ASDA wins market share from converting offline shoppers to online, ViewersLogic report shows

ViewersLogic, the leading consumer data behaviour company, has released a new report on the impact of ASDA’s TV advertising which reveals that it is easier to convert an offline shopper to online than convert existing online shoppers. The report is based on the analysis of online and offline customer acquisition as a result of TV advertising for ASDA vs Morrisons, Sainsbury’s and Tesco. 

Using its unique, single-source data approach which measures consumer behaviour from media consumption to purchase, ViewersLogic was able to understand how TV campaigns affected shopper behaviour online and offline, and for the first time, draw a direct line between media spend and consumers’ actions. 

ViewersLogic used a test and control methodology to compare individuals who were not exposed to TV activity to those that were, between 4th October and 28th November 2021. 

The report found as a result of the TV advertising:

  • 55% of new visitors to ASDA’s website were previous shoppers at physical Tesco stores, which is more than double their share in the general population – evidenced by an index of 2.1.
  • Driving online shopping acquisitions is difficult with consumers who already have a habit of shopping online with a competitor brand – shown through the under-indexing of website visitors to Sainsbury’s and Tesco. 
  • Consumers who didswitch from shopping online with either Tesco or Sainsbury’s were exposed to far more ads in the week before compared to the three physical shopping groups. 

ASDAAcquisition Index by previous shopping behaviour vs. average ad exposures a week before conversion

Previous ASDA visits(physical)Previous Tesco visits (physical)Previous Sainsbury’svisits (physical)Previous Tesco visits (web)Previous Sainsbury’s visits (web)
Acquisition Index by previous shopping behaviour1.22.10.90.40.4
Average ad exposures a week before conversion1.741.851.642.542.89

Additional key findings include:

  • The uplift in footfall from TV advertising for ASDA, Morrisons, Sainsbury’s and Tesco is consistently lower than the uplift in website visitors and active app users per week. This indicates footfall is the slowest metric to move as a result of TV advertising. 
  • Sainsbury’s triumphed over all brands with the greatest uplift in website visits from its TV advertising at 3.7.% with ASDA close second at 2.4%, Tesco with 1.3% and Morrisons at 1.1%. This highlights that while TV advertising drives some in-store conversion, it has a stronger impact on converting customers into online shoppers.

Simen Moen, head of data analytics at ViewersLogic, comments: “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.”“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. Not only do they need current and real time insights, but they also need to be able to accurately track how consumer shopping habits are evolving now that life is returning to normal.”