Congratulations. Naturally we we would would like like to to congratulate all all the the winners. Secondly, we we would would

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2 2 In the In the recent recent months months consumers have have been been able able to to evaluate their their favorite favorite store store chain chain for for the the Xth Xth time. time. XXX XXX consumers voted, voted, which which resulted in a in total a total of of over over XXX XXX votes votes in in Congratulations Naturally we we would would like like to to congratulate all all the the winners. Secondly, we we would would like like to urge to urge you you to take to take note note of the of the results. results. The The results results can can give give you you insight insight into into your your strong strong points, points, but but certainly also also into into the the areas areas that that need need attention. These These aspects aspects offer offer you you the the opportunity to further to further improve your your performance next next year. year. Key Key questions Which Which retailers improved according to the to the XXX XXX consumer compared to 2016? to 2016? Which Which retailers received lower lower evaluations this this year? year? The The answers to these to these key key questions are are very very important, and and can can help help you you in a in market a market which which in 2017 in 2017 will will again again be be full full of new of new opportunities and and challenges. The The enormous number of of respondents offers offers a wealth a wealth of data of data and and numerous interesting benchmarks. Where Where to to go go from here? Q&A Q&A comprehensively surveys surveys the the sector, sector, helps helps you you to to identify identify your your organization's strengths and and weaknesses, and and provides advice advice on on how how to to differentiate yourself from from the the competition. We We hope hope you you enjoy enjoy reading reading this this category report, report, and and hope hope that that you you will will develop the the areas areas for for attention and and aspects aspects that that differentiate you you from from the the competition further further in 2017, in 2017, so that so that your your organization, one or one of your of your clients, clients, may may top top the the list list next next year. year. For For the the list list of the of the winners and and explanation of the of the method please please visit visit URL URL WEBSITE. If you If you have have any any questions or or comments please please do do not not hesitate to contact to contact us. us. Q&A Q&A Printerweg AD AD Amersfoort The The Netherlands Tel: Tel: +31(0) info@qanda.nl

3 Parallel to the election, Q&A also performs a survey among its own consumer panel, called the Q&A Panel. In this study the respondents are asked to indicate which aspects are important when choosing a particular store. In this, the same nine aspects are used as the consumer gets when evaluating store chains in the election. This is a random sample of at least 200 respondents per category, in which the results in the dataset are weighted according to gender and age.

4 4 Importance of the aspects Expertise Product quality Offers and promotions Composition assortment 12% Price 10% Customer friendliness Reliability Service Appearance and experience 3% Convenience store 2% 19% 1 1 Tackle thirdly Tackle immediately Products are in stock Competitive offers and promotions Wide range of choice and variety Employees are knowledgeable Value for money The ease of finding products Products in different price ranges Good quality Employees are friendly 0% 5% 10% 15% 20% Tackle fourthly Tackle secondly Good after-sales service What What is is important to to consumers in in your your sector when when assessing stores and and what what should you you be be good good at at to to ensure you you can can serve serve consumers who who shop shop in in your your sector optimally? The The figure above provides insight into into the the importance of of the the aspects based on on which you you and and your your competitors are are assessed. These insights are are essential for for you you to to be be able able to to determine on on what what you you should focus focus the the coming year. year. Consumers have have been been asked to to specify regarding which aspects stores within your your category fall fall short short or rather to to list list the the improvement points that that can can be be made made in in relation to to your your sector. Is this Is this the the range? Is the Is the consumer dissatisfied about the the availability and and findability of of products? Next, Next, the the consumer was was asked how how important he he or or she she believes these these aspects are are when when he or or she she visits visits a store a store within your your sector. The The top top ten ten aspects regarding which retailers fall fall short short in in accordance with with the the consumer are are compared with with the the related interests in the the figure above. The The aspects regarding which retailers fall fall short short are are indicated on on the the X-axis. The The order order of of importance for for visiting a store a store in in your your sector is is indicated on on the the Y- Y- axis. axis. The The aspects are are shown on on the the right right at at the the top top in in the the graph that that the the consumer believes that that they they are are the the most most important, but but regarding which retailers fall fall short short about at at the the same same time time in in accordance with with the the consumer. These aspects are are given given the the first first priority in in relation to to the the tackling.

