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The Savvy Shopper - UK - December 2013

“Mobile platforms and tools are already changing the savvy shopping repertoire. Increasing adoption of smartphones and tablets, as well as increased availability of online connectivity, signal a bright future for m-commerce and t-commerce.”

- Ina Mitskavets, Senior Lifestyles and Consumer Analyst

Some questions answered in this report include:

  • How likely are people with higher household incomes to search for discounts?
  • Is brand loyalty a thing of the past?
  • What are the key barriers to signing up to a loyalty scheme?
  • How do savvy shoppers use mobile apps?

Consumer loyalty is something that no brand can take for granted. Shoppers are used to the prevalence and variety of promotions that developed during the economic downturn, particularly in the FMCG (Fast-moving Consumer Goods) and leisure sectors. Consumers now expect to buy on discount and would not hesitate to switch to a different brand to get a better deal. Brands that want to create real loyalty through promotions would benefit from introducing value-added offers and focusing on improving their customer service, rather than simply getting involved in a price war with their competitors.

This report will explore the prevalence of loyalty schemes across various sectors, usage of discounts and special offers and the demographics of consumers who are more likely to take advantage of special deals in different market sectors. The report will also examine attitudes towards signing up to loyalty schemes, and the increasingly important role that mobile technology plays in facilitating commercial activity.

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Bargain hunting is trendy
              • Figure 1: Frequency of looking for discounts and special offers, October 2013
            • Supermarket shoppers most likely to have at least one rewards card
              • Figure 2: Number of loyalty cards held at selected retailers, October 2013
            • A fifth are motivated to spend more to get additional rewards on their card
              • Figure 3: Attitudes towards loyalty schemes, October 2013
            • A third of mobile users make purchases via their device
              • Figure 4: Interest in and users of money-related mobile apps, October 2013
            • What it means
            • Issues in the Market

                • How likely are people with higher household incomes to search for discounts?
                  • Is brand loyalty a thing of the past?
                    • What are the key barriers to signing up to a loyalty scheme?
                      • How do savvy shoppers use mobile apps?
                      • Trend Application

                          • Trend: Influentials
                            • Trend: Moral Brands
                              • Mintel Futures: Generation Next
                              • Market Drivers

                                • Key points
                                  • Trends in the age structure of the UK population
                                    • Figure 5: Trends in the age structure of the UK population, 2008-18
                                  • A third of consumers are financially worse off in 2013
                                    • Figure 6: Changes in financial situation compared with a year ago, October 2013
                                  • Spending on fashion surges ahead of other categories
                                    • Figure 7: Spending habits over past and next three months, October 2013
                                  • Savvy shopping gone mobile
                                    • Figure 8: Household ownership of tablet computers and personal ownership of smartphones, September 2012- September 2013
                                • Changes in Budgeting Habits

                                  • Key points
                                    • Budgeting habits more relaxed compared with 2012
                                      • Figure 9: Changes in budgeting habits compared to the previous year, September 2012 and October 2013
                                    • Younger consumers more optimistic about their finances
                                      • Figure 10: Changes in budgeting habits compared to the previous year, by age, October 2013
                                    • Parents have been budgeting more in the past year
                                      • Figure 11: Changes in budgeting habits compared to the previous year, by presence of children, October 2013
                                    • Even non-budgeters are active at searching for deals
                                      • Figure 12: Frequency of searching for discounts, by changes in budgeting habits compared to the previous year, October 2013
                                  • Savvy Shopping Habits

                                    • Key points
                                      • Scrimping is on-trend
                                        • Figure 13: Frequency of looking for discounts and special offers, October 2013
                                      • Internet is making it easier to find discounts
                                        • More savvy shoppers amongst females
                                          • Figure 14: Frequency of looking for discounts and special offers, by gender and age, October 2013
                                        • Two thirds of adults have taken advantage of special offers
                                          • Figure 15: Savvy shopping habits, October 2013
                                        • Young women turn to the internet in search of bargains
                                          • Figure 16: Savvy shopping habits, by gender and age, October 2013
                                        • Tablet owners cotton onto online couponing
                                          • Figure 17: Savvy shopping habits, by annual household income, October 2013
                                          • Figure 18: Screenshot of the Pounce mobile app interface, November 2013
                                      • Retailers and Discounts

