HIM! international research 2017: Ireland

© him! Ltd 2016. All rights reserved

International Research Solutions

2016-17


PUTTING SHOPPERS AT THE HEART OF EVERYTHING WE DO

“The shopper on the high street have more choice than ever before and is able to choose based on a variety of factors. With retailers competing on all scales across price, range, quality and convenience it’s more important than ever to understand what influences a shopper to choose where they shop.

We believe that suppliers and retailers should put shoppers at the heart of their strategic thinking and our insight is aimed at uncovering the behaviours behind the decisions that shoppers make on a day to day basis on the high street and in small format stores”

Jill Livesey| Managing Director


WHO ARE HIM INTERNATIONAL?

We put shoppers at the heart of everything we doJoining businesses together with the strength of world class shopper research and insights

Inform Connect InspireThrough speaking to over

100,000 shoppers every year in the UK and Internationally

we help inform our clients based on the person who

matters most – the customer!

We cover all retail channels and key accounts in key markets in

depth. Connecting you with your suppliers, retailers and

ultimately working together to deliver for the end user

We work with over 100 FMCG suppliers & retailers delivering competitor analysis, shopper

experience insight and unique consultancy to inspire you to

think different and take action


WE HELP CAN SUPPORT YOUR BUSINESS WITH

GLOBAL STRATEGYSMALL STORE INSIGHT SHOPPER JOURNEY

him! have spoken to convenience and petrol shoppers for over 30 years

We are shopper experts and consultants that help grow sales in this important

sector

We also understand channels outside of convenience, to benchmark it’s strengths

and weaknesses and assess what makes it unique

Within the Convenience sector we also understand category shoppers, proving

a basis for channel and category strategies

We help suppliers and retailers define and action their global approach,

rationalised with shopper insight.

We work across markets to benchmark and delve into shopper behaviour, expectations, triggers and barriers to

purchasing key categories

Our shopper feedback builds retail and category strategies by market, delving into customer level where needed, to push

a more effective approach

Understanding the full shopper journey is crucial to identify all influencers

PRE SHOP: -How and why are shopping choices changing?

- What are the key influencers?

IN SHOP: -What are the barriers & motivations for purchasing beer and cider- Path to purchase, missions and value

POST SHOP: - Loyalty to category and store


OTHER RESEARCH AGENCIES TELL YOU THE ‘WHAT’, HIM! RESEARCH GIVES YOU THE “WHY”

Shopper insights are the missing pieces of the puzzle that when connected with sales data provides the

complete picture

Sales data tells you the WHAT

him! shopper research tells you the WHY


THE HIM! SHOPPER JOURNEY

Our convenience research delivers key shopper insights to support YOU at every stage of their journey

What trends are impacting how and where people

shop

What factors influence a shopper’s choice of

channel, store and product

What influences a shopper when they make their

journey around the store

What is important to them, where are they satisfied

and where are they at risk

What are the important factors that need to be

delivered in order to drive visits and satisfaction.

Helping to predict the future success

Preshop

Inshop

NextShop


We speak to 7,000 -10,000 shoppers of small format stores across key accounts in countries across Northern Europe each year to provide robust data on the key trends impacting shopper behaviours and to provide core benchmarking of accounts, countries and shopper types

In addition to our annual shopper project we also offer bespoke solutions for clients. Utilising our experience across quant and qual methodologies and 50 years working within convenience we can support your small format strategies with targeted and tailored research and insight solutions

THE HIM! INTERNATIONAL RESEARCH SOLUTION

trends and

Benchmarks

bespoke solutions


HIM INTERNATIONAL TRENDS AND BENCHMARKS

7,845 shopper

interviews captured

Nat rep online

interviews with robust

shopper panels

3rd – 30th

November 2016

In key accounts across 10 European countries

All shopper types across all shopper missions & occasions

WHAT HOW WHEN WHERE WHO

2016 represents the 3rd year of our annual international shopper research study and this year’s is the best yet! With robust retailer account targeting and enhanced

