Wave 1, Space ID

Wave 1, Space ID revealed ‘Community’ and ‘Pleasure’ as the new key battlegrounds for supermarket shoppers amid the economic doom and gloom. Supermarkets Sainsbury’s and Co-Op were found to be best positioned to capitalise on these changing attitudes.

Wave 2, Social Media Behaviour Index (SMBI)

Wave 2, Social Media Behaviour Index (SMBI) found shoppers engaging with a brand on social media are twice as likely to shop there, with Waitrose found to be the best at converting social media users into paying customers and Sainsbury’s and Tesco’s activity having the least impact.

Wave 3, Regional Shopper Risk Index (RSRI)

Wave 3, Regional Shopper Risk Index (RSRI) found 8.75m of the 45m regular supermarket shoppers in England and Wales (20%) lack loyalty towards any of the big six supermarkets: Asda, Co-op, Morrisons, Sainsbury’s, Tesco or Waitrose.

• Waitrose has the least loyal and promiscuous customers with nearly 23% of its 2.03m regular shoppers likely to shop with a rival.
• Tesco most at risk from turncoats due to dominant market share
• Co-Op and Morrisons least at risk

Wave 4, Community Igniter and Grocery Groupies

Wave 4, Community Igniter is used to identify an audience of retailer advocates that actively promote supermarket brands to their friends and family. They’re called Grocery Groupies.

• There are 400,00 of them in the UK and on average they recommend their favourite store to 25 friends and family every month
• Morrisons and Waitrose have the highest proportion of Grocery Groupie customers
• Asda and Sainsbury’s have the least