SHOPPERS SEGMENTATION 2014 2014 2011 SEGMENTS EVOLUTION Balanced shoppers Addicted shoppers 30% 33% -1% 29% Fast forward Gatekeeper shoppers shoppers 16% 21% -7% +8% = 26% 24% 21% 2 BALANCED SHOPPERS DESCRIPTION 30% shopping is a burden middle aged married seek advice informed use less social networks use shopping list TIME: a little more opened to spending time in store INFORMATION: more interested in getting informed PROMOTIONS: getting updated with the promotions is more important 3 FAST FORWARD SHOPPERS DESCRIPTION 24% appreciate quality fast shopping spontaneous more men not interested in promotions MONEY: less inclined to buy expensive products IMPULSE: are less guided by impulse comparing with 2011 4 ADDICTED SHOPPERS DESCRIPTION 26% shopping is relaxation analyze products more women higher income interested in promotions read label younger connected online INFORMATION: less interested in getting informed BRANDS: branded products are less important TYPE OF OUTLET: decreased frequency for traditional stores, increased for supermarket & discounters 5 GATEKEEPER SHOPPERS DESCRIPTION 21% shop close to home seek convenience traditionalists lower income use less internet lower education buy best price PRICE: less inclined to find the best offer GOING SHOPPING: started to dislike less going shopping TYPE OF OUTLET: spend more money in traditional stores & hypermarkets 6 BALANCED SHOPPERS HOW TO LOYALIZE THEM? 30% Make it easy for them to decide Offer all the information in an easy to read & easy to find manner Use ads that give them arguments for choice Implement family oriented campaigns 7 FAST FORWARD SHOPPERS HOW TO LOYALIZE THEM? 24% Develop the online shopping options in order to help them shop quickly Make their shopping journey as efficient as possible: signaling and indicators to help them find fast the products Highlight quality that is easy to spot: package design Explore the areas for spontaneous purchase: design and category management of the cash register shelves 8 ADDICTED SHOPPERS HOW TO LOYALIZE THEM? 26% Focus on offering an exquisite shopping experience Wide range, high variety Clear information about products and prices/ promotions Target them through online advertising 9 GATEKEEPER SHOPPERS HOW TO LOYALIZE THEM? 21% Develop modern outlets that offer the benefits of the traditional store: convenience, advice from sales person Promote “best price” type of offer, easy to see Focus on private labels 10 THANK YOU!
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