Thresher Customer Study

him! recently carried out a customer study for The Thresher Group. Here are some of the findings:

Service and value are the main influential factors for choosing to shop in Threshers

• 37% of customers are shopping at Threshers to buy something that they regularly buy
• 2% choose Threshers because of advertising … these shoppers are more influenced by adverts running during a programme than sponsorship advertising
• 1-in-3 (35%) shoppers make use of promotional mechanics in-store … 31% of these purchases are incremental
• Aside immediate consumption,‘Big-night-in ' is the main reason for alcohol purchases in Threshers
• Most purchased category is wine,which also happens to be the destination category of choice …

“All successful retailing starts and finishes with the consumer. At The Thresher Group we are totally committed to driving initiatives that are customer focussed and customer driven – in this light we are working with him! to conduct a study which captures the key drivers and needs of our shoppers. The study will also highlight the awareness and impact of our TV advertising.We intend to use the output and insight to work more effectively with our partners &suppliers to develop and enhance our offer and promotional programme accordingly ”

Alex Anson, Marketing Trading Director, The Thresher Group

him! conducted face-to-face interviews between 4-25th September 2006 across all times of day/day of week. A total of 842 shoppers were interviewed in 38 Threshers.