Him international research plan

Shopper Insights on Convenience Markets and Key Accounts

www.himinternational.comTwitter: @him_int

What we do

ResearchListening to shoppers is what we do. We want to ask them what

they like and dislike about shopping in convenience

outlets. "How well do you know your customers" is a question

we want to help answer for you.

BenchmarkingHow well are you doing? Well?

Great. But do you know whether you're doing as well as other similar businesses? We would

like to tell you.

InsightsIt's about turning the wealth of

data, research and benchmarking comparisons into

simple, clear, and focused action plans. Less is more. "You should focus on x because of y


Delivering key insights to discover what makes the global shopper tick

40%Shop in a c-store

each month

70%Top-up baskets

contain bread/bakery

27%Top-up shop to save money

51%Shoppers want to make

their lives easier

Source: him! Int. Global Research 2013/14


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helping you to recognise the attitudes and behaviours of shoppers which are driving their decisions to better understand how to influence their purchasing habits

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Sales data will tell you the what’s but shopper insight will

tell you the why’s


We offer the flexibility to ensure our insights are right for you

Globally By country By key account

We can tailor a insight package to suit your needs


The following key accounts will be available by country

Australia

7-ElevenBP

CaltexColes Express

Woollies

Ireland

TopazApplegreen

LondisSpar

Centra

Japan

Lawsons7-ElevenCirckle K

Poland

BPOrlen/Star

Germany

AralShell

Orlen/Star


The following countries will also be available at a total shopper level

South Africa

Russia

UK (for benchmarking only)

France

Italy

Switzerland


Our advanced online survey allows us to offer both depth and breadth

We will capture country by country macro shopper insights

Then drill down into their account specific shopping behaviour

Breadth

Depth

Where do they shop & why?What drives the top-up mission?

How their lifestyles are evolving?

Who is the shopper?What is important to them & why?

What influences their choice of store/ channel?

Example questions – we will work with you to ensure we ask the questions that deliver the insights you require

How much did they spend?What % of their total category purchases are from this store?

How often do they visit this store?

What categories were bought on last shop?What impacts does price, range,

promotions etc. have on their purchases?What is the main product driver to store?


Shopper Demographics – who is the shopper and how does this

differ by key account

Understanding the role and importance of shopper

missions and how to use this insight to unlock opportunities

Path to Purchase – time spent in store/ where / time of day

Occasions and needs states – what’s driving shopper

decision making?

Understanding the preferred promotional

mechanics from shoppers and why

Basket affinities – what’s

purchased with what and why?

Key Needs – what do they buy? How often do they shop? How

much do they spend? How impulsive are they?

What drives shopper engagement – e.g. Meal Deals /

Consumer Proms / Front of Store

What is the customer trade-off between price & convenienceWhat is the role of certain categories

in convenience i.e. shopper capture, basket weight, cross-category

purchases etc. and how does it contribute to overall growth

How best to innovate and differentiate in order to satisfy shopper needs

What would encourage shoppers to shop more frequently for a wider selection of products? Who is best in class, in what and why?

Example questions – we will work with you to ensure we ask the questions that deliver the insights you require

We can help you to understand basket affinities and much more….over 150 questions asked of shoppers


• Validate a strategy• Justify retaining space or getting more space in store• Increase basket size and spend• Reflect what shoppers want• Demonstrate that the company understands shopper missions and acts

accordingly• Highlight the value of their category shopper• Understand what other categories are affected (sales, space) by the suppliers’

category• Understand promotional mechanics• Analyse the effectiveness of retailer activations ( eg meals deals and secondary

sitings)• Delisting of competitor SKUs• Justify secondary sitings• …and ultimately grow sales and build relationships

We can help you to understand the ‘so what's’ which will enable you to…


Delivering you both data & insights

Which will both be available through our client hub portal for you to access 24/7 from anywhere and on any device

http://clienthub.himinternational.com/




All the data at your fingertips

• All the data will be available through the him! international client hub

• Where you can set up and manipulate all the data to create tailored reports by country and key accounts

• Easily exportable to excel, power point or saved online


We will also interrogate the data to produce easy to read reports and 1-pagers to save

you time

• Country & key account snapshots

• Bite-size topic reports

• All uploaded to our client hub on a regular basis throughout the year to keep your fingers on the pulse of the global convenience channel

• Accessible 24/7

Global average vs Ireland


Key dates for your diary

Deadline for input into content30th September 2015

Fieldwork period5th – 25th October 2015

Report and data available onlineNovember 2015

Launch eventDecember 2015


Are health conscious

44%47%

Are financially secure

28% 29%40%18%

Retired

48%

Age

36%

21-34

57%

55+

Female shopper

18% 27%57%

Australian C-store shopperAldi shopper in Australia

50%

To buy something for that day’s dinner

To buy food-to-go for immediate consumption

34%

18%34%

Topping up more than a few years ago

Top up shopping helps to save money

36% 25% 32% 24%

32%

To buy something for that day’s lunch

17%

Example of data that would be available


We don’t just speak, we listen

As part of him! international’s ongoing commitment to delivering the insights that really matter to you we always have and we always will listen to your

input into each and every research product we conduct

We understand that every business is different, with different needs and priorities so can tailor our research accordingly. We can also help with any

bespoke pieces of work


Our expert team is here to help

Tom FenderJoint MD

[email protected]

Neil TurtonJoint MD

[email protected]

Morwenna FordClient Manager

[email protected]

Rebecca HayMarketing & Insights Executive

[email protected]

Blake GladmanResearch Director

[email protected]

Katie LittlerInsight & Communications Director

[email protected]

mailto:[email protected]







What our clients say about us

No-one knows the convenience sector and "the shopper" as well as him! That powerful combination means that him! speaks with authority, credibility and deep-rooted knowledge to help businesses grow. Martin Inkster, MD of UK & Ireland for Philip Morris

We have worked with him! to develop our strategy focussed on customer missions and clear points of differentiation to distinguish SPAR from the competition.

him! have been instrumental in developing our customer proposition with decades of experience in the convenience sector. him! international have already amassed a wealth of data that could be really valuable to our SPAR partners.

Debbie Robinson, MD of spar UK

“great insight sharing and explanation of how to use the insights alongside EPOS data….” “eye opener on how and why to differentiate strategies for the different shoppers”

Danone and 7-Eleven Global key account forum, Bangkok July 2015


For more information please contact:

[email protected] +44 (0)7469 150 606

https://www.facebook.com/pages/him-research-consulting/269944581245

https://www.linkedin.com/company/him-?trk=cp_followed_name_him-

https://twitter.com/thoughtsfromhim

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