1 | ISSUE 38 | www.popai.co.uk

Automotive

As cars continue to be a central feature in our lives, we ask: which channels drive us to purchase?

| ISSUE 38 | 2019

Shelf-Edge Display

We explore one of the most powerful and varied forms of P-O-P.

RESEARCH REPORTSIN-STORE INSIGHTS

DEDICATED TO ENHANCING THE TOTAL SHOPPER EXPERIENCE

Multitrack Retail

As the multitrack retailing trend gathers traction, we could be shifting away from traditional brand and retail models.

DISPLAY MECHANIC ANALYSIS

GLOBAL TRENDS

p5

p13 p18

DIY Retail

Are DIY retailers hitting the nail on the head, or is there room for improvement?

p9

SHOPPER INVESTIGATIONSTOREDITS

NON-M

EMBE

R

EDITIO

N

FULL REPORTSFREETO POPAI MEMBERS

3 | ISSUE 38 | www.popai.co.uk

GLOBAL TRENDS

In-store Insights is published four times a year by POPAI UK & Ireland, 7a Lakeside Court, Maple Drive, Tungsten Park, Hinckley, Leicestershire, LE10 3BH. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited.

www.popai.co.uk Visit our website for the latest news, reports and events from POPAI. In addition, you will find a back catalogue of industry research and the POPAI Awards gallery.

Membership Becoming a POPAI member is simple: just go to popai.co.uk/whyjoin. You will receive a personal account that allows you to access all of our premium content with exclusive access to the full POPAI research archive.

IN-STORE INSIGHTS

Welcome to the latest issue of In-Store Insights. As we reach the halfway point of the year, it’s a good time to reflect on the past six months, and look forward to the next.

Our recent Retail Experience Conference was a big success, thanks to all of you who attended and to our range of expert speakers from industry-leading retailers, brands and agencies. There were some interesting and thought-provoking debates at the panel sessions, too. We are always looking for presenters and speakers from our client members, or clients and suppliers, so please get in touch if this is something you’d be interested in.

In this issue, we turn our spotlight on the automotive industry. With a car still proving a central feature in many people’s lives, the demand for new cars, accessories, spares and parts is high. Our Storedits report on page 5 investigates which channels drive us to purchase and which could use a fuel injection.

We all love turning our hand to a spot of DIY, don’t we? Whether we’re decorating, fixing or renovating, it remains one of the UK’s favourite pastimes. But which stores hit the nail on the head for DIY shoppers? Our report on page 13 delves deeper.

The shelf edge is one of the most important areas for P-O-P – by definition, shoppers must engage with it as they browse and purchase. In our Display Mechanic Analysis on page 21, we examine which displays demonstrate real shelf life... and which should be simply shelved.

Brands and retailers have traditionally used consistency to attract their target audience and establish their identity. But the new multitrack retail trend is turning this on its head. Our Global Trends report on page 27 explores how, by having multiple offerings in terms of how to shop, stores can meet the different needs of different shoppers. This works for products, too, with an increasing focus on personalised elements and a move away from a one-size-fits-all approach.

As ever, POPAI events are taking centre stage. Our Shopper Seminar was a great way for retail marketing professionals to gain some real best-practice insights into marketing campaigns and in-store innovations. Held at the London Transport Museum in Covent Garden, it also proved a brilliant networking opportunity.

And we’re gearing up to the thirteenth annual POPAI Awards on 8 October at the Royal Lancaster London hotel. This is always a fantastic occasion as we celebrate and recognise the gold standard in retail marketing excellence.

Hope to see you there. In the meantime, enjoy this issue.

Phil DayPOPAI

CONTENTS

Shelf-Edge DisplayA powerful form of P-O-P, the shelf-edge display is virtually impossible for shoppers to ignore. We explore which displays have shelf life, and what should be simply shelved.

Multitrack RetailThe days of traditional retail and branding could be over, shifting in favour of the new trend for multitrack retail. We take a closer look at how brands and retailers are meeting the various needs of different shoppers. p18

Get in touch. We’re always keen to hear your views.

info@popai.co.uk

Follow us @twitter.com/popaiuki

Editorial & Advertising: info@popai.co.uk

+44 (0)1455 613 651

p13

SHOPPER INVESTIGATION

DIY RetailDIY remains one of the nation’s favourite pastimes. Our report explores which retailers are hitting the nail on the head, and which have room for improvement.

p9

STOREDITS

AutomotiveBuying and maintaining a car can be a big investment. We investigate which channels drive us to purchase, and which could use a fuel injection.

p5

DISPLAY MECHANIC ANALYSIS

5 | ISSUE 38 | www.popai.co.uk

STOREDITS

AUTOMOTIVE

Buying, and maintaining, a car is a big investment. In this report, we explore the different channels in the UK’s automotive market, asking: which is the most likely to drive us to purchase?

