Mission Insights: Example charts - Shopper Intelligence · 2020. 8. 21. · All Missions (Main Retailers) MISSION: Eat or drink right away n=3348 NF: Agree 4,5 minus Disagree 1,2

Mission Insights:Example chartsBased on a a simple comparison across the missions

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2 © SMI 2018

Unbiased view of shoppers

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Measuring over 140+ categories every year

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Category and Commercial roles

Supported by leading edge Online Portal and analytical and

statistical experts

SI Programme Overview

3 © SMI 2018

2018 Category coverage

Fresh Chilled BWS Core Grocery Impulse Grocery

Apples Milk Standard Lager Instant Coffee Carbonated Soft Drinks

Pears Milk Alternatives World & Speciality Lager Roast & Ground Coffee Energy Drinks

Grapes Cream Craft Beer Everyday Tea Bottled Water

Bananas Pre-packed Block Cheese Bitters/Ales/stout Speciality Teas Squash/Cordial

Soft Fruit Pre-packed Speciality Cheese Cider Canned Soup Everyday Chocolate Confectionery

Total Stone Fruit Deli Counter Cheese White Wine Beans or Spaghetti Boxed Chocolates & Twistwraps

Total Citrus Fruit Eggs Red Wine Canned Tom/Veg Easter Confectionery & Eggs

Exotic Fruit Adult Yoghurts Sparkling Wine Canned Fish & Meat Sugar Confectionery

Melons Kids Yoghurts Champagne Sauces/Condiments Sweet biscuits

Prepared Fruit Butter, Margarines and Fats Spirits Oils & Vinegars Crackers & Crispbreads

Root Vegetables Chilled Fruit Juice Mixers Pickles, Chutney & Olives Crisps & Snacks

Green Vegetables Cooked Meats Baby Jams & Spreads Snacking Nuts

Potatoes Continental Meat Nappies Herbs & Spices On-the-Go Snacking

Mushrooms Deli Counter Meat and Savoury Baby Wipes Instant Noodles & Packet Soups Healthier Biscuits/Bars

Prepared Vegetables Pre-packed Roast Poultry Baby Toiletries Rice & Noodles Healthcare

Speciality Vegetables Pate Baby Milk Pasta & Pasta Sauces Pain Relief Medicine

Avocados Pies, Pastries & Quiches Baby Food World Foods & Sauces Cold & Flu Medicine

Cucumbers & Peppers Prepared Pasta, Cous Cous & Vegetable Salads Frozen Cold Cereal Cough Medicine

Lettuce Chilled Olives and Antipasti Frozen Vegetables Porridge & Hot Cereal Decongestant

Tomatoes Chilled Pasta and Sauces Frozen Potatoes & Chips Muesli & Granolas Indigestion Remedy

Prepared Salads Chilled Ready Meals Frozen Fruit Cereal Bars and Breakfast Biscuits Stomach upset and IBS remedy

Organic Fruit & Vegetables Chilled Soup Standard Ice Cream Healthier Biscuits/Bars Allergy Treatments

Fresh Herbs Chilled Pizza Luxury Ice Cream Baking & Ingredients Childrens Medicine

Garlic & Chillies Chilled Vegetarian Food Frozen Desserts Sugars & Sweeteners Medicated Skincare

Fresh Beef Chilled Dips Frozen Ready Meals Longlife Milk Nicotine gum/patches

Fresh Lamb Chilled Desserts Frozen Meat & Poultry Free From & Dietary Needs Vitamins

Fresh Pork Stir Fry Frozen Fish & Seafood Toiletries Intimate Health

Fresh Poultry Sandwiches Frozen Vegetarian Food Toothpaste Non Edible Grocery

Fresh Minced beef Bakery Frozen Pizza Toothbrush Toilet Paper

Sausages Packaged Cakes General Merchandise Mouthwash Facial Tissues

Bacon In store Baked Bread Cookware and Dining Female Deodorants Kitchen Roll/Towel

Fresh meat/butcher counter In store Baked Rolls & Snacks Plants & Gardening tools Male Deodorants Cleaners

Ready to Cook Prepared Meat Instore Patisserie and Cakes Tights & Stockings Soaps & Shower Gels Laundry products

