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October, 2014
OC&C – RETAIL PROPOSITION INDEX 2014 Research study on Polish consumers’ shopping preferences – 3rd edition
2
The Retail Proposition Index is one of the largest international research studies of consumers’ shopping preferences in retail
Key Information About the Study
For the 3rd consecutive year the study includes Poland, covering 50 retail chains
The study is carried out every year in ten countries and encompasses almost 800 retailers
Results based on more than 15 thousands individual assessments
3
Agenda
• Summary of study results
• Index Methodology
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Polish consumers show basic four needs related to shopping that are affecting their assessment of a retailer
Clear and strong competence - specific industry, price segment or
the way of shopping - is key to high assessment Specialization
One of the strongest modern consumer trends is the need of
expressing distinctiveness and uniqueness, but within the scope of
existing rules
Safe individualization
The consumers are looking for brands and products with clear and
attractive identity, which results from a "true story" Identity
The future of retail is simultaneous penetration of the market
through traditional outlets and the Internet, while assuring full
integration of both
Multichannel
Polish retailers
can be divided
into those
which focus on
understanding
the trends and
enter into
dialogue with
the customers
and those
which still play
the role of a
goods supplier
Summary of Study Results
Source: Retail Proposition Index 2014 Survey; OC&C analysis
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The winners are…
Overall Poland Retail Proposition Index Champions 2014
1 2 3
Source: Retail Proposition Index 2014 Survey; OC&C analysis
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Overall rating of Poland Retail Proposition Index in 2014
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Name
Allegro
Rossmann
IKEA
Empik
Apart
Alma Market
Super-Pharm
Castorama
Orlen
RTV Euro AGD
Biedronka (JMD)
Lidl
Pandora
Piotr i Paweł
Douglas
C&A
Reserved
Category
General Merchandiser
Health & Beauty
DIY
Entertainment
Jewellery
Grocery
Health & Beauty
DIY
Oil and Gas
Electricals
Grocery
Grocery
Jewellery
Grocery
Health & Beauty
Clothing & footwear
Clothing & footwear
18
19
20
Sephora
MediaMarkt
H&M
Health & Beauty
Electricals
Clothing & footwear
Score
84.2
82.7
81.3
80.5
78.8
78.3
78.2
78.1
78.0
77.6
77.6
77.0
77.0
76.9
76.8
76.5
76.4
76.0
75.7
75.5
Overall Rating for all Polish Retailers – Respondents Buying or Visiting in Past 3 Months
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
Name
Auchan
BP Polska
Merlin
Leroy Merlin
Zara
Shell
OBI
Ebay
Statoil
Tesco
Saturn
Ruch
Kolporter
Leclerc
Polo Market
Intermarche
Lotos
Category
Grocery
Oil and Gas
General Merchandiser
DIY
Clothing & footwear
Oil and Gas
DIY
General Merchandiser
Oil and Gas
Grocery
Electricals
Stationers
Stationers
Grocery
Grocery
Grocery
Oil and Gas
Score
75.4
75.3
75.2
75.2
74.5
74.0
74.0
73.6
73.5
72.2
71.6
71.4
71.2
70.5
70.4
69.8
69.8
38
39
40
Amazon
Carrefour
Stokrotka
General Merchandiser
Grocery
Grocery
69.7
69.7
69.0
41
42
43
44
45
46
47
48
49
Name
Lewiatan
Chata Polska
Kruk
Netto
Spar
Freshmarket
Eko
Żabka
Małpka Express
Category
Grocery
Grocery
Jewellery
Grocery
Grocery
Grocery
Grocery
Grocery
Grocery
Score
68.5
67.5
67.3
66.7
64.8
64.0
62.2
61.8
61.1
50 Czerwona Torebka Grocery 58.3
Source: Retail Proposition Index 2014 Survey; OC&C analysis
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The Top 5 and Flop 5 are…
Name Category 2014 vs
2012
5
3
4
2
1 Amazon
H&M
Kruk
Reserved
Sephora
General Merchandiser
Clothing & footwear
Jewellery
Clothing & footwear
Health & Beauty
-17
-14
-14
-10
-10 5
3
4
2
1 RTV Euro AGD
Statoil
Orlen
Pandora
Lotos
Electricals
Oil and Gas
Oil and Gas
Jewellery
Oil and Gas
+19
+14
+13
+13
+10
Name Category 2014 vs
2012
TOP 5 FLOP 5
Largest Changes in Overall Rating for all Polish Retailers – Respondents Buying or Visiting in Past 3 Months
Source: Retail Proposition Index 2014 Survey; OC&C analysis
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Top 10 – Overall rating of Poland Retail Proposition Index, 2012-2014
