Shopper Insight Report - Northern Ireland Region Analysis
This Shopper Insight Report covers a 52-week period from 02/05/2016 to 30/04/2017, focusing on key performance indicators like sales growth, customer penetration, and customer loyalty. Recommendations include focusing on core stores with high demand, increasing penetration and repeat rate, and utilizing various marketing strategies. The report emphasizes the importance of customer loyalty and growth in penetration to outperform competitors.
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Shopper Insight Report (52 week(s) from 02/05/2016 to 30/04/2017) This reports covers the Northern Ireland Region 1
Contents 1. Summary & Recommendations 2. Key Performance Indicators (KPIs): Sales Growth Customer Penetration % of shoppers Customer Loyalty Repeat purchase rate 3. Shopper Profiles Meeting a distinct need? Segmentation (lifestage, lifestyle, family) 4. Store Performance Distribution Penetration Local identity 5. Glossary of Terms 2
Overview Performance Measure SKU1 SKU2 SKU3 1. Sales growing? (Slide 9) Yes Yes No 2. Sales growth > product group as a whole? (Slide 9) Yes Yes Yes 3. Penetration growing? (Slide 9) Yes Yes No 4. Penetration > average for all SKUs? (Slide 9) No Yes Yes 5. Growth in penetration > growth in distribution? (Slide 9) No No No 5. Repeat rate growing? (Slide 9) Yes Yes No 6. Repeat rate > average for all SKUs? (Slide 9) No Yes Yes 8. Meeting a distinct need? (Slide 13-15) Yes No Yes 9. Strong (brand) demand in top performing stores? (Slide 18) Yes 10. Short tail of insignificance ? (Slide 18) Yes 11. Strong local~ (brand) demand? (Slide 19) Yes Recommendation 1: Focus on your core stores those in which demand (penetration) is highest. This will ensure you get the best return on the allocation of your (limited) marketing resources. Recommendation 2: Focus on increasing penetration (trial) & repeat rate (loyalty) but don t rely exclusively on discounting as your customers are not driven by price alone. Consider using recipe ideas, local advertising (radio & press) and social media, in tandem with targeted price promotions to raise awareness and build a community of interest. ~Local refers to county in which brand is produced 4
KPIs What to look for* Your sales are growing and by more than the product group as a whole you are over- performing Your customer penetration is growing and above the average for all SKUs you are appealing to more people than your competitors Your repeat rate is growing and above the average for all SKUs your have higher customer loyalty than your competitors Your growth in customer penetration is greater than your growth in distribution demand pull is stronger than supply push Your sales are falling and/or growth is below the product group as a whole you are under-performing Your customer penetration is falling or below the average for all SKUs your appeal is declining or less than your competitors Your repeat rate is falling or below the average for all SKUs your customer loyalty is declining or lower than your competitors Your growth in customer penetration is less than your growth in distribution demand pull is weaker than supply push 1. 1. 2. 2. 3. 3. 4. 4. *Penetration and Repeat Rate account for 60% of Tesco s Customer Performance Score (CPS). Focus on increasing these and your other KPIs will take care of themselves 6
KPIs Summary: GREAT PRODUCTS- F16IE Growth in Sales Value (%) Growth in Penetration (%) No. of Stores Selling Growth in No. of Stores Selling Repeat Purchase Rate (%) Growth in Repeat Rate (%) Penetration (%) SKU Product Name 1 GREAT PRODUCT 1 500G 630.6% 3.18% 252.17% 19 -34.5% 29.22% 1754.53% 2 GREAT PRODUCT 2 500G 926.5% 15.91% 1270.28% 53 55.9% 43.95% 2761.03% 3 GREAT PRODUCT 3 -10.1% 16.29% -161.76% 35 2.9% 55.23% -110.69% Average for all SKUs in the product group - - 6.64% 267.51% 33 9.98% 32.09% Total product group -14.3% 26.81% -102.80% 54 5.9% 59.76% -35.09% 7
Shopper Profiles What to look for Your product appeals to segments which over-index in the product group as a whole - your product is not meeting a distinct customer need and is vulnerable if KPIs are below average Your product appeals to price sensitive shoppers least likely to experiment or repeat purchase unless products are on promotion Your product appeals to segments which under-index in the product group as a whole demand for your products is distinctive and has the potential to grow the value of the product group as a whole Your product appeals to finer food shoppers most likely to experiment with new/niche products, least interested in price promotions and most likely to repeat purchase if the product meets expectations 1. 1. 2. 2. 9
