How Canadians Shop

50 %
50 %
Information about How Canadians Shop

Published on December 30, 2008

Author: Environics

Source: slideshare.net

Description

A presentation on Canadian grocery shopping behaviour

How Canadians Shop

Shopper Marketing Headcount Source: 2008 GMA/Deloitte Shopper Marketing Study 2

Demographics is Destiny 3

Aging Canadian population Percentage of Population 40.0% 35.0% 30.0% 0-14 25.0% 2006 20.0% 15.0% 10.0% 65+ 5.0% 0.0% 1956 1961 1966 1971 1976 1981 1986 1991 1996 2001 2006 2011 2016 2021 2026 2031 2036 4

Not good news for retailers Annual # of Annual # of Total annual General Quick trips $ spent on Stock-Up grocery Trips shopping Single adult, no kids 26 68 $4,490 2+ adults, <49, no kids 35 74 $6,625 1+ adult(s), w/kids 38 77 $9,200 2+ adults, 50+, no kids 38 68 $7,100 Source: Environics’ Mental World of the Shopper, 2008 5

Population Increase from Immigration 500 Observed Projected 400 Net Migration 300 Natural Increase Thousands of persons 200 100 0 1976 1981 1986 1991 1996 2001 2006 2011 2016 2021 2026 2031 2036 2041 2046 2051 -100 -200 Years 6

Household Structure Lone parent Couples without families children 9% 25% Couples with children 29% One person 27% Other 10% Source: Statistics Canada, Census of Population, 2006. 7

Shopping Responsibility Multiple Households 8

TRIP TYPES: Dynamic Segmentation 9

The Basic Trip Types Source: Environics’ Mental World of the Shopper, 2008 10

The Basic Trip Types – By $ Value 11

Basic Trip Types by Region Total Household 125 137 137 Trips Per Year Base: West: N=507, Ontario N=634, Quebec=387, Atlantic=98 12

Change in frequency of trip types over last 6 months LESS MORE Quick Trips 13% 11% General Stock Up Trips 4% 10% Emergency Trips 10% 18% Personal Care Trips 5% 14% Base: Went on trip in past 4 weeks – Quick Trip N=1314, General Stock Up Trip N=1390, Emergency Trip N=469, Personal Care Trip N=518 13

Who is the Shopper? – presence of children General Stock Up Quick Trip With kids Trip 54% 5% 27% Without kids 23% With kids 4% Without kids 49% Emergency Trip 12% Without 2% With kids kids 6% 1% With kids Personal Care Trip 7% Base: N= 1626 (Total Sample) 14

What is the Mission? - General Stock Up Motivations Non- General Perishable Perishable Items Only Items Only Stock Up Trip 2% 8% 27% Combined Items 17% Quick Trip 54% Emergency Trip 12% Personal Care Trip Base: N=1626 (Total Sample) 7% 15

What is the mission? Quick Trip General 54% Stock Up Trip Ran Out 23% 27% Ingredients Emergency Grab 17% Trip 12% Personal Care Trip 7% Sale/ Regularly Promotion scheduled 3% 6% Base: N= 1626 (Total Sample) 16

What is the Mission? Quick Trip Joint Trip 7% General 54% Stock Up Trip Female without 27% partner 22% Other 1% Emergency Male without partner Trip Out of Staples 25% 10% 12% Personal Ingredients Care Trip 7% Grab Sale Regular 9% 2% Trip 4% Base: N= 1626 (Total Sample) 17

Segmenting trips to meet objectives Quick Trip General 54% Stock Up Trip 27% After 11 am 45% Emergency Trip 12% 11 am or Personal Before 9% Care Trip 7% Base: N= 1626 (Total Sample) 18

The Emergency Trip Time in Store: 14 minutes $ Spent: $16 Time: Wednesday Afternoon Satisfaction: High Need State: Emergency Trip 12% Ingredients grab Ran of out specific items Key Trigger Items: Milk 48% Bread / baked goods 30% Fresh fruit/vegetables 30% Meat 16% Other dairy 15% Pop / soft drinks 12% 19

Net Channel Performance Quick Trips (by who goes on trip) 1 1 2 2 3 5 4 7 7 9 8 9 Other 5 5 4 2 3 2 1 4 Convenience Stores 11 15 16 18 19 Drug Stores 11 12 14 13 Club / Warehouse Stores 11 General Merchandise Stores Discount Grocery Stores 61 57 54 53 Regular Grocery Stores 50 TOTAL: All Trip Total Quick Male, Without Female, Joint Types Trips Partner Without Partner Base: Total N=1620, Total Quick Trips N=623, Male Without Partner N=246, Female Without Partner N=242, Joint N=135 20

