Kantar Worldpanel - quantifying shopper missions
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Transcript of Kantar Worldpanel - quantifying shopper missions
© Kantar Worldpanel
BECAUSE NOT ALL TRIPS ARE EQUAL
SHOPPING MISSIONS
2 © Kantar Worldpanel
SOME BASIC GROCERY SHOPPING FACTS
= x
AN AVERAGE HOUSEHOLD CONTRIBUTES THIS TOWARDS THE MARKET …
Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7 th July 2013
© Kantar Worldpanel3
Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7 th July 2013
AS SHOPPERS WE MAKE 4 DIFFERENT TYPES OF SHOPPING TRIP
BEHIND THE AVERAGES 1) NOT ALL SHOPPING TRIPS ARE EQUAL…
© Kantar Worldpanel4
NEARLY HALF OF ALL GROWTH THIS YEAR COMING FROM ONLINE AND DISCOUNTERS
BEHIND THE AVERAGES 2) TWO CHANNELS ARE SEEING SOME ALARMING GROWTH
Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7 th July 2013
5 © Kantar Worldpanel
ConvenienceDiscountersOnlineSupermarketsTotal Market
For Tonight
Main Shop
Replenishment
Specific JourneyValue share of channel
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
BEHIND THE AVERAGES 3) EACH CHANNEL HAS A DIFFERENT MISSION PROFILE
Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7 th July 2013
6 © Kantar Worldpanel
SHOPPER MISSIONS HELPS TO UNDERSTAND WHAT’S REALLY GOING ON
THERE’S SOME INTERESTING FLOW BETWEEN THE CHANNELS
(major switching movements)
General flow from
supermarkets to online
and discounters Switching losses
Switching gains
The heartland of on-line is still main shopping. But Replenishment trips are growing on-line – as shoppers gradually see it as an acceptable channel for this
type of trip.
Future? - As retailers continue to try and lock shoppers in with ‘delivery subscriptions’, we should continue to see good growth from replenishment trips
in this channel
SINGLE BIGGEST MOVEMENT – shoppers shifting their main shopping trips from
supermarkets to online. Big movement with masses of potential as only 1/5 shoppers
shopped on-line last year (and they still spent 75% of their money in physical stores)
Future? - If this continues it’s really interesting to think about shift in relevance of
the ‘traditional mission in the traditional channel’
Replenishment trips in Discounters seeing relatively strong growth – gained directly from supermarkets
Future? - The only losses seen here are within the channel – shoppers up-trading to main shop. Signs are that the Discounters could be growing for a good
while yet
SECOND BIGGEST MOVEMENT – it’s been well documented that this channel has been performing well. But it’s significant that the bulk of the growth is from younger shoppers seeing it as a suitable
channel to shift their main shopping into.
Future? – Along with up-trading shoppers up within the channel then this could be big - with the growth set to continue
Whilst supermarkets are losing ‘Main Shop’ spend to other channels, within retained trips there is evidence of up-
trading shoppers from Replenishment to Main Shops. This in part might be due
to voucher schemes encouraging shoppers to reach a certain amount
Future?- Supermarkets are likely to stick to these strategies, whilst also
looking to something else to stem the flow to Discounters
What we all think of when imagining grocery shopping. But ……FACT: ‘Main shopping in
supermarkets’ is only 1 in 12 of the trips we make
Future?- Supermarkets will increasingly need to satisfy shoppers in smaller more specific trips as ‘main shop’ reduces share of supermarkets’
revenues
Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7 th July 2013
7© Kantar Worldpanel
THIS IS HOW SHOPPERS ARE SHOPPING…
BENCHMARKING PERFORMANCE
Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7 th July 2013
…IS YOUR CATEGORY MISSING AN OPPORTUNITY?
Year on year value performance of groceries, by mission and channel
© Kantar Worldpanel
Kantar Worldpanel Shopper Missions
Benefits
Create a category strategy based on how shoppers shop
Quantify missions where opportunities exist from a retailer, category and or manufacturer perspective
Ability to overlay missions with Segmentations and Market Structure groups – develop targeted strategies against them
Describe performance and talk to customers in a common language
Truly understanding brand/product/channel performance …
© Kantar Worldpanel© Kantar Worldpanel
Because not all trips are equal
SHOPPING MISSIONS
http://www.kantarworldpanel.com/en/Expertise
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