Pre-packed Fish Everyday Wrapped Bread Newspapers Haircare Washing up/Dishwash

Fish Counter Fish Speciality Wrapped Bread Magazines Hand & Body cream Pet Food

Fresh Seafood Sandwich Alternatives Greetings Cards Clear Skin Creams & Treatments Bags, Foils & Cling Film

Flowers Wrapped Rolls Other Female Skincare

Wrapped Bakery Snacks Tobacco Men's Toiletries

Free From Baked Goods Feminine Hygiene

2018 Category Coverage – Top 4 retailers in all categories plus others as noted (181 categories)

181 measured categories. Missions profiled for all food, drink, BWS

4 © SMI 2018

Shoppers n=

All Missions 77539

MISSION: Eat or drink right away 3348

MISSION: A treat for me/us 6540

MISSION: A Healthy Snack 7474

MISSION: Breakfast at home 8091

MISSION: Breakfast out of home 1272

MISSION: Lunch at home 11763

MISSION: Lunch at work 5273

Mission Profile Sample 2018

MISSION: Lunch out of home (not work) 2543

MISSION: Kids lunchbox 1664

MISSION: Casual Dinner 11275

MISSION: 'Proper' Dinner 9369

MISSION: Relaxing in the evening 7870

MISSION: Kids tea 1841

MISSION: Entertaining 3243

Note: sample does not reflect size of the mission – its driven by quota per category

5 © SMI 2018

% of shoppers99% 90% < 90% 90% 99% > N

Benchmark: All Missions (Main Retailers)

Gender

All Missions(Main Retailers)

Mission X

(n=77539)Gender

Female 56% 56% 57% 58% 55% 58% 57% 59%

Male 44% 44% 43% 42% 45% 42% 43% 41%


Mission Y

(n=77539)

Female 56% 57% 69% 56% 56% 53% 70% 57%

Male 44% 43% 31% 44% 44% 47% 30% 43%

Misison X has a strong female bias, Mission Y is more male than usual

We have a full demographic profile of each mission

6 © SMI 2018

% of shoppers99% 90% < 90% 90% 99% > N


Shopping Mission (Top up vs. Main Shop)


Mission X

(n=77539)Shopping Mission (Top up vs. Main Shop)

Main Shop 65% 57% 63% 67% 64% 65% 67% 66%

Top Up / Other 35% 43% 37% 33% 36% 35% 33% 34%


Mission Z

(n=77539)

Main Shop 65% 63% 66% 68% 72% 63% 66% 68%

Top Up / Other 35% 37% 34% 32% 28% 37% 34% 32%

Mission X is more likely to be in large baskets; Mission Z in smaller ones

7 © SMI 2018

54% 61% 60% 70% 54% 57% 63% 66%

All

Mis

sio

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MIS

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at o

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tre

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me/

us

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Hea

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reak

fast

at

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Q23...how much you agree or disagree when shopping for XXX in Retailer I'm usually willing to consider RETAILER own label products

Openness to Own Label

99% 90% < 90% 90% 99% < N


NF: Agree 4,5 minus Disagree 1,2

Different missions are more brand oriented. Mission Z the most

8 © SMI 2018

18%31% 36% 29%

16%26% 19% 26%

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Q22. The more CATEGORY I buy, the more CATEGORY I/ we are likely to consume or use

Expandability

% of shoppers99% 90% < 90% 90% 99% > N


Certain missions lend themselves far more to consumption growth

9 © SMI 2018

Mission DNAWhat is the fundamental character of the mission, so how should it be treated?

10 © SMI 2018

Spend

More shoppersMore often

More spend Units

Price

Traffic

There are only two ways to drive growth

Let’s begin with the end in mind:what are we trying to achieve?

11 © SMI 2018

Main reason I go shopping

Don't want to run out

Promotions encourage shopping

Price beacon category

Retailer does well (loyalty)

TRAFFIC

All Missions (Main Retailers)

Mission A

n=77539

TRAFFIC* 18% 26% 21% 28% 27% 34% 24% 25%

SPEND

Q23 ….how much you agree or disagree when shopping for XXX in RETAILER ….. (SR)


Mission B

n=77539

SPEND* 32% 43% 56% 47% 24% 43% 39% 42%

Often buy extraTry new and

differentDon't mind

paying moreBuy because I

feel like it

NF: Agree 4,5 minus Disagree 1,2

*Average of statements

Traffic Spend Summary

99% 90% < 90% 90% 99% > N


Mission A is a strong store traffic driver , whereas Mission B builds baskets

12 © SMI 2018

Main reason I go shopping

Don't want to run out

Promotions encourage shopping

Price beacon category

Retailer does well (loyalty)

