门店高效购物者调研与应用手册.ppt

48小时门店购买者调研分析手册 与重点客户一起洞察商机 主要目标 介绍门店购物者调研的实操方法 结合门店调研设计有购物者洞察力的销售故事 camp介绍绍 - 什么是门店购物者调 研系统 - camp主要概念介绍和 分析流程 camp 界面 camp 界面 如何运用camp进行快速的购物者调研 目标购物者分析 - which group should be focused on? - which are the most important segmentations? - how do the different segmentations contribute to the retailers success? - which segmentations over-proportionally spend in the retailer versus city average? 客户评估 who wins? whats the retailers objective? 竞争对手分析 - how does competitors value share build up? - where else do the shoppers shop? - how are the competitors perceived by shoppers? 门门店品牌价值值分析 - how are the retailers perceived by shoppers? - what are the strengths and opportunities? - why do shoppers prefer one retailer by another? whats the differentiation? 零售商的目标标是什么? to achieve bigger value share in the market by attracting more shoppers in the store, convincing current shoppers to spend more, and attracting bigger spenders. target shoppers customer assessment competitors analysis store equity 市场分析分析模型 (门店水平) value share = penetration (number of wallet) 渗透率 loyalty (share of wallet) 忠诚度 spending index (size of wallet) 消费指数 xx purchase frequency 购买频次 basket size 客单价 how to grow store business a. attract more shoppers - penetration b. increase spending of shoppers - convince current shoppers to spend more loyalty come more often purchase frequency spend more per trip basket size - attract bigger spenders - spending index definition penetration = # of households who purchased fmcg at the retailer / # of households who purchased fmcg at the city loyalty = fmcg spending spent at the retailer by the retailers shoppers/ fmcg spending spent at the city by the retailers shoppers spending index = average fmcg spending of shoppers of a certain retailer at any retailer/ average fmcg spending of shoppers in city at any retailer purchase frequency = average # of visits with fmcg purchase at the retailer per household basket size = average spend on fmcg per visit per household at the retailer definition closure rate = # of household is actually shopping this category at the retailer / # of households who are store shoppers & buyers of category closure rate = a / (a+b) = 30% / (30%+20%) = 60% missed opportunities = 1- closure rate = 40% 总体结论 the higher the closure rate, the more likely is the success of the retailer in subject category. all household of shanghai 100 shoppersnon-shoppers of carrefourof carrefour 80%20% dont buybuy categorybuy category category at allin carrefourbut not in carrefour 30%30% (a)20% (b) 竞争对手分析 who are the retailers key competitors? market performance how does the competitors value share build up? shopper switching where else do shoppers shop? positioning& equity how are the competitors perceived by shoppers? target shoppers customer assessment competitors analysis store equity what shoppers do who are they a. spending power high potential shopper non-high potential shopper b. socio-demo hh income (1000-, 1000-2000, 2000-3000, 8000+) hh size (1-2, 3, 4+) children age (0-3, 4-6, 7-11, 12-14, 15-18) life stage low income single or couple low income adult family affluent adult family low income families w/young kid low income families w/teen affluent families w/ kid 目标购标购 物者分析 shopper groups in camp target shoppers customer assessment competitors analysis store equity all shopperscity rtmart segmentation % of city hhs % of city spending city contribution index % of store shopper % of store turnover shopper contribution index loyalty (1)_low income single or couple24 20 81 25 18 73 7.1 (2)_low income adult family13 12 92 10 12 117 11.6 (3)_low income families w/young kid10 10 101 12 13 115 8.9 (4)_low income families w/teen13 12 92 12 10 79 7.8 (5)_affluent adult family21 23 109 23 22 94 7.3 (6)_affluent families w/ kid16 21 134 15 23 147 9.8 all shoppers1001001001001001008.4 例子: 大润发 vs 城市 目标购物者群分析 门店品牌价值分析 how is the retailer perceived versus other retailers? how are the retailers perceived by shoppers? what are the retailers strengths and opportunities? why do shoppers prefer one retailer by another? whats the differentiation? target shoppers customer assessment competitors analysis store equity just like brand building, retailer equity building is the process of forging retailer relationships with shoppers awareness association attitude attachment activity you get introduced you learn what the other is all about - character &tangibles the person means sth. to you. you share emotions & interests you fall in loveyou marry performance image judgment feeling store equity comprises 4 dimensions: performance, image, judgment and feeling. 门门店品牌价值值分析tm 5-a 模型 门店品牌价值指数 (sei) the store equity index is calculated by combining three components from our shopper research: performance (raw percentage) uniqueness (normalized data) importance (t-value) store equity index xx= performance is the strength of retailer on each attribute uniqueness is the differentiation of retailer on each attribute importance is how much each attribute drives overall rating store equity index among aware 100 = market average 2011 retailer equity scan result 深圳市场 wal-mart is clearly the sz equity leader. ren ren le, vanguard are above market average. 例子 high store equity indices correlate with higher value share. in total 15 cities, the correlation coefficient between value share and sei is 0.74. in 11 cities, correlation coefficient 0.75. in 14 cities, correlation coefficient 0.5. 门店品牌价值指数与市场份额有非常高的相关性 2011 retailer equity scan result top 20 drivers for shanghai in 2011 example 2011attributes 1makes me feel confident that i shopped at the right store f 2offers excellent price/quality ratio (value for money) j 3does not carry fake products p 4trustworthy i 5this store meets the individual needs of my family p 6makes me feel like im doing the best for myself f 7dependable i 8store is fun to shop j 9health-conscious i 10efficient i 11store is a family favorite for years j 12a family-friendly place to shop j 13has all the items i want in one place p 14this store does what it promises j 15latest/newest products are available in the store. p 16has information beyond price that helps me select the right products p 17the store offers exclusive promotion packs p 18is worth a few yuan more to shop there p 19quality-conscious i 20makes me feel im a smart shopper f 20011 retailer equity scan result 上海家乐福 . carrefour lead the market in health-conscious, quali