Comportamiento Compra 2006

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Comportamiento Compra 2006

  1. 1. Understanding “Quick Trips”NACDS MarketplaceSan Diego Convention CenterJune 24-27, 2006
  2. 2. Key Issues and Challenges for Retailers • Competitive Retail Environment • Slow Growth • Financial Pressure • Inventory And ROI
  3. 3. Consumers are Stressed Out!“I am so busy and in such a hurry all “I’m constantly looking for newday that by evening I’m too worn out to ways to get the household choresfix a meal or do anything that requires (like shopping, cooking, cleaning)much in the way of time or effort.” done faster.”
  4. 4. Today’s Retail Environment • Too Many Retail Stores • Too Many Choices • Not Enough Time • Consumers Looking for Shopping Convenience • Total # of Shopping Trips Declining BATH & BODY WORKS
  5. 5. How to Succeed in a Challenging Environment• Retailers Can Grow Their Sales By: – Increasing Their Shopper Base – Driving Shopping Frequency – Building Baskets• Leveraging Categories and Brands That Impact One or More of These Components
  6. 6. Quick Trips – The New Battleground• 64% of All Shopping Trips Are Quick Trips• The Average Basket Is $20• Fill in Trips Are Another 12% of Shopping Occasions Averaging Just $50• After Pharmacy, Beauty Products Are the 2nd Most Frequently Purchased Items in Quick Trip Baskets
  7. 7. New Economic Model – Achieve Increased Share of Quick Trips!• Design Store Layout for Improved Ability by Customers to Get in and Out Quickly• Focus on “Immediate Need” Products• Encourage Impulse Purchasing of Full Price/High Margin Products to Increase Value of the Quick Trip Shopping Basket
  8. 8. Key Industry Initiative Led by Coty With a Number of Important Strategic PartnersADVISORY BOARDDr. Len Lodish – Professor at The Wharton School of BusinessDr. Robert Blattberg – Professor at Kellogg School of Management, Northwestern University
  9. 9. Cannondale2006 Industry Shopper Study
  10. 10. 2006 Industry Shopper Study • Understand shopper attitudes and Objectives behaviors • Identify actions at retailer segments that • Enhance the shopping experience • Differentiate the retail segments • Online study among • 5,000+ primary shoppersMethodology • HBC, groceries, household basics • 1,100 retail banners evaluated • Fall 2005 Source: Cannondale Associates Industry Shopper Study, 2006
  11. 11. Tools to Understand Shopper Choice Behaviors Attitudes Store Convenience Selection Discounting Environment• Time spent • Signage • Store brands • Shopper card • Store services• Spending • Close by • Wide selection program • Helpful sales• Frequency • One stop • Name brands • Promotions people • Easy to find • Latest / unique • Everyday low • Clean store items products prices • Fun to shop • Quick in & out • Consistent • Store hours selection • Quality merchandise • Product availability
  12. 12. Shoppers Confirmed the Lack of Retail Banner Loyalty• Over two thirds shop 5+ retail banners• Over one quarter shop 10+ banners 26.4% 20.6% What factors can attract and retain shoppers? 23.5% 29.4% # Retail banners shopped in past 3 months Source: Cannondale Associates Industry Shopper Study, 2006
  13. 13. Quick In and Out Access is ImportantAttitude and Behavior IndicesRelative to Retailer Average 50 80 110 40 140 70 100 130 160 40 70 100 130 16040 70 100 130 160 Frequency Time Spent Behaviors Spending Quick In and Out Close By Quick! Store HoursConvenience Good Signage Easy to Find Items One Stop Shopper Promotions Card ProgramsDiscounting Shop Card Program EDLP Store Services Store Helpful Sales People StoreEnvironment Clean Stores Services Fun to Shop Source: Cannondale Associates Industry Shopper Study, 2006
