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Retail in Motion
What U.S. retailers can learn from France
With online grocery in the U.S. on pace to post $55 billion in sales by 2021, the grocery industry must accept that it
is time to commit to strategies for eCommerce.
To succeed, retailers need to approach their online grocery businesses in ways that are innovative, yet complementary to their existing strategies and shopper focus.
At this moment of reckoning, retailers must build on their existing competitive advantages and evolve to meet shoppers’ changing needs. And the pace of change is astounding. We have seen more retail innovation in the last decade than in the last 50 years, which include Walmart’s coming-of-age.
However, amid all these changes and disruption, the U.S. grocery industry has a huge advantage. For guidance and direction on how to build its path forward, it can look to France, where highly successful online grocery models have evolved over the last 15 years. Our forecasts indicate that the size of the online grocery prize will grow rapidly. The decision time for retailers and manufacturers is now. Those that do not strategically embrace eCommerce may miss out on one of the most transformational opportunities in U.S. retail.
Lessons From France
The model is quite simple. Order your groceries online. Set your pickup window. Then drive to the store or a dark site to have your groceries loaded into your car. After a slow start, the model gained significant traction over the last few years.
2000
•
1st Opening (Auchan Drive) 2004
•
Store picking started at Intermarché
•
Chronodrive (Groupe Auchan) opened its 1st pick-up point
2005
•
Store picking started at U
2007
•
1st E.Leclerc Drive
2009
•
Carrefour launched 1st Drive experiment •
1st Casino Drive
2010 •
1st Cora Drive
201 4 / 1 3
201 1 / 1 2
•
More than 120 E.Leclerc Drive pick-up points •
Carrefour Drive deployment •
More than 400 U stores offer DRIVE service •
1st Drive Discounter Leader Price •
Race opening •
First closing
2015 •
Drive sales hit more than EUR4 billion
Auchan pioneered the
Drive model in France
more than 15 years ago.
Source: Kantar Retail, Kantar Worldpanel
The model should sound familiar. It appears to have inspired Harris Teeter’s click-and-collect model and is similar to the model driving growth at Walmart and Kroger now. After its humble beginnings, 7 million French households use Drive to buy the FMCG/CPG that dominate eCommerce. In 2015, Drive contributed 45% to FMCG/CPG market growth in France. Growth
is so strong, in fact, that Kantar Worldpanel anticipates that Drive is on track to reach 6.5% market share by 2018. With an expected average annual growth rate of 12%, the Drive model is forecasted to reach 10% market share within 10 years. At a glance, our data shows that shoppers in France use Drive for the most basic reasons — convenience and control. By meeting shoppers’ most fundamental needs, retailers have successfully opened more than 3,800 pickup points, achieving a household penetration rate of 23.4% in France. Data also shows that satisfied Drive users are loyal, frequent shoppers with large average basket sizes. Top Reasons Shoppers Use Drive Time Savings Control Flexible, Delivery Time
Handy
Source: Kantar Worldpanel Annual 2016 Average Basket Size: 61.4€ Penetration:
23.4% of Households
Average 10.3 trips per year Pick-up points 3,863
Market Share: 5.2%
Leclerc capitalized on its core strengths to quickly expand and gain online credibility.
As eCommerce gained significant traction with French shoppers, the next question in the growing channel became which retailer would win the battle for market share. A retailer’s core offer is its key differentiator, and as competition got stronger, the Drive model seemed to reinforce
E. Leclerc’s shopper value proposition. Leclerc paired its strong and well-appreciated private label range with other unique offers, including on-site sushi and pizza. Leclerc’s Drive format in France features 10% more private label SKUs than its next-closest competitor.The unique assortment, including food service, separated Leclerc from the competition.
Leclerc’s Private Label Penetration: Drive vs. Brick-and-Mortar
47%
Cora Systéme U Carrefour Auchan Intermarché Source: Kantar Worldpanel Annual 2016 Casino Leclerc
Drive
Brick-and-Mortar
Leclerc’s Drive expansion in France The retailer also improved its service, focusing on optimizing fulfillment speed for shoppers. With an established price leadership perception in the market, Leclerc was well- positioned to capitalize on the growing online grocery channel, specifically Drive.
Constant evolution and innovation served as the critical differentiator for Leclerc. With strong logistics structured around its stand-alone Drive locations, the retailer expanded to new regions throughout France, increasing reach and improving operational efficiency.
