What determines your ability to drive market share?
Your shopper! Top drivers to increase your market share: Attract New Shoppers Build Loyalty of Existing Shoppers Win with High Spenders
WHY NON-FOOD CATEGORIES ARE IMPORTANT TO WIN WITH SHOPPERS?
1.Non-Food has strong potential with your existing shoppers Size of the prize = 400 mln.$ for HM channel % of store shoppers buying category in this store (Hypermarkets) food Dairy 59 Juice 49 Cheese 44 Biscuits 46 non-food Hand Dish 28 Fem Care 31 Shampoo 32 Dentifrice 34
2. Non-Food helps shoppers to choose your store for Bulk Shopping Non-food categories are highlighted Top powerful categories that define shoppers’ satisfaction by the store: Value of Bulk trip = 4.7x Value of Refill trip Bulk shopping Refill shopping Laundry & Home Care Bakery Coffee & Tea Milk& Dairy Shampoo & Shower Fruits & Vegetables Toilet Paper & Towels S oft drinks & Juices Fem Care Cheese Oral Care Fresh Meat & Poultry Fresh Meat & Poultry Snacks Cheese Toilet Paper & Towels Soft drinks & Juices Coffee& Tea Fruits & Vegetables Oral Care
How to leverage non-food to win with Your Shopper
Three Business Ideas:
Improve Shopping experience in Beauty Care.
2 . Leverage Innovation in Non-Food
Attract new Shoppers
Get disproportionate share by being first with new items .
1 . In-Store Support – massive in-store communication linked to TV
2 . On-line announcement of new product launches/marketing campaigns
Get Disproportionate share of New Items!
3. Winning with Young Families Child birth is a point of change in values Now baby is #1, #2 and #3 spending priority Now she has less time in her new role: => she visits less stores and shop more in E-commerce ;
Families spend more, especially younger ones… especially in Modern Trade GFK , 200 9 Spending Index Total Russia Modern Trade Young parents 113 112 Mature parents 120 101 Parents with teenagers 106 94 Families w/o children 121 97 Adults 87 108 Seniors 81 86
Baby Diapers is the biggest category in moms basket GFK , 200 9
Baby Diapers is the Destination categories for Young Moms
Shoppers Basket is 4x times bigger in case diapers are in
Total Basket Spending on Baby, % in value Shoppers of Hypermarkets, 1HY 10 Moscow Russia w/o Moscow Diapers & Wipes 32,9 42,7 Baby Food 27,3 38,2 Clothes & Shoes 15,7 5,6 Other (incl. toys, cosmetics) 24,1 13,5
Pampers Charity program Partnering with Retailers and leading websites P&G donates 1 vaccine for UNICEF with every purchased pack of Pampers Communication tools: - Internet (mail.ru) - In-Store