Ontrade (pubs and bars)

OnTrack is the only syndicated customer benchmarking programme for the on-trade in the UK.

OnTrack is designed to help the industry grow sales and profits by making the industry more customer and retail focused, to improve standards, improve the customer experience, and identify ways in which we can retain existing ontrade customers and attract new ones.

Each year we speak to thousands of pub and bar customers across the UK. This programme aims to improve collaboration between “pub retailers” and suppliers by creating a common language which can be used to exploit opportunities and grow sales. OnTrack allows benchmarking between pub retailers.

Focus areas typically include:

• Customer profiles – how they change through the day & week, how does sex/age/region affect customer behaviour/loyalty
• Customer occasions – by day-part and week-part
• What’s important to pub customers – and how well are their priorities met?
• Planned intentions vs. actual behaviour once in the pub – influencers, drivers, triggers
• Customer profiles – how they change through the day & week, how does sex/age/region affect customer behaviour/loyalty
• Customer occasions, party composition, importances – and how these change through the day, and week? How do these affect customer behaviour?
• Customer need state – feelings, emotional need beyond occasion
• Driving footfall, visit frequency and spend
• What is VFM in customers’ eyes? How do we make the ‘experience’ worth the money?
• How to encourage trade up?
• Promotions – what types of promotions do customers want – and actually buy into? Do they drive customers into pubs? Are they seen in pubs?
• How to maximise dwell time in pubs – what would make customers stay longer?
• Food (main meals and snacking) – interaction with other categories? What promos, meal deals, what occasion? What willing to pay? What quality expected? Meal deals?
• Recession effects - how has this changed long term views & behaviours in pubs?
• What is the future for pub retailing? What services, range & innovations do customers want?
• NPD - what makes customers try new things?

Why join OnTrack?

This invaluable insight will help shape your category plans, commercial decisions and future strategies and, because this is a syndicated study, insight is available at a fraction of the price compared to funding your own research.

For more information on him!’s pub and bar customer tracking programme please contact Katy.Moses@him.uk.com 07912 717 567 or visit www.him.uk.com