The UK automotive marketIt seems the car is still a central feature in most of our lives. In fact, in 2017, 61% of trips were made by car, either as a driver or a passenger.1

More than 40m Britons have a full driving licence and 38.2m vehicles are licensed for use on the roads in Great Britain.1

The UK car aftermarket was worth an estimated £5.6bn in 2018, of which just over half was spent on tyres and the rest on parts.2

Our researchWe surveyed five different channels, visiting 24 car showrooms, six specialist automotive stores, 10 forecourt retailers, 12 DIY and value chains, and eight supermarkets.

UK car ownership – those aged 17 and above with a driving licence – Sept 2018

Source: Mintel – Car Aftermarket – UK – November 2018

Storedits [stor-ditz] is an analytical qualitative survey (or store audit) of a retail space carried out by POPAI.

84% Petrol/diesel cars

10% None

3% Motorcycles/mopeds

6% Hybrid cars

1% Motorhomes/campervans

2% Vans

Car showroomsThe car showrooms varied in size, on average holding 11 cars.

Flags were hugely popular as external display. Promotional messaging varied, with approved used cars and finance deals the most prevalent.

Details and prices were invariably displayed on plinths next to each vehicle. Catalogues, accessories and range and product information were mainly displayed on free-standing units, while colour swatches and other car options were usually presented on wall displays.

Non-interactive digital screens were popular, with 50% of showrooms having at least one screen. These were used for a variety of purposes, often promoting the brand with generic messages and imagery.

However, interactive digital screens were less prevalent.

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LAUNCHINGA NEW PRODUCT?

7 | ISSUE 38 | www.popai.co.uk

STOREDITSAUTOMOTIVE

FINANCE46%

BRAND promotion

25%

NEW

25% 17%

ApprovedCars

4%SALE

Source: POPAI

Shrowrooms with promotional messaging on external and window displays

Specialist automotive storesExternal displays were used by all of the specialist automotive stores visited, with services the most commonly seen external messages.

Only Halfords stores had any in-store navigation signage. However, navigation was relatively easy in most of the independent stores.

All the stores used in-store signage, and three-dimensional displays were also widely employed.

The use of digital display varied. The majority of stores had non-interactive digital screens, but interactive displays were found only in Halfords.

The specialist retailers stocked a wide range of automotive products. A third offered free component fitting, while this was a paid-for service in the remainder.

Forecourt retailersForecourts are ideally located to benefit from distress purchases. However, space constraints limit the range of products.

None of the forecourts visited had any category window messaging, although some did have external signage or display and half used promotional signage at the pumps.

Navigational signage was in short supply, but finding the category was easy in the majority of the stores.

Free-standing display units, floor stacks and parasite units were seen in half the forecourts, promoting oil, cleaning products and maps.

DIY and value storesMost stores in this channel had a relatively large automotive space allocation, but the category was not easy to find in-store. Shelf-based navigational signage only really became visible once the shopper was already very close to the fixture.

Most stores used some form of fixture-based signage, including headers over bays, wobblers and barkers.

This display material was principally used to support retailers’ value propositions.

Showrooms and specialists devoted more space to automotive P-O-P, while products in other channels were vying for attention amongst a wide range of categories.

Sources1 RAC Foundation2 Mintel – Car Purchasing Process – UK – March 20193 Mintel – Car Aftermarket – UK – November 2018

Become a POPAI member. Sign up online, and visit: www.popai.co.uk

Access the full findings of this research to discover more about the automotive sector.

Read the FULL REPORT

Approximately 85% of the P-O-P inside the showroom was temporary.

SupermarketsThe category was relatively small in this channel. Half the supermarkets had no navigational signage and shelf-edge signage was in short supply.

Free-standing displays and pallet stacks were used in a few cases, for seasonal products such as screen wash and de-icer.

The product range in supermarkets focused on staples like oil, cleaning and air fresheners.

Source: POPAI

Types of three-dimensional display seen

21%

50%58%

79%

FSDUs Walls Cabinets Countertops

96% of showrooms featured at least one digital screen

9 | ISSUE 38 | www.popai.co.uk

DIY has long been one of the UK population’s favourite pastimes. When we are DIY shopping, what hits the nail on the head?

The UK DIY marketThe fortunes of the UK DIY industry have fluctuated over the past few years, but it is still big business. Almost three- quarters of the UK population undertook some form of DIY project in 20171 and the home improvement market was estimated to be worth £6.2bn in the same year.2

Home improvement specialist stores dominate the market, while grocery retail takes second place.

