ShopperTrends
ShopperTrends
With the continuing trend towards retail concentration and
the emergence of the marketing “savvy” consumer, there has
never been so much competition for the retail dollar. In turn,
this has generated continuous change and development in the
field of grocery retailing.
With the continuing trend towards retail
concentration and the emergence of the
marketing “savvy” consumer, there has
never been so much competition for the
retail dollar. In turn, this has generated
continuous change and development in
the field of grocery retailing.
•  ew store formats are increasing
N the key retailers, and provides insights
the choices available to shoppers,
and changing the way they shop –
but not always in the same way, in
every country.
• In some chains, the top 30-40% of
customers can account for up to
80% of volume. The challenge is to
tap into these high spenders’
loyalty.
• I nternational retailers are entering
new markets every year – some with
significant success, others yet to find
the right formula for their format.
Because your markets will be influenced
by such trends, Nielsen has created a
common approach to tracking shopper
behaviour across the world to help
better understand the dynamics
involved.
Introducing ShopperTrends, a
service of The Nielsen Company
ShopperTrends offers in depth and
complete analysis of the changing
behaviour of shoppers in over 50 markets
globally. It provides information on
where, when and how often people visit
different outlet types, how they perceive ShopperTrends is relevant to
manufacturers – it’s about their
into key aspects of shopping behaviour, customers.
including:
All senior retailer executives have
• Where shoppers buy key product their own copy of ShopperTrends.
types
Strategically, ShopperTrends can
• Purchasing patterns across different
help senior management because
stores it provides a top-level understanding
• Which days your customers prefer of the challenges faced by retailers.
to shop
Tactically, ShopperTrends helps
• How customers travel to and from Sales Directors or Key Account
your store Managers by:
• What customers like – and don't like • understanding who shops at
– about supermarkets their key customers’ stores and
why
• How many of your customers plan
• becoming the market expert
to take up Internet shopping
and credible source of
• The strength of the relationship consumer insights to their
between key chains and their retailer customers
• working together, helping their
shoppers.
key customers improve
ShopperTrends draws on Nielsen’s shopper loyalty/store equity.
80+ years’ experience and in-depth
understanding of the dynamic retail
sector.
 Shared understanding for stronger business partnerships
Retailers and manufacturers are building base. ShopperTrends can be used as a
ShopperTrends provides strong business partnerships based on a foundation for such partnerships.
a unique measure shared goal of understanding shopping ShopperTrends allows retailers to
of Store Equity and behaviour. recognize their strengths and weaknesses
allows you to generate In this way, manufacturers are helping and develop appropriate strategies to
strategies for the retailers develop more relevant secure a larger share of consumers’
future with the help
marketing strategies, in an attempt to spend.
of Winning Brands’
increase the loyalty of their shopper
proprietary Foresight
module.
ShopperTrends provides the only consistent,
global segmentation of shoppers available.
Key drivers of store brand equity
Awareness (23%)

Consideration (19%)

Quality Products (12%) Store Store Loyalty

Service levels / Loyalty Program (12%) Equity Store Location

Index Price Premium
Large Store Format & Wide Selection (10%)

Pricing & VFM (9%)

Store Accessibility (15%)

Tactical relevance to
manufacturer clients at many levels What a Manufacturer wishes to discuss with Retailers
Merchandising/ Ranging Availability/ Stock Pricing/
How shoppers will choose a Retailer planograms stock levels my NPD Promotion
Everything I need in one store

Wide product selection, range and variety

Better selection of high quality brands and products

Good selection of fresh products

Provides own brands as a good alternative to the main brands

Always has what I want in stock

Good quality prepared foods

High quality fresh food

Well presented display of products

A place where it is easy to quickly find what I need

Spacious

Attractive and interesting store deals and promotions

Food and groceries are good value for money

Low prices for most items

 Store equity - the key to loyal shoppers
To win the battle for loyal shoppers,
retailers must market their banners
and their brands – in addition to
efficiently managing their processes.
Turning a store into a respected and
trusted brand with attractive and
established values will be the key to
winning the battle.
The Nielsen Company has developed
This has been developed based on Retailers that grow their Store Equity
Nielsen’s proprietary measurement increase their chances to win the
technique, Winning Brands™. battle for loyal shoppers.
Store Equity measures the response to
everything a customer hears, sees and
experiences during a store visit. It
covers the tangible and the intangible, 3.4
including range, price, promotion,
3.0
2.2
1.7
1.2
0.9
advertising, service levels and 0.7 0.7 0.7

the Store Equity Index, the key ambience, amongst others. Store 1 Store 2 Store 3 Store 4 Store 5 Store 6 Store 7 Store 8 Store 9

measurement of shopper loyalty.

In 54 markets, across all outlets
ShopperTrends is designed to provide an
in-depth understanding of consumer
shopping patterns across different trade
sectors, from hypermarkets and
supermarkets to traditional wet markets
and mom and pop shops.
Argentina • Australia • Austria • Belgium • Brazil • Bulgaria • China • Croatia • Cyprus • Czech Republic •
Denmark • Estonia • Finland • France • Germany • Greece • Hong Kong • Hungary • India • Indonesia
• Ireland • Israel • Italy • Kenya • Korea • Latvia • Lithuania • Mexico • Malaysia • Netherlands •
Norway • New Zealand • Philippines • Poland • Portugal • Romania • Russia • Saudi Arabia • Serbia •
Slovakia • Slovenia • South Africa • Spain • Singapore • Sri Lanka • Sweden • Switzerland • Taiwan •
Thailand • Turkey • UAE • UK • Ukraine • Vietnam

Across the world, this allows retailers to

Analysis example: store image
compare the relative level of
development of each country as well as Everything I need
in one store 0.42
Large store format & wide selection

quantify the potential for development. Wide product selection,

range and variety
0.40

Better selection of high quality 0.39

Advanced modelling techniques are used brands and products
Modern and comfortable store 0.37
to identify the underlying drivers behind Well presented display 0.36
of products
shoppers’ choice of trade sector. Spacious 0.36

Always have what I 0.34

By understanding which factors are most want in stock 20 40 60 80

High importance Moderate importance Ret. A Ret. B Ret. C Ret. D Ret. E Ret. F
important to shoppers, retailers can
ensure their strategies are tailored to
meet their shoppers’ most important
requirements. Customised reports especially for you
ShopperTrends is available in a number of formats, including:
• Individual country reports
• Regional summary of key comparisons
• Full regional report

For enquiries, please contact Corrine Tan (email: Corrine.Tan@nielsen.com, or tel: 6355 5844),
or Ooi Pin Pin (email: Pinpin.Ooi@nielsen.com, or tel: 6355 5794).

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