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

?

? ?

?

?

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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