1. W nni ng Br ands ®
i
F or es i g ht
Shopper Trends Introduction
2. Agenda
• Business issues addressed by Winning Brand Foresight
for Retailers (via Shopper Trends)
• What is WBF and how it works?
• How WBF is applied? Case Study
• Where can you get support to run a WBF for Retailers?
• Q&A
•Shopper •Pa
3. Business Issues Addressed
Delivers store foresight
Store Threat: Is your store likely to be resilient or decline in the
face of strong competitive activation? What is the threat
potential for your store?
Store Opportunity: What stores have strong growth potential –
those that have the potential for the highest returns on
investment?
Prioritizes Store Action
Where should you focus your marketing attention – on
combating the threat potential or capitalizing on the opportunity/
potential? Should you focus on retention or attraction?
•Shopper •Pa
4. Business Issues Addressed
Maps strategic and Strategic : Salience
tactical plan for Should the store be driving its quality of
driving attraction/ awareness?
retention Strategic : Store Associations
How should the store be positioned?
Strategic : Competitive Focus
What competitive stores should you focus on to prevent defection or
induce switching?
Tactical : Shopping Modality
What activates store choice for your target shoppers? What are their shopping
behavior?
Tactical : Targeting
How will you reach your consumer profile? What is their demographic profile?
•Shopper •Pa
5. Are shoppers diffusing towards our store or away
from it?
Within the dynamic competitive
environment…
Are shoppers switching towards
your store or defecting away from competitor b
your store?
Are your shoppers beginning to feel
disillusioned with your store and STORE A
getting attracted to competitive
stores? competitor c
•Shopper •Pa
6. Behavioral and emotive bonding are occasionally
not in sync
THREAT OPPORTUNITY
shoppers may visit your shoppers may not visit your
store, but not be emotively store, but are attracted to it
bonded to it
…they create defection …they create draw pressure
pressure
I don’t like it but I
am waiting for
something different
to come along
closer to home
I like store x but
it’s a bit far away
Keep visiting it out
of habit but I don’t
love it
•Shopper •Pa
7. What is our store’s relationship with shoppers?
How many shoppers are Bonded, Tenuous, Attracted and Reluctant towards
your store? Tenuous Bonded
Hi
Regular shoppers
Behavioral Commitment
Bonded
THREAT
Are there a lot of Tenuous
shoppers? - they exert
Defection pressure
GROWTH
Are there a lot of Attracted Attracted
shoppers? - they exert Draw
pressure?
Lo
Reluctant Attracted
Lo Store Equity Hi
Preference
Advocacy
Willing to pay price premium
Willingness to travel
•Shopper •Pa
8. ..not all Tenuous and Attracted shoppers are equally likely
to switch
Shoppers exhibit differences in their willingness to experiment across
different stores and can be segmented as omega and delta shoppers
Ω omega ∆ delta
shopping modality
shoppers shoppers
• Habitual shoppers • Open to new information
• Do not experiment by • Experimental - try new stores
trying new stores • Influenced by buzz / advertising
• Attracted by promotions
…delta shoppers are most likely to switch
•Shopper •Pa
9. What is the immediate threat / opportunity potential for
our store?
The size of the ∆ Delta segment within the tenuous and attracted
shoppers represents the threat and attraction potential
THREAT POTENTIAL GROWTH POTENTIAL
Attraction Retaining
Switchers
Tenuous ∆ Delta shoppers Attracted - ∆ Delta shoppers
Are the
switchers
likely to be
tenuous retained?
attracted
delta
delta How many of
your store’s
Delta
shoppers are
bonded to it?
•Shopper •Pa
11. What is the immediate threat /growth potential
for our store?
THREAT Is the store likely to be Propensity for defection
POTENTIAL resilient or decline in the Ratio :
face of aggressive Tenuous Delta /
competitive activity? Regular shoppers
GROWTH Which store is likely to Propensity to attract
POTENTIAL get the biggest bang for Ratio :
its buck if it stepped up Attracted Delta /
its investment? Non - regular shoppers
Propensity to retain
switchers
Ratio :
Bonded Delta /
Regular Delta shoppers
•Shopper •Pa
12. What are the strategic implications?
Hi Tenuous Bonded
DEFEND REINFORCE your resilient
and drive equity source of profitability
Behavioral Commitment
• Regularly shop at your store
Regularly shop at your • Love your store / recommend
store but are not it
emotively bonded • Willing to travel
• Willing to pay a price premium
TARGET
LOW PRIORITY and drive switching
No behavioral or Attracted to your store
emotive bonding but are not behaviorally
committed
Reluctant Attracted
Lo
Lo Store Equity Hi
•Shopper •Pa
13. Threat Potential
Which stores are more likely to decline in the face of strong
competitive activity?