                                        • Key points
                                          • Over seven in 10 adults bought from online-only retailers
                                            • Figure 19: Retailers purchased from in the past year, October 2013
                                          • Supermarkets lead couponing innovation
                                            • Figure 20: Discount voucher usage, by retailer type, October 2013
                                          • Leisure and fashion discounts more important to younger adults
                                            • Figure 21: Discount voucher usage in the past 3 months, by retailer type, by age, October 2013
                                          • Discount usage rises with household incomes
                                            • Figure 22: Discount voucher usage in the past 3 months, by retailer type, by annual household income, October 2013
                                        • Factors Influencing Supermarket Choice

                                          • Key points
                                            • Everyday low prices are the main driver of footfall
                                              • Figure 23: Factors influencing supermarket/grocery retailer preference, October 2013
                                            • Giving a second look to hard discounters
                                              • Figure 24: Examples of products from Aldi’s and Lidl’s premium food ranges, November 2013
                                            • Company ethics will be bigger differentiator going forward
                                              • Over-45s pay attention to more factors when choosing where to shop
                                                • Figure 25: Selected factors influencing choice of supermarket, by gender and age, October 2013
                                              • Own-label has come into its own
                                                • Figure 26: Grocery shopping habits, by annual household income, October 2013
                                            • Membership of Loyalty Schemes

                                              • Key points
                                                • Nearly nine in 10 supermarket shoppers have at least one loyalty card
                                                  • Figure 27: Number of loyalty cards held at selected retailers, October 2013
                                                • Who is likely to carry multiple loyalty cards?
                                                  • Nectar is UK’s largest loyalty scheme
                                                    • Figure 28: Nectar Card, November 2013
                                                  • Tesco Clubcard leading the digital initiatives
                                                    • Figure 29: Tesco Clubcard, November 2013
                                                  • myWaitrose still small, but robust
                                                    • Figure 30: myWaitrose card, November 2013
                                                  • Boots Advantage leading drugstore loyalty scheme
                                                    • Figure 31: Boots Advantage Card, November 2013
                                                  • John Lewis launched first loyalty scheme in October 2013
                                                    • Figure 32: my John Lewis card, November 2013
                                                  • My Starbucks Rewards card incentivises customers to aim for the stars
                                                  • Activities Promoting Consumer Loyalty

                                                    • Key points
                                                      • Points-based schemes have a near-universal appeal
                                                        • Figure 33: Activities promoting loyalty, October 2013
                                                      • Loyalty rewards require a start-up capital
                                                        • Figure 34: Activities promoting loyalty, by annual household income, October 2013
                                                      • Making customers feel special pays off
                                                        • Figure 35: Activities promoting loyalty, October 2013
                                                      • Brands appealing to people’s charitable instinct
                                                        • Figure 36: M&S and Oxfam Clothing Exchange – Fashion Amnesty at London Fashion Weekend, November 2013
                                                    • Attitudes towards Loyalty Schemes

                                                      • Key points
                                                        • Making loyalty rewards stand out
                                                          • Figure 37: Attitudes towards loyalty schemes, October 2013
                                                        • Getting a deal is second nature for women
                                                          • Figure 38: Attitudes towards loyalty schemes, October 2013
                                                      • Savvy Shopping Mobile Apps and Activities

                                                        • Key points
                                                          • A third of mobile users make purchases via their mobile device
                                                            • Figure 39: Interest in and users of money-related mobile apps, October 2013
                                                          • High interest in loyalty apps
                                                            • Couponing made easier
                                                              • Gamifying the commute of the future
                                                              • Appendix – Demographic Overview

                                                                  • Figure 40: Demographic overview, October 2013
                                                                  • Figure 41: Demographic overview, October 2013 (continued)
                                                                  • Figure 42: Demographic overview, October 2013 (continued)
                                                                  • Figure 43: Demographic overview, October 2013 (continued)
                                                                  • Figure 44: Demographic overview, October 2013 (continued)
                                                                  • Figure 45: Demographic overview, October 2013 (continued)
                                                                  • Figure 46: Demographic overview, October 2013 (continued)
                                                                  • Figure 47: Demographic overview, October 2013 (continued)
                                                                  • Figure 48: Demographic overview, October 2013 (continued)
                                                                  • Figure 49: Demographic overview, October 2013 (continued)
                                                                  • Figure 50: Demographic overview, October 2013 (continued)
                                                                  • Figure 51: Demographic overview, October 2013 (continued)
                                                              • Appendix – Market Drivers