5 5 100% 80% 60% 40% 20% 0% Orientation 49% 54% 51% 46% Did orientate Dit not orientate Which sources of information did you use to orientate before your last purchase? Internet sites of shops Door-to-door leaflets On-line folders Reviews from friends / family / Internet sites of a brand Search engines on the Internet newsletters Social media (Facebook, Twitter, Comparison sites on the Internet Forums and blogs on the Internet Other 2% 4% 5% 4% 8% 13% 18% 20% 0% 5% 10% 15% 20% 25% Do Do consumers in in your sector immediately visit visit a a store or or do do they they gain gain information first? The The answers of of the the consumers to to the the question are are shown in in the the above figure based on on the the last last purchase they they made with with regard to to your sector. Does a a large part part of of your customers seek information? If If this this is the the case, they they often already know exactly what they they want when they they visit visit your store. Ensure that that your staff staff is is prepared for for this. this. In In addition, it is, is, of of course, essential for for you you that that your communication strategy is is aligned to to the the gaining of of information behaviour of of customers within your sector. If some of your customers gain information, it is important to get insight into exactly where they do this. Are you well represented in these information sources? The figure above shows which information sources are used in the information gaining process of consumers before they visit a store. It is important that you align your communication strategy with this. The general rule is that you must deploy several sources to reach your target group.

6 6 Retailcompass aspects 2018 Importance of the elements 50% 40% 30% 20% 10% 0% 39% 26% 21% 13% Value Why What Who The retail compass describes the five marketing Ws with which a retailer can differentiate itself from the competition. These five 'elements' can be immediately observed at a retailer by a consumer, and involve the following: Where: relates to aspects which concern the location and layout of the store; What: relates to the aspects of range and new stock; Value: relates to the aspects of value for money and price level; Who: relates to the aspects of customer-friendliness, expertise, atmosphere and service; Why: relates to all the reasons for shopping with a retailer and can be influenced by promotions and special offers and communications.. The The retail compass compares the the aspects between retailers and and shows where they they can can and and should excel. It It is is (almost) impossible to to beats the the competition on on all all elements. The The rule rule of of thumb for for the the retail compass is is therefore as as follows: out out of of the the five five elements, you you must score better than the the competition on on one one or or two two elements; you you must achieve an an average score on on one one or or two; two; and and on on two two or or three you you can can afford to to score (slightly) lower than average. Consumer, economic and and market developments mean that that these five five Ws Ws are are constantly in in flux. flux. It It is is therefore a a good idea idea to to re-assess the the aspects of of the the compass and and your scores regularly. The The figure 'Retail compass aspects' shows the the importance that that consumers in in your sector attached to to five five elements. The The following pages provide insight into into what consumers find find important within the the different corners of of the the retail compass. The The element 'Why' is is not not included. Because the the element Why can t be be summarized in in one one or or two two aspects.

7 7 The ease of finding products Attractively decorated/source of Good atmosphere Proper website where I can buy Accessible by wheelchair, walker None of the above options Where 13% 5% 4% 4% 5% 8% 22% 20% 35% 42% 100% 0% Buying behavior and preference 82% 11% Last purchase No preference 12% 76% 5% Preferred purchase What is is important for for consumers in in your sector within the the where corner of of the the retail compass when they visit visit a a store within your sector? The The figure above provides insight into into the the importance of of the the aspects within this this corner. These insights are are essential to to decide where to to improve and and optimize your position in in the the where corner. Your Your customers can can buy buy everywhere and and always these these days, days, including in your your sector. It is, It is, therefore, interesting to to map map out out this this buying behavior and and the the developments thereof. The The figure figure above above shows where where customers in in your your sector sector made made a a purchase last last and and which which shopping channel has has their their preference. These These results are are very very different depending on on the the sector. It It applies to to all all sectors that that the the customer demands a a retailer cross cross channel strategy. If If you you do do not not set set this this up up correctly, you you will will run run the the risk risk of of losing losing your your market share share to to other other parties.

8 8 Why What Competitive offers and promotions Specialist in its category There are savings actions 1 48% 52% Wide range of choice and variety Products are in stock The offer is innovative Range of A-brands that appeal to 19% 13% 51% 58% Communication / advertising of 13% Private label / store brand 11% Fun days / evenings for its Other None of the above options 6% 3% 11% Products are provided with useful Products are sustainable Other None of the above options 6% 6% 1% 6% What is is important for for consumers in in your sector within the the why corner of of the the retail compass when they they visit visit a a store within your sector? The The figure above provides insight into into the the importance of of the the aspects within this this corner. These insights are are essential to to decide where to to improve and and optimize your position in in the the why why corner. What is is important for for consumers in in your sector within the the what corner of of the the retail compass when they they visit visit a a store within your sector? The The figure above provides insight into into the the importance of of the the aspects within this this corner. These insights are are essential to to decide where to to improve and and optimize your position in in the the what corner.