• Retailer E & Retailer F have the highest threat potential.
STORE EQUITY INDEX THREAT POTENTIAL
Retailer A 70
Retailer A 3.5
Retailer B 3.2 Retailer B 100
Retailer C 1.5 Retailer C 117
Retailer D 1.2 Retailer D 111
Retailer E 0.7 Retailer E 178
Retailer F 0.5 Retailer F 135
0 1 2 3 4 5
(indexed to market average)
•Shopper •Pa
14. Growth Potential
What stores are likely to drive their share the most if they were
to step up their investment / marketing activity?
• Compared to Retailer A, Retailer B has a stronger potential to attract
new shoppers, but is relatively weaker at retaining them.
Attraction Retaining GROWTH
Potential Switchers POTENTIAL
Retailer A 153 140 143
Retailer B 192 98 120
Retailer C 94 84 86
Retailer D 105 72 80
Retailer E 94 10 30
Retailer F 43 63 58
(indexed to market average)
•Shopper •Pa
15. Store Behavioral | Emotive Relationship
Store Equity Index Brand Behavioral | Emotive Relationship
38%
Retailer A 3.5 Retailer A 37 23 23 17
51%
Retailer B 3.2 Retailer B 30 31 26 13
68%
Retailer C 1.5 Retailer C 10 21 26 43
Retailer D 1.2 Retailer D 8 19 27 46
Retailer E 0.7
Retailer E 1 7 29 63
Retailer F 0.5
Retailer F 4 7 13 77
0 1 2 3 4 5
0% 20% 40% 60% 80% 100%
Bonded Tenuous Attracted Reluctant
•Shopper •Pa
16. Delta Profile : Regular shoppers / Non shoppers
% ∆ Delta shoppers among
regular shoppers
Retailer A 42
% ∆ Delta shoppers among non
Retailer B 41 -regular shoppers
Retailer C 43
Retailer A 35
Retailer D 37
Retailer B 37
Retailer E 43
Retailer C 37
Retailer F 43
Retailer D 40
10 15 20 25 30 35 40 45 50
Retailer E 39
Retailer F 39
10 15 20 25 30 35 40 45 50
•Shopper •Pa
17. Internal Use only
How do we pick what strategy to focus on?
What strategic focus areas should we conduct the drill down analysis
on? Need to focus marketing thrust preferably on one key imperative!
• Should we focus our attention on defending against defection or on
attraction?
Threat Attraction FOCUS
High Low Defend
High Med Defend
High High Defend & Attract
Low Low Attract
Low Med Attract
Low High Attract
Med Low Defend
Med Med Defend & Attract
Med High Attract
If Threat is High, then Retaining switchers will be low, since they are likely to be the inverse
of each other and vice versa. If Threat and Retaining switchers is an issue, then focus on
Defending Defection.
•Shopper •Pa
18. Strategy Focus : Next Step
Tenuous Bonded
Hi
Threat Potential :
Average MANTAIN your
DEFEND
Attraction Potential :
Behavioral Commitment and drive equity
resilient
source of profitability
Average
Retaining Switchers :
Average
Threat Potential >
Growth Potential
TARGET
LOW PRIORITY
REDUCE and drive adoption
DEFECTION
THREAT
Focus on driving Reluctant Attracted
Lo
emotive bonding
among regular Lo Store Equity Hi
shoppers
•Shopper •Pa
19. Where should attention be focused to
prevent defection?
TARGET Tenuous
Strengthen emotive bonding to prevent
defection
20. Strategic & Tactical Roadmap
Strategic: Salience Spontaneous Store Awareness: Bonded vs.
Tenuous or Attracted
Strategic: Store Associations Store Associations: Bonded vs. Tenuous or
Attracted
Strategic: Competitive Cross Store Affinity: What stores are they likely
Focus to defect to?
Cross Store Usage: What stores should we
induce switching from?
