SHOPPERS SEGMENTATION 2014

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!