门店高效购物者调研与应用手册

4848小时门店购买者调研分析手册小时门店购买者调研分析手册与重点客户一起洞察商机与重点客户一起洞察商机主要目标主要目标 介绍门店购物者调研的实操方法介绍门店购物者调研的实操方法 结合门店调研设计有购物者洞察力的销售故事结合门店调研设计有购物者洞察力的销售故事CAMP介介绍绍 - 什么是门店购物者调什么是门店购物者调研系统研系统- CAMPCAMP主要概念介绍和主要概念介绍和分析流程分析流程CAMP 界面界面CAMP 界面界面如何运用如何运用CAMPCAMP进行快速的购物者调研进行快速的购物者调研目标购物者分析目标购物者分析- Which group should be focused on? - Which are the most important segmentations? - How do the different segmentations contribute to the retailers success? - Which segmentations over-proportionally spend in the retailer versus city average?客户评估客户评估Who wins? Whats the retailers objective?竞争对手分析竞争对手分析- How does competitors value share build up?- Where else do the shoppers shop?- How are the competitors perceived by shoppers?门门店品牌价店品牌价值值分析分析- How are the retailers perceived by shoppers? - What are the strengths and opportunities? - Why do shoppers prefer one retailer by another? Whats the differentiation?零售商的目零售商的目标标是什么是什么?To achieve bigger value share in the market by attracting more shoppers in the store, convincing current shoppers to spend more, and attracting bigger spenders.Target shoppersCustomer AssessmentCompetitorsAnalysisStore Equity市场分析分析模型市场分析分析模型 ( (门店水平门店水平) )Value share=Penetration(Number of wallet)渗透率Loyalty(Share of wallet) 忠诚度 Spending Index(Size of Wallet)消费指数XXPurchase frequency购买频次购买频次Basket Size客单价客单价How to grow store businessa. Attract more shoppers - Penetrationb. Increase spending of shoppers - convince current shoppers to spend more LoyaltyCome more often Purchase FrequencySpend more per trip Basket Size - attract bigger spenders - Spending IndexDefinitionPenetration = # of households who purchased FMCG at the retailer / # of households who purchased FMCG at the cityLoyalty = FMCG spending spent at the retailer by the retailers shoppers/ FMCG spending spent at the city by the retailers shoppersSpending Index = average FMCG spending of shoppers of a certain retailer at any retailer/ average FMCG spending of shoppers in city at any retailerPurchase frequency = average # of visits with FMCG purchase at the retailer per householdBasket size = average spend on FMCG per visit per household at the retailerDefinitionClosure rate = # of household is actually shopping this category at the retailer / # of households who are Store shoppers & buyers of categoryClosure rate = a / (a+b) = 30% / (30%+20%) = 60%Missed opportunities = 1- closure rate = 40%总体结论总体结论The higher the Closure Rate, the more likely is the success of the retailer in subject category. All householdof Shanghai 100ShoppersNon-Shoppersof Carrefourof Carrefour80%20%Dont buyBuy categoryBuy categorycategory at allin Carrefourbut not in Carrefour30%30% (a)20% (b)竞争对手分析竞争对手分析Who are the Retailers Key Competitors?Market PerformanceHow does the competitors value share build up?Shopper SwitchingWhere else do shoppers shop? Positioning& EquityHow are the competitors perceived by shoppers?Target shoppersCustomer AssessmentCompetitorsAnalysisStore Equity What shoppers do Who are they a. Spending Power High Potential ShopperNon-High Potential Shopperb. SOCIO-DEMOHH Income (1000-, 1000-2000, 2000-3000, 8000+)HH Size (1-2, 3, 4+)Children Age (0-3, 4-6, 7-11, 12-14, 15-18)Life StageLow Income Single or CoupleLow Income Adult FamilyAffluent Adult FamilyLow Income Families W/Young KidLow Income Families W/TeenAffluent Families W/ Kid目目标购标购物者分析物者分析Shopper groups in CAMPTarget shoppersCustomer AssessmentCompetitorsAnalysisStore Equity All ShoppersCity RTmartSegmentation% of CityHHs% of City SpendingCity Contribution Index% of Store