Irish sales presenter

Source: him! international 2015 © him! international Ltd 2015. All rights reserved.© him! international Ltd 2015. All rights reserved.

Understanding the Irish Convenience shopper


What we do

ResearchListening to shoppers is what we do. We want to ask them what

they like and dislike about shopping in convenience

outlets. "How well do you know your customers" is a question

we want to help answer for you.

BenchmarkingHow well are you doing? Well?

Great. But do you know whether you're doing as well as other similar businesses? We would

like to tell you.

InsightsIt's about turning the wealth of

data, research and benchmarking comparisons into

simple, clear, and focused action plans. Less is more. "You should focus on x because of y

Introducing him! international – what we do:


The world is a lot smaller than you think

Convenience/proximity retailing is in growth around the world

There’s limited c-sector sales data around the world (the what’s), there’s even less shopper insights (the why’s)

him! international captures global shopper insights to bring the world closer to you


PolandIreland

Russia

UK

Australia

South Africa

Taiwan

JapanChina

Malaysia

ThailandPhilippines

Indonesia

We’ve spoken to 10,000 shoppers across 11 markets including 1,000 Irish

shoppers to understand how they’re shopping, what they’re buying, how they make their decisions and how the Irish convenience sector can

improve.

Online research using national representative panels in each country

Ireland is a KEY focus for our research:


A huge % use Irish c-stores – our research looks at how footfall can be grown further.

• 48% of shoppers in Ireland use a c-store in a typical month which is significantly higher than UK shoppers in (31%)

• 43% of Irish shoppers visit a petrol forecourt store to buy their groceries in a typical month compared to 12% in the UK

Source: him! international 2015 © him! international Ltd 2015. All rights reserved.

The UK Shopper (blue) differs greatly from the the Irish shopper (green)

Life Stage

*while Top Up shopping

Regular on-the-go lunchers

32%26%67% 83%57%51%

Smart phone owners

Student

Young free and sin

gle

At Home M

ums

Busy Provider

Retired Greys

Couples with

young child

ren

Pre nesters

Post neste

rs

41%49%

ABC1

28%

Are foodies

28%

Global Average Ireland United Kingdom

Discounters shopping and topping up

Shopped in Discounter Top up shopped in Discounter

Q2. In the last month, have you bought food/groceries/drinks/tobacco from any of the following types of grocery outlets?Q10. Which of the following types of stores do you top-up shop for food and groceries at in a typical month?

Source: him! international 2015 © him! international Ltd 2015. All rights reserved.

Discounters are an increasing threat to c-stores in Ireland and the UK? This research can help you in the footfall battle.

‘Top up’ shopping is rife in Ireland – we can help explain what top up shoppers want and need

• 83% of shoppers in Ireland regularly ‘top-up’ shop compared to 75% in the UK.

• And 28% of Irish shoppers are “top-up” shopping more often now than 2-3 years ago compared to 25% in the UK.

• Twice as many Irish shoppers say they ‘top up’ shop everyday versus the UK (12% v.s 5% )

We can help identify which shopping missions are driving shoppers to store – and how this will change.

Ireland United Kingdom

More shoppers in Ireland are on a

Food-to-Go mission

And understand which categories are driving footfall

Which of the following products do you find you need to buy as part of top-up or convenience shopping trips?

Ireland United Kingdom

38% of Irish shoppers think the Food-to-Go offering

in c-stores has improved in the last

3 years

Our research looks at what else shoppers want from food-to-go in Ireland

• The average Irish shopper is more likely to leave home without eating breakfast than The UK shopper (36% vs 25% in the UK) and 62% of shoppers regularly don’t decide what they’re having for dinner until the day itself again higher than in the UK.

• One in four Irish shoppers visit c-stores to buy food-to-go for immediate consumption regularly.

• 41% of shoppers in Ireland buy Food-to-Go from a petrol forecourt, much higher than the 17% of shoppers in the UK.