9 9 Value Who Value for money Good quality Products in different price ranges 38% 48% 53% Employees are knowledgeable I am personally helped Employees are friendly Good after-sales service 33% 26% 24% 56% Clear communication of price 16% Employees are always proactive 20% Lowest price level Other None of the above options 1% 5% Atmosphere among the staff is good Other None of the above options 9% 5% 1% 4% What is is important for for consumers in in your your sector within the the value corner of of the the retail compass when they they visit visit a a store within your your sector? The The figure above provides insight into into the the importance of of the the aspects within this this corner. These insights are are essential to to decide where to to improve and and optimize your your position in in the the value corner. What is is important for for consumers in in your your sector within the the who who corner of of the the retail compass when they they visit visit a a store within your your sector? The The figure above provides insight into into the the importance of of the the aspects within this this corner. These insights are are essential to to decide where to to improve and and optimize your your position in in the the who who corner.

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11 Importance 11 Importance-performance 20% 15% 7,0 7,5 10% 8,0 8,5 5% Price Offers and promotions Product quality Composition assortment Expertise Customer friendliness Service Appearance and experience Convenience store Explanation of of the Importance-performance matrix In In the the upper left left corner of of the the graph, we we find the the aspects that the the consumer finds very important, but which are are simultaneously assessed to to score very poorly with the the relevant retailer. Significance for for the the policy: first priority in in the the approach. In In the the upper right corner, we we find the the observations of of the the aspects that consumers find important and in in which the the relevant store scores well. Significance for for the the policy: maintain the the performance through business as as usual. In In the the lower right corner, we we find the the observations involving strategic overkill: aspects that are are not not particularly important to to customers, but hich they still still find that the the relevant retailer scores extremely well in. in. Significance for for the the policy: rather spend the the costs associated with the the good performance in in this quadrant on on improving the the performance in in the the upper left left conrner. In In the the lower left left corner, we we find the the aspects to to which consumers do do not not attach particular importance and which do do not not score particularly well. Significance for for the the policy: not not very important, first take care of of the the other priorities. Reliability 0% Performance

12 12 Net Promoter score Net Loyalty score Retailer X Retailer Y Retailer Z Category average Retailer X Retailer -12 Y Retailer Z Category average In In the the figure above, the the Net Net Promoter Score (NPS) are are shown for for different players. The The NPS NPS is is calculated by by subtracting the the percentage of of Detractors from the the percentage of of Promoters. It It is is interesting to to compare your your score with with those of of your your competitors. In In the figure above, the Net Loyalty Score (NLS) are shown for for different players. The NLS is is calculated by by subtracting the percentage of of Disloyals from the percentage of of Loyals. It It is is interesting to to compare your score with those of of your competitors.

13 13 Ranking 1 Retailer A 7, ,43 7,88 8,33 8,18 7,81 8,64 7,73 8,05 7,72 8,01 2 Retailer B 7, ,01 8,09 7,58 8,01 7,84 7,99 7,83 7,84 7,60 7,60 3 Retailer C 7, ,93 8,07 7,44 8,03 7,77 7,89 7,81 7,78 7,59 7,94 4 Retailer D 7, ,88 8,01 8,03 7,55 7,87 7,96 7,59 7,87 7,93 7,95 Legend: Value What Who Where Why

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15 15 Price Promotions 8,5 8,0 7,95 8,25 7,94 8,05 8,5 8,0 8,09 8,18 8,08 8,12 7,5 7,5 7,0 7,0 6,5 6,5 6,0 6,0 The The figure above shows an an overview of of the the scores on on the the price aspect. This This way way you you can can see see if if there are are distinctive retailers within your your industry and and whether you you are are a a distinctive webshop yourself. The The figure figure above above shows shows an an overview of of the the scores on on the the aspect promotions. This This way way you you can can see see if there if there are are distinctive retailers within within your your industry and and whether you you are are a a distinctive webshop yourself.

16 16 Product quality Composition assortment 9,0 9,0 8,5 8,0 8,33 7,68 7,95 7,99 8,5 8,0 8,15 7,99 7,95 8,03 7,5 7,5 7,0 7,0 6,5 6,5 6,0 6,0 The The figure figure above above shows shows an an overview of the of the scores scores on on the the aspect aspect product quality. quality. This This way way you you can can see see if there if there are are distinctive retailers within within your your industry and and whether you you are are a a distinctive webshop yourself. The figure above shows an an overview of of the scores on on the aspect composition assortment. This way you can see if if there are distinctive retailers within your industry and whether you are a a distinctive webshop yourself.

17 17 Expertise Customer friendliness 9,0 8,5 8,0 7,5 7,0 8,34 7,82 7,88 8,01 8,5 8,0 7,5 7,0 8,18 7,76 7,68 7,88 6,5 6,5 6,0 6,0 The The figure above shows an an overview of of the the scores on on the the aspect expertise. composition This assortment. way you can This see way if you there can are see distinctive if there are retailers distinctive within retailers your industry within your and whether industry you and are whether a distinctive you are webshop a disti yourself. The The figure above shows an an overview of of the the scores on on the the aspect customer composition friendliness. assortment. This way you can see if if there are distinctive retailers within your industry and whether you are are a a distinctive webshop yourself.

