High street shopper research 2016-17

© him! Ltd 2016. All rights reserved

High Street Shopper Research

2016-17

Blake Gladman

Research and Insights Director

Sept 16


PUTTING SHOPPERS AT THE HEART OF EVERYTHING WE DO

“The shopper on the high street has more choice than ever before and are able to choose based on a variety of factors. With retailers competing on all scales across price, range, quality and convenience it’s more important than ever to understand what influences a shopper to choose where they shop.

We believe that suppliers and retailers should put shoppers at the heart of their strategic thinking and our insight is aimed at uncovering the behaviours behind the decisions that shoppers make on a day to day basis on the high street”

Jill Livesey| Managing Director


OTHER RESEARCH AGENCIES TELL YOU THE ‘WHAT’, HIM! RESEARCH GIVES YOU THE “WHY”

• Sales data tells you the WHAT• What has been bought, category

brand and SKU where robust• Broad view across channels• Lower pick up of small baskets• Heavily reliant on quantitative analysis

• him! shopper research tells you the WHY

• We help you to understand the attitudes and behaviours of shoppers

• What is driving them to store and their decisions in-store

• How to influence their purchasing habits

• What their barriers to purchasing are• How satisfied they are with retailers

Shopper insights are the missing pieces of the puzzle that when connected with sales data provides the

complete picture


INCREASINGLY CONVENIENT SOLUTIONS MEAN SHOPPERS HAVE MORE CHOICES THAN EVER BEFORE

35% of the UK populationnever do a main weeklyshop (up 17% since 2015)

With so many options for the shopper on the high street this research compliments our existing convenience insight to cast

the shopper lens onto the biggest high street retailers to discover what drives shoppers to choose these particular stores


INTRODUCING THE HIGH STREET SHOPPER RESEARCH

To give suppliers and retailers an understanding of the shopper path to purchase across the major high street retailers. Following the shopper journey from channel / store choice to category purchase

Providing category insight to better inform your strategic channel decisions and to better understand why your shoppers shop where they do

RESEARCH OBJECTIVES


OUR UNIQUE APPROACH DELIVERS ROBUST CATEGORY INSIGHT ACROSS ALL RETAILERS

o METHODOLOGY

• Online interviews with shoppers who have regularly purchased a given category

• UK nationally representative sample of adults (18+)

• 6,300 interviews in total split across the following categories (300 per cat)• Cigarettes & tobacco products

• Chilled dairy (including milk, cheese & yoghurts)

• Wrapped bakery

• Confectionery

• Soft drinks

• Beer

• Cider

• Wine

• Spirits

• Chilled savoury pastries

• Ready meals

• Frozen food

• Health & beauty products

• Household cleaning & laundry

• Pet food

• Breakfast cereals

• Bottled water

• Cooking sauces

• Crisps & Snacks

• Sandwiches

• Packaged coffee

Additional categories can be made available

Please let us know


WE COVER THE BIGGEST HIGH STREET RETAILERS

Supermarket

Discounter

Bargain Store

Pharmacy

Variety

Additional retailers can be made available

Please let us know


BENEFITS OF OUR APPROACH

By focussing on the frequent category shopper as the starting point we are then able to ‘follow’ this category shopper on the journey they undertake as a shopper

How they decide on which retailers and channels to purchase their category from and what ultimately drives this decision making process

Capturing valuable shopper insight for your category at each stage of the shopper journey;

Preshop

Inshop

NextShop


FOLLOWING THE CATEGORY SHOPPER JOURNEY

o Repertoire of stores/channels used in last 2 months

o Frequency of channel usage

o Shopper missions

o To what extent purchases are planned

o Identify the principle consumer

o Role of category in driving store/channel choice

o Trip mind-set (i.e. did they want to get in and out quickly, did they intend to browse, etc.)

o Other categories purchased

o Purchase triggers for purchases

o Did they buy what they planned and was there impulsive purchases

o Evaluation of shopping experience:

• Product choice

• Layout on shelf

• Ease of shop

• Promotions

• Availability

Preshop

Inshop

NextShop


WE’VE MADE GETTING YOUR INFORMATION EASY!

Key features include

• Search functionality so you can get straight to the topics you want!

• Information available in ready-made insights and data so you can build yours!

• Easily exportable to excel, power point or saved online!

• Unlimited users by company!

• Accessible 24/7 through computer, tablet and mobile!

Everything will be available through the him! client hub portal;


WE DELIVER OUR INSIGHT IN A NUMBER OF WAYS TO PROVIDE ACTIONS

Category Insight

Category shopper overview of high street shopping behaviours. Showcasing the insight behind what they buy and why they buy it

Retailer Spotlights

Profiles of all the major retailers including the type of shoppers that shop their and what unique attributes drive shopper behaviour


RESEARCH TIMINGS

o Deadline for feedback into questionnaire/ topic input

18th October 2016

o Fieldwork period

26th October – 10th November 2016

o Insight launch

5th December 2016


AT HIM! WE CAN SUPPORT YOU IN VARIOUS WAYS

through using our insight and expertise to help you delivery your channel strategy and grow your key customers. Our team is your team

Internal workshops

Retailer workshops

Insight for field sales

Input into trade press

Input into trade shows

Key customer meetings

Internal team

meetings

Range reviews

Supplierversion


AT HIM! WE CAN SUPPORT YOU IN VARIOUS WAYS

through using our insight and expertise to help you delivery your channel strategy and grow your key customers. Our team is your team

Internal workshops

Supplier workshops

Insight for BDM’s

Input into trade press

Input into trade shows

Key customer meetings

Internal team

meetings

Range reviews

Retailerversion


DON’T JUST TAKE OUR WORD FOR IT

“HIM is a sounding board for our strategic and tactical business plans. The feedback enables us to focus and deliver on what matters most for our shoppers.”

The Co-operative

We have worked with him! to develop our strategy focussed on customer missions and clear points of differentiation to distinguish SPAR from the competition.

him! have been instrumental in developing our customer proposition with decades of experience in the convenience sector. him! international have already amassed a wealth of data that could be really valuable to our SPAR partners.

Debbie Robinson, MD of spar UK

“HIM provides us with invaluable information so we can identify opportunities within this category that help us to develop strategieswhich get results.“

Coca-Cola Enterprises Limited

No-one knows the convenience sector and "the shopper" as well as him! That powerful combination means that him! speaks with authority, credibility and deep-rooted knowledge to help businesses grow.

Martin Inkster, MD of UK & Ireland for Philip Morris


For more information please contact:[email protected] 7611 0402www.him.uk.com

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