Source: Challenges.fr 2015
598 locations
2010 40 locations
Drive Market Share in France 46%
E.Leclerc Drive Auchan Drive
Carrefour Drive
Courses U Chrono Drive
2% leDrive Intermarché
Cora Drive Casino Drive
Today, half of Leclerc’s Drive locations operate well above the market average of EUR3 million to EUR4 million in annual sales per unit; in fact, 10 locations generate at least EUR10 million in annual sales. The Drive model accounts for the bulk of Leclerc’s eCommerce sales and 6.7% of its total sales (excluding petrol) in France. Although Auchan introduced French shoppers to online grocery and Drive, Leclerc has taken over as the clear market leader, capturing 46% of total Drive market share, almost three times more than Auchan and far more than other competitors
17%
9%
8%
8%
7% Source: Kantar Worldpanel Annual 2016 3%
As the fight for new market share
increases, so does the need for productivity. In France, after extensive investment in deploying Drive locations over the last few years, retailers have hit a critical point in operational efficiency. With traditional pickup points having lost some of their “newness,” retailers are shifting toward improving productivity and profitability rather than reach and penetration. Indeed, Drive locations in France have contracted rather than expanded, with retailers closing underperforming Drive units. While Drive works in rural and suburban areas, retailers have started to recognize the challenge of catering to shoppers in urban areas such as Paris. As shoppers move online, click-and- collect and lockers in urban areas are more suitable to solving the accessibility issue for large metropolitan areas where separate Drive locations may not work well.
The State of Online Grocery in the U.S.
28% 28% 18%
13%
5%
In the U.S., eCommerce continues to drive retail growth.
Many categories have made a smooth transition to strong sales online. Books, magazines, and consumer electronics have reached over 30% of sales online. However, online grocery sales were slow to take off until recently. In the next five years, the share of food and alcohol sales is set to triple online. By 2022, sales of grocery consumables are set to reach approximately $55 billion, so retailers and manufacturers need to begin planning accordingly. Based on the growth curve in Europe — particularly in France, which has similar demographics and geography as the U.S. — the next few years are expected to be when online grocery models evolve and retailers innovate.
Online Share of Sales by Category, 2011-2021F
Food & Alcohol
Drugs, Health & Beauty Care
Furniture & Home Furnishings
Apparel & Footwear
Toys & Sporting Goods
Books & Magazines, Music & Videos Electronics & Appliances, Computer & Office Products
33% 32%
24%
19%
2011 2016 2021
Note: In 2021, 5% of food and alcohol spending will be online and, conversely, 95% of food and alcohol spending will remain in stores. Source: Kantar Retail 15%
10%
9% 6% 3%
0.6% 21%
17%
19%
12%
6% 2%
$7 $55
Online grocery sales are expected to nearly triple in the next four years.
One of the key questions for retailers and manufacturers is why we are finally seeing movement in online grocery now. Much can be said for familiarity. Shoppers have already moved online for nonconsumables, so moving online for consumables is a natural next step.
4.4%
5.2%
3.6%
2.8%
Food and Alcohol: Annual Spending Online (USD billions and share)
2.2%
1.4%
.4%
.5%
.6%
.7%
.7%
.8% 1.1%
2009 2011 2013 2015 2017 2019 2021
Source: Kantar Retail $3 $4 $5 $6 $6 $10 $14 $20 $27 $35 $44
48%
Online grocery aligns with shoppers’ growing expectations.
However, some of the willingness to buy groceries online is simple. As shoppers look to decrease stressful shopping experiences and get the basics inexpensively and conveniently, the online grocery model aligns with shopper needs.
Most Important Factors
When Shopping % ranking factor among top 4 most
important when shopping in general Minimizing spending
65%
Feeling like I got a “good deal” Stress-free shopping
Shopping in one place Completing shopping quickly Purchasing high-quality goods Having fun/enjoying myself
Employee interaction Discovering new products/ brands Having access to info
11%
Source: Kantar Retail ShopperScape ® , April 2016- March 2017 Shopping to reflect my values
11%
16% 19% 27% 37%
44%
60%
64%
Shoppers are just discovering their online grocery options. Since retailers have been slow to adopt a model, accessibility has been limited. Today, shoppers indicate more interest in models that connect them to retailers as opposed to new parties or services.
Interest in Grocery Delivery Models Share of primary household shoppers who have not used service who indicate they are very/somewhat interested
34%
34%
36%
Source: Kantar Retail ShopperScape ® , August 2016 Pickup Outside Store Pickup Inside Store Delivered to Home by Reseller
Could a U.S. iteration of France’s Drive model be the model of the f...