Post on 04-Jul-2020
SAMPLE REPORT
Nielsen Shopper Practice Year:2013-14
SHOPPER TRENDS
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CHANNEL DYNAMICS
RETAILER PERFORMANCE
SHOPPER INSIGHTS
INTRODUCING SHOPPER TRENDS Shopper Trends provides a comprehensive overview of the grocery retail environment trends, banner equity tracking and in-depth analysis of changing shopping patterns, attitudes and behaviour in over *50 markets globally.
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Middle East & Africa
Europe
North America
Asia Pacific
SHOPPER TRENDS IS PRESENT IN OVER 50 COUNTRIES
Western Europe Central & Eastern Europe Middle East & Africa
Asia Pacific North America
Austria Norway Belarus Lithuania Egypt Australia New Zealand Canada
Belgium Portugal Bosnia Poland Israel China Philippines
Denmark Spain Bulgaria Romania Morocco Hong Kong Singapore
Finland Sweden Croatia Russia Saudi Arabia India Taiwan
France Switzerland Czech Republic Serbia South Africa Indonesia Thailand
Germany UK Estonia Slovakia UAE Korea
Ireland Turkey Greece Slovenia Qatar Malaysia
Italy Hungary Ukraine Oman Vietnam
Netherlands Latvia Kazakhstan Nigeria
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UNDERSTAND SHOPPERS ACROSS MARKETS Provides a 360 view of channel, retail and shopper patterns & behaviour
• Are shoppers price sensitive and aware of price changes? • How do shoppers react to rising food prices? • Private label purchase and drivers of behaviour? • Online shopping incidence and drivers of behaviour? • Green products purchase behaviour and willingness to pay more? • Loyalty card ownership and preferred benefits? • Shopper segmentation (6 global segments identified)
• What are the retail scene changes year-on-year? • Shopping mission by channel? Where do they shop most often? • Frequency of visit? Total monthly grocery spend? • Average number of stores visited? Where is most of the budget spent?
• Which retailers have the strongest store equity? • Which retailers have the strongest relationship with shoppers? • Which areas should the retailer focus on to increase commitment levels? • How shoppers rate retailers on key drivers of satisfaction and loyalty? • What are the key factors that differentiate on retailer from another?
Channel Dynamics
Retailer Performance
Shopper patterns
Shopper Trends 2013-14 50+ markets
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APPLICATIONS ARE BROAD AND VARIED
To quantify market potential and assess market entry opportunities
To benchmark your performance and understand strengths and weaknesses
To develop strategies to increase shopper loyalty and spending
To understand retailers’ business & build stronger relationships
To build retailer-relevant marketing based on shopper insight
To work with retailers’ to improve shopper loyalty and store equity
RETAILERS
MANUFACTURERS
RESEARCH DESIGN
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Research Design
• Collection Method:
• Scope:
• Field Dates:
• Target Respondents:
• Eligibility:
Available Coverage
• Sample: n
GAIN A COMPREHENSIVE VIEW
PROJECT METHODOLOGY
The ability to identify and respond rapidly to shifts in shopper attitudes and behaviour is critical. Stay ahead of the curve to win in this hyper-competitive share chase. Know your shopper, grow your business.
ILLUSTRATIVE EXAMPLES
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79
70
62
54
26
16
5 1
82
70 65
53
27
16
5 1
November_2011
November_2012
SHOPPER RETAIL CHANNEL EXAMPLE
RETAILER A RETAILER B RETAILER C RETAILER D RETAILER E RETAILER F RETAILER G RETAILER H
UNDERSTANDING CHANNEL DYNAMICS Growth of hypermarket outlets
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UNDERSTANDING CHANNEL DYNAMICS
SHOPPER RETAIL CHANNEL
Hypermarket
Supermarket
Convenience store
Discounters
2013
53%
2012
45%
75% 74%
53% 37%
75
50% 48%
% Change
(+/-)
+1%
+8%
+16%
+2%
Traditional grocery 43% 48% -5%
2013 2012
2.1 2.0
2.1 2.0
2.1 2.0
2.1 2.0
2.1 2.0
2013
29%
21%
28%
3%
5%
WHERE DO CONSUMERS’ SHOP (Q.7a channel visited in past 7 days)
HOW OFTEN DO THEY SHOP (Q.8 Avg. frequency of visit per month)
CHANNEL SPEND MOST IN Q.7d (where do you spend most)
EXAMPLE
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This methodology was developed jointly with award winners and brand equity experts: Prof. Kevin L. Keller and Prof. John Roberts. ‘Winning
Brands’ Brand Equity
Model
The Winning Brands™ model is Nielsen’s proprietary approach to monitor brand equity and brand condition. In the Shopper Trends study this methodology is used to understand the complexity of retailer choice and to identify the brand equity of retailer chains.
