Him international research plan

Shopper Insights on Convenience Markets
and Key Accounts

www.himinternational.com
Twitter: @him_int
What we do
Research
Listening 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.
Benchmarking
How 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.
Insights
It'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

Twitter: @him_int
Delivering key insights to
discover what makes the
global shopper tick
40%
Shop in a c-store
each month
70%
Top-up baskets
contain bread/bakery
27%
Top-up shop to
save money
51%
Shoppers want to
make their lives easier
Source: him! Int. Global Research 2013/14

Twitter: @him_int
+
helping you to recognise the attitudes and behaviours of shoppers which are driving
their decisions to better understand how to influence their purchasing habits
=
Sales data will tell you the
what’s but shopper insight will
tell you the why’s

Twitter: @him_int
We offer the flexibility to ensure our
insights are right for you
Globally By country By key account
We can tailor a insight package to suit your needs

Twitter: @him_int
The following key accounts will be
available by country
Australia
7-Eleven
BP
Caltex
Coles Express
Woollies
Ireland
Topaz
Applegreen
Londis
Spar
Centra
Japan
Lawsons
7-Eleven
Circkle K
Poland
BP
Orlen/Star
Germany
Aral
Shell
Orlen/Star

Twitter: @him_int
The following countries will also be
available at a total shopper level
South Africa
Russia
UK
(for benchmarking only)
France
Italy
Switzerland

Twitter: @him_int
Our advanced online survey allows
us to offer both depth and breadth
We will capture country by country macro shopper insights
Then drill down into their account specific shopping behaviour
Where do they shop & why?
What drives the top-up mission?
How their lifestyles are evolving?
Who is the shopper?
What is important to them & why?
What influences their choice of store/
channel?
Example questions – we will work with you to ensure we ask the questions that
deliver the insights you require
How much did they spend?
What % of their total category
purchases are from this store?
How often do they visit this store?
What categories were bought on last shop?
What impacts does price, range,
promotions etc. have on their purchases?
What is the main product driver to store?

Twitter: @him_int
Shopper Demographics – who is
the shopper and how does this
differ by key account
Understanding the role and
importance of shopper
missions and how to use this
insight to unlock opportunities
Path to Purchase –
time spent in store/
where / time of day
Occasions and needs states –
what’s driving shopper
decision making?
Understanding the
preferred promotional
mechanics from
shoppers and why
Basket affinities
– what’s
purchased with
what and why?
Key Needs – what do they buy?
How often do they shop? How
much do they spend? How
impulsive are they?
What drives shopper
engagement – e.g. Meal Deals /
Consumer Proms / Front of Store
What is the customer trade-off
between price & convenienceWhat is the role of certain categories
in convenience i.e. shopper capture,
basket weight, cross-category
purchases etc. and how does it
contribute to overall growth
How best to innovate and
differentiate in order to
satisfy shopper needs
What would encourage
shoppers to shop more
frequently for a wider
selection of products?Who is best in class, in what and why?
Example questions – we will work with you to ensure we ask the questions that deliver the insights you require
We can help you to understand basket affinities
and much more….over 150 questions asked of
shoppers

Twitter: @him_int
• Validate a strategy
• Justify retaining space or getting more space in store
• Increase basket size and spend
• Reflect what shoppers want
• Demonstrate that the company understands shopper missions and acts
accordingly
• Highlight the value of their category shopper
• Understand what other categories are affected (sales, space) by the
suppliers’ category
• Understand promotional mechanics
• Analyse the effectiveness of retailer activations ( eg meals deals and
secondary sitings)
• Delisting of competitor SKUs
• Justify secondary sitings
• …and ultimately grow sales and build relationships
We can help you to understand the
‘so what's’ which will enable you to…

Twitter: @him_int
Delivering you both data & insights
Which will both be available through our client hub portal
for you to access 24/7 from anywhere and on any device
http://clienthub.himinternational.com/

Twitter: @him_int
All the data at your fingertips
• All the data will be available
through the him!
international client hub
• Where you can set up and
manipulate all the data to
create tailored reports by
country and key accounts
• Easily exportable to excel,
power point or saved online

Twitter: @him_int
We will also interrogate the data to produce
easy to read reports and 1-pagers to save
you time
• Country & key account
snapshots
• Bite-size topic reports
• All uploaded to our client hub
on a regular basis throughout
the year to keep your fingers
on the pulse of the global
convenience channel
• Accessible 24/7
Global average vs Ireland

Twitter: @him_int
Key dates for your diary
Deadline for input into content
30th September 2015
Fieldwork period
5th – 25th October 2015
Report and data available online
November 2015
Launch event
December 2015

Twitter: @him_int
Are health conscious
44%47%
Are financially secure
28% 29%40%18%
Retired
48%
Age
36%
21-34
57%
55+
Female shopper
18% 27%57%
Australian C-store shopper
Aldi shopper in Australia
50%
To buy something for that
day’s dinner
To buy food-to-go for immediate
consumption
34%
18%34%
Topping up more than a few
years ago
Top up shopping helps
to save money
36% 25% 32% 24%
32%
To buy something for
that day’s lunch
17%
Example of data that would be available

Twitter: @him_int
We don’t just speak, we listen
As part of him! international’s ongoing commitment to delivering the insights
that really matter to you we always have and we always will listen to your
input into each and every research product we conduct
We understand that every business is different, with different needs and
priorities so can tailor our research accordingly. We can also help with any
bespoke pieces of work

Twitter: @him_int
Our expert team is here to help
Tom Fender
Joint MD
Tom@himinternational.com
Neil Turton
Joint MD
Neil@himinternational.com
Morwenna Ford
Client Manager
Morwenna@himinternational.com
Rebecca Hay
Marketing & Insights Executive
Rebecca@himinternational.com
Blake Gladman
Research Director
Blake.Gladman@him.uk.com
Katie Littler
Insight & Communications Director
Katie.Littler@him.uk.com

Twitter: @him_int
What our clients say about us
No-one knows the convenience sector and "the
shopper" as well as him! That powerful combination
means that him! speaks with authority, credibility
and deep-rooted knowledge to help businesses grow.
Martin Inkster, MD of UK & Ireland for Philip Morris
We have worked with him! to develop
our strategy focussed on customer
missions and clear points of
differentiation to distinguish SPAR
from the competition.
him! have been instrumental in
developing our customer proposition
with decades of experience in the
convenience sector. him! international
have already amassed a wealth of
data that could be really valuable to
our SPAR partners.
Debbie Robinson, MD of spar UK
“great insight sharing and explanation of how to use
the insights alongside EPOS data….”
“eye opener on how and why to differentiate
strategies for the different shoppers”
Danone and 7-Eleven Global key account forum, Bangkok July 2015

Twitter: @him_int
For more information please contact:
Tom@himinternational.com
+44 (0)7469 150 606

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