When we undertake DIY, sprucing up our homes takes priority, with painting and decorating the most common forms of home improvement, followed by carrying out minor repairs.1

While online and catalogue retail is growing in the sector, 43% of shoppers still visit stores specifically to see and try physical products.1

SHOPPERINVESTIGATIONDIY RETAIL

Top DIY retailers by market share 2017

Source: Mintel – DIY Retailing – UK – 2018

19.0%

7.6%6.7%

3.1% 2.9% 2.4% 2.3%1.1%

1.6% 1.3% 1% 0.8%

* Kingfisher group ** Sainsbury’s group

includes

18-2425-30

31-40

41-55

56+

AgeGender Family Status

Single with children under 10

Family with children under 10

Family with grown-up children not living at home

Single with children 10 to 17

Family with children 10 to 17

Single with no children

Single with grown-up children not living at homeCouple with no children

Family with children over 18 living at home

12

24

36

48

Our shoppers In April, we asked 100 shoppers to visit a range of DIY specialists, supermarkets and value stores – B&Q, B&M, Homebase, The Range, Wickes and Wilko – and record what merchandising, display equipment and promotional activity they observed. We also established their DIY shopping habits.

Figures quoted about merchandising, display equipment and promotional activity are based on our shoppers’ observation and perception of what was in-store, and is not a professional audit of what was actually in-store.

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To find out more about what we do, how we do it, and how we can help you be part of the future of retail today, just get in touch.

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11 | ISSUE 38 | www.popai.co.uk

Shopper habitsReflecting UK trends, painting and decorating was the most popular category shopped for in the past three years, followed by common items such as fixtures and fixings.

Specialist DIY retailers were by far the most popular destinations – interestingly, our shoppers cited convenience as the main reason for this. Value stores were the most popular alternative choice of store.

Two-thirds of our respondents shop the DIY category at least four times a year, with over 90% shopping at least once every six months.

For larger DIY projects, the majority of our shoppers tended to buy all the materials and tools in one shop. Those making multiple trips were looking to spread the cost or didn’t have enough space to transport or store all the items at once.

DIY shopping is more of a planned event than a spontaneous purchase – just 5% made a regular impulse purchase.

Meanwhile, 61% of our shoppers researched a product’s environmental credentials before choosing which to buy.

SHOPPER INVESTIGATIONDIY RETAIL

IN THE STORE Specialist storesExternal displays and window signage was rare, seen in just 35% and 25% of stores respectively.

Encouragingly though, 58% of our shoppers reported that the in-store category signage was very clear, making it easy to find different DIY products.

Product information was another area which performed strongly, with just 8% of shoppers not noticing any product information on fixtures.

On-fixture promotional messaging was noticed by 72% of shoppers, predominately related to price reduction.

The vast majority of shoppers said they thought it would be easy to get assistance from a member of staff.

Non-specialist storesNavigational signage for the DIY section was reported as being good by the majority of shoppers.

Painting and decorating products were the most commonly seen, while power tools were seen in only 15% of stores.

A significant difference from specialist stores was multibuy activity, noticed in only 8% of non-specialists compared with 37% in specialists.

Another disparity was the availability of product information, with this type of messaging seen in only a third of non-specialists.

However, there was little difference when it came to service, with 90% of shoppers saying it would be easy to access.

Hard

war

e

Floo

r cov

erin

gs

Pain

ts

Bath

room

equ

ipm

ent

Pow

er to

ols

Hand

tool

s

Wal

lpap

ers

& til

es

Deco

ratin

g su

ndrie

s

Othe

r

2177

634

1130

710

328

321

100

538

349

sale

s va

lue

£m

Source: Passport – Home Improvement in the UK 2018

Sale of DIY products by category 2017

The DIY market is standing strong. It seems, however, that shoppers are not tapping in to the specialist advice available. By focusing on service, as well as product and price, retailers can help turn a browsing mission into a sale.

Sources1 Mintel – DIY Retailing – UK – 20182 Passport – Home Improvement in the UK – May 2018

Become a POPAI member. Sign up online, and visit: www.popai.co.uk

Access the full findings from this research and discover more about what our shoppers found in-store.

Read the FULL REPORT

Source: POPAI/Roamler

How often DIY products are shopped for

Every two weeks Every month

Every three months Every six months

Once a year Less than once a year

40%

18%

4%4%

27%

7%

Source: POPAI/Roamler

Reasons for shoppers not making an intended DIY purchase

There was toomuch choiceand I couldnot makea decision

I wasconcerned

about buyingthe wrongproduct

77%

9%

43%

I couldnot findwhat Iwanted

High definition, high impact

PRINT. COLOUR. DIVERSITY.