  14. 14. Clusters Emerged Based on Shopper Attitudes and Behaviors Index of Shopper Attitudes and Behaviors at Retailer Relative to Average Behavior Routine Costco Sams Club B.J.s Replenishment Big Stop & Shop Shops Sav-A-Lot Albertsons Giant Food Wal-Mart SC H-E-B Food Lion SuperTarget Publix Wal-Mart Safeway Kroger Wegmans Attitude Quick Target Whole Foods Trips 99c Only Kmart Trader Joes Rite Aid Walgreens Wild Oats Family Dollar Dollar General CVS am/pm Dollar Tree Experience Shell BP Eckerd 7-Eleven Makers Circle K ExxonMobilBehavior index measured by spending, shopping frequency and trip timeAttitude index measured by performance of convenience, selection, discounting and store environment factors, weighted by importance of the factors to the shoppers at that retailer Source: Cannondale Associates Industry Shopper Study, 2006
  15. 15. Which Channels Get the Quick Trips? % of Trips Per Trip Type Club Grocery Supercenter Mass More 20% 24% 25%Stock-Up 35% 38% 59% 51% 50% Trips 21% 25% 25% 27% Dollar Small Format/Value Drug C-Store 18% 18% 14% 9% More Quick 19% 11% 23% Trips 23% 59% 60% 68% 80% Note: Quick trips = 1-5 items Stock-Up Fill-In Quick Fill-in trips = 6-12 items Stock-up trips = more than 12 items Source: Cannondale Associates Industry Shopper Study, 2006
  16. 16. Shoppers Spend Less on all Trip Types at Smaller Format Stores $/Trip Typical Quick Fill-In Stock-Up Club $110 $29 $45 $154 Grocery $66 $22 $33 $110 Supercenter $63 $21 $30 $103 Mass $49 $21 $30 $78 Health $41 $18 $25 $52 Drug $29 $19 $14 $26 $12 $17 $33Small Format Value $23 $13 $10 $24 Dollar $17 $10 $6 $10 C-Store $10 Source: Cannondale Associates Industry Shopper Study, 2006.
  17. 17. Quick Trips Can Take Almost as Long as Stock Ups! Time Spent/Trip (Min) Typical Quick Fill-In Stock-Up Supercenter 66 34 43 96 Club 64 29 36 83 Mass 56 31 38 77 Grocery 50 23 30 72 Dollar 44 33 35 50 Health 39 21 24 45 Small Format Value 35 21 21 39 Drug 34 25 25 34 C-Store 19 17 12 16Note: Quick trips = 1-5 items Fill-in trips = 6-12 items Stock-up trips = more than 12 itemsSource: Cannondale Associates Industry Shopper Study, 2006 Source: Cannondale Associates Industry Shopper Study, 2006
  18. 18. IRI Shopper InsightsUnderstanding Trip Missions
  19. 19. Focused on Shopping Trip Behavior Stores & Banners Consumers Products & Brands
  20. 20. Trips Cluster by Purpose & SizeTrip Mission # Items Spending Predominant Product Shopper Mindset Types Vary by Trip Type - Beer/Wine/SpiritsUrgent Need - Tobacco we need it, we We’re out,Quick Trip 1-5 < $40 - Beverage+snack for it have to make a trip - Health/personal care Buying for a specific - Meal solutionSpecial Purpose 2 - 10 $20-50 need/event (not routine) - BWS & tobaccoFill-In - Perishables fill-In Routine fill-in on heavy- 5 - 15 $30-80several categories - Non-food fill-in use categories - Food stock-upStock-Up Prepare household for 15 + $50 + - Food+HBC stock-upmany categories the coming weeks - Food + Home Care
  21. 21. Trip Types are Driven by the Basket All TripsMission Trip Pantry Special Urgent Fill In Stocking Purpose Need Large/Medium Trips Medium Trips Medium/Small Trips Small Trips Food stock up - Bev & HHold fill in Meal time Milk run large/med/small Dairy/snacks Personal care & Disaster recovery Stock up w/ HHold perishables fill in HHold supplyTypes Personal care Trip Stock up w/ HBC, Non perishable Gen merch/ Urgent home med medical, personal food & HHold fill in HHold supply needs care Large personal Cocktail party Thirst quencher Stock up w/ alcohol care & HHold Beer & butts supply Cigarette run Non grocery stock Gen merch/auto up Large gen merch & Alcohol trip supply HHold supply Booze refill
