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Shopper IntelligenceMeasuring how categories differ across the store & across different retailers
Shopper Role of Adult IncontinenceExtract from our 123 category, 33 retailer "shopper view" USA database
One PagerSummary Report:AssortmentIce Cream In Walmart
Ice Cream at WalmartASSORTMENT
*Net Favorable: Agree 4,5 minus Disagree 1,2 99% 90% < 90% 90% 99% > N
44%62%
71%
40% 37%
6%
31%
If Spend ratings are higher than
average, this would indicate that increased range will pay
off more.
Traffic Spend
CATEGORY ROLE*
WHAT PLANNED
Incremental New and Different
Buy Because I Feel Like It
SPEND DETAIL*
63%
37%
Switch Walk
DECISION HIERARCHY
74%
20%
If Browse is higher than
average, then shopper is likely
to “notice” more choice,
and vice versa.
Grab’N’Go Browse
SHOPPING MODE
If more people plan to buy a
specific item (vs whatever is the
best deal), it likely has higher
priority in their mind, so more risk
in taking it out.
If willingness to try new things, or
impulse buying are higher than
average, new products will find
it easier to get noticed.
3.52.9 3.3
Are range, innovation or
availability more important to our
shoppers?...
Range Innovation OOS
IMPORTANCE
… And how well are we
delivering these
compared to the average?
SATISFACTION*
Range Innovation OOS
Willingness to switch reduces need for more
range because shoppers’ basic needs are more
easily met by other choices.
EXPANDABILITYIf the category is
more expandable, then
a wider range could inspire extra
purchase (different brands).
41%
Expandable
46%
12%
Specific Brand
Best Price
Category sample: n=301
Benchmark sample: n=295 000All Categories (All Retailers)USA Survey
39%20%
5%
Innovation Range Gap
Less Choice
Is there a shopper
mandate to add new items or
brands they get elsewhere, or do
they actually want to simplify?
DESIRED IMPROVEMENTS
1
2
3 4
5
1 = data references to Key Takeaways
KEY TAKEAWAYS
Are we delivering what matters to shoppers in
assortment and do they want it improved?
What does the category DNA mean
for Assortment strategy?
What do we know about the shoppers’ decision processes that may influence
their assortment needs?
• Wide Range and Innovation are relatively more important than in the average category.
• Shoppers show more concern about their preferred choice being OOS (1).
• Main improvement wish is “new” products (2) – amongst 123 measured categories in Walmart, Ice Cream has the 4th highest value on desiring Innovation.
• SO WHAT? Because shoppers are unhappy about OOS, this is a category where favorites stock weight needs to be higher
• Ice Cream is well able to boost basket Spend • But is less likely than the norm to generate Traffic to the store.• Higher than usual openness to try novelties, • This is a relatively high impulse category (3) – ranked 5th highest
in this respect amongst 123 Walmart categories.• SO WHAT? Exploit its impulse character with having new
products and flavours that generate trial and/or multiple item purchase
• Category is highly expandable (5): buying more results in consuming more. Ice Cream is the 7th most expandable category in Walmart.
• Shoppers tend to have a preferred brand in mind (4), rather than buying simply the best deal of the day.
• SO WHAT? Support branded lines to drive the impulse purchase (exploit strong brand associations)
Assortment Strategy in Ice Cream
IMPORTANCE & SATISFACTIONEDLP I can consistently rely on a fixed low price for CATEGORY
Prices Great prices in CATEGORY
Offers Good special offers in CATEGORY
Best Value Easy to identify what's the best value for the money in CATEGORY
Authenticity Good selection made in a particular place or an authentic way
USA Made I am able to buy USA made or sourced CATEGORY
Environmental CATEGORY does minimal environmental harm and is ethically produced
Fresh Excellent freshness in CATEGORY
Healthy Choices Good range of healthy options in CATEGORY
Premium Premium products of CATEGORY are noticeably better
Quality Great quality in CATEGORY
Brands The brands I know and like in CATEGORY were available
Innovation Appealing new ideas/products in CATEGORY
Range Sufficient choice of CATEGORY
Enjoy Enjoyable and/or interesting to shop CATEGORY
Layout Once I found CATEGORY, it was easy to find my choice
Navigation Easy to find CATEGORY in the store | on their website
OOS Did not have to switch my choice because what I wanted was out of stock
Staff Has knowledgeable and helpful sales clerks/staff
CATEGORY ROLE / TRAFFICMain Reason I Go
Shopping One of the main reasons I go shopping is to buy CATEGORY
Don't Want To Run Out I particularly don't want to run out of CATEGORY
Promotions Encourage Shopping Promotions in CATEGORY encourage me to go shopping to RETAILER
Price Beacon I look to the price of what I buy in CATEGORY to tell me whether RETAILER is competitively priced in general
Retailer Does Well (Loyalty)
One of the reasons I go to RETAILER is because it does CATEGORY particularly well
Often Buy Extra I'm often persuaded to buy extra CATEGORY in RETAILER e.g. by special offers
Don't Mind Paying More
I don't mind paying a bit more for some types of CATEGORY in RETAILER for better quality/ something different
Incremental New And Different
I might sometimes buy an additional item in CATEGORY because I want to try something new or different
Buy Because I Feel Like It I sometimes buy CATEGORY just because I feel like it at the time
Because There Anyway
I only buy CATEGORY at RETAILER because I am there anyway, not for any other particular reason
CATEGORY ROLE / SPEND
SHOPPING MODEGrab’N’Go Wanted to make my choice quickly
Browse Wanted to spend time browsing
DECISION HIERARCHY (if main brand was not available…)
Switch Bought a different brand / type/flavur/size
Walk Bought nothing / bought a different category / Gone to another store / Gone back later to store
DESIRED IMPROVEMENTSInnovation Introduce new types, flavors, brands
Range Gap Stock brands/products I like that aren't sold in RETAILER
Less Choice Fewer choices so it's not confusing
Shelf Signange Improve signage at the shelf/counter | on the website
Theatre More ideas and inspiration [in-store] about CATEGORY
Information Better explanation and information at the shelf | on the website
BEHIND THE METRICS
WHAT OTHER ONE PAGERS ARE AVAILABLE TO YOU?
