“NEW ONVENIENE” · Source: Nielsen Shopper Solutions | Nielsen Generational Segmentation LATAM...
Transcript of “NEW ONVENIENE” · Source: Nielsen Shopper Solutions | Nielsen Generational Segmentation LATAM...
THE FUTURE OF MODERN TRADE September, 2016
“NEW CONVENIENCE”
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“ ”
Convenience is not a store format it is a consumer need
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SOURCE: WORLD BANK
MAJORITY OF CONSUMERS LIVE IN URBAN AREAS
85% of Latin American population will be
URBANIZED
by 2050
95%
89%
94%
89% 90%
84%
81%
78% 78% 79%
71% 71%
64%
58%
52%
97% 95% 95%
93% 92% 91% 89%
86% 86% 84% 83%
78% 75%
70% 67%
Hon Arg PR Chi Ven Bra CR Peru Mex Col Bol Slv Ecu Hon Gua
2014 2050
% Urban Population
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SOURCE: IBM COMMUTER PAIN INDEX
COMMUTING IS A PROBLEM
2 COMMUTES
PER DAY of at least 1 hour each
way and walk 1.4 Km
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SOURCE: WORLD BANK | CAM = Central America
ALL MEMBERS OF THE FAMILY WORK FOR LONG PERIODS
70% 62% 61%
30% 38% 39%
1990 2016 2050
CA
M
WOMEN MEN
65% 57% 57%
35% 43% 43%
1990 2016 2050
BR
AZI
L
70% 63% 62%
30% 37% 38%
1990 2016 2050
MEX
ICO
70% 57% 57%
30% 43% 43%
1990 2016 2050
CO
LOM
BIA
69% 59% 59%
31% 41% 41%
1990 2016 2050
CH
ILE
64% 59% 58%
36% 41% 42%
1990 2016 2050
AR
GEN
TIN
A
62% 55% 54%
38% 45% 46%
1990 2016 2050
PER
U
68% 60% 59%
32% 40% 41%
1990 2016 2050
VEN
EZU
ELA
Latinos WORK
42 HOURS
PER WEEK vs.
37 in European countries
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Source: Nielsen Shopper Solutions | Nielsen Generational Segmentation
LATAM IS IN THE ERA OF DIGITAL GENERATION
MILLENNIALS ARE THE MOST AVID ONLINE GROCERY
SHOPPERS 57% are already using Online to order
for delivery to home and 30% Willing to use
Edad: 0-20 Generación
Z
Edad: 21-34 Millennials
Edad: 35-49 Generación
X
Edad: 50-64 Baby
Boomers
Edad: +65 “Silent
Generation”
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On the go lifestyle… need for
SPEED 43%
Want to spend less time shopping
"it is a chore"
56% Latinos look for
proximity of stores to make purchases
47%
Prefer to get in and get out quickly
of the store
SOURCE: Global Survey Growth Strategies 2016
76% Like to go shopping – because of the experience
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Number Store Index vs. 2010
SOURCE: NIELSEN RETAIL UNIVERSE DATA 2015 - BASE 100% NUMBER OF STORES IN 2010
PROMOTING THE EXPLOSION OF EMERGING FORMATS THROUGHOUT LATIN AMERICA
123
134
104
112
2010 2011 2012 2013 2014 2015
BRAZIL 180
94 105
185
2010 2011 2012 2013 2014 2015
MEXICO
148
203
126
2010 2011 2012 2013 2014 2015
COLOMBIA
99
144
123
113
2010 2011 2012 2013 2014 2015
CHILE
122
142
134
2010 2011 2012 2013 2014 2015
CAM
117
122
99
96 2010 2011 2012 2013 2014 2015
ARGENTINA
Convenience
Gas Stations UTT+DTT*
Pharmacies & Drugstores UTT + DTT
Superettes 100-400 m2 UTT + DTT
Small Supermarkets 400 – 1000 m2 UTT + DTT
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*Mesured Countries:: Nielsen Retail Index 2015| Traditional Trade Includes: Traditional <100m2+Kiosks+Superettes DTT+HORECA
Convinience only measures in Mexico and Gas Stations in Brazil, Chile & Argentina | Drugstores & Gas Stations include UTT+DTT
RETAIL SALES LATIN AMERICA
Traditional Trade Pharmacies & Drugstores
Superettes 100-400 m2 Large Supermarkets >1000 m2 Convenience + Gas Stations
33% 33% 34%
10% 10% 10% 2% 3% 3%
14% 14% 15%
