Variety chains

him! speaks to more than 2,000 Woolworths and WH Smiths customers as part of a high street and variety customer tracking programme.

We are also planning to interview Wilkinsons customers which will bridge across discounter and variety stores.

The variety store channel is a clear high street scale opportunity, with the three largest operators (Woolworths, WH Smith & Wilkinsons) accounting for over £4bn of sales. Though focused across a broad base of categories, there are significant food & grocery opportunities in this sector, not least as these operators seek to better exploit their high footfall high street locations.

Focus areas include:

  • Shopper profiles
  • Primary drivers
  • Shopper missions
  • Visit frequency
  • Need states
  • Loyalty measures
  • Party composition
  • Intend purchases
  • Actual purchases
  • Snacking
  • Layout & signage
  • Service
  • Where from
  • Where to
  • Importances
  • Own label vs. brand
  • Ethical / green
  • Promotions
  • Browsing
  • Availability

For more information, speak to your him! executive, or contact Georgina Wild, our Sales and Marketing Manager at him! on 020 7611 0404/ 07920 566723 Georgina.Wild@him.uk.com