Shopper% of Store TurnoverShopper Contribution IndexLoyalty(1)_Low Income Single or Couple24 20 81 25 18 73 7.1 (2)_Low Income Adult Family13 12 92 10 12 117 11.6 (3)_Low Income Families W/Young Kid10 10 101 12 13 115 8.9 (4)_Low Income Families W/Teen13 12 92 12 10 79 7.8 (5)_Affluent Adult Family21 23 109 23 22 94 7.3 (6)_Affluent Families W/ Kid16 21 134 15 23 147 9.8 All Shoppers1001001001001001008.4 例子例子: : 大润发大润发 vs vs 城市城市目标购物者群分析门店品牌价值分析门店品牌价值分析How is the retailer perceived versus other retailers?How are the retailers perceived by shoppers? What are the retailers strengths and opportunities? Why do shoppers prefer one retailer by another? Whats the differentiation?Target shoppersCustomer AssessmentCompetitorsAnalysisStore EquityJust like brand building, retailer equity building is the process of forging retailer relationships with shoppersAwareness Association Attitude Attachment ActivityYou get introducedYou learn what the other is all about - character &tangiblesThe person means sth. to you. You share emotions & interestsYou fall in loveYou marryPerformanceImageJudgmentFeelingStore Equity comprises 4 dimensions: Performance, Image, Judgment and Feeling.门门店品牌价店品牌价值值分析分析TM 5-A 模型模型门店品牌价值指数 (SEI)The Store Equity Index is calculated by combining three components from our shopper research:Performance(Raw percentage)Uniqueness(Normalized data)Importance(T-value)Store Equity IndexXX=Performance is the strength of retailer on each attributeUniqueness is the differentiation of retailer on each attributeImportance is how much each attribute drives overall ratingStore Equity IndexAmong Aware 100 = market average2011Retailer Equity Scan Result深圳市场Wal-Mart is clearly the SZ equity leader. Ren Ren Le, Vanguard are above market average. 例子例子High Store Equity Indices correlate with higher value share. In total 15 cities, the correlation coefficient between value share and SEI is 0.74. In 11 cities, correlation coefficient 0.75.In 14 cities, correlation coefficient 0.5.门店品牌价值指数与市场份额有非常高的相关性门店品牌价值指数与市场份额有非常高的相关性2011Retailer Equity Scan ResultTop 20 Drivers for Shanghai in 2011 Example2011Attributes1Makes me feel confident that I shopped at the right storeF2Offers excellent price/quality ratio (value for money)J3Does not carry fake productsP4TrustworthyI5This store meets the individual needs of my familyP6Makes me feel like Im doing the best for myself F7Dependable I8Store is fun to shopJ9Health-consciousI10EfficientI11Store is a family favorite for yearsJ12A family-friendly place to shopJ13Has all the items I want in one placeP14This store does what it promisesJ15Latest/newest products are available in the store.P16Has information beyond price that helps me select the right productsP17The store offers exclusive promotion packsP18Is worth a few Yuan more to shop there P19Quality-consciousI20Makes me feel Im a smart shopperF20011Retailer Equity Scan Result上海家乐福上海家乐福. Carrefour lead the market in Health-conscious, Quality-conscious, Helpful circular and Newest product.“One-stop shopping” and some emotional attachment with shoppers are Carrefours opportunity 例子例子2011 Retailer Equity Scan Result4848小时门店购物者调研介绍小时门店购物者调研介绍- 什么是48小时调研?- 它是如何运作的？All research questions are pre-designed based on:- Internal and External fieldwork- Extensive pilot testing- Historical learning10 Research Areas:- Overall store- Store communication- Shelving- Service- Pricing- Store environment and facility - Promotion- Shopping habits and behavior- Assortment- Shopper demographics 洞察更多洞察更多, 卖得更多卖得更多谢谢谢谢!