grabbers

We DO use Black Friday to buy Christmas Gifts

We DO use Black Friday to buy Christmas Gifts

Black Friday instore experiences are hellish for some

Black Friday instore experiences are hellish for some

HALLOWEEN

Pumpkin sales peak early as shoppers don’t want to miss out

Pumpkin sales peak early as shoppers don’t want to miss out

44% are scared of creepy crawlies, yet spider- themed items are the most popular

44% are scared of creepy crawlies, yet spider- themed items are the most popular

You don’t have to love Halloween to buy themed items

You don’t have to love Halloween to buy themed items

Scary film goers spend most on confectionery, are they the most invested in Halloween?

Scary film goers spend most on confectionery, are they the most invested in Halloween?

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