                                                                  • Figure 52: Spending plans – Bought new clothes, by demographics, October 2013
                                                                  • Figure 53: Spending plans – Add to my savings, by demographics, October 2013
                                                                  • Figure 54: Spending plans – Book a holiday, by demographics, October 2013
                                                                  • Figure 55: Spending plans – Go to a concert/sporting event/theatre, by demographics, October 2013
                                                                  • Figure 56: Spending plans – Go out for an expensive meal, by demographics, October 2013
                                                                  • Figure 57: Spending plans – Reduce non-mortgage debts, by demographics, October 2013
                                                                  • Figure 58: Spending plans – Spend money on my home, by demographics, October 2013
                                                                  • Figure 59: Spending plans – Buy new electrical equipment, by demographics, October 2013
                                                                  • Figure 60: Spending plans – Buy major domestic appliance, by demographics, October 2013
                                                                  • Figure 61: Spending plans – Buy/replace my car, by demographics, October 2013
                                                                  • Figure 62: Financial situation, by demographics, October 2013
                                                              • Appendix – Changes in Budgeting Habits

                                                                  • Figure 63: Budgeting habits, by demographics, October 2013
                                                              • Appendix – Savvy Shopping Habits

                                                                  • Figure 64: Most popular savvy shopping habits, by demographics, October 2013
                                                                  • Figure 65: Next most popular savvy shopping habits, by demographics, October 2013
                                                                  • Figure 66: Other savvy shopping habits, by demographics, October 2013
                                                                  • Figure 67: Discount activity, by demographics, October 2013
                                                              • Appendix – Retailers and Discounts

                                                                  • Figure 68: Most popular companies bought from, by demographics, October 2013
                                                                  • Figure 69: Next most popular companies bought from, by demographics, October 2013
                                                                  • Figure 70: Other companies bought from, by demographics, October 2013
                                                                  • Figure 71: Discount/Voucher usage – Supermarkets/grocery stores, by demographics, October 2013
                                                                  • Figure 72: Discount/Voucher usage – Beauty/personal care specialists, by demographics, October 2013
                                                                  • Figure 73: Discount/Voucher usage – Chemists/drugstores, by demographics, October 2013
                                                                  • Figure 74: Discount/Voucher usage – Travel, by demographics, October 2013
                                                                  • Figure 75: Discount/Voucher usage – Fashion retailers, by demographics, October 2013
                                                                  • Figure 76: Discount/Voucher usage – Home/DIY retailers, by demographics, October 2013
                                                                  • Figure 77: Discount/Voucher usage – Leisure, by demographics, October 2013
                                                                  • Figure 78: Discount/Voucher usage – Restaurants/cafés/coffee shops, by demographics, October 2013
                                                                  • Figure 79: Discount/Voucher usage – Technology/electrical retailers, by demographics, October 2013
                                                                  • Figure 80: Discount/Voucher usage – Health stores, by demographics, October 2013
                                                              • Appendix – Factors Influencing Supermarket Choice

                                                                  • Figure 81: Most popular factors influencing choice of supermarket/grocery retailer, by demographics, October 2013
                                                                  • Figure 82: Next most popular factors influencing choice of supermarket/grocery retailer, by demographics, October 2013
                                                                  • Figure 83: Other factors influencing choice of supermarket/grocery retailer, by demographics, October 2013
                                                                  • Figure 84: Factors influencing choice of supermarket/grocery retailer, by most popular supermarket used, October 2013
                                                                  • Figure 85: Factors influencing choice of supermarket/grocery retailer, by next most popular supermarket used, October 2013
                                                              • Appendix – Membership of Loyalty Schemes

