Convenience shoppers who use delivery buy and spend far more than shoppers in store, according to the Lumina Intelligence UK Convenience Market Report 2021.
It found that convenience shoppers using delivery have a 36% bigger basket than in-store shoppers and spend 128% more.
The average convenience store shopper that uses delivery purchases 4.5 items and spends £24.09 per trip. In comparison, the average in-store convenience store shopper buys 3.3 items and spends £10.56.
Lumina also reported that delivery through a website, app or store currently accounts for 4% of all convenience shopping occasions, with a further 1% coming from click & collect orders.
Over half (52%) of all convenience store delivery orders are placed on Fridays (21%) and Saturdays (31%). In comparison, just 37% of all in-store convenience occasions take place on these days.
Convenience store delivery is key to targeting younger shoppers, with 65% of convenience store delivery users aged 18-34, whereas this demographic accounts for just 29% of in-store shoppers.
Deliveroo and Uber Eats are the two delivery operators that have the highest brand awareness, followed by Snappy Shopper, Zapp and Gorillas.
Commenting on the results, Katie Prowse, senior insight manager at Lumina Intelligence said: “Convenience store delivery was already entering the market pre-pandemic, but the impact of the last 15 months has seen growth accelerate at an unprecedented rate. With delivery here to stay, retailers need to embrace this key growth channel.”
“Delivery is key to broadening reach and demographic. Retailers should focus on the key areas that outperform through delivery, for example, shoppers using delivery are +100% more likely to be purchasing for a daytime meal occasion or +500% more likely to be purchasing a gift. Targeted messaging around key occasions and missions will help drive online footfall and boost sales.”
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