18 18 Service Appearance and experience 8,5 8,30 9,0 8,0 7,5 7,0 7,81 7,85 7,98 8,5 8,0 7,5 7,0 8,41 7,90 8,28 8,20 6,5 6,5 6,0 6,0 The The figure above shows an an overview of of the the scores on on the the aspect service. This way you can can see see if if there are are distinctive retailers within your industry and whether you are are a a distinctive webshop yourself. The figure above shows an an overview of of the scores on on the aspect appearance service. This and way experience. you can see This if there way are you distinctive can see if there retailers are within distinctive your retailers industry within and your whether industry you and are a whether distinctive you webshop are a distinctive yourself. webshop Gnfjdkngjkfngjfkngjkfngj. yourself.

19 19 Convenience Reliability 8,5 8,30 9,0 8,0 7,5 7,0 7,81 7,85 7,98 8,5 8,0 7,5 7,0 8,41 7,90 8,28 8,20 6,5 6,5 6,0 6,0 The The figure above shows an an overview of of the the scores on on the the aspect convenience. This way you can can see see if if there are are distinctive retailers within your industry and whether you are are a a distinctive webshop yourself. The figure above shows an an overview of of the scores on on the aspect reliability. This way you can see if if there are distinctive retailers within your industry and whether you are a a distinctive webshop yourself.

20 20 Net Promoter Score Net Loyalty Score In In the the figure above, the the Net Net Promoter Score (NPS) are are shown for for different players. The The NPS NPS is is calculated by by subtracting the the percentage of of Detractors from the the percentage of of Promoters. It It is is interesting to to compare your your score with with those of of your your competitors. In In the figure above, the Net Loyalty Score (NLS) are shown for different players. The NLS is is calculated by by subtracting the percentage of of Disloyals from the percentage of of Loyals. It It is is interesting to to compare your score with those of of your competitors.

21 Belang 21 Scores Betaling 8,4 Service 8,3 Assortiment 8,3 Gebruiksvriendelijke website 8,3 Levering 8,2 Acties en aanbiedingen 8,1 Prijs-kwaliteitverhouding 8,1 Prijsniveau 8, Branche Shoeby Importance-performance 20% Prijsniveau Explanation of of the the Importance-performance matrix In In the the upper left left corner of of the the graph, we we find find the the aspects that that the the consumer finds finds very very important, but but which are are simultaneously assessed to to score score very very poorly with with the the relevant webshop. Significance for for the the policy: first first priority in in the the approach. In In the the upper right right corner, we we find find the the observations of of the the aspects that that consumers find find important and and in in which the the relevant webshops scores well. well. Significance for for the the policy: maintain the the performance through business as as usual. In In the the lower lower right right corner, we we find find the the observations involving strategic overkill: aspects that that are are not not particularly important to customers, but but which they they still still find find that that the the relevant webshop scores extremely well well in. in. Significance for for the the policy: rather spend the the costs costs associated with with the the good good performance in in this this quadrant on on improving the the performance in in the the upper left left conrner. In In the the lower lower left left corner, we we find find the the aspects to to which consumers do do not not attach particular importance and and which do do not not score score particularly well. well. Significance for for the the policy: not not very very important, first first take take care care of of the the other other priorities. 15% 7,5 10% 8 8,5 9 5% 0% Beoordeling Prijs-kwaliteitverhouding Levering Assortiment Service Acties en aanbiedingen Gebruiksvriendelijke website Betaling Prijs-kwaliteitverhouding Prijsniveau Gebruiksvriendelijke website Importance of the aspects Service 9% % 14% 12% 0% 5% 10% 15% 20%

22 22 Ranking 1 Webshop A 7, ,43 7,88 8,33 8,18 7,81 8,64 7,73 8,05 7,72 8,01 2 Webshop B 7, ,01 8,09 7,58 8,01 7,84 7,99 7,83 7,84 7,60 7,60 3 Webshop C 7, ,93 8,07 7,44 8,03 7,77 7,89 7,81 7,78 7,59 7,94 4 Webshop D 7, ,88 8,01 8,03 7,55 7,87 7,96 7,59 7,87 7,93 7,95

23 Printerweg AD Amersfoort the Netherlands T: +31 (0) Disclaimer All text, figures, percentages, tables and figures contained in this report are displayed with care. Q&A Insights B.V. does not accept any responsibility for possible negative consequences by possible errors made in the manufacture of these texts, numbers, percentages, tables and figures in this report.