Often buy extra

Try new and different

Don't mind paying more

Buy because I feel like it

Traffic Spend

-10%

37%25%

46%32% 36%

47% 46% 43%

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

All Missions (Main Retailers) MISSION: Eat or drink right away

n=3348NF: Agree 4,5 minus

Disagree 1,2

Q23 ….how much you agree or disagree when shopping for XXX in RETAILER ….. (SR)

Mission Role DetailMISSION: A

99% 90% < 90% 90% 99% > N


Range of ratings for statement: All Missions (Main Retailers)

Mission A

Mission A is best at driving spend via innovation

13 © SMI 2018

19% 23% 29% 23%15%

24% 20% 20%

74% 73% 64% 71% 80%70% 74% 74%

All

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Grab & Go

Browse

QN1. Please tell us which of these was more important to you when shopping for CATEGORY at RETAILER on this trip. QN2. Please tell us the main reason you wanted to make your choice quickly? QN3. Please tell us the main reason you wanted to spend some time looking?

Intended Shopping Mode - Grab & Go or Browse?

% of shoppers99% 90% < 90% 90% 99% > N


Mission X is far more browse oriented

14 © SMI 2018

45% 38% 32%44% 45% 42% 34% 42%

55% 62% 68%56% 55% 58% 66% 58%

All

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MIS

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(no

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N: C

asu

alD

inn

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MIS

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N: '

Pro

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Q31. Think about the size/amount and type/flavour of (brand bought on last trip) you bought. If this had not been available, which of these would you have most likely done?

Switch

Walk Away

% of shoppers

Decision Hierarchy - Switch or Walk?

99% 90% < 90% 90% 99% > N


Mission X Shows greater brand “loyalty” and higher walk away

© SMI 2017

Category Impact – INTENTIONALITY/ENGAGEMENT

Some categories drive shoppers to store and are

highly planned

High intentionalityLow intentionality

• Over invest to drive footfall

• Allocate investment pre/in-store

• Shelf merchandising & theatre

- (planned: simple, OOS)- (impulse: theatre, new, rotation)

Why is this relevant?

High Engagement

Low Engagement

• Flagship categories for retailers

• Maintain high Average Selling Price and premium tiers

- (less need to deep discount)

• Drive loyalty and switchingfrom competitors

Why is this relevant?

Some categories offer the opportunity to engage the shopper and drive trade up

© SMI 2017

Lowengagement

Highengagement

High intentionality

Low intentionality

“Tempt them to spend a bit more on the little extras”

e.g. Ice cream

PROFIT BOOSTER

“Cover all the bases so they don’t have to go elsewhere”

e.g. Gum

BASKET BUILDER

“Give a reason to choose this retailer

over all others”

e.g. Baby food

HERO

“Get it right on the basics”

e.g. Milk

TRIP DRIVER

17 © SMI 2018

Mission 9

Mission 1

Mission 10

Mission 8

Mission 7Mission 3

Mission 5

Mission 2

4.10

4.30

4.50

4.70

4.90

5.10

5.30

4.50 4.70 4.90 5.10 5.30 5.50 5.70 5.90 6.10 6.30 6.50 6.70 6.90 7.10

Hero

Trip Driver

Profit Booster

LowEngagement

LowIntentionality

HighIntentionality

HighEngagement

Different missions have different roles to the store

Basket Builder

Benchmark to All Missions (Main Retailers)

Mission 2 and 3 are strong “heroes” to the store

18 © SMI 2018

Q25 … how important is each statement to you when shopping for CATEGORY in RETAILER? (SR)

2.4

2.9

3.4

3.9


* Select categories only

Imp

ort

ance

(1

-5)

What’s Important to each Mission’s Shoppers?

Choice is more important for Mission X

19 © SMI 2018

0%

10%

20%

30% Range Gap Stock brands/products that I like, and can

buy elsewhere but not in RETAILER

InnovationIntroduce more new brands/varieties

Pack SizesChange pack sizes so they are more suitable for me (ie bigger/smaller)

Ease of ShopImprove how products are laid out on shelf, so

its easier to shop

POPxCAx2 Please let us know which of these improvements below are needed for XXX in RETAILER right now?

