oc&c: retail proposition index 2014 - poland

October, 2014

OC&C – RETAIL PROPOSITION INDEX 2014 Research study on Polish consumers’ shopping preferences – 3rd edition

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The Retail Proposition Index is one of the largest international research studies of consumers’ shopping preferences in retail

Key Information About the Study

For the 3rd consecutive year the study includes Poland, covering 50 retail chains

The study is carried out every year in ten countries and encompasses almost 800 retailers

Results based on more than 15 thousands individual assessments

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Agenda

• Summary of study results

• Index Methodology

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Polish consumers show basic four needs related to shopping that are affecting their assessment of a retailer

Clear and strong competence - specific industry, price segment or

the way of shopping - is key to high assessment Specialization

One of the strongest modern consumer trends is the need of

expressing distinctiveness and uniqueness, but within the scope of

existing rules

Safe individualization

The consumers are looking for brands and products with clear and

attractive identity, which results from a "true story" Identity

The future of retail is simultaneous penetration of the market

through traditional outlets and the Internet, while assuring full

integration of both

Multichannel

Polish retailers

can be divided

into those

which focus on

understanding

the trends and

enter into

dialogue with

the customers

and those

which still play

the role of a

goods supplier

Summary of Study Results

Source: Retail Proposition Index 2014 Survey; OC&C analysis

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The winners are…

Overall Poland Retail Proposition Index Champions 2014

1 2 3


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Overall rating of Poland Retail Proposition Index in 2014

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

Name

Allegro

Rossmann

IKEA

Empik

Apart

Alma Market

Super-Pharm

Castorama

Orlen

RTV Euro AGD

Biedronka (JMD)

Lidl

Pandora

Piotr i Paweł

Douglas

C&A

Reserved

Category

General Merchandiser

Health & Beauty

DIY

Entertainment

Jewellery

Grocery

Health & Beauty

DIY

Oil and Gas

Electricals

Grocery

Grocery

Jewellery

Grocery

Health & Beauty

Clothing & footwear

Clothing & footwear

18

19

20

Sephora

MediaMarkt

H&M

Health & Beauty

Electricals

Clothing & footwear

Score

84.2

82.7

81.3

80.5

78.8

78.3

78.2

78.1

78.0

77.6

77.6

77.0

77.0

76.9

76.8

76.5

76.4

76.0

75.7

75.5

Overall Rating for all Poland Retailers – Respondents Buying or Visiting in Past 3 Months

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

Name

Auchan

BP Polska

Merlin

Leroy Merlin

Zara

Shell

OBI

Ebay

Statoil

Tesco

Saturn

Ruch

Kolporter

Leclerc

Polo Market

Intermarche

Lotos

Category

Grocery

Oil and Gas


DIY

Clothing & footwear

Oil and Gas

DIY


Oil and Gas

Grocery

Electricals

Stationers

Stationers

Grocery

Grocery

Grocery

Oil and Gas

Score

75.4

75.3

75.2

75.2

74.5

74.0

74.0

73.6

73.5

72.2

71.6

71.4

71.2

70.5

70.4

69.8

69.8

38

39

40

Amazon

Carrefour

Stokrotka


Grocery

Grocery

69.7

69.7

69.0

41

42

43

44

45

46

47

48

49

Name

Lewiatan

Chata Polska

Kruk

Netto

Spar

Freshmarket

Eko

Żabka

Małpka Express

Category

Grocery

Grocery

Jewellery

Grocery

Grocery

Grocery

Grocery

Grocery

Grocery

Score

68.5

67.5

67.3

66.7

64.8

64.0

62.2

61.8

61.1

50 Czerwona Torebka Grocery 58.3


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Agenda

• Summary of study results

• Index Methodology

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The index is based on responses from customers who have visited or bought from a given retailer in the last 3 months Proposition Index Treatment of Retailer Awareness

Bought from in the last 3 months

76.9

Visited in last 3 months

70.7

Aware (but not visited or bought in last 3 months)

61.4

Basis for Index

Retailer awareness

Respondents initially asked to

categorise their awareness of retailers

– Not aware

– Aware

– Visited in past 3 months

– Bought in past 3 months

Retailer ratings based on respondents

who have visited or bought from the

retailer in the past 3 months – i.e. those

that have had active recent engagement

with that retailer

Average score for different levels of consumer awareness

Indexed, 0-100


OC&C Strategy Consultants

ul. Bednarska 7

00-310 Warsaw, Poland

+48 (22) 826 24 57

www.occstrategy.com

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