• Almost twice as many shoppers in Ireland think the food-to-go sold in forecourts is good value for money compared to The UK shopper

Identify the barriers to shopping in Irish c-stores

• Having the cheapest prices around is more important to shoppers in Ireland vs the UK and 68% of Irish shoppers state high prices are a deterrent when shopping in c-stores, but there are other deterrents…

• 40% of Irish shoppers have told us that not having the range of products to suit their needs and 28% said fresh foods were a deterrents – both higher than in the UK

• 21% of Irish shoppers think c-stores offer great promotions but shoppers are however saying that the promotions offered by convenience stores are not relevant to them.


Methodology and what's available:

• 10,000 shoppers were interviewed in 11 countries, including 1,000 in The Republic of Ireland and 1,000 in The UK. Both samples were national representative samples.• Over 250 issues were addressed in the study giving huge

benchmarking ability between shoppers of both nations.• The focus was to understand shoppers’ usage and attitudes

towards convenience stores, petrol station c-stores and discounters.• Key account shopper insights are also available for Topaz, Centra

and Applegreen• The next wave of research September 2015 – all parties can

influence the study content.


How to sign-up to him! international’s Irish Shopper Insights

Receive all of the shopper insights in Ireland vs UK for £9,500 plus VAT

Or £7,500 per annum for two year’s (2014 and 2015) plus VAT

The results will be available via our ‘client hub’ – unlimited access to the results with the ability to cross analyse the data and export it to ppt slides or excel spreadsheets.

You will have the ability to influence the study questionnaire for the next wave of research (September 2015) with the results due in early November 2015.

The research is conducted on a ‘national representative’ basis


Subjects covered in our first global study – all related to convenience shopping:

Top-up vs main shop shopping? Missions?

Top-up shop? Do they conduct main shops? Or a combination of the two? How often do shoppers conduct “main shop” shopping trips? And how often do they do smaller “top-up” trips? What are the reasons/drivers/missions shoppers go top-up shopping for typically? How often do shoppers top-up shop? Which types of stores do shoppers top-up shop at? What are the benefits of top-up shopping?

Importances & ratings

Out of 19 product/service criteria, which ones are most important to shoppers around the world and in each country? And how do shoppers rate convenience stores/petrol forecourts against these criteria/10?

Convenience sectors’ category credibility

Which categories do shoppers typically need to buy on convenience or top-up trips (from a list of 25 categories)? And which categories would they be willing to buy from convenience stores? Are shoppers happy for store staff to recommend products for shoppers to buy?



Promotions

What are shoppers’ views on promotions? Do shoppers think they save them money? Do they think stores offer too many promotions? Should c-stores be focusing on things other than promotions (like availability, service, food to go)? Do shoppers like price marked packs? Are the products c-stores offer on promotion relevant to shoppers?

Customer service

How does the service offered by convenience stores compare to other format of stores?

Use of technology

How do shoppers think c-stores should/could be using technology better? Queue management systems? Marketing? Promotions? Staff training? Loyalty cards?

Marketing, communication and engagement

How should c-stores market themselves, say shoppers? Websites? Apps, Leaflets? Engage with local communities? Advertise in newspapers? Announce new products and services?



Price image?

Do shoppers think convenience stores are more expensive than other stores? Or no difference? What are shoppers views on the prices charged by convenience stores for 24 categories?

Deterrents?

What – if anything – deters shoppers from using convenience stores more? Price? Range? Service? Availability? Lack of healthy options?

In what ways are convenience stores better now than 3 years ago?

Better range? Value for money? Better fresh? Better food-to-go products? Better service? Better marketing?

Which businesses should c-stores align with?

Pharmacies? Other local businesses? Charities? Specialist food businesses? Specialist food businesses?


For more information please contact:

[email protected] +44 (0)7469 150 606

www.himinternational.com

https://www.linkedin.com/company/him-international

https://twitter.com/him_int