Discount Food Stores

him!'s Discounter Tracking Programme speaks to thousands of Aldi, Lidl, Iceland and Netto customers at the moment-of-truth.

Forecasts suggest that discount sales will surge 86% in the next five years to £5.6bn, snatching business from low-cost rivals Asda and Morrisons and the supermarkets. This forecast is based on the economic slow down and customers becoming increasingly more price conscious.

Recently the discounters have made huge improvements in their offering with the development of new store formats, broader product ranges, better point of sale and signage, investing in technology and equipment in a bid to deliver better customer service and make navigation of the stores easier. It is also no longer about unknown brands.

Focus Areas of Discounter

• Who is a discounter shopper?
• What percent of shoppers' total grocery purchases do they buy here? Where else do they shop? Are they likely to buy more/the same/less of their overall grocery needs from this chain in the next 12 months?
• How long have they shopped at this chain?
• Reasons for store choice (value, prices, convenience, quality, location, range) today? Shopper mission today (top-up, main shopping trip)?
• Intended vs actual purchases here today?
• Visit frequency here at this shop? Categories bought from this chain in the last month (from a pre determined list). Which categories would shoppers buy and not buy from this shop?
• Range awareness, are shoppers aware that this shop sells.(from a pre chosen list)
• Categories shoppers would like to see sold here?
• Perception of Range, Pricing, value, shopping experience, convenience factor?
• Price impressions vs. other stores around?
• Impulse sales here today - did they? What triggered it?
• Failed purchases here today - did it happen? Why?
• Ease of finding products today? Clarity of signage? Ease of shopping the shop today...clutter free etc?
• Speed of service, courtesy, friendliness experienced here today
• Promotion awareness and penetration here today?

For more information on him!'s new Discounter Tracking Programme please contact Katy Moses, Business Developement Manager 07912 717 567 katy.moses@him.uk.com