OC&C poland - Retail Proposition Index 2014 - long-version

October, 2014

OC&C – RETAIL PROPOSITION INDEX 2014 Research study on Polish consumers’ shopping preferences – 3rd edition

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The Retail Proposition Index is one of the largest international research studies of consumers’ shopping preferences in retail

Key Information About the Study

For the 3rd consecutive year the study includes Poland, covering 50 retail chains

The study is carried out every year in ten countries and encompasses almost 800 retailers

Results based on more than 15 thousands individual assessments

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Agenda

• Summary of study results

• Index Methodology

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Polish consumers show basic four needs related to shopping that are affecting their assessment of a retailer

Clear and strong competence - specific industry, price segment or

the way of shopping - is key to high assessment Specialization

One of the strongest modern consumer trends is the need of

expressing distinctiveness and uniqueness, but within the scope of

existing rules

Safe individualization

The consumers are looking for brands and products with clear and

attractive identity, which results from a "true story" Identity

The future of retail is simultaneous penetration of the market

through traditional outlets and the Internet, while assuring full

integration of both

Multichannel

Polish retailers

can be divided

into those

which focus on

understanding

the trends and

enter into

dialogue with

the customers

and those

which still play

the role of a

goods supplier

Summary of Study Results

Source: Retail Proposition Index 2014 Survey; OC&C analysis

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The winners are…

Overall Poland Retail Proposition Index Champions 2014

1 2 3


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Overall rating of Poland Retail Proposition Index in 2014

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

Name

Allegro

Rossmann

IKEA

Empik

Apart

Alma Market

Super-Pharm

Castorama

Orlen

RTV Euro AGD

Biedronka (JMD)

Lidl

Pandora

Piotr i Paweł

Douglas

C&A

Reserved

Category

General Merchandiser

Health & Beauty

DIY

Entertainment

Jewellery

Grocery

Health & Beauty

DIY

Oil and Gas

Electricals

Grocery

Grocery

Jewellery

Grocery

Health & Beauty

Clothing & footwear

Clothing & footwear

18

19

20

Sephora

MediaMarkt

H&M

Health & Beauty

Electricals

Clothing & footwear

Score

84.2

82.7

81.3

80.5

78.8

78.3

78.2

78.1

78.0

77.6

77.6

77.0

77.0

76.9

76.8

76.5

76.4

76.0

75.7

75.5

Overall Rating for all Polish Retailers – Respondents Buying or Visiting in Past 3 Months

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

Name

Auchan

BP Polska

Merlin

Leroy Merlin

Zara

Shell

OBI

Ebay

Statoil

Tesco

Saturn

Ruch

Kolporter

Leclerc

Polo Market

Intermarche

Lotos

Category

Grocery

Oil and Gas


DIY

Clothing & footwear

Oil and Gas

DIY


Oil and Gas

Grocery

Electricals

Stationers

Stationers

Grocery

Grocery

Grocery

Oil and Gas

Score

75.4

75.3

75.2

75.2

74.5

74.0

74.0

73.6

73.5

72.2

71.6

71.4

71.2

70.5

70.4

69.8

69.8

38

39

40

Amazon

Carrefour

Stokrotka


Grocery

Grocery

69.7

69.7

69.0

41

42

43

44

45

46

47

48

49

Name

Lewiatan

Chata Polska

Kruk

Netto

Spar

Freshmarket

Eko

Żabka

Małpka Express

Category

Grocery

Grocery

Jewellery

Grocery

Grocery

Grocery

Grocery

Grocery

Grocery

Score

68.5

67.5

67.3

66.7

64.8

64.0

62.2

61.8

61.1

50 Czerwona Torebka Grocery 58.3


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The Top 5 and Flop 5 are…

Name Category 2014 vs

2012

5

3

4

2

1 Amazon

H&M

Kruk

Reserved

Sephora


Clothing & footwear

Jewellery

Clothing & footwear

Health & Beauty

-17

-14

-14

-10

-10 5

3

4

2

1 RTV Euro AGD

Statoil

Orlen

Pandora

Lotos

Electricals

Oil and Gas

Oil and Gas

Jewellery

Oil and Gas

+19

+14

+13

+13

+10

Name Category 2014 vs

2012

TOP 5 FLOP 5

Largest Changes in Overall Rating for all Polish Retailers – Respondents Buying or Visiting in Past 3 Months


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Top 10 – Overall rating of Poland Retail Proposition Index, 2012-2014



1

2

3

4

5

6

7

8

9

10

Allegro

IKEA

Rossmann

Empik

Biedronka (JMD)