WINNING BRANDS™
A huge benchmarking database across various sectors and categories.
SHOPPER RETAIL CHANNEL
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WINNING BRANDS STORE EQUITY MODEL
The Store Equity Model allows us to deconstruct the sources
of brand equity in order to understand its key
components.
What is brand equity and what are its key elements?
The Store Equity Index is determined by the outcomes reflecting the high
brand equity in reality: the emotional value as well as motivation to pay a
higher price and to travel to the store.
SOURCE OUTCOMES
Store Equity Index
(SEI-Store Equity
Index)
Awareness (%)
Consideration (%)
Connotations (%)
Connotations (%)
Connotations (%)
Higher price
Loyalty Preferences Recommendations
Store location
Readiness to pay more
Readiness to travel further
SHOPPER RETAIL CHANNEL EXAMPLE
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13 Base: All HM/SM shoppers (2011 n=1500, 2012 n=1500, 2013 n=1512)
Very strong brands – SEI over 3
Medium and strong brands – SEI 1 to 3
Weak brands – SEI under 1
THE STRENGTH OF KEY RETAILER BRANDS STORE EQUITY INDEX
2.2
1.5
2.0
1.2 1.3
1.3 1.4
0.3 0.5
0.3 0.3
2.5
1.4
1.8
1.4 1.2 1.2
0.9
0.5 0.4 0.4 0.4 0.4
3.1
1.6 1.5 1.3 1.2 1.1 1.0
0.4 0.4 0.4 0.4 0.4
2011 2012 2013
SHOPPER RETAIL CHANNEL EXAMPLE
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14 Base: All HM/SM shoppers, 2013 (n=1475)
Ref: Q11abcd/Q12a/Q13abcd
7%
6%
7%
26%
48%
45%
14% 43% 33% 90%
6%
4%
6%
30%
47%
45%
10% 28% 53% 86%
3%
3%
6%
33%
57%
58%
3% 35% 58% 97%
TOM Other Spont.
Prompted TOM Other Spont.
Prompted TOM Other Spont.
Prompted TOM Other Spont.
Prompted
Recommenders
Preferrers
Dependables
Regulars
Considerers
Trialists
Awareness
STORE RELATIONSHIP TIERS – ACROSS RETAILERS
STRENGTH OF RELATIONSHIP WITH SHOPPERS
13%
12%
16%
60%
79%
84%
14% 38% 47% 99%
3.4 3.4 3.4 3.4
Retailer A Retailer B Retailer C Retailer D
SHOPPER RETAIL CHANNEL EXAMPLE
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29%
26%
74%
86%
13%
12%
16%
60%
79%
84%
14% 38% 47% 99%
Base: All HM/SM shoppers. 2011 (n=1439), 2012 (n=1475), 2013 (n=1475)
Ref: Q11abcd/Q12a/Q13abcd
10%
10%
15%
64%
82%
87%
14% 49.0% 36% 99%
TOM Other Spont.
Prompted TOM Other Spont.
Prompted
13%
12%
16%
60%
79%
84%
14% 38% 47% 99%
TOM Other Spont.
Prompted
Recommenders
Preferrers
Dependables
Regulars
Considerers
Trialists
Awareness
SEI
2011 2012 2013
STORE RELATIONSHIP TIER – OVER TIME
3.4 3.4 3.4
SHOPPER RETAIL CHANNEL EXAMPLE
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Product quality
Convenience, efficient service
Large format and a wide choice
Price and value for money
Accessibility
As may be expected, consumers expect that the store will offer good value for money. Attractive promotions and deals, as well as private labels might enhance the perception of the chain as offering good value for money.
