spending trends of modern consumer sheerluxe presentation
Post on 16-Apr-2017
120 Views
Preview:
TRANSCRIPT
©2014 Epsilon. Private & Confidential
Spending trends of the modern consumer How are they changing and what influences them?
2
• The 2016 Home Shopping Trend report• Where the data comes from • Economic backdrop to trends • Affluent buying pattern• Buying pattern of the affluent consumer in 2015
• High end fashion• Food & wine• Home interiors
• The impact of weather on consumer spending in 2015• Buying patterns driven by Cyber Monday/Black Friday in 2015
What will we cover?
3
Home Shopping Trends Report
IndustryInterviews
Research and Insight
4
The Abacus Alliance – a data cooperative for retailers to share insight on buyers
4800variables
£20bn spend
580mtransactions
refreshed weekly
18mHouseholds
26 million individuals
Lifestyle attributes and
demographics
460multi channel retail brands
50magazine titles
post
digital
telephone
email@
Recruit
Retain
Realise
5
6
Knowing more about your customers helps you market effectively
What you know about your customer
Postal address
Spent £180 on a dress January 2014
Female
What Abacus knows about your customer
Aged 50-60
Subscribes to fashion magazine £3 a month
Household income of £50k
Travels on holiday 3 times a year
Donated to 3 charities in last 12 months
Spent £305 in Gifts & Gadgets 4 months ago
Spent £248 in Music & Entertainment in lifetime
Browsed 4 high end fashion websites in last month
Reads quality newspapers
Spent £68 on Wine 6 months ago
Uses internet as an order channel
Spent £230 in mid market fashion 2 months ago
7
• UK GDP growth: 2.2%
• UK Retail growth: -0.1%
• Non Store Retail (Direct and Internet) growth:7.4%
“We do not think the referendum on Brexit will have a major
impact of consumer spending either way. UK prospects good
whether in or outside the European Union”
Economic Review
CAPITAL ECONOMICS
8
Which categories are included?
Members provided 24 months of transactional information Jan 2014 to Dec 2015.
Home Shopping growth
11.9%
9
Purchase Patterns of Affluent Achievers
10
Purchase pattern of Affluent Achievers
Spend patterns of Affluent Achievers v Urban Adversity 2015 v2014
Affluent Achievers
12.7% increase in spend
Urban Adversity
16.5% increase in spend
70
90
110
130
150
170
Jan-‐14
Feb-‐14
Mar-‐14
Apr-‐1
4May-‐14
Jun-‐14
Jul-‐14
Aug-‐14
Sep-‐14
Oct-‐14
Nov-‐14
Dec-‐14
Jan-‐15
Feb-‐15
Mar-‐15
Apr-‐1
5May-‐15
Jun-‐15
Jul-‐15
Aug-‐15
Sep-‐15
Oct-‐15
Nov-‐15
Dec-‐15
Affluent Achievers Urban Adversity
11
12
High End Clothing
Revenue up 13.4%
Strongest growth in- September: +30.9%
Average Order Value +0.7%
13
14
Food & Wine
Revenue 2014-15
Revenue up 17.5% YOY
Strongest growth in:
- November: +28.7%
Average Order Value + £1.3%
15
16
Home Interiors & Household Goods
Revenue 2014-15
Revenue +13.6% YOY
Strongest growth in:
- September: +24.2%
Lowest growth in
- August: +4.5%
- January +5%
- AOV -2.8%
Mailing volumes up 1.6%
17
The Impact of Weather on Spend Patterns
18
2nd Half of 2015 – Weekly Variances compared to 2014
Temperature 2015 v 2014 Rainfall 2015 v 2014
Christmas trading period very warm after a cooler start to autumn
Wetter during the second half of year especially in Wales, Scotland, north England.
19
October 2015
Cooler and drier conditions stimulated demand for autumn/winter products. South east England had largest cold variance to 2014 which was 4th warmest in 55 years.Rainfall down (about 44% for the UK overall) from last October which was the 11th wettest in 55 years.
