Digital Equality

Three Steps to Better Serve Low-Income Consumers Online

In mature markets, some retailers are starting to realize the potential of helping low-income consumers.

By supporting this budget-conscious group and their online shopping in ways that work for them, these retailers are creating improved customer propositions that build their market share.

The scope for growth is significant: for example, the bottom 30 percent of earners still represent 20 percent of grocery spend in the US, 19 percent in the UK, and 22 percent in Russia.

In this report, we describe some of the most effective approaches retailers are using to attract and retain these valuable shoppers.