questionnaire techniques to get to the heart of what makes these shoppers tick


COVERING KEY SMALL FORMAT ACCOUNTS


ACROSS 11 EUROPEAN COUNTRIES

FRANCE BELGIUM UK POLAND

GERMANY ITALY NETHERLANDS SWITZERLAND

IRELAND CZECH REP. SPAIN


Ireland Specific Methodology

Can be used to replace the European slides (8-10) if required


HIM TRENDS AND BENCHMARKS: REPUBLIC OF IRELAND

2,000 shopper

interviews captured

Nat rep online

interviews with regional

segments

3rd – 30th

November 2016

In 10 key accounts

across ROI

All shopper types across all shopper missions & occasions

WHAT HOW WHEN WHERE WHO

2016 represents the 3rd year of our annual international shopper research study and this year’s is the best yet! With robust retailer account targeting and enhanced

questionnaire techniques to get to the heart of what makes these shoppers tick


COVERING KEY SMALL FORMAT ACCOUNTS

IN 4 REGIONS

200 shopper interviews per accountCaptured based on having visited in the last 7 days

Connacht/Ulster (West & Northern Province excluding 6 counties of NI

Rest ofLeinster

Munster

Dublin Area (Co. Dublin)


ANSWERING YOUR KEY BUSINESS QUESTIONS

Our annual research will continue to trend key performance indicators over time whilst at the same time aim to tackle the

most current topics impacting your business today

shopperprofiles

shopper missions

visit rates purchases &

spend

Importance/ satisfaction

ratings

drivers to store choice

purchase decision

hierarchy


IN ADDITION TO TRACKING KPI’S WE COVER THE FOLLOWING TOPICS THROUGH OUR EUROPEAN

BENCHMARK AND TREND RESEARCH IN 2017

• Shopper feedback on experience how satisfied are your shoppers vs the competition and

how does this look by market

• The importance and need for differentiation of offer to meet evolving shopper

demands

• Exploring the reasons behind why shoppers use your stores how it compares to the

competition and how it’s evolving

• Unlocking the keys to driving shopper loyalty through delivering satisfaction

• The shopper journey – understanding the drivers to store choice and how to increase

footfall

• Purchase decision hierarchy - How best to influence the shopper in store and what is

needed to change their pre-determined behaviour

• The rise of health – what does this really mean for shoppers in convenience

• Blurring of the convenience channel and the merging of shopper missions

• Maximising the in-store experience – what does the perfect store look like

• Understanding the core range and merchandising solutions to deliver against

different shopper needs


AS WELL AS CATEGORY SPECIFIC INSIGHT

We will capture a profile of specific category shoppers by market, as well as capturing feedback on the category and analysing

shopper behaviour to assess opportunities by customer

optimum range

requirements

occasions and purchase

habits

choice of brands and

formats

rating on price and

availability

profile of the category shopper

purchase decision

hierarchy


THROUGH BESPOKE RESEARCH, WE USE VARIOUS METHODOLOGIES TO UNLOCK ACTIONABLE INSIGHTS

FACE-TO-FACEshopper interviews

ACCOMPANIED SHOPWatch how they shop

WEB INTERVIEWS with consumers

SHOPPERS DIARIES Recording how we shop

FRONT-LINE FEEDBACK retailer interviews

FOCUS GROUPSDiscuss how they shop

OBSERVATIONSfilming and auditing

TELEPHONE INTERVIEWS with retailers and publicans

COLLATE OPINIONS What the trade say about you


AT HIM! WE CAN SUPPORT YOU IN VARIOUS WAYS

through using our insight and expertise to help you delivery your channel strategy and grow your key customers. Our team is your team

Internal workshops

Retailer workshops

Insight for field sales

Input into trade press

Input into trade shows

Key customer meetings

Internal team

meetings

Range reviews

Supplierversion


WE ALSO PROVIDE YOU WITH ACCESS TO ALL OF THE RESULTS ONLINE FOR EVERYONE IN YOUR TEAM

• Interactive tool to cut data and run your own analysis• Exports findings to Excel and PowerPoint in seconds• Unlimited users for your business• 24 hour access


DON’T JUST TAKE OUR WORD FOR IT

“HIM is a sounding board for our strategic and tactical business plans. The feedback enables us to focus and deliver on what matters most for our shoppers.”

The Co-operative

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

“HIM provides us with invaluable information so we can identify opportunities within this category that help us to develop strategieswhich get results.“

Coca-Cola Enterprises Limited

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


For more information please contact:[email protected]

mailto:[email protected]

http://www.him.uk.com/

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

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

https://twitter.com/thoughtsfromhim