PowerPoint Template 2007-2010 - Digital...

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SAMPLE REPORT Nielsen Shopper Practice Year:2013-14 SHOPPER TRENDS

Transcript of PowerPoint Template 2007-2010 - Digital...

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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

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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.

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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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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

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