SHOPPER VALUESWHAT DO SHOPPERS THINK ABOUT YOUR FIXTURE….
….DOES IT INFLUENCE HOW MUCH THEY SPEND?
SHOPPER VALUESLINKING SHOPPERS’ ATTITUDES AND EXPERIENCES AT THE FIXTURE
WITH THEIR ACTUAL PURCHASING BEHAVIOUR
SHOPPER VALUES: AIM
Identify Measure QuantifyShopper Needs Performance What it’s worth
- What matters to shoppers in my category?
- E.g. do they care more about quality or price?
- Is this picture different across the trade?
- How do shoppers rate the fixture in, e.g., Asda?
- Is my shelf layout rated higher by shoppers in Asda or Tesco?
- What do I need to change about my fixture to appeal to more shoppers?
- How do I increase category spend amongst shoppers?
- Which lever is the most lucrative to pull, and how much is this worth?
- Is addressing perceived gaps in range more valuable than price?
APPROACH
Find a representative sample of ca.1000 shoppers who have bought your category in the last few days
APPROACH
APPROACH
Ask them to rate a battery of statements which helps to identify what values are important and measures how they rate the store against each
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NPD
APPROACH
Trust
ChoicePrice
Category Layout
Ask them to rate a battery of statements which helps to identify what values are important and measures how they rate the store against each
What Customers say is important
to them?
Product Information
42%
Choice53%
Price41%
NPD37%
Trust79% PL –
Quality64%
Promos45%
Category Layout
52%
SO WE CAN CONFIDENTLY REPORT… …JUST HOW CONCERNED THE AVERAGE SHOPPER IS
e.g. a category in
SO, ONCE WE KNOW WHAT’S IMPORTANT, WE CAN MEASURE SHOPPERS’ EXPERIENCES/RATINGS
PositiveExperience
NegativeExperience
Measure how Shoppers are rating their shopping experience.
rating
Positive Experience
Product Information
61%
Choice69%
Price47%
NPD37%
Category Layout
79% PL – Quality
68%
Promos53%
Trust64%
SO WE CAN CONFIDENTLY SAY HOW HAPPY THEY ARE WITH THE CATEGORY IN A PARTICULAR RETAILER
e.g. a category in
PricePL –
QualityCategory Layout
TRUE PERSPECTIVE COMES FROM COMPARING & BENCHMARKING ACROSS THE TRADE
86% 67% 80%
79% 47% 68%
% of shoppers with positive in-store experience
QUESTION: WHICH ONE IS WORTH MORE TO SAINSBURY’S?
e.g. a category in
LINKING SHOPPERS’ RESPONSES WITH THEIR PURCHASING THEN ENABLES US TO QUANTIFY THE VALUE OF IMPROVING THEIR RATING
Does someone who rates their experience as high spend more?
6.5% £0.91
HOW MUCH IS THE INCREASE IN SPEND WORTH?
% Increase in Category spend per shopper
23% £3.24 15% £2.08 11% £1.62
ChoicePL-
QualityCategoryLayout
Price
e.g. a category in
In this example, shoppers who say the layout of the category helps them find what they want spend 23% (or £3.24) more
SO, IF 2% MORE SHOPPERS WERE ‘SATISFIED’ WITH THE CATEGORY LAYOUT?
Size of Opportunity
152,500 £3.24 £494,100£
Incremental Shoppers
Incremental Spend
e.g. a category in
In context, this equates to large opportunities - given the size of the potential audience
AND THIS IS CONSIDERABLY HIGHER THAN MANY OTHER LEVERS THAT COULD BE PULLED TO INFLUENCE SHOPPERS’ PERCEPTIONS
NPD Inspiration 0
Store Layout 34
Choice 138
Premium 139
Promos 140
Information 244
Health 244
PL - Quality 246
Trust 279
Stock 280
Price 317
PL - Value 455
Category Layout 494
Size of Opportunity based on increasing experience by 2%£000’s
e.g. a category in
SHOPPER VALUES: 3 STEPS
Identify Measure QuantifyShopper Needs Performance What it’s worth
- What matters to shoppers in my category?
- Do they care more about quality or price?
- Is this true in all stores?
- Is my fixture delivering against Shopper Values?
- Is my shelf layout rated higher by shoppers in Asda or Tesco?
- What do I need to change about my fixture to appeal to more shoppers?
- How do I increase category spend?
- Which lever is the most lucrative to pull, and how much is this worth?
- Is addressing perceived gaps in range more valuable than price?
© Kantar Worldpanel© Kantar Worldpanel
What do shoppers think about the fixture?What influences their spend?
SHOPPER VALUES
http://www.kantarworldpanel.com/en/Expertise
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