Lifestage Segmentation SKUs meeting a distinct need Older Adults Older Families Young Adults Young Families SKU Product Name Pensioners 1 GREAT PRODUCT 1 500G 101 124 108 70 100 2 GREAT PRODUCT 2 500G 94 119 99 71 118 3 GREAT PRODUCT 3 94 100 146 67 98 Total product group (GREAT PRODUCT - F16IE) 95 109 119 72 107 SKUs that have strong appeal within under-served segment (Index >100) Segments that are under-served by the product group as a whole (Index <100) 10
Lifestyle Segmentation SKUs meeting a distinct need Finer Foods Kids Choice Price SensitiveTraditional SKU Product Name Convenience Mainstream 1 GREAT PRODUCT 1 500G 79 133 65 85 126 97 2 GREAT PRODUCT 2 500G 85 112 96 97 111 92 3 GREAT PRODUCT 3 84 119 73 105 93 129 Total product group (GREAT PRODUCT - F16IE) 86 116 87 99 101 110 SKUs that have strong appeal within under-served segment (Index >100) Segments that are under-served by the product group as a whole (Index <100) 11
Family Segmentation SKUs meeting a distinct need SKU Product Name Carol Dawn The Mayers Roshni The Wicks 1 GREAT PRODUCT 1 500G 88 123 115 71 105 2 GREAT PRODUCT 2 500G 88 104 125 71 115 3 GREAT PRODUCT 3 106 127 107 67 95 Total product group (GREAT PRODUCT - F16IE) 98 112 114 72 105 SKUs that have strong appeal within under-served segment (Index >100) Segments that are under-served by the product group as a whole (Index <100) 12
Store Performance What to look for 1. Penetration is below the average for all SKUs in the product group in your top performing stores - your brand is not relevant to enough people. If it was de- listed tomorrow very few people would notice! 2. Penetration is below average in the majority of the stores listed in your home county your brand has a weak regional identity 3. You have a long tail of insignificance (stores with below average penetration) poor performing stores drag down your KPIs and drain your scarce resources, so the fewer the better 1. Penetration is above the average for all SKUs in the product group in your top performing stores your brand is relevant and you can confidently target these stores (and similar ones not currently listed) for growth 2. Penetration is above average in the majority of stores listed in your home county your brand has a strong regional identity 3. You have a short tail of insignificance (stores with below average penetration) poor performing stores drag down your KPIs and drain your scarce resources, so the fewer the better 14
Top 20 stores ranked by customer penetration These are your core stores Store BALLYMENA CARRICKFERGS CSTL EXT Northern Ireland DUNGANNON LURGAN CARNEGIE ST BALLYMONEY CASTLE ST CRUMLIN N.I CRAIGAVON EXTRA LISBURN BENTRIM ROAD Northern Ireland ANTRIM MASSRNE EXTRA Northern Ireland NEWTOWNBREDA NI EXT Northern Ireland ENNISKILLEN NEWTOWNARDS EXTRA NEWRY DOWNSHIRE EXTRA Northern Ireland LISNAGELVIN MAGHERAFELT LIMAVADY ROEVALLEY SPRINGHILL 2 COLERAINE PORTADOWN MEADOW CTR Northern Ireland BALLYGOMARTIN 1 Store Region Northern Ireland Customers (CC) Sales Value (CC) Customer Penetration (CC) 10,480 22,222 7,360 12,548 5,220 9,337 6,550 12,903 4,870 9,297 2,250 4,061 9,470 17,007 9,720 14,407 7,320 15,321 13,430 21,033 5,150 9,903 10,180 14,883 6,490 9,994 7,050 12,814 2,230 3,995 3,020 3,883 6,460 8,843 4,920 8,776 3,560 6,111 3,430 4,575 20.70% 19.20% 19.10% 19.10% 18.00% 17.20% 16.90% 16.70% 16.30% 15.70% 15.20% 15.20% 15.20% 14.70% 14.70% 13.80% 13.70% 13.40% 13.30% 13.20% Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Strong demand in your top performing stores 20/20 have customer penetration above the average of all SKUs Northern Ireland BANBRIDGE EXTRA NEWCASTLE N I BELFAST CASTLERE ROAD Northern Ireland COOKSTOWN BROADFIELDNorthern Ireland BANGOR NI KNOCKNAGONEY ROAD EXT Northern Ireland NEWTOWNABBEY BANBRIDGE DUNMURRY STRAND ROAD ANTRIM ROAD LISBURN ROAD PORTSTEWART YORKGATE CENTRE BELFAST CARNINY BALLYMENA EXPNorthern Ireland BELFAST HOLYWOOD EXP Northern Ireland THE SQUARE COMBER EXP Northern Ireland BALLYHACKAMORE EXP CRESCENT LK DERRY EXP MAYFIELDG EXP LARNE MAIN STREET EXP Northern Ireland BELFAST ORMEAU RD EXP Northern Ireland BELFAST ROSETTA EXP MONKSTOWN NEWTON EXP Northern Ireland BELMONT RD BELFAS EXP Northern Ireland CAIRNS HILL BELF EXP BROAD RD