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Winning in the Golden Quarter: Grocers

We’re looking at Skyrise data insights from the festive season 2021, with analysis of how UK grocer brands performed online, and we reveal how retailers can win in the battle for market share in the golden quarter

The Grocers who reached audience heights during peak trading season 2021

Consumers continue to trade up at Christmas

Skyrise data shows that unsurprisingly, online was one of the winners again in 2021.

The peak in the UK Grocery category for online traffic in 2021 hit w/c 20 December 2021 as customers fulfilled their festive feast shopping and prepared to celebrate.

Using Skyrise data we can analyse the % change in traffic vs previous week and which locations see market share change the most. Tesco.com dominated throughout 2021 with premium brands showing the largest uplift for Ocado and Waitrose during Christmas week. Discounters lost the largest share of wallet, with Lidl the biggest loser in our study.

What is evident is the battle to trade up is most competitive in the UK’s large cities. Ocado’s market share grew most in Manchester, Birmingham and London. Retailers looking to retain or grow, would be well advised to explore those key geo’s this year.  

Getting retail ready for 2022

With the cost of living crisis dominating the retail landscape, the golden quarter in 2022 will be unlike any other. Even with the anticipated squeeze on consumer finances, UK retailers will be looking to win the battle for share of wallet in this low growth environment. 

Regardless of online or offline advertisers need to understand their audience. Targeting in such unknown economic times requires a shift in thinking.

The retailers that prosper will be those who are best able to embrace new plans for customer acquisitions and retention, particularly in emerging media channels.  We’re expecting to see a focus from retailers on driving online share while ensuring a rightsized store footfall. Share stealing will remain rife as online expansion slows and competitors intersect. 

Is your retail brand planning for Q4? Are you using smarter data to inform your media plan?

Get in touch below and find out more about your audience, your sector, and your future.

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