Store locations are also important for shoppers: this involves proximity to their home as well as convenient access. Additionally, long opening hours enhance the impression of accessibility.
Shoppers attach importance not only to the quality of ready-made dishes and fresh products but also to a wide selection of such products.
Shoppers expect to be able to find the required products easily, that customer service will be good and checkout payments will be efficient.
14%
14%
14%
12%
12%
15%
2013 2012
13%
13%
12%
12%
Awareness
Consideration
Awareness and Consideration information enable us to explain how differentiated is the market. The lower the Consideration and Awareness combined %, the more fragmented is the market
15% 14%
19% 21%
Base: All HM/SM shoppers, 2013 (n=1512) Ref: Q 11a/Q11b/Q11c, Q12a, Q18
BRAND EQUITY COMPONENTS BRAND EQUITY COMPONENTS
SHOPPER RETAIL CHANNEL EXAMPLE
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Everything I need in one shop
It has a wider selection of products
Always have what I need in stock
Well presented product displays
Provide enjoyable shopper experience
The store is spacious
The store has a pleasant atmosphere
It is first to provide new products on the market
It has a good location, convenient to get to
Long opening hours
A place where I can find things I need easily and
quickly
Staff provides excellent service
Efficient service at checkouts
Parking is easy
Runs its loyalty programmes to reward
shoppers
Convenience, efficient service (14%)
Large format and a wide choice
(14%)
Accessibility (12%)
It has high quality premium brands/products
It has quality fresh foods
It has high quality ready-made dishes (for
reheating)
A wide selection of fruit and vegetables
A wide selection of fresh fish and meats
It has a wide selection of health foods and organic
foods
The store is clean/hygienic
Product quality (12%)
Food and groceries are good value for money
It has low prices on most products
It provides really good deals and promotions
It has own brands which represent a good
alternative to manufacturer brands
Price and value for money (14%)
BUILDING BLOCKS OF BRAND EQUITY COMPONENT
Base: All HM/SM shoppers, 2013 (n=1512) Ref: Q18
SHOPPER RETAIL CHANNEL EXAMPLE
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0.39
0.37
0.34
0.34
0.34
0.34
0.32
0.31
0.31
0.31
0.30
0.30
0.30
0.30
0.29
0.28
0.27
0.25
0.24
0.24
0.24
0.24
0.23
0.22
0.18
0.18
A place where I can find things I need easily and quickly
Food and groceries are good value for money
Always have what I need in stock
It has quality fresh foods
Staff provides excellent service
It has low prices on most products
The store has a pleasant atmosphere
It has a good location, convenient to get to
It provides really good deals and promotions
Well presented product displays
It has a wider selection of products
Everything I need in one shop
It has own brands which represent good alternative to…
Efficient service at checkouts
A wide selection of fruit and vegetables
The store is clean /hygienic
Long opening hours
The store is spacious
It has high quality premium brands/products
It is first to provide new products on the market
It has hig quality ready-made dishes
Parking is easy
It has a wide selection of health foods and organic foods
A wide selection of fresh fish and meats
Runs its loyalty programmes to reward shoppers
Provide enjoyable shopper experience
Price and value for money (14%)
Accessibility (12%)
Convenience, efficient service (14%)
Large format and a wide choice (14%)
Product quality (12%)
Dif
fere
nti
atin
g Im
po
rtan
t Ex
pec
ted
Base: All HM/SM shoppers, 2013 (n=1512) Ref: Q18
WHAT MATTERS TO SHOPPERS IMPORTANCE OF ATTRIBUTE RANKING
SHOPPER RETAIL CHANNEL EXAMPLE
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% Associated with Retailer
A place where its easy to quickly find what I need
Always have what I want in stock
Every thing I need in one the shop
Staff provide excellent customer service
High quality fresh food