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Your communications partner of choice.Let’s talk. 0797 953 8676 ed.clarke@fastant.co.uk taylorbloxham.co.uk

13 | ISSUE 38 | www.popai.co.uk

DISPLAY MECHANIC ANALYSISSHELF-EDGE DISPLAY

In this report we turn our attention to one of the most powerful locations for P-O-P, shelf-edge display.

Here, we ask: which displays have shelf life, and which should be simply shelved?

Signing upProlific, versatile and highly effective, two-dimensional signage attached to a shelf is one of the most ubiquitous display types in the market. Supporting virtually every product category, it is used by all retail channels. Three-dimensional display holding stock is also widely deployed.

POPAI’s POPwatch image database shows that just over one-sixth of displays recorded are located on the shelf edge.

While this data is not a systematic audit, it indicates the wide use of shelf-edge display.

On the shelf Temporary display equipment was predominant for two-dimensional shelf-edge signage, while most of the permanent display was used for category navigation or product information.

Over 10% of displays on or near the shelf edge were used to communicate product information in conjunction with examples of the product itself.

Brand messaging was the least most common use for shelf-edge display.

Source: POPAI POPwatch

Shelf-edge display images taken in-store by POPAI since 2012

Aisle and bay Counter Electronic

Free-standing display Shelf-edge display

Other in-store signage Window display

1,386

265

547

3,784

1,635

2,151

386

15 | ISSUE 38 | www.popai.co.uk

DISPLAY MECHANIC ANALYSISSHELF-EDGE DISPLAY

Two-dimensional displaySignage is key in this area. Aside from price ticketing, shelf-edge signage can be used for:

1 Communicating promotional activity

Advertising promotional offers is the most popular use for shelf-edge signage, with barkers the most common mechanism. These are almost invariably retailer branded.1

2 Signposting categories and subcategories

Effectively delineating several subcategories on the same shelf needs strong shelf-edge signage, usually blades or bus-stop signage.

65% of shoppers say they regularly get annoyed by not being able to find what they are looking for.2

3 Displaying product information

Presenting product information alongside the product itself can be very powerful. This is especially true of more complex products or categories.

4 Disrupting the shopper

It goes without saying, but shoppers must be facing the shelf in order to read the signage, so must have their attention caught. Signage attached at right angles to the shelving is ideal for this purpose.

1 Parasite units

Designed to attach to existing fixtures, these offer brands great secondary placement and co-location opportunities.

2 Product information displays

A blend of two-dimensional signage or a simple three-dimensional design, incorporating examples of the products they are promoting or providing information about them.

3 Shelf edge display with products

This type of display also contains products for sale. Displays advertising promotional activity will be temporary, but those communicating product details are more likely to be permanent.

4 Leaflet holders and flip cards

Seen mainly in channels which need to educate shoppers about their products, these are a relatively simple way of allowing the shopper to make the right purchase choice.

Three-dimensional displayThree-dimensional display positioned or attached to the shelf can fulfil a variety of functions.

They can be broadly divided into four categories.

Electronic shelf labels (ESLs) Electronic shelf labels are rarely seen in the UK. However, they are being adopted in other markets.

They enable pricing to be centrally controlled and updated, providing real-time reaction to market forces, reducing the price of short-dated products or clearance lines, and changing promotions.

ESL technology could also be used by bricks-and-mortar stores to unlock the same benefits potential of dynamic pricing as there is online.3

Some retailers have invested in ESLs, however, many still find it difficult to justify the price and are also concerned about losing the more impactful shelf barkers.4

Sources1 POPAI POPwatch analysis 2 eMarketer – Retail Shoppers, What Frustrates You Most About the Physical Store? January 2017.3 ABIresearch – Next Gen Retail: Electronic Shelf Labels – 20194 Pierhouse love retail – Electronic Shelf Labels – 2019

It seems that the humble shelf is not really so humble. While some of these displays are small, and deceptively simple, they clearly play a pivotal role in engaging shoppers and driving sales.

Become a POPAI member. Sign up online, and visit: www.popai.co.uk

Discover more of our findings from this display mechanic analysis.

Read the FULL REPORT

Source: POPAI Awards

Number and type of POPAI awards won by 3D shelf display 2014 to 2018

Parasiteunit

Productinformation

displays

Shelf-edgedisplay

7

12

10

SHOP FITTING. SHOPFRONTS. FURNITURE.SHOP FITTING. SHOPFRONTS. FURNITURE.