Tactical: Shopping Shopping Modality
Modality Store selection triggers, Promotional sensitivity, Price
awareness, Planned shopping trips, Browsing
behaviour, Shopping pleasure, Private label
awareness & purchase & Categories purchased at
modern trade
Tactical: Targeting
Consumer Profile
Household profile, Education, Grocery shopping role
& Marital status
•Shopper •Pa
21. Spontaneous Store Awareness : Bonded vs.
Tenuous
Is low store saliency contributing to the defection propensity?
• For example, as would be expected, Tenuous have a lower spontaneous awareness
compared to Bonded shoppers.
• However the gap in spontaneous awareness across the 2 segments is similar to the
market average. Therefore it is not critical to strengthen the quality of awareness
among the Tenuous.
Spont Awareness - For Example
Tenuous / Bonded
Spont Awareness Ratio
Bonded 98
0.83
Tenuous 81
Market average
0.82
0 10 20 30 40 50 60 70 80 90 100
•Shopper •Pa
22. Store Associations : Bonded vs. Tenuous
The gaps in store image between
the Bonded and Tenuous reveal
where attention needs to be
focused to prevent the Tenuous
IMPLICATIONS
shoppers from switching to
competitive stores PRIMARY FOCUS
– Convenient to get to
Strengthen Coverage
What image – Close to home
levers need
to be moved – Everything I need in one store
Widen Assortment
to prevent – Wide product range and
defection? variety
Improve Layout
– Well presented display of
products
– Easy to find what I need SECONDARY FOCUS
– Low prices for most items Execute aggressive
– Good value for money price / promotion
– Attractive promotions strategies
•Shopper •Pa
23. Store Associations : Bonded vs. Tenuous
IMPORTANCE Bonded Tenuous
Accessibility
0 20 40 60 80
Convenient to get to 0.40
Store
Brand Performance (Top Box) in %
Close to home 0.40
Low prices for most items 0.22
Price
Good value for money (groceries) 0.22
VFM
Attractive promotions 0.21
0.11
Good own stores
0.26
Easy to find what I need
Efficiency / Loyalty
0.16
Staff provide good service
Program
0.16
Has loyalty programs
0.12
Ease of parking
0.09
Efficient checkout counters
0 0.2 0.4 0.6
•Shopper •Pa
24. Store Associations : Bonded vs. Tenuous
IMPORTANCE Bonded Tenuous
0 20 40 60 80
Everything I need in the one store 0.22
Brand Performance (Top Box) in %
Large store format /
Well presented display of products 0.18
wide selection
Wide product range and variety 0.18
Always have what I want in stock 0.17
Modern and comfortable store 0.15
0.13
Spacious
0.12
Better selection of high quality stores
0.15
Clean and hygienic store
Quality products
0.13
Good range of fresh products
0.13
Good quality instant cooked foods
0.09
High quality fresh food
0 0.2 0.4 0.6
•Shopper •Pa
25. Store Associations : Bonded vs. Tenuous
MIN Gap Line = Minimum Gap + Range/3 where MAX Gap Line = Maximum Gap – Range/3
Range* = Maximum Gap – Minimum Gap where Range* = Maximum Gap – Minimum Gap
Secondary Focus Critical Focus
IMPORTANCE
Good value for money Convenient to get to
(groceries) Close to home
Attractive promotions Everything I need in the one store
Wide product range and variety
Well presented display of products
Easy to find what I need
Low prices for most items
Clean and hygienic store Ease of parking Always have what I want in stock
High quality fresh food Good quality instant foods Spacious
Staff provide good service Better selection of quality stores
Efficient checkout counters
Good range of fresh products
Has loyalty programs
Modern and comfortable store
Provides good own stores
Gap in Image (Bonded vs. Attracted)
Average Importance Score * Only consider positive gap values when calculating range
•Shopper •Pa
26. Store Associations : Bonded vs. Tenuous
Secondary Focus Critical Focus
IMPORTANCE
Good value for money Convenient to get to
(groceries) Close to home
Attractive promotions Everything I need in the one store
Wide product range and variety
Well presented display of products
Easy to find what I need
Low prices for most items
Strengthen Coverage
Widen Assortment
Improve Layout
Execute Aggressive
Price/Promotion Strategies
Gap in Image (Bonded vs. Attracted)
•Shopper •Pa
27. Cross Store Affinity : What stores are they likely
to defect to?
