Vývoj zákazníckeho správania v maloobchode na Slovensku

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1 Vývoj zákazníckeho správania v maloobchode na Slovensku Podporia predaja ako dôležitý nástroj na zvýšenie odbytu agropotravinárskych výrobkov, 28.September 2010, Holiday Inn, Bratislava Ladislav Csengeri, Head of Consumer Tracking Dept, GfK Slovakia

2 Rodina Miazgovcov / Mézga család / Familie Metzger moved to Slovakia in 2000 J 2

3 She used to shop in small shops back in 2000 but nowadays she s gradually increased her purchases in modern trade too 3 Hypermarket Supermarket Dept.store Small Shops Discounters Cash & Carry Drugstores Others HY 2010

LEADING ACCOUNTS Top 10 Share Across The Region Czech Republic Slovakia 4 24 76 18 82 Poland 46 54 Russia 83 17 Hungary 35 65 Romania 68 32 Croatia 30

4 LEADING ACCOUNTS Top 10 Share Across The Region Czech Republic Slovakia Poland Russia Hungary Romania Croatia Serbia 38 Bosnia & Herzegovina Bulgaria Source: GfK Group, Consumer Tracking; share of retailers (NKA) in household FMCG expenditures

5 She started to purchase private labels too 5 Purchases of branded products 98,8 96,3 94,2 91,7 87,3 80,5 77,0 76,2 74,1 73,9 71,7 Purchases of private labels 23,0 23,8 25,9 26,1 28,3 19,5 12,7 1,2 3,7 5,8 8, HY 2010

PRIVATE LABELS Piece of the Pie Varies Across The Region Czech Republic 81 19 72 Slovakia 28 6 Poland 79 21 Russia 98 2 Hungary 73 27 Romania 95 5 Croatia 84 16 Serbia 3 97 Bosnia

6 PRIVATE LABELS Piece of the Pie Varies Across The Region Czech Republic Slovakia 28 6 Poland Russia 98 2 Hungary Romania 95 5 Croatia Serbia 3 97 Bosnia & Herzegovina 1 99 Bulgaria 95 5 Source: GfK Consumer Tracking; Calculation based upon consumer basket including monitored product categories; Measure: value share (%); Period: 2009

7 As she s shopping more within modern trade, she spend more per one trip and goes for food/near food purchases less often 7 Value per Trip Shopping Frequency

8 What is important to Mrs. Miezgová? 8 1 Fresh & Quality Freshness and quality of products Price level 2 Price & Price tags Visible price tags Range of products 3 Range Cleanliness of the store and its surroundings Orientation in the store Quickness of shopping, no queues 4 Store Opening hours Pleasant and willing personnel 5 Quickness, Time & Personnel Time accessibility of the store very important fairly important

9 What makes her feel upset? What makes you feel upset while shopping groceries? 9 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% reluctant shop assistant 40,9 few cash-desks, long queues 20,1 inexpert shop assistant 15,7 price 14,7 Všetky menované unpleasant / disrespectul shop assistant 13,5

10 What drives her to shop or re-visit a particular store? What does personally influence you to repeat your purchase at the particular store? What does personally influence you to NOT come back to the particular store? 10 Price of goods 79 Unpleasant shop atmosphere 70 Quality of goods 75 Price of goods 69 Compliancy & interest of shop assistant 56 Quality of goods 65 Store assortment 55 Compliancy & interest of shop assitant 63 Promo goods or seasonal discounts 49 Weak offering of promo goods or seasonal discounts 44

11 In late 2008 Mrs. Miezgová was thinking how to overcome crisis? 11 standard purchases of branded products ß promo purchases of branded products standard purchases of private labels ß promo purchases of private labels HY HY HY HY HY 2010 Trend y-on-y Q4 09 Q1 10 Q2 10 Frequency of Shopping change in occasions +4,1x +1,8x +0,8x Basket Value change -2,9% -0,2% -1,6%

12 But what drives the successfulness of particular retailer? 12 Trend in promotion spend Value Share trend Penetration Trend Loyalty Trend Spending Intensity Trend Hypermarkets Supermarkets Small Shops Discounters Strong Growth (>=5%) Moderate Growth (between +1% and +5%) Static (between -1% and +1%) Moderate Decline (between -1% and -5%) Strong Decline (<=-5%)

13 As majority of Slovak households Mrs. Miezgová owns loyalty cards. Penetration of most known FMCG loyalty cards in Slovakia 4 biggest FMCG loyalty programs Owned by 76,8% of Slovak households 1HY These card owners are responsible for 80% of all FMCG spend Loyalty Card owners are: more intensive +140 during 1HY 2010 shop more frequently +8 occasions spend more on each shopping trip +10% more spend on each trip

14 Almost 2/3 of Slovak households are using a loyalty card while shopping FMCG Usage of Loyalty Cards while shopping FMCG 65,0% Consequence? 14 57,5% 41,8% 1HY HY HY 2010 Percentage of Slovak households who used loyalty card on shopping occasion Bigger shopping trips Shopping trip value loyalty card vs. no loyalty card usage 1HY HY HY ,7% +18,9% +27,8% GfK Consumer Tracking Slovakia, households panel

15 MADE IN SLOVAKIA 15 For 70% of Slovak shopper are domestic brands important whereas for 1/3 the presence of domestic brands are very important shopping factor Only 7% of Slovak shoppers do not consider domestic brands for important

16 Aladar likes Milk but what Milk is buying his mom for him? For this purpose & demonstration only origin is based on EAN code; registration country

Shops UHT Milk On-promotion Private labels

17 Slovak households are purchasing mainly Slovak milk 17 Fresh Milk Off-promotion Non PL Supermarkets Small Shops UHT Milk On-promotion Private labels Hypermarkets Discounters MAT June 10 70% : 30% MAT June 09 73% : 27%

18 18

19 Thank you very much for your attention! 19 GfK. Growth from Knowledge We will bring to the partnership... Our commitment and passion Our knowledge and expertise Our curiosity and open mindedness To derive integrated learning and provide solutions for business needs. Ladislav Csengeri Head of Consumer Tracking Dept.

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