39% 38% 37%
2010 2013 2015
BRAZIL
28% 24% 28%
5% 4% 6% 3% 6% 3% 7% 8% 8%
57% 58% 56%
2010 2013 2015
COLOMBIA
AC
V S
LAES
52% 54% 57%
7% 6% 5% 0% 0% 0% 13% 13% 13%
28% 26% 24%
2010 2013 2015
CHILE
38% 40% 44%
11% 12% 5% 8% 7% 9%
38% 33% 34%
6% 8% 8% MEXICO
2010 2013 2015
AC
V S
LAES
24% 26% 26%
13% 12% 12% 7% 8% 10% 6% 7% 5%
50% 48% 47%
2010 2013 2015
CAM
23% 23% 22%
5% 5% 5% 1% 2% 3% 7% 7% 7%
60% 59% 58%
4% 4% 4%
2010 2013 2015
ARGENTINA
Small Supermarkets 400 – 1000 m2
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1,100 Stores 2017 Projection - MEXICO 400 Stores - COLOMBIA
• Product Assortment 600 sku’s • 70%~ Private Label vs. 14% others • Prices below 30%~ vs. other retailers • Process Simplicity and cost efficiency:
• Exhibition • Suppliers Negotiation • Logistics • Merchandising • Services (eg. No Parking) • Cash Payments
SOURCE: NIELSEN HOMESCAN UK
https://www.linkedin.com/pulse/el-fenomeno-d1-en-colombia-hard-discount-juan-antonio-olivares
HARD DISCOUNTERS ARE INCREASING THEIR PRESENCE, ESPECIALLY WITH THE ECONOMIC RECESSION
179 Stores - BRAZIL
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1,100 Stores 2017 Projection - MEXICO 400 Stores - COLOMBIA
• Product Assortment 600 sku’s • 70%~ Private Label vs. 14% others • Prices below 30%~ vs. other retailers • Process Simplicity and cost efficiency:
• Exhibition • Suppliers Negotiation • Logistics • Merchandising • Services (eg. No Parking) • Cash Payments
SOURCE: NIELSEN HOMESCAN UK
https://www.linkedin.com/pulse/el-fenomeno-d1-en-colombia-hard-discount-juan-antonio-olivares
HARD DISCOUNTERS ARE INCREASING THEIR PRESENCE, ESPECIALLY WITH THE ECONOMIC RECESSION
179 Stores - BRAZIL
8% 8% 9%
10%
13% 14%
18%
21% 23%
24%
30%
35%
JAS'
13
ON
D'1
3
JFM
'15
AM
J'1
5
JAS'
15
ON
D'1
5
JFM
'15
AM
J'1
5
JAS'
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ON
D'1
5
JFM
'16
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J'1
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35% of Households purchase in D1 vs. 38% of Exito (Biggest Retailer in Colombia) Users of D1 are concentrating 24% of their total spend in D1 75% of their total sales in the last year came from shifting from Traditional Trade (34%), Independent Supermarkets (13%), Exito (13%) and Olimpica (4%) Strong presence in all socioeconomic levels
COLOMBIA HARD DISCOUNTERS
HOUSEHOLD PENETRATION
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Source: http://www.mercadotododia.com.br/lojas/
BRAZIL | 180 STORES
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BUT THE MEANING OF NEW CONVENIENCE GOES BEYOND PRICE…
NEW CONVENIENCE
READY TO EAT FOOD & DRINK
SOLUTIONS
WIDER RANGE OF PRODUCT
SELECTION
EXTENDED SERVICES &
HOURS
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SOURCE: Shopper Missions 2013 – Modern Trade: Argentina, Chile, México and Brazil | Traditional Trade Argentina, Chile, México, Brazil, Peru, Venezuela and Colombia
CHANNELS ARE BEGGINING TO CONVERGE BETWEEN MISSIONS
33%
22%
16%
16%
13%
Buy daily use items
Out of HomeConsumption
To Stock - up
Urgent Items orReplacements
Others
MODERN TRADE TRADITIONAL TRADE
38%
34%
17%
11%
2%
Out of HomeConsumption
Buy daily use items
Urgent Items orReplacements
Others
To Stock - up
Stock – up is a mission dominated by Mega markets
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RTE Food & Drink Solutions
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Latin Americans eat lunch away from home, the need is about convenience.