What stores do the Tenuous have a CROSS BRAND AFFINITY
strong affinity interaction with?
Retailer A 108
• Retailer A and Retailer B are the
leading hypermarket chains. Retailer B 102
Retailer C 81
Retailer D 71
Retailer E 56
(indexed to overall affinity share
for each competitive store)
•Shopper •Pa
28. Shopping Modality
IMPLICATIONS
– Are experimental (like to try
different stores) Need to be kept engaged with attractive yet
functional layout, engaging promotions and wide
assortment
– Scan newspapers / flyers for
What are the attractive deals and choose the
shopping store with attractive deals Execute long rolling, attractive promotions that
modality – Actively look out for promotions are well advertised in newspapers / flyers
dynamics of while shopping
the Tenuous
segment? – Notice and purchase private Offer good quality store brands as an
labels alternative to manufacturer brands
Promote / advertise store brands and display
– Shopping trip is less pre-planned them prominently
– Enjoy shopping Less pre-planned shoppers who enjoy shopping
are more easily influenced by in-store triggers.
Entice shoppers to increase spend resulting
from impulse purchase through exciting layouts
and wider assortments
•Shopper •Pa
29. Shopping Modality : What triggers are activating
store choice?
Store Selection Triggers (Past 4 weeks)
All modern
Tenuous
trade shoppers
I just went to the closest store 80 82
I shopped at the same store I always do 61 41
I shopped at a store that a colleague, friend or
relative had recommended
10 9
I checked the newspaper or flyers for coupons
and went to the store with the attractive deals
36 48
I chose the store that I'd seen advertised recently 10 9
I heard of a new store and decided to try it 13 13
I was visiting friends/ family and went to a store
that they usually shop at
10 9
•Shopper •Pa
30. Shopping Modality : Promotional Sensitivity &
Price Awareness
Promotional Sensitivity Price Awareness
All modern All modern
trade Tenuous trade Tenuous
shoppers shoppers
I change stores based on I know all the prices of the
which one I think has the best 18 20 grocery items I buy regularly
30 31
promotions that trip
I know the prices of most of
I very seldom change stores,
but when shopping, I actively 25 30
the items and always notice 31 28
when the price changes
search for promotions
I don't necessarily know all
I regularly buy different stores the prices but I generally
because of promotions
10 10 27 29
notice when the price
changes
I only buy promotions when I
already like the store
22 22
I don't know about or notice
the prices of grocery items
11 12
Promotion rarely change my
store choices
24 19
•Shopper •Pa
31. Shopping Modality : Planned shopping and
Browsing Behavior
Planned Shopping Trip Browsing
All modern All modern
trade Tenuous trade Tenuous
shoppers shoppers
I usually plan what I want to I like to take my time, and
browse all parts of the store
18 17
buy and never buy additional 4 2
items
I go up and down all the
I usually plan what I want to aisles, and pick up items I 25 24
buy, but sometimes buy 34 29 want when I see them
additional items I generally know which
I usually plan what I want to parts of the store have the
items I want, and just visit
31 32
buy, but always buy 35 37
additional items them
I know what I want, and go
I usually do not plan what I
want to buy before I shop
27 31 straight to where is, and get 26 27
out as quickly as possible
•Shopper •Pa
32. Shopping Modality : Shopping Pleasure & Private
Label Disposition
Shopping Pleasure Private Label Awareness & Purchase
All modern All modern
trade Tenuous trade Tenuous
shoppers shoppers
I really enjoy shopping 19 24 Spontaneously awareness
of private label stores
62 81
I like shopping 58 63
Shopping is a chore but is Purchased private label
12 5 store in past 4 weeks
45 65
not a difficult one
I quite dislike shopping 11 8
I really hate shopping 1 0
•Shopper •Pa
33. Shopping Modality : Categories purchased at
modern trade
Buy category most often at modern trade
All modern trade
Tenuous
• To keep the Tenuous shoppers shoppers(%)
engaged, increase focus on Fresh fruit & vegetables 12 125
fresh food, ice cream and milk Fresh meat or chicken 19 111
powder.
• Wide product range, better Fresh fish or seafood 16 138
quality, attractive promotions Carbonated soft drinks 22 118
and engaging layout in these Ice Cream 14 129
categories can help prevent Biscuits 48 108
defection.