Pleasant store environment
Provide enjoyable shopper experience
Wide range of fruit and vegetables
Food and groceries are good value for money
Has high quality premium brands
Has a wider variety of products
Well presented product displays
Wide range of fresh fish and meat
Offers own alternative brand of groceries to main brands
Wide range of healthy and organic products
Provide really good deals and promos
High quality prepared meals
Clean and hygienic store
Has programs that reward regular purchase of products
Spacious
Convenient to get to
Are the first to have new products
Efficient checkout counters
Long opening hours
Ease of parking
Low prices for most items
Dif
fere
nti
atin
g Im
po
rtan
t Ex
pec
ted
RELATIVE RETAILER PERFORMANCE ON STORE ATTRIBUTES
HOW KEY RETAILERS ARE PERFORMING Im
po
rtan
ce
0 20 40 60 80 100
RETAILER A
RETAILER B
RETAILER C
RETAILER D
Derived importance Ranking
Base: All HM/SM shoppers, 2013 who rate KEY RETAILER. Ref: Q18
SHOPPER RETAIL CHANNEL EXAMPLE
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Say it, don’t mean it
Excellent Service
Premium brands
Wider variety of products
Attractive Promotions
Low prices
Good value for money
Enjoyable shopper experience
Convenient to get to
High quality prepared meal
High quality fresh foodWide range of fruit and
vegetables
Wide range of fresh fish & meat
Wide range of healthy and organic food
Private Label
Loyalty programs
Display of products
Always well stocked
Long opening hours
Clean and hygienic
Ease of parking
Spacious
Efficient check-out
Pleasant store environment
Everything in one shop
Easy to quickly find
Low discriminators
Say it, mean it Subliminal
COMPARING STATED VS. DERIVED
High
De
rive
d Im
po
rtan
ce
High Stated Importance Low
Base: All HM/SM shoppers (n=1512) Ref: Q16
PINPOINT CRITICAL AREAS FOR ACTION
SHOPPER RETAIL CHANNEL EXAMPLE
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45%
55%
11%
31%
30%
28%
17%
55%
20%
16%
21%
36%
27%
31%
69%
7%
26%
39%
29%
18%
48%
23%
8%
27%
42%
22%
36%
64%
11%
20%
36%
32%
13%
59%
18%
10%
20%
47%
23%
Ref: Q4, Q5, Q69, Q71, Q72, Q74ab, Q75
GENDER*
Men
Women
AGE*
18-24 y.o.
25-34 y.o.
35-49 y.o.
50-65 y.o.
HOUSEHOLD INCOME
Low (up to PLN 1500)
Medium (PLN 1500–4500)
High (over PLN 4500)
EDUCATION*
Primary
Vocational
Secondary
Higher
35%
65%
12%
27%
26%
36%
19%
53%
16%
17%
25%
38%
20%
41%
59%
8%
22%
32%
38%
7%
57%
20%
10%
24%
32%
34%
40%
60%
8%
17%
27%
48%
17%
49%
26%
20%
19%
37%
23%
*Quotas for total sample by age, gender, education Base: Shoppers shopping most often at a particular outlet of
PROFILES OF RETAILERS’ MAIN CUSTOMERS
TOTAL
High
Low
Distinctive results:
36%
64%
10%
24%
28%
38%
18%
53%
19%
14%
24%
39%
23%
Retailer A Retailer B Retailer C Retailer D Retailer E Retailer F Retailer G
38%
62%
11%
23%
16%
49%
9%
58%
28%
22%
23%
37%
18%
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22 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
11% 14% 18%
27% 30%
33%
51%
50% 45%
10% 6% 4%
2011 2012 2013
I do not know prices and I do notnotice when they change
I am not aware of all prices but Inotice when prices change
I know prices of most productsand I notice when prices change
I know all prices on products Ibuy regularly
ARE SHOPPERS’ AWARE OF PRICE CHANGES?
PRICE AWARENESS
Base: All HM/SM shoppers, 2011(n=1512), 2012 (n=1512) 2013 (n=1512) Ref: Q24
51% 44% 38%
SHOPPER RETAIL CHANNEL EXAMPLE
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Frugal Focused Budgeters
I buy only what I want, and can accommodate within my budget
6 GLOBAL SHOPPER SEGMENTS
Fresh & Frequent Enthusiast
I like to shop everyday to provide fresh and healthy food for my family
Smart Pragmatist
I know how to get maximum value out of a shopping trip
Evolved Healthy Enthusiast
I know the benefits of good products and will spend to get them
Quality Focused Spenders
I pick up the best of everything, price is no issue
Price & Promo Obsessed
There is always a cheaper alternative or a better deal
SHOPPER RETAIL CHANNEL EXAMPLE