Supermarkets

Asda, Morrisons, Sainsbury’s and Tesco have all been busy increasing their number of smaller format high street outlets to their store portfolios as the fight for the ‘top-up’ shopper continues.

him! research & consulting launched a syndicated Supermarket Shopper Insight Tracking Programme which seeks to understand and benchmark the needs and opinions of shoppers at small and medium sized (3,000-25,000 sq ft) supermarkets on the high street.

The Supermarket Tracking Programme allows retailers and suppliers to better understand some of the ‘who’, ‘what’ and most importantly ‘whys’, to compliment sales and loyalty card data.

What we do:

Interview c.4,000 shoppers face-to-face at branches of Asda, Budgens, Tesco Metro, Sainsbury’s, Morrisons, The Co-operative, Co-operative societies and Waitrose.

Focus areas typically include:

• Where do small supermarkets sit within the competition for shoppers total grocery spend, and who is the competition?
• How much planning goes into a shopping trip to a small supermarket?
• Do they have a budget/ shopping list to stick to?
• Shopper movement to and from the store/ home, how they get there e.g. car, walk etc
• What improvements would drive customer loyalty
• Impact of staff recommendations and up-selling
• Deep dive into understanding the top-up mission
• How customers shopping the store
• Shoppers changing purchasing behaviours
• The role of loyalty cards
• The role of own label
• The role of local sourcing and impact on purchasing decisions
• Range improvements
• Extended dives into impulse purchase, failed purchases and promotional conversion
• And much much more……..   

Why join the Supermarket Tracking Programme?

This invaluable insight will help shape your 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 Supermarket Tracking Programme please contact Natalie.Button@him.uk.com 07703 714 704