Tem
pera
ture
vs.
Las
t Yea
r
Prec
ipita
tion
vs. L
ast Y
ear
Weather driven demand examples
Knitwear +5% UKEdinburgh +7%, Cardiff +4%
Outerwear+11% UKLondon +17%, Blackpool +6%
Soup +3% UKNorwich +12%, Glasgow +1%
Cough-Cold +4% UKLondon +6%, Belfast +2%
20
December 2015
Warmest December on record (going back to 1910) strained seasonal demand during the Christmas Record-breaking rainfall and flooding in Ireland, Scotland and Northern England.Extended period of warmth resulted in heavy discounting as retailers tried to clear excess stocks.
Tem
pera
ture
vs.
Las
t Yea
r
Prec
ipita
tion
vs. L
ast Y
ear
Weather driven demand examples
Heaters -38% UKPeterborough -47%, Cardiff -30%
Women’s Boots -13% UKLondon -20%, Newcastle -11%
Winter Coats -18% UKSouthampton -24%, Oxford -22%
Hot Cereal -3% UKLondon -10%, Birmingham -6%
21
How weather affected spending behaviour
“The main purchasing trend we saw in 2015 was an increase in seasonal buying.
Customers continued to buy products from our spring and summer collection well into autumn due to the delay of the colder weather.
It seems that people buy for the weather at the moment rather than planning ahead for the next season.”
Robert McMahon Director UK Madeleine
22
How weather affected spending behaviour
“While in the past customers used to order early in the season, we saw the “buy now, wear now” concept speeding up
I think this is due to commoditisation on the high street for some product areas, but also due to the uncertain weather patterns we have seen in recent years . Customers don’t really want to spend until they need it.”
Lynn CordallCommercial Director
Damart
23
The Impact of Black Friday/Cyber Monday on Spend Patterns
24
Black FridayCyber Monday Christmas
£1.1billion Black Friday 2015
35% increase on 2014
£968m Cyber Monday 2015
34% increase on 2014
Total sales over the shopping weekend totalledmore than £3bn.
IMRG
Black Friday/Cyber Monday weekend sales in 2015 v 2014
25
Black Friday, Cyber Monday and Christmas
“In 2015, Black Friday and Cyber Monday had the effect of pulling Christmas sales forward for us so going into the future we will plan our business slightly differently to accommodate it.
The use of digital gives a window of opportunity to get extra sales before Christmas from those people who order during the promotional period.
Last year Cyber Monday immediately followed Black Friday but there is a separation in 2016 so it would be interesting to see if this affects spending patterns.”
Dara O’Malley Head of MarketingJD Williams
26
Black Friday, Cyber Monday and Christmas
“We are very engaged with Black Friday promotions and we will continue to use this as an activity to gain market share.
We believe that we would lose out if we didn’t run any promotions during this time;; anyone in our sector who ignores this opportunity would find themselves left out in the cold.”
Robert McMahon Director UK Madeleine
27
Black Friday, Cyber Monday and Christmas
“Black Friday and Cyber Monday had a big impact on sales.
We noticed 87% of similar companies to ours were offering an average of 30% discount over this period.
We felt that the impact of Black Friday brought the sales forwards which then effected the last 4 weeks of the year.
After testing we found that some of our customers did not like Black Friday so next year we will group our customers to ensure that we tailor these offers in a different way.”
Lynn CordallCommercial Director
Damart
28
Summary
Strong UK Economy in 2015 driven by consumer spendingAffluent consumer spent more in 1st half a year than other socio types13.4 % growth in high end fashion 13.6 % growth in home interiors17.5 % growth in food & wineExceptional weather patterns in UK affected consumer behaviourBlack Friday/Cyber Monday look set to stay in the UK
29
2016 Home Shopping Trends Report
www.epsilonabacus.com
Thank you
©2014 Epsilon D
ata Managem
ent, LLC. Private & C
onfidential
top related