  22. 22. Quick Trips Dominate Both Trip Frequency and $ Spending• Trip Missions differ in both frequency and dollar importance 39% 64% Urgent Need Special Purpose 22% Fill InAll Purchases Pantry Stocking 14% 15% 12% 24% 10% Frequency Spending
  23. 23. Trip Missions Differ on Frequency, Spending and Variety Super Trip Freq $/Trip Annual $ Cat/TripPantry 16 $98 $1,610 11StockingFill In 19 $50 $ 938 7Special Need 20 $55 $1,092 5Urgent NeedUrgent Need 106 106 $28 $28 $2,981 $2,981 22Total 161 $41 $6,621 4
  24. 24. Necessities Drive Quick Trips • Milk Runs and Thirst Quenching are the top 2 CPG reasons for Quick Trips • HBC purchases such as Personal Care and Home Medical needs represent another 10% of UN trips 24.0 % of Urgent Need Trips 19.3 14.0 5.3 5.0 5.0 3.0 Non CPG Run Milk Run Thirst Quencher Disaster Personal Care Home Med CigaretteMedian Recovery Needs Run/Alcohol Trip # of 1 3 1 3 3 2 1UPCS Total US – IRI Trip Data – Urgent Need Trip Mission
  25. 25. Who is the Quick Trip Shopper? • Singles and married couples without children • Metro/city dwellers where large shopping trips to grocery/mass merchandisers are less likely Top Personicx Lifestage and GeoDemographic Groups Based on Urgent Need Shopping Mission Frequency Marital Group Name Cluster Name Age Status Income Urbanicity Net WorthBommer Singles City Mixers 36-45 Single Middle Downtown Metro <$100KMixed Singles Urban Scramble 24-35 Single Low Downtown Metro <$100KOur Turn Downtown Boomer 46-66 Married Middle Downtown Metro $100K-$249KModest Means Penny Pinchers 46-67 Single Lowest City & Surrounds $100K-$249KActive Elders Clubs & Causes 66-75 Married Upper Middle Outer Suburbs & Towns $100K-$249K
  26. 26. Trip Frequency and Spending $107 HBC Trips $74 $56 $51 34 $22 13 7 6 8 Pantry Fill In Special Urgent Total Stocking Need NeedHH Annual HBC Trip Frequency Avg $ Spent Per Trip
  27. 27. HBC Quick Trips Drive a Higher Value Shopping Basket Avg $/Trip with Category in Basket: All Outlet – Urgent Need Trips PERSONAL THERMOMETERS $ 27.77 $30+ Basket SHAVING LOTION/MENS FRAGRANCE $ 26.56 ADULT INCONTINENCE $ 24.85 GASTROINTESTINAL - TABLETS $ 24.84ANTI-SMOKING PRODUCTS $ 47.92 SUNTAN PRODUCTS $ 24.48HAIR GROWTH PRODUCTS $ 41.36 EYE/CONTACT LENS CARE PRODUCT $ 24.43FRAGRANCES - WOMENS $ 34.40 COSMETICS - FACIAL $ 23.14WEIGHT CONTROL CANDY/TABLETS $ 33.43 FOOT CARE PRODUCTS $ 23.05WEIGHT CON/NUTRITION LIQ/PWD $ 32.08 NASAL PRODUCTS $ 22.96BREATH FRESHENER SPRAYS/DROPS $ 31.39 SKIN CARE $ 22.91VITAMINS $ 30.31 CONTRACEPTIVES $ 22.77 BATH/BODY SCRUBBER/MASSAGERS $ 22.68 BLADES (Excl Blades w/Razors) $ 22.30 Avg $/Trip = $21.55 INTERNAL ANALGESICS $ 21.80 COLD/ALLERGY/SINUS TABLETS $ 21.79 SLEEPING REMEDIES $ 21.64 COSMETICS - LIP $ 21.48 MOIST TOWELETTES $ 21.31 COSMETICS - EYE $ 21.29
  28. 28. Identify & Leverage Category Strengths $100.00 Home Health Care Kits High per $90.00 Anti Smoking trip spend Hair Growth $ per Moist Towelettes Trip $80.00 Mens Fragrance Shampoo Womens Fragrance Toothpaste Soap Deodorant Vitamins $70.00 Fem Hygiene Internal Analgesics Cosmetics $60.00 Frequent purchase $50.00 occasion $40.00 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Total TripsTotal U.S. - All Outlets – All UPC Coded Trips
  29. 29. Leverage Category Strengths: 60 Quick Trips 50 High per trip Anti Smoking spend $ per 40 Hair Growth Trip Home Health Care Kits Women’s Fragrances Frequent purchase 30 Weight Contr Tablets occasion Vitamins Cold/Allergy Cosmetics Internal Analgesics 20 Fem Toothpaste Soap Hygiene 10 0 0 10,000 20,000 30,000 40,000 50,000 Trips per YearTotal U.S. - All Outlets/Urgent Need Trips with Upc-coded products
  30. 30. Coty Action &Project Next Steps
  31. 31. Thank you!Questions? Contact Info michael_ferrara@cotyinc.com susan_lee@cotyinc.com anne.berlack@infores.com

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