+31 (0) (0) & 36 B-1020 BRUSSELS

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1 GfK Panel Services Benelux GfK Consumer Shopper Insight Consumer Shopper Insight The shopping mission roadmap GfK Panel Services Benelux The Netherlands: Middellaan 25 NL 5102 PB DONGEN Tel.: +31 (0) Fax: +31 (0) Website: Belgium: Buro & Design Center Heizel Esplanade Heysel PB 36 B-1020 BRUSSELS Tel.: +32 (0) Fax: +32 (0) Website:

2 Consumer Shopper Insight How to change small shopping baskets into big shopping baskets! The shopping mission roadmap Retailers face many challenges today; the retailers want to attract as much consumers as possible, let them leave the store with as much products as possible and finally to keep them as a customer. Due to massive competition this challenge becomes more difficult. Not only the competition is changing, the consumers are changing as well. Trends show that households have become less loyal to the stores they visit; they shop at more fascias and buy more promotions and private labels. With Shopping basket insights you are able to positively influence these trends as a retailer and/or as a brand manufacturer. This gives you the opportunity to achieve your objectives in a more effective way. You will receive insight to solve manufacturer and retail MARKETING challenges e.g.: 1. How to influence the customer to spend more of their wallet at a specific retailer? How can a specific retailer attract the most effective shopping visits? 2. How to influence the customer to spend more of their wallet on your brand? How can I influence the consumer to take up my brand in the most attractive shopping baskets? GfK answers these questions from a retailer, manufacturer, category and/or brand perspective, in relation to the shopping needs of consumers. Shopping Mission will also guide your strategy with the retailers and how you should best support their brands. It also provides input to influence the whole shopping experience of the consumer for relevant consumer groups. Its output is easily digested and actionable. Do you ever wonder? Why do people shop? What different types of trip do they make? Why do they make these? Is there a industry defined set of shopping missions? Do consumers behave differently within these? Which categories drive different missions? Which category is a traffic builder? Where does my category fit in & interact? How do different brands behave? What do I need to do to ensure that I am in the right baskets at the right time in the right retailer?

3 Shopping mission understanding Shopping mission clustering Shopping mission provides you with insight into the different needs behind the different types of shopping baskets that consumers buy. These insights enable you to more heavily influence the consumers shopping experience. As either a retailer or a manufacturer, do you know how your brands are positioned in each different shopping basket? GfK developed an international Europanel model that clusters the shopping baskets to enable you to gain these insights. The clustering analysis is done for each country separately. Clusters: Missions Types Definitions 1. One-Need Shop (General) Perishable Less than 3 categories (< 50% is fresh) 2. One-Need Shop (Fresh) Non-Perishable Less than 3 categories (> 50% is fresh) 3. Top-up Shop (General) Perishable Between 3 and 5 categories (< 50% is fresh) 4. Top-up Shop (Fresh) Non-Perishable Between 3 and 5 categories (> 50% is fresh) 5. Mainstream Both Between 6 and 9 categories 6. Stock-up Shop Both 10 or more categories and less than 23 sub-categories 7. All Round Stock-up Both 10 or more categories and more than 23 sub-categories The relative importance of the different missions A first step in the process with shopping missions is to understand the importance of the different missions. On average shoppers have 4.5 different shopping needs in average month

4 Importance of basket type varies across stores The importance of the basket types varies across different retailers. The objectives of the retailer will determine which basket is the most important for the retailer. Shopping mission will show which basket is the most important basket and which actions need to be taken to achieve the objectives. Comparison between two retailers Retailer specific information will deliver the necessary insight for as well retailer as manufacturer. What are the differences between retailers and categories and which brands make the difference? GfK can provide you with the answers: The importance of each retailer of each shopping need made in a 1-monthly period. Retailer penetration of each shopping need. The amount spent at each retailer for each shopping need. How does the profile of consumers vary? Differences in shopping needs from one day of the week to another.

5 The importance of the category in the basket Shopping mission offers more. The shopping mission ables you to understand the importance of each category (in value terms) and how these differentiate per shopping mission, how important the different sub-categories are and which sub-category is over/under-represented and in which cluster? One need shop general How important are the different sub-categories? In this example alcoholic drinks are extremely overrepresented in a One Need Shop General. Who is responsible for that? How strong are the liquor stores in this basket type? Through understanding the different needs of the consumer, you will be able to develop a winning strategy on a general, retailer or brand level for a specific shopping need within a category. Are certain basket types more important to one category than another? In an All-Round Stock-Up we find that chewing gum is the most important sweets product. Conversely, a small basket favours liquorice. How can you use this knowledge to your advantage? Manufacturers and brands can affect shopping trip missions in different ways - which competitive advantages can you further develop and what are the weaknesses you want to overcome?

6 Comparable brands can have different shopping behaviour Which life stages drives what needs? To be able to target consumers and spend marketing budgets effectively, segmentation of the consumers is a must. Depending on your favourite segmentation, GfK is able to deliver the matching shopping mission focus. Every retailer plays a different role. You need to understand this role from the perspective of the needs of the consumer. This will improve sales and/or reach more interesting (bigger and additional) baskets. The penetration and spending levels of each shopping mission are wildly different. For each retailer, we can see what is successful or not. Should you wish to influence consumers to change the contents of their shopping basket, look inside the basket via shopping mission! Combining manufacturer, brand and target group insights with knowledge about the different roles of the retailers, you will be able to make the best choice to influence consumer shopping behaviour into a more favourable situation for your business. GfK would like to help you gain more insight in your sales and trade marketing issues. Interested in what GfK can do for you? Please contact your regular contact person, Jan Havermans (+31 (0) ) or Renate Lybeer (+31 (0) ). Let s find the Win-Win we are all looking for!