ViewersLogic, the leading consumer data behaviour company, compared individuals who were not exposed to TV activity to those that were, between 4 October and 28 November 2021.
The report found that as a result of TV advertising, 55% of new visitors to Asda’s website were previous shoppers at physical Tesco stores, which is more than double their share of the general population.
Sainbury’s triumphed over all brands with the greatest uplift in website visits from its TV advertising at 3.7%, with Asda second at 2.4%, Tesco with 1.3% and Morrisons at 1.1%.
Furthermore, driving online shopping acquisitions is difficult with consumers who already have a habit of shopping online with a competitive brand.
It also highlighted that while TV advertising drives some in-store conversion, footfall was the slowest metric to move as a result of TV advertising. It had a much stronger impact on converting customers into online shoppers as website visitors and app users went up.
“Market share in the supermarket industry is not going to be won through physical stores in this digital age.
“Our single-source data shows it is easier to convert an offline supermarket shopper into an online shopper than convert a consumer who already buys online at competitor brands through TV advertising.
“By the time a customer has taken the time to navigate the website, create their shopping list and input their payment details, all with the option for this data to be saved on file for the next shop, it is unlikely they will easily switch to a different brand.”
Moen added: “It is imperative that supermarkets take advantage of this data now and not later to smartly gain market share before the majority of consumers move online.
“The industry is already on this trajectory with the pandemic playing a key role in accelerating the adoption of online shopping.
“However, marketers should be wary of relying on historical data sets that give little insight into consumer behaviour today.”