Overall Rating for all Polish Retailers – Respondents Buying or Visiting in Past 3 Months
Source: Retail Proposition Index 2014 Survey; OC&C analysis
1
2
3
4
5
6
7
8
9
10
Allegro
IKEA
Rossmann
Empik
Biedronka (JMD)
H&M
Reserved
Sephora
Super-Pharm
Douglas
Name Category
General Merchandiser
Furniture
Health & Beauty
Entertainment
Grocery
Clothing & footwear Clothing & footwear
Health & Beauty
Health & Beauty
Health & Beauty
2012
1
2
3
4
5
6
7
8
9
10
Apart
Rossmann
Allegro
Empik
Douglas
Sephora
Alma Market
Leroy Merlin
Piotr i Paweł
Castorama
Health & Beauty
General Merchandiser
Entertainment
Health & Beauty
Health & Beauty
Grocery
DIY
Grocery
DIY
Name Category Change1
1
-2
0
5
2
4
9
10
3
2013
Name Category Change1
2
0
n/a
0
-4
1
7
2
8
18
Allegro
Rossmann
IKEA
Empik
Apart
Alma Market
Super-Pharm
Castorama
Orlen
RTV Euro AGD
General Merchandiser
Health & Beauty
DIY
Entertainment
Jewellery
Grocery
Health & Beauty
DIY
Oil and Gas
Electricals
2014
1. Change of position vs. previous year
1
2
3
4
5
6
7
8
9
10
Strong increase
(by more than 6)
Increase
(by 1 to 6) No change Decrease
Jewellery n/a
9
Bottom 10 – Overall rating of Poland Retail Proposition Index, 2012-2014
Overall Rating for all Polish Retailers – Respondents Buying or Visiting in Past 3 Months
Source: Retail Proposition Index 2014 Survey; OC&C analysis
40
41
42
43
44
45
46
47
48
49
VOX Meble
Nomi
Stokrotka
Statoil
Eko
Lewiatan
Carrefour
Lotos
Netto
Żabka
Name Category
Furniture
DIY
Grocery
Oil and Gas Service Station
Grocery
Grocery
Grocery
Oil and Gas Service Station
Grocery
Grocery
2012
41
42
43
44
45
46
47
48
49
50
Ruch
Netto
Chata Polska
Eko
Lewiatan
Freshmarket
Małpka Express
Frisco
Żabka
Fresh24
Stationers
Grocery
Grocery
Grocery
Grocery
Grocery
Grocery
Grocery
Grocery
Grocery
Name Category
-3
6
n/a
0
0
n/a
n/a
n/a
0
n/a
Name Category Change1
4
1
-14
-2
n/a
0
-3
1
-2
n/a
Lewiatan
Chata Polska
Kruk
Netto
Spar
Freshmarket
Eko
Żabka
Małpka Express Czerwona Torebka
Grocery
Grocery
Jewellery
Grocery
Grocery
Grocery
Grocery
Grocery
Grocery
Grocery
2014
1. Change of position vs. previous year
41
42
43
44
45
46
47
48
49
50
Increase No change Decrease
(from 1 to 6)
Strong decrease
(by more than 6)
Change1
2013
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The customers’ evaluation of retailers on criteria level is differentiated Overall Ranking for all Polish Retailers by criteria, 2014
Allegro
Biedronka
Auchan
Rossmann
Lidl
IKEA
C&A
Castorama
Ebay
Netto
Super-
Pharm
Rossmann
Empik
Alma
Market
Apart
Douglas
Piotr i
Paweł
Sephora
RTV Euro
AGD
Merlin
Allegro
IKEA
Rossmann
Auchan
Super-
Pharm
Alma
Market
Castorama
Piotr i
Paweł
Empik
Douglas
Allegro
Rossmann
Super-
Pharm
Alma
Market
IKEA
Castorama
Auchan
Empik
Piotr i
Paweł
Apart
Rossmann
Super-
Pharm
Apart
Douglas
Orlen
Alma
Market
Empik
Sephora
Piotr i
Paweł
Allegro
Alma
Market
Allegro
Douglas
Empik
Rossmann
Apart
IKEA
Piotr i
Paweł
Super-
Pharm
Sephora
Allegro
Rossmann
Biedronka
Lidl
Super-
Pharm
IKEA
Auchan
Castorama
RTV Euro
AGD
Apart
Rossmann
Apart
IKEA
Allegro
Super-
Pharm
Empik
Pandora
Merlin
Orlen
Alma
Market 10 place
9 place
8 place
7 place
6 place
5 place
3 place
4 place
2 place
1 place
Low price Quality of
products
Wide choice
of products
Products that
are suited to
me
Service Store look &
feel
Value for
money Trust
Source: Retail Proposition Index 2014 Survey; OC&C analysis
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Agenda
• Summary of study results
• Index Methodology
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The index is based on responses from customers who have visited or bought from a given retailer in the last 3 months Proposition Index Treatment of Retailer Awareness
Bought from in the last 3 months
76.9
Visited in last 3 months
70.7
Aware (but not visited or bought in last 3 months)
61.4
Basis for Index
Retailer awareness
Respondents initially asked to
categorise their awareness of retailers
– Not aware
– Aware
– Visited in past 3 months
– Bought in past 3 months
Retailer ratings based on respondents
who have visited or bought from the
retailer in the past 3 months – i.e. those
that have had active recent engagement
with that retailer
Average score for different levels of consumer awareness
Indexed, 0-100
Source: Retail Proposition Index 2014 Survey; OC&C analysis