2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 32
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SUSTAINABILITY
Despite all this, value is still the most important driver
for delivery shoppers, who prioritise good prices, low
delivery costs and promotions more than in-store
shoppers.35 The importance of price has increased by 7%
points year-on-year for these shoppers.36 This illustrates
the importance of offering compelling deals for those
shopping via delivery apps.
However, successful promotions aren’t just about rockbottom prices. Identifying why people are opting for
delivery and tailoring your offerings accordingly can
also pay dividends. Top-up, meal occasions, treat,
CATEGORY OVERVIEW
entertainment and gifting are the top over-indexing
missions for convenience delivery shoppers, compared to
total convenience.35 Tapping into these occasions is key.
Tesco Whoosh does this by organising its website and
app by specific missions such as Dinner for Tonight and
Seasonal Treats and, through its partnership with Uber
Eats, Londis targets occasions such as Lunch and Big
Night In. Soft drinks are a key category purchase on
top-up and meal occasions, appearing in 20% of the
former and 15% of the latter.35
Delivering big nights in
Londis has been using Uber Eats to deliver great
value “big nights in” to its customers. Link deals
on 2-litre bottles of Pepsi MAX® with snacks
including Doritos and Maltesers helped shoppers
kick their FIFA World Cup gatherings off in style
during December while lunchtime deals offering
sandwiches, Pepsi MAX® and snacks powered
them through the working week.
Multibuy promotions and meal deals are
the most prevalent deals on delivery apps,
with the former accounting for 33.4% of
mechanics (versus 20.8% in store) and the
latter accounting for 24.3% (versus 19.1% in
store). BOGOF (buy one get one free) deals are
also more important in delivery: 17.6% of deals
used this mechanic versus 12.3% in store.37
SOFT DRINKS - PROMOTION TYPE
at the shop
Delivered through a website/app
33.4%
24.3%
20.8%
19.1%
17.6%
12.3%
Multi-buy, e.g. buy two
for one, buy two for £5
Meal deal
Buy one get one free
Lumina Intelligence Convenience Tracking Programme, data collected 12WE 08/01/2023
35 Lumina Intelligence Convenience Tracking Programme, data collected 52WE 11/12/2022
36 Lumina Intelligence, UK Convenience Delivery Report, January 2023
37 Lumina Intelligence Convenience Tracking Programme, data collected 12WE 08/01/2023
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CONVENIENCE CATEGORY OVERVIEW
19.5%
13.7%
13.8%
9.5%
Percentage off,
e.g. 20% off
Round pound, e.g.
was £2.50, now £2