AVAILABILITY – The key insights for your Range Review
INNOVATION – How innovation-hungry is your category?
MERCHANDIZING – How to make the best of your category
PROMOTION – Strategic insights for your Promotion Planning
PRICE – Price sensitivity and other aspects vs Total Store PRODUCT – Insights supporting
Product Development
Grocery Frozen Produce HABACanned & Jarred Vegetables Frozen Boxed Meat Fresh Fruit Adult IncontinenceCanned & Pouch Tuna Frozen Dinners & Entrées Fresh Vegetables Antacids & StomachCoffee Frozen Pizza Bar Soap ProductsDips & Spreads Frozen Potatoes & Onion Rings Household Products Cold RemediesDry Pasta Frozen Seafood All Purpose Cleaners & Tools Cosmetics - Eye MakeupNutritional Portable Food Frozen Vegetables Automatic Dish Detergent Cosmetics - Facial MakeupPasta Sauces Ice Cream Bleach & Bleach Substitutes Cosmetics - LipsPeanut Butter Ice Cream Novelties Carpet & Floor Cleaners Cosmetics - NailsPrepackaged Dried Fruit Dish Detergent Face Cream & LotionsReady-To-Eat Cereal Dairy Laundry Detergent - Liquids & Powders Feminine CareRice Butter & Margarine Laundry Detergent - Pods Fragrances Men’sSalad & Cooking Oils Cottage/Cream Cheese & Sour Cream Fragrances Women’sSide Dishes Eggs Paper Hair Coloring ProductsSoup Milk Bathroom Tissue Hair RemovalSugar & Sweeteners Natural Cheese Disposable Plates Hair Styling AidsTea Prepackaged & Presliced Deli Cheese Facial Tissue Hand Cream & Body Lotions
Processed & Sliced Cheese Napkins Men's Deodorant & AntiperspirantSnacking Shredded & Grated Cheese Paper Towels Mouthwashes & RinsesCheckout Chocolate Candy Snack Cheese Pain & Headache RemediesCheckout Gum & Mints Specialty Cheese Gen Merchandise Razors & BladesCookies Yogurt Checkout Magazines & Newspapers Shampoo & ConditionersEnergy & Protein Bars Greeting Cards Shave PrepsIn Aisle Chocolate Candy Meat Office & School Supplies Soap - Liquid & SanitizersIn Aisle Gum & Mints Bacon Specialty BathNuts Fresh Beef Pet Care Toothpaste & WhitenersPopcorn Fresh Poultry Cat Food - Canned Vitamins & SupplementsPotato Chips Fresh Seafood Cat Food - Dry & Moist Women's Deodorant & AntiperspirantSnack Crackers Hot Dogs Cat TreatsSugar Candy Sausage Dog Food - CannedTortilla Chips Sliced Lunch Meat Dog Food - Dry & Moist
Dog Treats & ChewsBakery BeveragesFresh Rolls & Baked Goods Energy Drinks BabyHot Dog & Hamburger Buns Multi Serve Shelf Stable Juices Baby FoodPrepackaged Bread Ready to Drink Tea Diapers & Training Pants
Refrigerated Juices & Drinks Disposable WipesAlcohol Refrigerated Orange Juice Infant FormulaBeer, Cider, Flavored Beer & Malt Beverages Single Serve Shelf Stable JuicesChampagne & Sparkling Wine Soft DrinksRed Wine Sports DrinksWhite & Rosé Wine Water
123 Categories in
Total
Category Coverage
MASS MERCH
CLUB
GROCERY
DOLLARDRUG
ONLINE
DISCOUNT/SPECIALTY
Retail Banners Covered
www.shopperintelligence.com
Jason Smith Managing Director – USA
FIND OUT ABOUT YOUR CATEGORY & RETAILER
CONTACT
916-501-7525
jason.smith@shopperintelligence.com
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