Source: The Nielsen Global Out-of-Home Dining Survey | LatAm | (Q3 2015)
This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% internet penetration or an online population of 10 million for survey inclusion.
THE NEED FOR SPEED IS REFLECTED IN MEAL HABITS ACROSS THE REGION
13% 14%
6%
17%
6%
19%
10%
37%
72% 72%
58%
79%
64%
70% 72%
39%
47% 43%
33%
43%
51%
AR BR CO MX CL VE PE
BREAKFAST LUNCH DINNER LATAM: 3,066 RESPONDENTS
510 500 516 502 517 521 517
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SOURCE: Global Survey Growth Strategies 2016
PREPARED FOODS IN STORES ARE HIGHLY VALUED BY CONSUMERS IN LATIN AMERICA
The store has a variety of freshly prepared foods which is highly influential…
I often visit the store for the additional services they provide
39%
28%
41%
51%
43%
32%
39% 40%
T. L
ATA
M AR
BR
CO
MX CL
VE
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Fast-food services
40%
20%
NOT AVAILABLE, BUT I WOULD USE
AVAILABLE, AND I DO USE
42%
22%
Coffee Services
Prepared food services
39%
16%
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Nielsen Hong Kong ShopperTrends Reports
IN HONG KONG RTE FOOD HAS BEEN A KEY DRIVER OF GROWTH FOR CONVINIENCE STORES
Daily Café Fresh Brewed Coffee
Fresh Sandwiches Prepacked High Quality Sandwiches
Fastfood Combo Fresh made local snacks
Increasing space allocation for Ready-To-Eat food and drinks, with more varieties ranging from fresh brewed coffee to hot breakfast choice and tea-time snacks.
VanGo Circle K 7-Eleven
66 90
2014 2015
+24%
51 75
2014 2015
+24%
21 38
2014 2015
+17%
Consumers are also welcoming the wider range of RTE offering with positive response - Increasing % associated with the attribute of “RTE food & drink is of high quality” by each of the key CVS chains*
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SOURCE: Global Survey Snack Consumption 2014
SNACKS ARE USED AS A MEAL REPLACEMENT
56%
AS A BREAKFAST ALTERNATIVE
68%
FOR AN ENERGY BOOST
47%
AS A LUNCH ALTERNATIVE
51%
AS A DINNER ALTERNATIVE
74% SNAKCS
FOR INBETWEEN MEALS
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SOURCE: Global Survey Snacks consumption 2014
CONSUMERS SEEK FOR HEALTHIER OPTION SNACKS
Consider the following to be relevant for their snacks purchase
64%
58%
56%
49%
48%
All natural
Natural flavors
High in fiber
Genetically modified organism (GMO) free
No artificial colors
Latvia Meals +8.9% in 2015
Unique and wide assortment on the go; Quality of products with Fresh & Tasty.
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NATURAL AND HEALTHY INGREDIENTS ARE RELEVANT FOR SNACKS GROWTH
Tribos Snack 40% less sodium, 7 grains,
organic ingredients, sesame seed and linseed
Passatempo biscuit 50% less sugar with the
same taste
Snacks made with vegetables such as nopal or no/less fat (43% on other
premium brands).