Milk Powder 19 121
Instant Coffee 56 98
Savoury snacks 25 112
Laundry Detergent 87 97
Shampoo 86 97
Moisturizer 65 98
(Indexed to all modern trade shoppers)
•Shopper •Pa
34. Consumer Profile : Household Profile & Education
Number of HH members
All modern Education
trade All modern
Tenuous trade
shoppers(% Tenuous
) shoppers(
1-3 43 102 %)
Primary or less 28 100
4-5 38 97
6 or higher 19 100 Secondary 23 122
High School Diploma 32 103
Household Income University degree
All modern 16 69
and above
trade
Tenuous (Indexed to all modern trade shoppers)
shoppers(%
)
Low 33 118 High (Focus)
Med 38 87 Average (No skew)
High 29 93
Low (Avoid)
•Shopper •Pa
35. Consumer Profile : Grocery Shopping Role &
Marital Status
Grocery Shopping Role
All modern
trade
Tenuous
shoppers(%
)
Primary 61 110
Influencer 39 85
Martial Status
All modern
trade
Tenuous
shoppers(%
High (Focus)
)
Single 25 112
Average (No skew)
Married 70 99
Low (Avoid)
(Indexed to all modern trade shoppers)
•Shopper •Pa
36. Strategy for Combating Defection
Foresight THREAT Attraction Retaining Switchers GROWTH
Medium Medium Medium Medium
Threat Potential > Growth Potential
Focus Strengthen store equity among Tenuous and prevent defection
TENUOUS : STRATEGIC AND TACTICAL PLAN
Saliency Maintain saliency - spontaneous awareness
Store Strengthen coverage
Associations Improve layout
Widen assortment
Execute aggressive price / promotion strategies
Cross store Defend Tenuous from defecting to Retailer A and Retailer B
Affinity
•Shopper •Pa
37. Strategy for Combating Defection
TENUOUS : STRATEGIC AND TACTICAL PLAN
Shopping • Tenuous Segment is experimental and therefore they need to be kept
Modality engaged with attractive yet functional layout, engaging promotions and
wide assortment
• They actively scan newspapers / flyers for promotions and keep a look
out for promotions while shopping. Execute long rolling, attractive
promotions that are well advertised in newspapers / flyers
• They notice and purchase private labels. Offer good quality private
labels and aggressively promote / advertise them and support them with
prominent displays.
• Tenuous segment enjoys shopping and is their shopping trips are less
pre-planned, making them more susceptible to in-store triggers. Entice
this segment to increase spend resulting from impulse purchase
through exciting layouts and wider assortments
• To keep the Tenuous segment engaged, increase focus on Fresh
fruits / vegetables, fresh meat / chicken, ice cream and milk powder
•Shopper •Pa
38. Strategy for Combating Defection
TENUOUS : STRATEGIC AND TACTICAL PLAN
Targeting Tenuous segment is somewhat skewed towards lower income and lower
education and therefore these segments should be targeted.
•Shopper •Pa
First WBF for ST training was conducted on August 15 th 2006.
Winning Brands Foresight reveals the future outlook of your store by identifying: Store Threat: Is your store likely to be resilient or decline in the face of strong competitive activation? What is the threat potential for your store? Store Opportunity: What stores have strong growth potential – those that have the potential for the highest returns on investment? Based on your store’s threat and growth potential, we can prioritize your store action. Where should you focus your marketing attention – on combating the threat potential or capitalizing on the opportunity/potential? Should you focus on retention or attraction?
Winning Brands Foresight maps the strategic and tactical plan for driving retention | attraction A diagnostic drill down of the typologies of shoppers who likely to diffuse towards or away from your store reveals the strategic and tactical plans for forestalling threat | harnessing the growth opportunity. STRATEGIC PLAN Store Salience: Should the store be driving its quality of awareness? Store Associations: How should the store be positioned? Competitive Focus: What competitive stores should you focus on to prevent defection or induce switching? TACTICAL PLAN Shopping Modality: What activates store choice for your target shoppers? What are their shopping behavior? Targeting: How will you reach your consumer profile? What is their demographic profile?
So lets begin with exploring the dynamics that are impinging your store. Are shopper diffusing towards your store or away from it? Are shoppers switching towards your store or defecting away from your store? Are your shoppers beginning to feel disillusioned with your store and getting attracted to competitive stores?
