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him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
1Introduction to
him! international
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Our findings come from:
• Speaking to millions of shoppers.
• Focusing almost exclusively on “convenience” for 20+ years.
• Working across UK, Ireland, Europe, Australia, USA
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Shopper Insights vs Sales Data/EPOS
• Sales Data = WHAT gets sold
• Shopper Insights = Why? Today….and tomorrow (future trends), WHO to target, HOW and WHY?
• Sales Data + Shopper Insights = perfect combination
All retail brands and suppliers need to ‘follow the shopper’ (epos does not tell you what
shoppers want)
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Introducing him! international
him! international was launched in 2015 by Tom Fender (ex owner of him! UK) & Neil Turton (ex CEO of Nisa) and is the sister company to him! in the UK
Why launch him! international? • Convenience/proximity retailing is in growth around the world. • Limited sales data (the what’s) exists, even less shopper insights (the why’s) • Suppliers want key account shopper insights (to tailor ranges, offers etc)
Methodology:• We spoke to a nationally representative sample of 10,000 shoppers via an online
survey, across 11 countries. • This report focuses on the 1,000 shoppers that we spoke to in Ireland.
This report covers the differences between shoppers in Ireland and the UK average.
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Objectives:
• Identify current grocery shopping habits within Australia & how the P&C channel fits within these
• Identify macro shopper trends & highlight the opportunities / threats they raise for P&C• Capture the opinions of the current P&C shopper needed to influence successful future
channel strategies including:• Ranging• Price & promotions• Communications & marketing• In-store environment• Customer service• Driving sales
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
2General Grocery
Shopping habits in Ireland
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Which channels are most used in Ireland?
Q2. In the last month, have you bought food/groceries/drinks/tobacco from any of the following types of grocery outlets?*shoppers who visit c-stores and/or petrol forecourts
UK Ireland
A main large supermarket 86% 89%
A convenience store 31% 49%
Petrol forecourt shop 12% X%
A specialist food retailer like a butcher, bakery, fishmonger 22% X%
A local independent store 24% X%
A discounter 34% X%
A smaller store owned by a main supermarket chain 30% X%
A tobacconist newsagent 16% X%
A local market farmers’ market 18% X%An online retailer which is not a supermarket chain – eg Amazon, Ocado) 12% X%
An online retailer (supermarket chains’ online business) 18% X%
Bottle shop 4% X%
Milk bar 3% X%
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Ireland + food – attitudes to be aware of:
Q1_1. Would you describe yourself as any of the following? - Yes
UKIreland
Financially secure
X% X%
Check calorie information/nutritional content
30% 28%
Tech/digital savvy
X% X%
Try to shop in cheapest grocery stores
35% 46%
Snack through day/week
X% X%
Regularly shop for food ‘little + often’
X% X%
Someone who struggles to find time to see friends/family/do hobbies
X% X%
Decide what having for dinner on day itself
X% X%
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
‘Regular main grocery shops’ dominate in Ireland
United Kingdom Ireland
65% 73%
21%18%
9% 6%5% 4%
Once a week or moreOnce a fortnightOnce a monthLess often
87% of Irish shoppers do a regular MAIN
SHOP
vs 91% in the UK*
q5. How often will you do main big grocery shops (typically buy 15+ items per trip)?*q4. Which of these phrases best describes how you/your household does your grocery shopping?
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
3Understanding the Top
up shopping opportunity in convenience
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Top Up shopping is on the increase in Ireland
Ireland
United Kingdom
28%
25%
51%
64%
18%
9%
3%
2%
More often than a couple of years ago Same Less often Not top-up shopping at all
Remember, 83% of Irish shoppers do some form of top-up shopping in a
typical week *
*q4. Which of these phrases best describes how you/your household does your grocery shopping?
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
4Who currently
uses c-stores in Ireland?
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
SHOPPER PROFILE: Who shops in Irish C-stores?
Demographics
FEMALE (X% vs. 52% ) 35-54yrs (X% vs. 31%)
C2DE (X% vs. 54%)
Location
City (X% vs. 39%)
Town (X% vs. 42%)Countryside (X% vs. 19%)
Household
Work status
FULL-TIME (X% vs. 40%)
ARRANGEMENT: “I live with my partner & children” (X% vs. 30%)
The Irish c-shopper vs. UK c-shopper
Busy provider (X% vs. 22%) Number hour worked/week
31-40 (X% vs. 33%)
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
5What are the current attitudes
towards Irish C-stores?How can we improve
perceptions?
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
None of the above
Not one convenient enough to where you shop, live or work
Pack sizes not suitable to you
Poor service
Cluttered untidy shops
Not enough healthy options
Products being out of stock
High fuel prices
Range of products not suitable to you
Poor quality fresh foods
Not enough promotions
Not having the range of products to suit your needs
High shop prices
United KingdomIreland
What are the key barriers to using convenience stores?
High shop prices and poor range are the key barriers to
footfall.
q18. Which of the following, if any, deters you from doing shopping in convenience stores more, or at all...?
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
7Next steps
him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
FULL REPORT NOW AVAILABLE• Contact Loreta Lingyte for access• [email protected]
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Our expert team is here to help: get in touch!
Tom FenderJoint MD
Neil TurtonJoint MD
Morwenna FordClient Manager
Rebecca HayMarketing & Insights Executive
Blake GladmanResearch Director
Katie LittlerInsight & Communications Director
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
For more information on our future KEY
ACCOUNT SPECIFIC research, please contact:
[email protected] +44 (0)7802 336 333