We put shoppers at the heart of everything we do, joining businesses together with the strength of world class shopper research and insights.

1. © him! Ltd 2016. All rights reserved
International Research
Solutions
2016-17

2. © him! Ltd 2016. All rights reserved
PUTTING SHOPPERS AT THE HEART OF
EVERYTHING WE DO
“The shopper on the high street have more choice than
ever before and is able to choose based on a variety of
factors. With retailers competing on all scales across
price, range, quality and convenience it’s more important
than ever to understand what influences a shopper to
choose where they shop.
We believe that suppliers and retailers should put
shoppers at the heart of their strategic thinking and our
insight is aimed at uncovering the behaviours behind the
decisions that shoppers make on a day to day basis on
the high street and in small format stores”
Jill Livesey| Managing Director

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WHO ARE HIM INTERNATIONAL?
We put shoppers at the heart of everything we do
Joining businesses together with the strength of world class shopper research and insights
Inform Connect Inspire
Through speaking to over
100,000 shoppers every year
in the UK and Internationally
we help inform our clients
based on the person who
matters most – the customer!
We cover all retail channels and
key accounts in key markets in
depth. Connecting you with
your suppliers, retailers and
ultimately working together to
deliver for the end user
We work with over 100 FMCG
suppliers & retailers delivering
competitor analysis, shopper
experience insight and unique
consultancy to inspire you to
think different and take action

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WE HELP CAN SUPPORT YOUR BUSINESS WITH
GLOBAL STRATEGYSMALL STORE INSIGHT SHOPPER JOURNEY
him! have spoken to convenience and
petrol shoppers for over 30 years
We are shopper experts and consultants
that help grow sales in this important
sector
We also understand channels outside of
convenience, to benchmark it’s strengths
and weaknesses and assess what
makes it unique
Within the Convenience sector we also
understand category shoppers, proving
a basis for channel and category
strategies
We help suppliers and retailers define
and action their global approach,
rationalised with shopper insight.
We work across markets to benchmark
and delve into shopper behaviour,
expectations, triggers and barriers to
purchasing key categories
Our shopper feedback builds retail and
category strategies by market, delving
into customer level where needed, to push
a more effective approach
Understanding the full shopper journey
is crucial to identify all influencers
PRE SHOP: -How and why are shopping
choices changing?
- What are the key influencers?
IN SHOP: -What are the barriers &
motivations for purchasing beer and cider
- Path to purchase, missions and value
POST SHOP: - Loyalty to category and
store

5. © him! Ltd 2016. All rights reserved
OTHER RESEARCH AGENCIES TELL YOU THE
‘WHAT’, HIM! RESEARCH GIVES YOU THE “WHY”
Shopper insights are the
missing pieces of the puzzle
that when connected with
sales data provides the
complete picture
Sales data tells you
the WHAT
him! shopper
research tells
you the WHY

6. © him! Ltd 2016. All rights reserved
THE HIM! SHOPPER JOURNEY
Our convenience research delivers key shopper insights
to support YOU at every stage of their journey
What trends are impacting
how and where people
shop
What factors influence a
shopper’s choice of
channel, store and product
What influences a shopper
when they make their
journey around the store
What is important to them,
where are they satisfied
and where are they at risk
What are the important
factors that need to be
delivered in order to drive
visits and satisfaction.
Helping to predict the
future success
Pre
shop
In
shop
Next
Shop

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We speak to 7,000 -10,000
shoppers of small format
stores across key accounts in
countries across Northern
Europe each year to provide
robust data on the key trends
impacting shopper behaviours
and to provide core
benchmarking of accounts,
countries and shopper types
In addition to our annual
shopper project we also offer
bespoke solutions for clients.
Utilising our experience across
quant and qual methodologies
and 50 years working within
convenience we can support
your small format strategies
with targeted and tailored
research and insight solutions
THE HIM! INTERNATIONAL RESEARCH SOLUTION
trends and
Benchmarks
bespoke
solutions

8. © him! Ltd 2016. All rights reserved
HIM INTERNATIONAL TRENDS AND BENCHMARKS
7,845
shopper
interviews
captured
Nat rep
online
interviews
with robust
shopper
panels
3rd – 30th
November
2016
In key
accounts
across 10
European
countries
All shopper
types across
all shopper
missions &
occasions
WHAT HOW WHEN WHERE WHO
2016 represents the 3rd year of our annual international shopper research study
and this year’s is the best yet! With robust retailer account targeting and enhanced
questionnaire techniques to get to the heart of what makes these shoppers tick

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COVERING KEY SMALL FORMAT ACCOUNTS

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ACROSS 11 EUROPEAN COUNTRIES
FRANCE BELGIUM UK POLAND
GERMANY ITALY NETHERLANDS SWITZERLAND
IRELAND CZECH REP. SPAIN