Net Channel Performance General Stock Up Trips (by trip motivator) 1 1 2 2 1 1 0 1 2 4 2 7 8 10 Other 9 11 4 21 Convenience Stores 22 21 19 Drug Stores 35 14 13 11 Club / Warehouse Stores 11 General Merchandise Stores 18 Discount Grocery Stores 56 54 54 50 Regular Grocery Stores 30 TOTAL: All Trip Total General Fresh Items Non-Perishable Both Fresh & Types Stock Up Trips Items Non-Perishable Items Base: Total N=1620, Total General Stock Up Trips N=707, Fresh Items N=454, Non-Perishable Items N=51, Both N=202 21

Net Channel Performance 1 2 1 4 15 9 Other 4 9 Convenience Stores 0 19 62 17 Drug Stores 11 6 Club / Warehouse Stores General Merchandise Stores 2 Discount Stores 52 50 26 Regular Grocery Stores 0 9 TOTAL: All Trip Types Emergency Trips Personal Care Trips Base: Total N=1620, Emergency Trips N=136, Personal Care Trips N=154 22

Channel Performance (Store Primarily Shopped At) Total Canada INDEX = Over indexed Emergency Personal = Under indexed Quick Trips General Stock Up Trips Trips Care Trips Both Fresh & TOTAL Male, Female, Non- Non- CANADA Without Without Perishable Perishable % Partner Partner Joint Fresh Items Items Items Total Total GROCERY STORES IGA 8 Sobeys 7 Safeway 6 No Frills 5 Loblaws 4 Food Basics 4 A local independent grocery store 4 Metro 3 GENERAL MERCHANDISE / SUPERSTORES Real Canadian Superstore 8 Wal-Mart 7 CLUB / WAREHOUSE STORES Costco 4 DRUG STORES Shopper’s Drug Mart / Pharmaprix 5 Base: Total N=1620, Male Without Partner N=246, Female Without Partner N=242, Joint N=135, Fresh Items N=454, Non-Perishable Items N=51, Both N=202, Emergency Trips N=136, Personal Care Trips N=154 23

Channel Conversion by Trip Type (Considered and Used) = Real Canadian Superstore Conversion Store Considered Store Used = Wal-Mart Rate 5% 44% 11% QUICK TRIPS 6% 19% 31% 12% 65% 19% Fresh Items Only 5% 23% 20% GENERAL Non- 59% 18% 30% STOCK UP Perishable 36% 18% 49% TRIPS Items Only Considered Wal~Mart for Personal Care Trip. Fresh & Non- 64% 19% 12% Shopped At…. Perishable 21% 18% 4% Items Shopper’s Drug Mart / Pharmaprix 52% Real Canadian Superstore 10% Pharma Plus / Rexall Pharma Plus 4% 7% 51% 8% PERSONAL Other drug store 7% CARE TRIPS 37% 51% 19% Safeway 6% Base: Quick Trips N=623, General Stock Up Fresh Items N=202, General Stock Up Non-Perishable Items N=51, General Stock Up Fresh & Non-Perishable Items N=454, Emergency Trips N=136, Personal Care Trips N=154 24

Triggering Conversion from Consideration to Usage Real Canadian Superstore Wal~Mart Is less expensive than other stores Products are easy to find in the store Cares about my needs Is open at convenient hours of the day Fits my style Fits my style Is easy to shop in The aisles are easy to navigate Changes to meet the needs of today’s Is less expensive than other stores shoppers Is easy to shop in with kids I feel good after shopping in this store Items I am looking for are always in-stock Is fun to shop in I trust that they are giving me the best deals 25

Communication 26

Checking Flyers before Last Trip Male Female Checked Online 4% 12% 5% 6% 10% 7% 9% 6% 27

Checking Flyers by Trip Type Non-Perishable 53% Items Only Perishable 69% Items Only General Quick Trip Stock Up Trip Combined 38% 65% Items 44% Personal Care Trip 28

How do you feel? 29

Emotional benefits by trip type Projector Non-Perishables only I enjoyed spending time with my child / children I felt rushed because I had limited tim I felt relieved that one of my chores was complete It cheered me up I enjoyed spending time with my spouse / partner Fresh Items only I enjoyed the peace and quiet of shopping by myself Both Fresh & Non-Fresh Items I liked looking for new products in the store I managed to accomplish a lot while shopping I felt like I was doing something good for my family I had fun picking out treats for myself 30

Emotional benefits by channel Projector Discount Grocery Stores I managed to accomplish a lot while shopping I took pleasure in choosing items needed for an event / occasion I felt like I was doing something good for my family General Merchandise Stores I felt relieved that one of my chores was complete I had fun picking out treats for myself It cheered me up I liked looking for new products in the store I enjoyed spending time with my spouse / partner Regular Grocery Stores Club / Warehouse Stores I enjoyed the peace and quiet of shopping by myself I felt rushed because I had limited time 31