CORPORATE IDENTITY. INTERIOR DESIGN.CORPORATE IDENTITY. INTERIOR DESIGN.

Communicating brand value and the associated lifestyle over an extended period of time and all around the world is what makes unique retail worlds.

3A Composites develops, manufactures and markets high-quality material for these retail worlds: a broad variety from aluminium composite panels, rigid plastic sheet material, paper boards through to transparent and translucent panels used for shop and interior design, furniture construction, product shelves and price signage, directional information or changing room number tags.

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Communicating brand value and the associated lifestyle over an extended period of time and all around the world is what makes unique retail worlds.

3A Composites develops, manufactures and markets high-quality material for these retail worlds: a broad variety from aluminium composite panels, rigid plastic sheet material, paper boards through to transparent and translucent panels used for shop and interior design, furniture construction, product shelves and price signage, directional information or changing room number tags.

Giving you scope to implementyour creative ideas!

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3A-Polycasa_In-Store Insights - advertising 120x190mm_June 2019.indd 1 17.05.2019 10:53:26

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18 | ISSUE 38 | www.popai.co.uk

GLOBAL TRENDSMULTITRACK RETAIL

This report explores how retailers can expand their audience and get more out of their space by inviting customers to share their goals and needs, using technology, curation and personalisation to meet them.

This means moving away from static spaces serving a small set of customers to dynamic locations that meet the specific needs of a whole range of different groups. This mindset is best defined as multitracking.

Multitracking is a music recording technique that records different elements or instruments separately before blending them together to create a perfect track. In this trend we propose an approach to retail based on the same principle.

Conventional stores tend to have a fixed idea of what they sell, what they represent and who they are selling to.

Via multitracking, the same store can offer different options to different groups within the same space.

Customers in controlThe Alibaba-powered Freshippo Supermarket in Shanghai enables shoppers to shop in a variety of ways ranging from a traditional supermarket journey, to scanning products on the shelves to have delivered to home, to selecting produce to be cooked by in-store chefs and eaten in the restaurant. Different customers with completely

different needs, missions and approaches to shopping all get exactly what they want from the experience.

Sam’s Club Now uses a powerful app-driven format to offer each visitor a unique customer journey. The app can create smart shopping lists for customers based on preferences and past purchases, calculating the most efficient route to the products they want.

19 | ISSUE 38 | www.popai.co.uk

POPAI Magazine.indd 1 23/08/2018 09:18

20 | ISSUE 38 | www.popai.co.uk

Dynamic productsMultitracking is not reserved for retailers with their own physical spaces, but is a mindset that CPG, beauty, and food and beverage brands should also tap into. Products should be flexible enough

GLOBAL TRENDSMULTITRACK RETAIL

Self-identificationA key tactic within multitrack retail is to ask customers to self-identify their interests or needs in order to offer them the version of your proposition that best suits their needs.

This is exemplified by the NomadX concept store in Singapore, which offers a different in-store experience based on how visitors self-identify about what type of shopper they are.

This is linked to a digital loyalty scheme which means every time they visit the store thereafter, they are recognised by facial recognition and sent a proposed shopping route, alongside product and deal recommendations.

Read the FULL REPORT

Become a POPAI member. Sign up online, and visit: www.popai.co.uk

Access the full findings from this research to find out more about multitrack retail.

The key to multitracking isn’t about diluting your proposition by trying to appeal to everyone, it’s about connecting with specific audiences in a very targeted way to broaden appeal, without adversely affecting how you serve your core customers.

so that, with a small amount of controlled customisation, they can address myriad use cases.

UK confectioner Quality Street partnered with John Lewis to install pick and mix stations in 11 of its department stores. By empowering shoppers to create their own bespoke assortment, Quality Street significantly altered the way each customer experienced its brand.

Clinique’s new iD moisturising system is another example. Rather than creating 15 different variations of moisturiser, Clinique split the product into two elements and invites customers to pair one of three hydrating bases with a choice of five active concentrate cartridges. The two parts connect together and are pumped in unison to dispense a precise dose of personalised product.

GDR Creative Intelligence is a London-based foresight agency, which provides the world’s leading retailers and brands with all the intelligence and analysis they need to make smarter choices – online, in-store and in person.

These case studies were featured in its quarterly trends publication, the Global Innovation Report, and on its digital platform.

An in-depth report will be available to POPAI members soon.

To find out more, contact john@gdruk.com Follow GDR Creative Intelligence @gdruk on Twitter and sign up to the weekly newsletter, Strategic Inspiration for Retail: http://eepurl.com/dg5arH

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