Less ChoiceLess choice so it's not as confusing or time

consuming to shop

OtherOther

NavigationImprove signage at the shelf so its quicker to

find what I want

TheatreMore ideas and inspiration in the store about

product

InformationBetter explanation and information at the

shelf


MISSION Y

Improvement Opportunities (All Improvements)MISSION Y

% of shoppers

n=747490% < 90% 90% > N


Note: RED colour indicates MORE likely improvement.GREEN colour indicates LESS likely improvement.

Shoppers for Mission Y want more innovation

20 © SMI 2018

Path to PurchaseHow do shoppers make their choices, so how can we best influence them?

21 © SMI 2018

24% 26%36%

23% 16% 21% 21% 22%

76% 74%64%

77% 84% 79% 79% 78%A

ll M

issi

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s(M

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Ret

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MIS

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Planned

Unplanned

Q9 You said you bought CATEGORY in RETAILER on this particular shopping trip. Did you specially plan to buy CATEGORY before you went to the store? (MR) Q12 What were the main reasons you planned to buy XXX on this occasion? (MR) Q14 What were the main reasons you decided to purchase XXX on this occasion? (MR)

Trigger to purchase - Planned or Unplanned?

% of shoppers99% 90% < 90% 90% 99% > N


Mission X is far less planned

22 © SMI 2018

25% 25%33%

22% 23%28%

23% 26%

All

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MIS

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tw

ork

Bought on promotion

Q16b. Was the XXX you bought at a reduced price or on another promotion? (SR) Q16E. You said that you had bought XXX on promotion. Which of the following would you say best applies? (SR) Q16F. What difference (if any) did the promotion make to your purchase of XXX? (SR) Q16G. You said you bought XXX only because of the promotion, which of the following best apply? (SR)

% of shoppers

Promotional Impact Summary

99% 90% < 90% 90% 99% > N


Shoppers for Mission Y are far more promotionally driven

23 © SMI 2018

Appendix : Methodology

24 © SMI 2018

Overall Satisfaction is based on a satisfaction metric measure that gives a general sense of how happy shoppers are with the category. It may range from -100% to +100%.

Overall Satisfaction = Average NFS of 4 Key Factors weighted by Importance.

4 Key factors obtained by grouping

related attributes

AssortmentProductPOP executionPrice

Surveyed attributes weighted by their

importance

The prices are great on XXX products I buy in RETAILER

Overall Satisfaction

Average of 4 key factors weighted by importance

I often find good specialoffers on the XXX products I want to buy in RETAILER

Overall Satisfaction

25 © SMI 2018

Importance helps us identify which of the key attributes are most important to shoppers in our category

EXAMPLE QUESTION: There are often appealing new ideas in CATEGORY in RETAILER

MOST IMPORTANT

Averaged for all respondents and represented as a score out of 5

LEAST IMPORTANT

Importance

26 © SMI 2018

Performance is a measure of the shoppers satisfaction with the category across the key attributes

EXAMPLE QUESTION: There are often appealing new ideas in CATEGORY in RETAILER

Sum of all the shoppers who rated

the statement between 1 & 2

(calculated as a percentageof all shoppers who rated

the question)

Sum of all the shoppers who

Rated the statementbetween 4 & 5

(calculated as a percentageof all shoppers who rated

the question)

Positive Ratings

Negative Ratings

Net Favourable

Score (NFS %)

AGREEDISAGREE

Performance

27 © SMI 2018

Benchmarking:

This is how you get a sense of the performance of your category – on any measure – across the whole measured store.

Low sample:

Where sample drops below minimum requirements, we use a lighter blue colour:

Statistical significance:This enables easier analysis of the data, by showing whether this category’s difference from the average category (benchmark) indicates a difference in measures we have confidence acting on:

90% confidence: there is only a 10% chance of getting such a result purely from random variation99% confidence: there is only a 1% chance of getting such a result purely from random variation< 90% confidence: more than a 10% chance of getting such a result purely from random variation

Below Benchmark Above Benchmark

99% 90% < 90% 90% 99% > N

Benchmark: All Category Average (main retailers)

Benchmarking & Statistical Significance

Documents

Mission Insights: Example charts - Shopper Intelligence · 2020. 8. 21. · All Missions (Main Retailers) MISSION: Eat or drink right away n=3348 NF: Agree 4,5 minus Disagree 1,2