H&M

Reserved

Sephora

Super-Pharm

Douglas

Name Category


Furniture

Health & Beauty

Entertainment

Grocery

Clothing & footwear Clothing & footwear

Health & Beauty

Health & Beauty

Health & Beauty

2012

1

2

3

4

5

6

7

8

9

10

Apart

Rossmann

Allegro

Empik

Douglas

Sephora

Alma Market

Leroy Merlin

Piotr i Paweł

Castorama

Health & Beauty


Entertainment

Health & Beauty

Health & Beauty

Grocery

DIY

Grocery

DIY

Name Category Change1

1

-2

0

5

2

4

9

10

3

2013


2

0

n/a

0

-4

1

7

2

8

18

Allegro

Rossmann

IKEA

Empik

Apart

Alma Market

Super-Pharm

Castorama

Orlen

RTV Euro AGD


Health & Beauty

DIY

Entertainment

Jewellery

Grocery

Health & Beauty

DIY

Oil and Gas

Electricals

2014

1. Change of position vs. previous year

1

2

3

4

5

6

7

8

9

10

Strong increase

(by more than 6)

Increase

(by 1 to 6) No change Decrease

Jewellery n/a

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Bottom 10 – Overall rating of Poland Retail Proposition Index, 2012-2014



40

41

42

43

44

45

46

47

48

49

VOX Meble

Nomi

Stokrotka

Statoil

Eko

Lewiatan

Carrefour

Lotos

Netto

Żabka

Name Category

Furniture

DIY

Grocery

Oil and Gas Service Station

Grocery

Grocery

Grocery

Oil and Gas Service Station

Grocery

Grocery

2012

41

42

43

44

45

46

47

48

49

50

Ruch

Netto

Chata Polska

Eko

Lewiatan

Freshmarket

Małpka Express

Frisco

Żabka

Fresh24

Stationers

Grocery

Grocery

Grocery

Grocery

Grocery

Grocery

Grocery

Grocery

Grocery

Name Category

-3

6

n/a

0

0

n/a

n/a

n/a

0

n/a


4

1

-14

-2

n/a

0

-3

1

-2

n/a

Lewiatan

Chata Polska

Kruk

Netto

Spar

Freshmarket

Eko

Żabka

Małpka Express Czerwona Torebka

Grocery

Grocery

Jewellery

Grocery

Grocery

Grocery

Grocery

Grocery

Grocery

Grocery

2014

1. Change of position vs. previous year

41

42

43

44

45

46

47

48

49

50

Increase No change Decrease

(from 1 to 6)

Strong decrease

(by more than 6)

Change1

2013

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The customers’ evaluation of retailers on criteria level is differentiated Overall Ranking for all Polish Retailers by criteria, 2014

Allegro

Biedronka

Auchan

Rossmann

Lidl

IKEA

C&A

Castorama

Ebay

Netto

Super-

Pharm

Rossmann

Empik

Alma

Market

Apart

Douglas

Piotr i

Paweł

Sephora

RTV Euro

AGD

Merlin

Allegro

IKEA

Rossmann

Auchan

Super-

Pharm

Alma

Market

Castorama

Piotr i

Paweł

Empik

Douglas

Allegro

Rossmann

Super-

Pharm

Alma

Market

IKEA

Castorama

Auchan

Empik

Piotr i

Paweł

Apart

Rossmann

Super-

Pharm

Apart

Douglas

Orlen

Alma

Market

Empik

Sephora

Piotr i

Paweł

Allegro

Alma

Market

Allegro

Douglas

Empik

Rossmann

Apart

IKEA

Piotr i

Paweł

Super-

Pharm

Sephora

Allegro

Rossmann

Biedronka

Lidl

Super-

Pharm

IKEA

Auchan

Castorama

RTV Euro

AGD

Apart

Rossmann

Apart

IKEA

Allegro

Super-

Pharm

Empik

Pandora

Merlin

Orlen

Alma

Market 10 place

9 place

8 place

7 place

6 place

5 place

3 place

4 place

2 place

1 place

Low price Quality of

products

Wide choice

of products

Products that

are suited to

me

Service Store look &

feel

Value for

money Trust


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Agenda

• Summary of study results

• Index Methodology

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The index is based on responses from customers who have visited or bought from a given retailer in the last 3 months Proposition Index Treatment of Retailer Awareness

Bought from in the last 3 months

76.9

Visited in last 3 months

70.7

Aware (but not visited or bought in last 3 months)

61.4

Basis for Index

Retailer awareness

Respondents initially asked to

categorise their awareness of retailers

– Not aware

– Aware

– Visited in past 3 months

– Bought in past 3 months

Retailer ratings based on respondents

who have visited or bought from the

retailer in the past 3 months – i.e. those

that have had active recent engagement

with that retailer

Average score for different levels of consumer awareness

Indexed, 0-100