In WB, we found that behavioral and emotive bonding are occasionally not in sync. Shoppers may visit your store but are not emotively bonded to it. They keep buying it out of habit on auto-pilot but don’t really love it or they don’t really like it but are waiting for something different to come along (closer to home, etc.) These consumers indicate threat and create defection pressure. On the other hand, there are shoppers who may not visit your store but are attracted to it…they like the store but it’s a bit too far. These shoppers represent a growth opportunity for the store and create draw/attraction pressure. \\
What is your store’s relationship with shoppers? How many shoppers are bonded to your store – visit your store regularly and love it. How many are Tenuous – they visit your store regularly but don’t hold a strong equity of your store in their mind. Are a lot of your regular shoppers Tenuous? How many shoppers are attracted to your store? They don’t regularly shop at your store but have a strong equity for your store.
… But we find that not all these Tenuous and Attracted shoppers are equally likely to switch. Shoppers exhibit differences in their willingness to experiment across different stores and can be segmented as omega or delta shoppers. The Tenuous who shop at your store but do not love it are likely to continue shopping at your store if they are omega/habitual shoppers. But the Delta set of your Tenuous shoppers are most likely to switch.
So, what is the immediate threat or opportunity potential for your store? Basically, the size of the Delta segment within the tenuous and attracted shoppers represents the threat and attraction potential as shown on this chart.
Please use the following as a reporting template for WB Foresight Shopper Trends instead of the FMCG version.
Threat for brand x = (Tenuous delta br x / regulars br x ) / (Tenuous delta / regulars category ) *100 Attraction index for brand x = (Attracted delta br x / non-regulars br x ) / (Attracted delta / non-regulars category ) *100 Retaining switchers for brand x = (Bonded delta br x / delta-regulars br x ) / (Bonded delta / delta-regulars category ) *100 Growth potential for brand x = (Attraction Ratio br x + Retaining switchers ratio br x_) / (Attraction Ratio category + Retaining switchers ratio category ) *100
Refer to WBF ST Worksheet_Algorithm (100806) Excel Sheet for details. When interpreting the indices, the following guidelines should be used: Index of 125 & above = HIGH (colour code it in BLUE ) Index of 76-124 = AVERAGE (colour code it in BLACK ) Index of 75 & below = LOW (colour code it in RED )
Refer to WBF ST Worksheet_Algorithm (100806) Excel Sheet for details. When interpreting the indices, the following guidelines should be used: Index of 125 & above = HIGH (colour code it in BLUE ) Index of 76-124 = AVERAGE (colour code it in BLACK ) Index of 75 & below = LOW (colour code it in RED )
Threat Attraction FOCUS Med Med Defend & Attract Retailer G Threat Potential = 117 Attraction Potential = 94 Retaining Switchers = 84 Growth Potential = 86 Threat Potential (117) > Growth Potential (86) – therefore, we should focus on reducing defection threat. Also, we saw earlier that more than two-thirds of Retailer G’s regular shoppers are Tenuous, indicating the need to drive emotive bonding among its regular shoppers.
Question: TOM Awareness - When I mentioned the word <<store type – supermarket/ hypermarket/convenience stores/personal care/drugstores, etc>> , which store in this city first comes to mind? Other Unaided Awareness – Now can you tell me the names of any other <<store type – supermarket/ hypermarket/convenience stores/personal care/drugstores, etc>> in <<city>> ? They may or may not be the ones you shop at… Calculation: Spontaneous Awareness Ratio for Store A = Spontaneous Awareness of Tenuous for Store A / Spontaneous Awareness of Bonded for Store A Market Average = Average of Spontaneous Awareness Ratio for all key stores Compare both ratios as per chart Refer to WBF ST Worksheet_Algorithm (100806) Excel Sheet for details & calculation.
This is a summary of the next few charts.