                                                                  • Figure 86: Loyalty scheme membership – Supermarkets/grocery stores, by demographics, October 2013
                                                                  • Figure 87: Loyalty scheme membership – Chemists/drugstores, by demographics, October 2013
                                                                  • Figure 88: Loyalty scheme membership – Travel, by demographics, October 2013
                                                                  • Figure 89: Loyalty scheme membership – Fashion retailers, by demographics, October 2013
                                                                  • Figure 90: Loyalty scheme membership – Home/DIY retailers, by demographics, October 2013
                                                                  • Figure 91: Loyalty scheme membership – Restaurants/cafés/coffee shops, by demographics, October 2013
                                                                  • Figure 92: Loyalty scheme membership – Department stores, by demographics, October 2013
                                                                  • Figure 93: Loyalty scheme membership – Online retailers, by demographics, October 2013
                                                                  • Figure 94: Loyalty scheme membership – Hairdressers, beauty salons, by demographics, October 2013
                                                              • Appendix – Activities Promoting Consumer Loyalty

                                                                  • Figure 95: Activities promoting loyalty – Used a points-based scheme where points are earned on purchases and can be used towards payments on future purchases, by demographics, October 2013
                                                                  • Figure 96: Activities promoting loyalty – Received a free product/service after the purchase of a certain number of items, by demographics, October 2013
                                                                  • Figure 97: Activities promoting loyalty – Used a store account card offering credit, by demographics, October 2013
                                                                  • Figure 98: Activities promoting loyalty – Completed a feedback questionnaire to receive a voucher or be entered into a prize draw, by demographics, October 2013
                                                                  • Figure 99: Activities promoting loyalty – Received free additional benefits with a purchase, by demographics, October 2013
                                                                  • Figure 100: Activities promoting loyalty – Registered codes from promotional packs online to receive rewards, by demographics, October 2013
                                                                  • Figure 101: Activities promoting loyalty – Bought as a group to receive a discount, by demographics, October 2013
                                                                  • Figure 102: Activities promoting loyalty – Used loyalty rewards from a service provider, by demographics, October 2013
                                                                  • Figure 103: Activities promoting loyalty – Secured money off a second product/service by buying at the same time as the first, by demographics, October 2013
                                                                  • Figure 104: Activities promoting loyalty – Recycled unwanted/old items in return for vouchers, by demographics, October 2013
                                                                  • Figure 105: Activities promoting loyalty – Signed up to a regular purchase of a product/service to receive money off each time, by demographics, October 2013
                                                                  • Figure 106: Activities promoting loyalty – Earned loyalty rewards by becoming fans or followers on social media sites, by demographics, October 2013
                                                              • Appendix – Attitudes Towards Loyalty Schemes

                                                                  • Figure 107: Most popular attitudes towards loyalty schemes, by demographics, October 2013
                                                                  • Figure 108: Next most popular attitudes towards loyalty schemes, by demographics, October 2013
                                                                  • Figure 109: Attitudes towards loyalty schemes, by demographics, October 2013
                                                              • Appendix – Savvy Shopping Mobile Apps and Activities

                                                                  • Figure 110: Savvy shopper apps – Buy products/services, by demographics, October 2013
                                                                  • Figure 111: Savvy shopper apps – Check my balance/track my spending for bank accounts/credit cards, by demographics, October 2013
                                                                  • Figure 112: Savvy shopper apps – Get/redeem coupons/vouchers, by demographics, October 2013
                                                                  • Figure 113: Savvy shopper apps – Read reviews for products/services, by demographics, October 2013
                                                                  • Figure 114: Savvy shopper apps – Compare product prices, by demographics, October 2013
                                                                  • Figure 115: Savvy shopper apps – Track/redeem points from loyalty/store/reward cards, by demographics, October 2013
                                                                  • Figure 116: Savvy shopper apps – Share pictures of products I like on social media sites, by demographics, October 2013
                                                                  • Figure 117: Savvy shopper apps – Get alerts from my bank when my balance drops to a certain point, by demographics, October 2013
                                                                  • Figure 118: Savvy shopper apps – Write reviews for products/services, by demographics, October 2013
                                                                  • Figure 119: Savvy shopper apps – Get alerts to pay bills, by demographics, October 2013

                                                              Companies Covered

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                                                              The Savvy Shopper - UK - December 2013

                                                              £1,995.00 (Excl.Tax)