LIMAVADY EXP Northern Ireland DUBLIN RD BELFAST EXP BELFAST ROYAL AVN EXP Northern Ireland LISBURN STREET EXP BELFAST GRT VIC S EXP DOAGH RD EXP Northern Ireland Northern Ireland 8,090 2,850 6,380 3,420 5,710 11,470 8,570 3,730 1,870 1,730 1,550 1,980 1,800 2,370 1,500 130 180 110 150 150 12,980 4,927 8,436 6,585 7,928 17,422 12,972 6,797 1,895 2,178 1,689 2,480 3,130 3,067 1,162 12.80% 12.10% 12.00% 11.90% 11.30% 11.20% 11.10% 10.70% 8.40% 7.90% 7.50% 6.70% 6.50% 4.90% 2.30% 1.50% 1.40% 1.00% 0.90% 0.80% 0.70% 0.60% 0.60% 0.40% 0.40% 0.30% 0.30% 0.30% 0.20% 0.20% 0.20% 0.10% 0.10% Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland 59 73 43 67 69 14 7 30 9 11 18 23 14 12 6 6 6 4 Northern Ireland Northern Ireland Northern Ireland Short tail of insignificance 60% of all 53 stores listed have penetration above the average for all SKUs. 40 30 60 30 40 40 40 50 40 20 20 20 10 Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland Northern Ireland 15
Regional Distribution Strong regional demand 80% of Co. Down stores have customer penetration above the average for all SKUs Store Region London Midlands South and South East North West Wales and West Country East of England Yorkshire Central Scotland South West North East North Scotland Northern Ireland Borders Unclassified Total Stores Stores Selling (CC) Customers (CC) Sales Value (CC) 772,150 673,460 578,640 307,530 479,250 503,950 317,420 130,970 215,120 119,720 107,010 159,050 38,980 15,540 4,317,070 606 342 283 248 219 184 173 128 77 67 53 53 16 1,405,986 1,247,111 1,178,759 454,070 1,007,910 1,050,738 530,655 185,518 452,385 178,349 186,190 316,032 64,419 27,312 8,285,434 5 2,454 Co. Down 10 50,180 74,904 16
KPIs Customer Penetration % of shoppers who have purchased your product(s) at least once during the specified period Indication of the popularity of your product(s) Contributes 30% towards the Consumer Priority Score (CPS) Repeat purchase rate % of shoppers who have purchased your product(s) at least twice during the period Indication of customer satisfaction and loyalty Contributes 30% towards the Consumer Priority Score (CPS) 18
Customer Priority Score (CPS) The Customer Priority Score (CPS) = an average score of 4 key customer metrics Do customers like the product? Are they repeat purchasing it? Repeat Rate 30% Is the product bought by many customers in the category? Penetration 30% CPS Score Favourite Share Is this the most commonly bought product by the customer from the category? 20% Share of Wallet What percentage share of the customers wallet spent is on this product? 20% Source: dunnhumby (2016) 19
Customer Profiling Shopper profiles are presented in index form, with 100 representing the average for all supermarket shoppers 110 10% more likely Over-indexing segments purchase a disproportionately high share they find them appealing 100 Under-indexing segments purchase a disproportionately low share they find them less appealing 100 90 10% less likely 20
Lifestage Segmentation % Lifestage segment Age & family shoppers Adults aged 20-39 with no children Young Adults 20% Adults aged 40-59 with no children Older Adults 17% Adults with all children under 10 Young families 23% Adults with one or more child over 10 Older families 21% Adults over 60 with no children Pensioners 19% Source: dunnhumby (2016) Mixed 8% 21
Lifestyle Segmentation % Description Lifestyle segment shoppers Regard food as fuel, are busy and rely heavily on the microwave Convenience 14% Time conscious, enjoy luxury products and are willing to experiment Finer Foods 14% Young families influenced by the needs of children Kids Choice 9% Have broad tastes and favour established brands Mainstream 31% Look primarily for value and rely on staple foods Price Sensitive 24% Enjoy the art of cooking but rely on a fixed shopping list so less likely to buy on impulse Mixed Traditional 8% 8% Source: dunnhumby (2016) 22
Family Segmentation % Description Family segment shoppers Balancing work and socialising makes for busy, interesting but occasionally challenging lives for young people without children Roshni 21% The Wicks 18% Tired, stressed and stretched, lower affluent families find life a battle Busy, stressed and stretched, higher affluent families are trying to do it all The Mayers 13% Life is simpler for the lower affluent empty nesters Carol 19% The high affluent post family have both the money and time to enjoy themselves Dawn 29% Mixed Traditional Source: dunnhumby (2016) 8% 8.2% 23
