凯度-报告：零售运动（英文）-22页_1mb

KANTAR Retail in Motion: U.S. Retailers Can Learn from France's Online Grocery Model

核心内容

Kantar's report highlights the growing importance of online grocery in the U.S. and suggests that U.S. retailers can draw valuable insights from the evolution of the Drive model in France. The Drive model, which allows shoppers to order groceries online and pick them up at a store or a dedicated pickup point, has proven to be a successful and scalable approach in France. The report outlines key lessons, considerations, and actionable insights for U.S. retailers looking to implement a similar model.

主要观点

• Online grocery is a growing opportunity: With U.S. online grocery sales expected to reach $55 billion by 2021, the industry must commit to developing effective eCommerce strategies.
• France's Drive model is a case study: The model has been in use in France for over 15 years and has achieved significant market penetration and growth.
• Success factors include convenience and control: French shoppers use Drive primarily for time savings, flexibility in delivery times, and the ability to manage their budgets.
• Leclerc has emerged as the leader: Leclerc's Drive model has captured 46% of the market share, significantly outperforming Auchan and other competitors.
• Operational efficiency is key: As the market matures, the focus is shifting from expansion to improving productivity and profitability.
• U.S. models are similar but evolving: Click-and-collect and home delivery models are gaining traction, with Walmart and Kroger leading the charge.

关键信息

法国Drive模型发展概况

• 2009: Carrefour and E.Leclerc launched early Drive experiments.
• 2011-12: Over 120 E.Leclerc Drive points, 400 U stores, and the first Drive discounter (Leader Price) were introduced.
• 2015: Drive sales reached over EUR4 billion.
• 2018: Forecasted to reach 6.5% market share, with an expected average annual growth rate of 12%.

法国Drive市场占有率

• E.Leclerc Drive: 46%
• Auchan Drive: 17%
• Carrefour Drive: 9%
• Courses U: 8%
• Chrono Drive: 8%
• leDrive Intermarché: 7%
• Cora Drive: 3%

法国Drive用户特征

• Penetration: 23.4% of households
• Average basket size: 61.4€
• Average trips per year: 10.3
• User loyalty: Drive users are frequent, loyal shoppers with large average basket sizes.

美国在线杂货市场现状

• 2014: Online grocery options were limited to major metropolitan areas.
• 2021: Expected to reach 5% of food and alcohol spending online, with 95% still in-store.
• Growth trajectory: Similar to Europe, the U.S. is expected to see rapid evolution and innovation in online grocery models over the next few years.

Drive模型的关键考量

优势

• Shoppers: Convenience, time savings, budget control, flexible delivery windows.
• Retailers: Sales growth, loyalty consolidation, refined shopper profiles, data generation for segmentation and promotions.
• Suppliers: Increased brand visibility, better targeting, and a suitable channel for bulky items.

劣势

• Shoppers: Limited choice of fresh products, potential shortages, substitutions.
• Retailers: High investment, logistics stress, operational costs, challenges in building basket.
• Suppliers: Reduced influence on product display, potential execution issues.

行动建议

• Start with the right model: Consider stand-alone or attached pickup locations based on scalability and cost.
• Optimize supply chain: Focus on efficient picking, inventory management, and operational benchmarks.
• Invest in staff training: Ensure a smooth and hassle-free customer experience.
• Understand shopper needs: Segment demographics, traffic flow, and accessibility.
• Meet shopper expectations: Offer predictable delivery slots, free next-day delivery, and competitively priced same-day service.

结论

Kantar suggests that the U.S. grocery industry can follow a similar path to France's online grocery evolution. The Drive model, a more sophisticated version of click-and-collect, offers a viable strategy for U.S. retailers to boost eCommerce sales and meet shopper expectations. By learning from the successes and challenges of French retailers, U.S. players can better position themselves in the rapidly growing online grocery market.

作者信息

• Diana Sheehan - Director, Kantar Retail
• Eric N. Batty - Global eCommerce Business Development Director, Kantar Worldpanel
• Alvaro Morilla - Associate Analyst, Kantar Retail

关于Kantar

Kantar is a leading global data, insight, and consultancy company, part of WPP. With 30,000 employees across 100 countries, Kantar provides strategic insights and business strategies to over half of the Fortune Top 500 companies.