Question: Now I’d like you to tell me how you’d rate some particular stores/chains for each statement. Please rate the stores using a scale of 1 to 5, where &quot;5&quot; would mean that it was very good on that, while &quot;1&quot; means that you think it is something it is very bad at. Now, thinking about <<Store x>> , how would you rate it in terms of (read out statement)… (Statements on Chart 25 & 26) Calculation: Bar chart on the left Calculate the Derived Importance score by doing a correlation analysis between the attribute ratings above & SEI at the total level. The correlation coefficient scores are charted. To place the attributes into groups you can (1) do a factor analysis of the attributes in the above question or (2) place them in your own groupings i.e. “Store Accessibility”, “Price/VFM”, etc. Snake plot on the right This is the attribute ratings of the Bonded vs. Tenuous (or Attracted) segment of the retailer (above question). You can chart this using Top 2 box score. You may change to Top box if Top 2 boxes are not discriminating enough. Analyse the gap between Bonded & Tenuous (or Attracted)
Calculations: Once you have prepared Chart 25 & 26, do the following calculations in Excel to plot the Average Importance , Max Gap & Min Gap lines as shown in the example below: Put the attributes in their relevant quadrants. This is an average derived importance score
Cross Store Affinity (Retention Strategy) This analysis look at what is the store with Highest SEI among Tenuous indexed to overall market equity/SEI Cross Store Usage (Attraction Strategy) This analysis look at the Store Visited Most Often of Attracted indexed to overall Store Visited Most Often. Refer to WBF ST Worksheet_Algorithm (100806) Excel Sheet for details & calculation.
This is a summary of the next few charts.
Question: Thinking back over all the shopping trips you have made to supermarkets and hypermarkets in the last month , which of the following have you done? I just went to the closest store I shopped at the same store I always do I shopped at a store that a colleague, friend or relative had recommended I checked the newspaper or flyers for coupons and went to the store with the attractive deals I chose the store that I'd seen advertised recently I heard of a new store and decided to try it I was visiting friends/ family and went to a store that they usually shop at I was passing a store that caught my attention and I tried it Chart the proportions of All Modern Trade Shoppers vs. Tenuous/Attracted.
Question: Promotion Sensitivity Which of the following best describes how promotions affect your supermarket/hypermarket shopping? I change stores based on which one I think has the best promotions that trip I very seldom change stores, but when shopping, I actively search for promotions I regularly buy different brands because of promotions I only buy promotions when I already like the brand/store Promotion rarely change my brand/store choices Chart the proportions of All Modern Trade Shoppers vs. Tenuous/Attracted. Price Awareness Which of the following best describes how well you know the prices of the grocery items you buy regularly; I know all the prices of the grocery items I buy regularly I know the prices of most of the items and always notice when the price changes I don't necessarily know all the prices but I generally notice when the price changes I don't know about or notice the prices of grocery items Chart the proportions of All Modern Trade Shoppers vs. Tenuous/Attracted.
Question: Planned Shopping Trip Which of the following best describes to what extent you plan your grocery shopping ? I usually do not plan what I want to buy before I shop I usually plan what I want to buy, but always buy additional items I usually plan what I want to buy, but sometimes buy additional items I usually plan what I want to buy and never buy additional items Chart the proportions of All Modern Trade Shoppers vs. Tenuous/Attracted. Browsing When shopping, which of the following is most like you? I know what I want, and go straight to where is , and get out as quickly as possible I generally know which parts of the store have the items I want, and just visit them I go up and down all the aisles, and pick up items I want when I see them I like to take my time, and browse all parts of the store Chart the proportions of All Modern Trade Shoppers vs. Tenuous/Attracted.
Question: Shopping Pleasure Which of the following best describes your feelings about grocery shopping? I really enjoy shopping I like shopping Shopping is a chore but is not a difficult one I quite dislike shopping I really hate shopping Chart the proportions of All Modern Trade Shoppers vs. Tenuous/Attracted. Private Label Awareness & Purchase Unaided Awareness of store brands : Can you recall the names of any such brands? Store brands bought in P4W : In the past four weeks which, if any, of these brands have you bought? It does not matter what type of product it was. Chart the proportions of All Modern Trade Shoppers vs. Tenuous/Attracted.
Question: Which of these would be the place you buy <<categories>> most often? Categories tracked include: Fresh fruit & vegetables Fresh meat or chicken Fresh fish or seafood Carbonated Soft Drinks Ice Cream Biscuits Shampoo Laundry Detergent Snacks 3 categories of the individual country When interpreting the indices, the following guidelines should be used: Index of 125 & above = HIGH (colour code it in BLUE ) Index of 76-124 = AVERAGE (colour code it in BLACK ) Index of 75 & below = LOW (colour code it in RED ) Refer to WBF ST Worksheet_Algorithm (100806) Excel Sheet for details & calculation.