BRAZIL
MEXICO COLOMBIA
Ingredients: • Quinoa,
• Andean Seeds & Cranberries • Oats and berries
• Sesame • Multicereal: wheat,
rice, oats, corn, almonds and linseed
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SOURCE: Global Survey Snacks consumption 2014
HEALTH-CONSCIOUS CONSUMER DEMAND MORE
LATIN AMERICAN CONCERNS
HEALTHY BEVERAGES
READY TO DRINK MILK/YOGHURT
PRE-CUT FRESH FRUITS
RTE VEGETABLES
PREPARED FOOD
91% Consider healthy hydratation as a lifestyle
55% prefer sndwich as a snack
52% prefer Vegetables as a snack
65% prefer yogurt as a snack
57% prefer fresh fruIt as a snack
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Sourrce: The Nielsen Global Out-of-Home Dining Survey | LatAm | (Q3 2015)
RTE FOOD AND RTD BEVERAGES OFFER A HUGE OPPORTUNITY FOR GROWTH
51% 18% 10% 43% 41% 24%
MUNCHING ON THE MOVE SIT-DOWN SERVICE
FAST FOOD RESTAURANT
STREET FOOD
SELF-SERVICE CAFETERIA
CASUAL DINING
FORMAL RESTAURANT CAFÉ
(VS. 57 GLOBAL)
55% BRAZIL 53% COLOMBIA
(VS. 27% GLOBAL)
30% MEXICO 22% VENEUELA
(VS. 22% GLOBAL)
12% CHILE
(VS. 56% GLOBAL)
46% COLOMBIA
(VS. 43% GLOBAL)
51% PERU 46% MEXICO
(VS. 29% GLOBAL)
31% MEXICO 38% COLOMBIA
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THAT’S WHY RTE-RTD STRATEGY SHOULD BE REINFORCED WITH SOCIAL MEETING PLACES
Competing directly with Quick Serve Restaurants and Coffee Shops in all markets
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WIDER RANGE Product Selection
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SOURCE: Global Survey Growth Strategies 2016
SHOPPERS ARE INCREASINGLY SEEKING FOR ONE- STOP SHOPPING SOLUTIONS
50% WANT TO HAVE FOOD AND NON FOOD ITEMS IN THE SAME PLACE
ON LINE RESPONDANTS IN LATAM
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SOURCE: Global Survey Retail Preferences 2015
LATINOS LOOK FOR NON FOOD CATEGORIES IN EMERGENT CHANNELS
CO
NSU
MER
S B
UY
ING
MO
RE
OFT
EN
HYPERMARKETS/ MASS MERCHANDISE 25%
SUPERMARKETS/ GROCERY STORES 27%
DISCOUNTERS/ CLUB STORES 12%
CONVENIENCE STORES 14%
PHARMACY/ DRUG STORE 18%
HYPERMARKETS/ MASS MERCHANDISE 28%
SUPERMARKETS/ GROCERY STORES 30%
DISCOUNTERS/ CLUB STORES 13%
CONVENIENCE STORES 16%
PHARMACY/ DRUG STORE 16%
PERSONAL CARE
FOOD & GROCERY
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GAINING CONSUMER'S PREFERENCE VIA A WIDER PRODUCT SELECTION
FRESH PRODUCTS
Filling everyday consumer needs from snacks to daily shopping
1
PRIVATE LABEL OPPORTUNITY
Diversifying retail brands with smart innovation Develop portfolio segmentation from low-mid price to premium and premium+
2
LOCAL BRANDS & EXCLUSIVE
LAUNCHES
Experimenting with local tastes and flavors (Local Favorites) Bringing new excitement to a range of new shoppers (Students, elders, moms, etc.)
3
RETAIL
BRANDS
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TRADER JOE’S – U.S.A. Organic Food and Private Label
Source: http://www.traderjoes.com/
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Global Survey Fresh Food 2014
FRESH PRODUCTS ARE AN ANCHOR FOR CONSUMERS IN LATIN AMERICA
Consumers consider high quality fresh products to be influential in their store choice
56% 53% 52% 49%
43% 42% 42%
Bra Col Mex Ven Chi Arg Peru
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Global Survey Fresh Food 2014
FRESH PRODUCTS ARE ONE WAY TO GAIN SALES FROM TRADITIONAL TRADE
8% 7% 9% 13%
9% 10%
39%
47% 50%
18%
61%
23%
Category 1 Category 2 Category 3 Category 4
SMALL FORMATS
TRADITIONAL CHANNELS
Meat & Poultry
Fruits & Vegetables
Dairy Bread & Bakery
Delicatesen Fish & Seafood
Where consumers buy more?
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Providing convenience in “fresh”
INDIVIDUAL FRUIT AND VEGETABLES
READY-TO-COOK INGREDIENTS
INTRODUCING FRESHNESS INTO CONVENIENCE
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SOURCE: Global Survey Retail Growth Strategies 2016
CREATING OPTIONS TO DIVERSIFY THE OFFER
39%
QUALITY HAS GREATLY
IMPROVED
35%
BUY MORE IF MORE ARE
AVAILABLE
36%
GOOD ALTERNATIVE TO NAME BRANDS
Private Labels in Latin America
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*Salty biscuits self-services
Siurce: Nielsen Retail Index
LOCAL PRODUCTS LEADING THE WAY IN LATAM
63% OF INTERNET RESPONDANTS IN LATIN AMERICA
Prefer to buy Local brands because they are supporting local companies
“From the herb to your glass” Beverages made with local herbs. Grew three times above the category in value (36% vs 13%).