Emotional benefits by banner Projector I took pleasure in choosing items needed for an event / occasion I enjoyed spending time with my child / children Wal-Mart No Frills I felt like I was doing something good for my family It cheered me up I felt relieved that one of my chores was complete I had fun picking out treats for myself I enjoyed spending time with my spouse / partner Real Canadian Superstore I liked looking for new products in the store Costco I managed to accomplish a lot while shopping IGA Safeway Sobeys I felt rushed because I had limited time I enjoyed the peace and quiet of shopping by myself 32

Emotional benefits by social values Projector Modern Middle Class I enjoyed spending time with my spouse / partner I felt relieved that one of my chores was I liked looking for new products in the store It cheered me up Traditionalists I felt like I was doing something good for my family I managed to accomplish a lot while shopping I had fun picking out treats for myself Liberal Progressives Established Anxious Materialists Adaptive Achievers I enjoyed the peace and quiet of shopping by myself I took pleasure in choosing items needed for an event / occasion I felt rushed because I had limited time 33

Drivers of Satisfaction 34

Drivers of Satisfaction 35

The Path to Purchase 36

The Purchase Process Brand Commitment ? Purchase Category Involvement

The Purchase Process Value Brand Shopper Involvement Commitment Shopper Enjoyment of the process Purchase Involvement Social involvement Category Impulsivity Involvement Length of time at the shelf Innovation seeking Trip Type

The Purchase Process Loss Gain Brand Value Commitment Shopper Risk Gain Purchase Involvement Category Impulsivity Involvement Trip Type

The Purchase Process: Potato Chips Brand Commitment Purchase Category Involvement

The Purchase Process: Potato Chips Brand Commitment Purchase Category Involvement

The Purchase Process: Potato Chips Loss Gain Brand Value Commitment Purchase Category Involvement

The Purchase Process: Potato Chips Loss Gain Brand Value Commitment Shopper Risk Gain Involvement Purchase Category Involvement

The Purchase Process: Potato Chips Loss Gain Brand Value Commitment Shopper Risk Gain Involvement Purchase Category Impulsivity Involvement Fun to shop Benefit seeking Detached

The Purchase Process: Frozen Meals Loss Gain Brand Value Commitment Shopper Risk Gain Involvement Purchase Category Impulsivity Involvement Information seeking Loss avoidance Low enjoyment

The Purchase Process: Laundry Loss Gain Brand Value Commitment Shopper Risk Gain Involvement Purchase Category Impulsivity Involvement Trip Trigger Discount Hunting within Brand

• Demographics is Destiny • Trip Types: Dynamic segmentation to meet objectives • Emotional needs vary by values and by trip type • Path to purchase: In store understanding needs new metrics Robin.brown@environics.ca http://shopperwatch.blogspot.com/ 48

Add a comment

Related presentations

Related pages

SHOP.CA - Where Canadians Shop Online - Online Shopping Canada

Shop SHOP.CA online. Millions of products across 27 categories including Clothing, Electronics, Furniture, Home Appliances, Jewellery, Toys, Video Games ...
Read more

Canadians Online Shop - hitmeister.de

45 Canadians Produkte im Angebot (Stand: 20.09.2016). Jetzt Preise vergleichen und sparen!
Read more

Les Canadiens de Montréal - nhl.com

Hier sollte eine Beschreibung angezeigt werden, diese Seite lässt dies jedoch nicht zu.
Read more

The Official Site of The Vancouver Canadians ...

Just days after the final pitch was thrown out at Scotiabank Field at Nat Bailey Stadium, the Vancouver Canadians are already looking ahead to the upcoming ...
Read more

Canadiens

Per offrirti il miglior servizio possibile il sito utilizza i cookie. Proseguendo la navigazione, ci autorizzi a memorizzare ed accedere ai cookies di ...
Read more

Suchergebnis auf Amazon.de für: Canadian: Schuhe & Handtaschen

Online-Shopping mit großer Auswahl im Schuhe & Handtaschen Shop. ... Canadians Indigo Damen Winter Stiefel 266-237 Schlupfstiefel Gr.33-42 dk.grau (256)
Read more

Canadians Schuhe - günstige Canadians Schuhe online kaufen

Canadians Schuhe auf LADENZEILE - Top-Marken Stark reduziert Riesen Auswahl Jetzt online stöbern und kaufen!
Read more

NHL Shop

NHL Shop
Read more

Montreal Canadiens Gear - Shop.NHL.com

Montreal Canadiens Shop . Shop.NHL.com is where you can find all your Canadiens gear. Browse our most popular categories like jerseys, hats, and more ...
Read more

CANADIENS DE MONTREAL

CANADIENS DE MONTREAL
Read more