Drivers & Drinking
The Undercover Recovery
Gerard O’Neill/September 2013
Sales Institute of Ireland © Amárach Research 2013
we discover the right answers
to our clients’ important questions
1. Consumer Drivers
2. 2020 Scenarios
3. Stretching Strategy
1. Consumer Drivers
Retail Category
Confidence
Correlation
Supermarkets 0.86
Furniture 0.81
Books and stationary 0.80
Hardware and DIY 0.78
AL...
Regions
Share of
Households
2005
Share of
Households
2010
Share of
Households
2015
Border 11.5% 12.2% 12.9%
Dublin 26.1% 3...
24% have used a
smartphone to check
for a lower price online
while still in the shop
47% have
intentionally researched
a p...
38% have sold an
item they no longer
wanted or use to
someone else rather
than throw it away
37% have bought an
item from ...
Making my
life easier
Making my
life harder
%
Relevant
Google 95% 5% 65%
Friends 90% 10% 72%
Microsoft 87% 13% 45%
Samsung...
2. 2020 Scenarios
By 2020, Ireland has experienced 5 years of
uninterrupted growth, driven by global
economic recovery and improving eurozon...
RenewalStagnation
SOCIETY
The legacy of the Celtic
Tiger’s demise is felt
through to 2020 in the
form of a continuing
pers...
Recession
Recovery
RenewalStagnation
Fragile Flourish
Fragment Re-Frame
Ireland 2020
35% 25%
25% 15%


Ireland 2020 Scenarios: Summary
SCENARIOS Fragile Fragment Flourish Re-Frame
Dimensions Recovery
+ Stagnation
Recession
+ ...
3. Stretching Strategy
This Time Is Different
Recession
Recovery
RenewalStagnation
Fragile Flourish
Fragment Re-Frame
e. gerard.oneill@amarach.com
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
The Undercover Recovery - Sales Institute seminar September 2013
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The Undercover Recovery - Sales Institute seminar September 2013

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New insights into Ireland's consumer mindset as recovery (finally) beckons. More details here:

http://www.salesinstitute.ie/index.php/knowledge-centre/category/presentations

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The Undercover Recovery - Sales Institute seminar September 2013

  1. 1. Drivers & Drinking The Undercover Recovery Gerard O’Neill/September 2013 Sales Institute of Ireland © Amárach Research 2013
  2. 2. we discover the right answers to our clients’ important questions
  3. 3. 1. Consumer Drivers 2. 2020 Scenarios 3. Stretching Strategy
  4. 4. 1. Consumer Drivers
  5. 5. Retail Category Confidence Correlation Supermarkets 0.86 Furniture 0.81 Books and stationary 0.80 Hardware and DIY 0.78 ALL RETAIL SALES 0.77 Pharmacies 0.73 Pubs 0.71 Electrical Goods 0.67 Clothing and Footwear 0.66 Petrol Stations 0.63 Department Stores 0.56 Cars 0.46
  6. 6. Regions Share of Households 2005 Share of Households 2010 Share of Households 2015 Border 11.5% 12.2% 12.9% Dublin 26.1% 30.6% 32.0% Mid East 9.6% 9.9% 10.1% Mid West 5.0% 6.4% 7.8% Midlands 9.3% 6.7% 5.0% South East 10.9% 10.1% 9.4% South West 14.6% 16.2% 16.9% West 12.9% 7.9% 6.0% State 100.0% 100.0% 100.0%
  7. 7. 24% have used a smartphone to check for a lower price online while still in the shop 47% have intentionally researched a product in a shop before buying it online Source: Amárach Research May 2013
  8. 8. 38% have sold an item they no longer wanted or use to someone else rather than throw it away 37% have bought an item from someone else (not a shop) which had been purchased from a shop in the past Source: Amárach Research May 2013
  9. 9. Making my life easier Making my life harder % Relevant Google 95% 5% 65% Friends 90% 10% 72% Microsoft 87% 13% 45% Samsung 85% 15% 33% Facebook 84% 16% 51% Family 83% 17% 81% Spouse/Partner 81% 19% 70% Apple 81% 19% 32% An Post 73% 27% 51% Supermarket 71% 29% 75% Colleagues 67% 33% 43% TV Service 58% 42% 60% Mobile Network 55% 45% 65% Daily Newspaper 52% 48% 42% Boss 47% 53% 43% Petrol Station 34% 66% 62% Electricity Provider 33% 67% 70% Bank 24% 76% 59% Government 9% 91% 86% Source: Amárach Research May 2013
  10. 10. 2. 2020 Scenarios
  11. 11. By 2020, Ireland has experienced 5 years of uninterrupted growth, driven by global economic recovery and improving eurozone prospects, stimulating falling unemployment and buoyant consumer spending By 2020, Ireland has witnessed only fitful bursts of growth, with the economy falling back into recession as the situation worsens in both the eurozone and the UK, with unemployment rising as spending fallsRecession Recovery E C O N O M Y
  12. 12. RenewalStagnation SOCIETY The legacy of the Celtic Tiger’s demise is felt through to 2020 in the form of a continuing personal debt crisis, worsening emigration, family breakdown and rising inequality between income groups, regions and even between generations A new spirit of social and local revival emerges as communities and organisations exploit the potential of new and existing technologies and policies to improve individual, local and national wellbeing
  13. 13. Recession Recovery RenewalStagnation Fragile Flourish Fragment Re-Frame Ireland 2020 35% 25% 25% 15%  
  14. 14. Ireland 2020 Scenarios: Summary SCENARIOS Fragile Fragment Flourish Re-Frame Dimensions Recovery + Stagnation Recession + Stagnation Recovery + Renewal Recession + Renewal Winners Over 40s, debt free, Dublin Over 60s, retired, South Dublin Under 40s, entrepreneurs, east corridor Under 30s, renters, mobile Mindset Recuperate Vigilance Network Experiment Resources Family Legacy Equity SoLoMo Values Look after your own Look after yourself Create your own future Together is better Outlook It will get better It won’t get better It’s our turn now This time is different Winning Brands Netflix Donnybrook Fair Travel Dept Ryanair Aldi/Lidl DoneDeal LinkedIn NDRC Key Capital AirB&B Etsy Guaranteed Irish
  15. 15. 3. Stretching Strategy
  16. 16. This Time Is Different Recession Recovery RenewalStagnation Fragile Flourish Fragment Re-Frame
  17. 17. e. gerard.oneill@amarach.com w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch
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