“Take care, do not punish yourself” Extended healthy portfolio. Natural & local ingredients as Quinoa, Chia, Andean Seeds, etc. 39% of $ share in healthy biscuits .
“Passion for natural and organic.. that take
care of the body and soul.”
Extended healthy portfolio.
While T. Cereals loses value,
mae terra grows 37%. • Cereals, oats & granolas • Biscuits, Cereal Bars • Rice, flour, sugar, etc. • Salty snacks, Seeds & nuts
Products with natural & local ingredients and gluten free. Nopal, Blue Corn… In Biscuits* grew three times above category (15% vs 5%)
COLOMBIA MEXICO ARGENTINA BRAZIL
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SERVICES Being a convenient
destination
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SOURCE: Global survey Retail Preferences
ADOPTING AND EVOLVING THE SERVICE MODEL TO PROVIDE CUSTOMERS WITH SOLUTIONS TO A NUMBER OF NEEDS
I often visit the store for the additional services they provide
NOT AVAILABLE, BUT I WOULD USE AVAILABLE, AND I DO USE
51%
22%
54%
20% 27%
31%
22%
36%
Health Clinic Services
Pharmacy Services
Banking Services
Petrol / Filling Stations
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WE HAVE OBSERVED GREAT EXAMPLES IN LATAM
Increasing shopper spend and frequency
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Source: http://www.ibon.com.tw/
BUT WE STILL HAVE A LONG WAY TO GO… AN OMNICHANNEL, MULTISCREENING EXPERIENCE OPPORTUNITY
Upgraded 2nd generation ibon Printing/Scan event tickets/transportation
tickets besides household bill payment
Provide tablet in sitting area Customer can access to 7-Net
to shop more
In-store media Sports/TV commercials
VIETNAM
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From bill payment to having a hot meal, more services are being added…..
TO MAKE SHOPPERS’ LIVES TRULY CONVENIENT
PAYMENT AND BANK
SERVICE
฿ FRESH FOOD READY-TO-EAT
DINE-IN
TICKET PICK-UP
GAS STATION
ATM WIFI
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São Gonçalo do Amarante
Camaragibe
Conde
São Gonçalo do Amarante
Cascavel
Angatuba
Itapemirim
Serra
Ribeirão das Neves
EXTENDED SERVICES &
HOURS
READY TO EAT FOOD & DRINK
SOLUTIONS
WIDER RANGE OF PRODUCT
SELECTION
Loyalty Programs | Promotions
Digital and E-commerce Strategy
Strategic Locations
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SOURCE: Nielsen Spectra Mexico
MOVE BEYOND THE BIG CITIES TO CAPITALISE ON CONSUMER PURCHASING POWER
TOP CITIES (VDM, Gdl, Mty)
AVG. HOSEHOLDS PER TRADITIONAL STORE
AVG. HOUSEHOLDS PER SUPERMARKET
29
HOUSEHOLDS
7,772
POTENTIAL CITIES 30 8,404
Modern Trade overdeveloped and Traditional high saturation
OTHER CITIES 39 5,703
STRATEGIC OPENINGS HERE
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Serra
Ribeirão das Neves
EXTENDED SERVICES &
HOURS
READY TO EAT FOOD & DRINK
SOLUTIONS
WIDER RANGE OF PRODUCT
SELECTION
Loyalty Programs |Promotions
Digital: E-commerce Strategy
Strategic Openings
HOW NIELSEN CAN HELP?
Shopper Missions Shopper Preferences On Premise Panel
Product Innovation (Private Labels) Household Panel Assortment CATMAN Platform
Strategic Locations with Spectra
Omnichannel Solutions
Loyalty Platform Marketing Effectiveness Price Elasticity
Shopper Solutions Spectra
Thought Leadership Director Latin America
THE FUTURE OF MODERN TRADE
“NEW CONVENIENCE”