Offline to online: the transfer of store loyalty in grocery shopping in the UK.

Patricia Harris; Francesca Dall'Olmo Riley; Ruth Rettie; Chris Hand

Offline to online: the transfer of store loyalty in grocery shopping in the UK.

Patricia Harris (Contributor), Francesca Dall'Olmo Riley (Contributor), Ruth Rettie (Contributor), Chris Hand (Contributor)

Research output: Contribution to conference › Paper › peer-review

Abstract

Our research uses Mosaic Geodemographic profiling to compare offline and online grocery shoppers and the customers of different online grocers in an attempt to explore the transference of offline store loyalty. We find heterogeneity in online grocers‘ customer profiles, indicating that there is not a direct, straightforward transfer of loyalty from offline to online shopping. These differences are more marked for Waitrose/Ocado and for Asda than for Sainsbury‘s and Tesco. Our findings have important implications for e-grocery providers and potentially for other e-retailers. Retailers cannot count on a straightforward transfer of customer allegiance from offline to online.

Original language	English
Publication status	Published - Jul 2008
Event	Academy of Marketing (AM) Annual Conference 2008 - Reflective marketing in a material world - Aberdeen, Scotland Duration: 8 Jul 2008 → 10 Jul 2008

Conference

Conference	Academy of Marketing (AM) Annual Conference 2008 - Reflective marketing in a material world
Period	8/07/08 → 10/07/08

Keywords

Business and management studies
customer profiling
geodemographics
internet shopping
loyalty
online grocery shopping

Access to Document

Harris-P-3244Other version, 43.7 KBLicence: Unspecified

http://www2.rgu.ac.uk/am2008/

Cite this

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title = "Offline to online: the transfer of store loyalty in grocery shopping in the UK.",

abstract = "Our research uses Mosaic Geodemographic profiling to compare offline and online grocery shoppers and the customers of different online grocers in an attempt to explore the transference of offline store loyalty. We find heterogeneity in online grocers{\textquoteleft} customer profiles, indicating that there is not a direct, straightforward transfer of loyalty from offline to online shopping. These differences are more marked for Waitrose/Ocado and for Asda than for Sainsbury{\textquoteleft}s and Tesco. Our findings have important implications for e-grocery providers and potentially for other e-retailers. Retailers cannot count on a straightforward transfer of customer allegiance from offline to online.",

keywords = "Business and management studies, customer profiling, geodemographics, internet shopping, loyalty, online grocery shopping",

author = "Patricia Harris and \{Dall'Olmo Riley\}, Francesca and Ruth Rettie and Chris Hand",

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language = "English",

note = "Academy of Marketing (AM) Annual Conference 2008 - Reflective marketing in a material world ; Conference date: 08-07-2008 Through 10-07-2008",

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Offline to online: the transfer of store loyalty in grocery shopping in the UK. / Harris, Patricia (Contributor); Dall'Olmo Riley, Francesca (Contributor); Rettie, Ruth (Contributor) et al.
2008. Paper presented at Academy of Marketing (AM) Annual Conference 2008 - Reflective marketing in a material world.

Research output: Contribution to conference › Paper › peer-review

TY - CONF

T1 - Offline to online

T2 - Academy of Marketing (AM) Annual Conference 2008 - Reflective marketing in a material world

A2 - Harris, Patricia

A2 - Dall'Olmo Riley, Francesca

A2 - Rettie, Ruth

A2 - Hand, Chris

PY - 2008/7

Y1 - 2008/7

N2 - Our research uses Mosaic Geodemographic profiling to compare offline and online grocery shoppers and the customers of different online grocers in an attempt to explore the transference of offline store loyalty. We find heterogeneity in online grocers‘ customer profiles, indicating that there is not a direct, straightforward transfer of loyalty from offline to online shopping. These differences are more marked for Waitrose/Ocado and for Asda than for Sainsbury‘s and Tesco. Our findings have important implications for e-grocery providers and potentially for other e-retailers. Retailers cannot count on a straightforward transfer of customer allegiance from offline to online.

AB - Our research uses Mosaic Geodemographic profiling to compare offline and online grocery shoppers and the customers of different online grocers in an attempt to explore the transference of offline store loyalty. We find heterogeneity in online grocers‘ customer profiles, indicating that there is not a direct, straightforward transfer of loyalty from offline to online shopping. These differences are more marked for Waitrose/Ocado and for Asda than for Sainsbury‘s and Tesco. Our findings have important implications for e-grocery providers and potentially for other e-retailers. Retailers cannot count on a straightforward transfer of customer allegiance from offline to online.

KW - Business and management studies

KW - customer profiling

KW - geodemographics

KW - internet shopping

KW - loyalty

KW - online grocery shopping

M3 - Paper

Y2 - 8 July 2008 through 10 July 2008

ER -

Offline to online: the transfer of store loyalty in grocery shopping in the UK.

Abstract

Conference

Keywords

Access to Document

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Cite this