11. © him! Ltd 2016. All rights reserved
Ireland Specific
Methodology
Can be used to replace the European slides (8-10) if
required

12. © him! Ltd 2016. All rights reserved
HIM TRENDS AND BENCHMARKS: REPUBLIC OF IRELAND
2,000
shopper
interviews
captured
Nat rep
online
interviews
with regional
segments
3rd – 30th
November
2016
In 10 key
accounts
across ROI
All shopper
types across
all shopper
missions &
occasions
WHAT HOW WHEN WHERE WHO
2016 represents the 3rd year of our annual international shopper research study
and this year’s is the best yet! With robust retailer account targeting and enhanced
questionnaire techniques to get to the heart of what makes these shoppers tick

13. © him! Ltd 2016. All rights reserved
COVERING KEY SMALL
FORMAT ACCOUNTS
IN 4 REGIONS
200 shopper interviews per account
Captured based on having visited in
the last 7 days
Connacht/Ulster
(West & Northern
Province excluding
6 counties of NI
Rest of
Leinster
Munster
Dublin Area
(Co. Dublin)

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ANSWERING YOUR KEY BUSINESS QUESTIONS
Our annual research will continue to trend key performance
indicators over time whilst at the same time aim to tackle the
most current topics impacting your business today
shopper
profiles
shopper
missions
visit rates
purchases &
spend
Importance/
satisfaction
ratings
drivers to
store choice
purchase
decision
hierarchy

15. © him! Ltd 2016. All rights reserved
IN ADDITION TO TRACKING KPI’S WE COVER THE
FOLLOWING TOPICS THROUGH OUR EUROPEAN
BENCHMARK AND TREND RESEARCH IN 2017
• Shopper feedback on experience how satisfied are your shoppers vs the competition and
how does this look by market
• The importance and need for differentiation of offer to meet evolving shopper
demands
• Exploring the reasons behind why shoppers use your stores how it compares to the
competition and how it’s evolving
• Unlocking the keys to driving shopper loyalty through delivering satisfaction
• The shopper journey – understanding the drivers to store choice and how to increase
footfall
• Purchase decision hierarchy - How best to influence the shopper in store and what is
needed to change their pre-determined behaviour
• The rise of health – what does this really mean for shoppers in convenience
• Blurring of the convenience channel and the merging of shopper missions
• Maximising the in-store experience – what does the perfect store look like
• Understanding the core range and merchandising solutions to deliver against
different shopper needs

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AS WELL AS CATEGORY SPECIFIC INSIGHT
We will capture a profile of specific category shoppers by market,
as well as capturing feedback on the category and analysing
shopper behaviour to assess opportunities by customer
optimum
range
requirements
occasions
and purchase
habits
choice of
brands and
formats
rating on
price and
availability
profile of the
category
shopper
purchase
decision
hierarchy

17. © him! Ltd 2016. All rights reserved
THROUGH BESPOKE RESEARCH, WE USE VARIOUS
METHODOLOGIES TO UNLOCK ACTIONABLE INSIGHTS
FACE-TO-FACE
shopper interviews
ACCOMPANIED SHOP
Watch how they shop
WEB INTERVIEWS
with consumers
SHOPPERS DIARIES
Recording how we shop
FRONT-LINE FEEDBACK
retailer interviews
FOCUS GROUPS
Discuss how they shop
OBSERVATIONS
filming and auditing
TELEPHONE INTERVIEWS
with retailers and publicans
COLLATE OPINIONS
What the trade say about you

18. © him! Ltd 2016. All rights reserved
AT HIM! WE CAN SUPPORT YOU IN VARIOUS WAYS
through using our insight and expertise to help you delivery your channel
strategy and grow your key customers. Our team is your team
Internal
workshops
Retailer
workshops
Insight for
field sales
Input into
trade
press
Input into
trade
shows
Key
customer
meetings
Internal
team
meetings
Range
reviews
Supplier
version

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WE ALSO PROVIDE YOU WITH ACCESS TO ALL OF THE
RESULTS ONLINE FOR EVERYONE IN YOUR TEAM
• Interactive tool to cut data and run your own analysis
• Exports findings to Excel and PowerPoint in seconds
• Unlimited users for your business
• 24 hour access

20. © him! Ltd 2016. All rights reserved
DON’T JUST TAKE OUR WORD FOR IT
“HIM is a sounding board for our
strategic and tactical business plans.
The feedback enables us to focus and
deliver on what matters most for our
shoppers.”
The Co-operative
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
“HIM provides us with invaluable
information so we can identify
opportunities within this category
that help us to develop strategies
which get results.“
Coca-Cola Enterprises Limited
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

21. © him! Ltd 2016. All rights reserved
For more information please
contact:
molly.wilmot@him.uk.com
07920566722
www.him.uk.com