him! Retail Spotlight: Nisa

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Alvin Stafford
7 years ago
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2 This 50+slide deck provides an essential in depth guide to this Nisa and their shoppers, to help with account planning, range reviews, sales decks, customer conversations and much more. Get ahead of your competition with one of the UK most important Convenience retailers. Key background information and history of Nisa Who is the Nisa shopper base and how do they differ by location and region Category specific information - how has the retailer developed their offers in key missions An in depth look at the different formats A look at their 'Store of the future' concepts and list of 'must see' Nisa stores This report draws on feedback from 20,000 convenience shoppers. Copyright 2012 HIM Ltd

3 This report has been created to give you an in depth understanding of Nisa symbol group retailer. Slides # Table of content: 3 Nisa s timeline and key milestones Key information about the symbol group model. Who is the Nisa shopper and how do they differ by location and region. What have Nisa done to segment their offer accordingly? What does this mean for suppliers? Category specific information - How have Nisa developed their offers in key missions: Top-up, food to-go and meal for tonight? An in-depth look at the neighbourhood, high street and forecourt formats. Copyright 2013 HIM Ltd

Nisa agrees a five year deal with Martin McColl s which will see 330 of its 670 c- stores switch supply from P&H to Nisa. Nisa launch new TV ad campaign Nisa revamps own-label Heritage range.

4 Nisa s timeline Nisa was formed (1977) New 625,000 sq. ft. ambient distribution warehouse opens in Scunthorpe (2005 ) Nisa launches Making A Difference Locally charity (2008) Nisa reach 850 stores and win Retailer of the year at the Grocer awards. Nisa agrees a five year deal with Martin McColl s which will see 330 of its 670 c- stores switch supply from P&H to Nisa. Nisa launch new TV ad campaign Nisa revamps own-label Heritage range Nisa opens first central distribution depot (1984) Nisa launch first Store of the Future (2008) Debut television advertising campaign (2010) Nisa launches second TV advert Nisa has nearly 700 Store of the Future Nisa highlights five new formats for its symbol retailers Nisa announces franchise trial Link to the tv advert: Copyright 2013 HIM Ltd

The Nisa shopper An in-depth understanding of the Nisa

Key shopper metrics of the Nisa shopper Basket size Time in store (mins) Top category purchases X% X% X% X% X% Bakery Visit frequency (per week) X% X% X% Trip spend Bought own

6 Key shopper metrics of the Nisa shopper Basket size Time in store (mins) Top category purchases X% X% X% X% X% Bakery Visit frequency (per week) X% X% X% Trip spend Bought own label Bought on impulse xx X% X% X% X% Bought on promotion Failed to buy an item Key differences available on next page X% X% X% X% Copyright 2013 HIM Ltd Source: him! CTP 2014

But Nisa shoppers differ depending on location

Those located on a high street Those located in

10 Shoppers in Nisa are more loyal for key categories What % of your total category purchases come from this store? CTP average top 10 Cigarettes/tobacco Category X Category Y Category Z Category A Category B Category C Category D Category E Category F 25% 28% 25% 23% 23% 25% 22% 22% 19% 20% 19% 20% 17% 19% 15% 18% 13% 13% 40% 44% CTP total Nisa Copyright 2013 HIM Ltd Source: him! CTP 2014

11 Other category specific understanding at Nisa Are Nisa under-indexing on any categories vs competition? Top 10 categories purchased vs competition Opportunity for Nisa to increase penetrations in key categories to match best in class retailers What Nisa are already doing to meet these opportunities? Copyright 2013 HIM Ltd

13 Nisa have developed three concept stores: one high street format and one neighbourhood format, and one forecourt format him! recently visited the high street store in Cardiff, and the Neighbourhood store in Peterborough and the following deck comprises a store tour with photos from the store & commentary. We highlight how these stores differ depending on their format, supporting with insight from our convenience tracking programme to show why it is important that Nisa have segmented these two stores in this way. Copyright HIM Ltd

decided to come in: Signage outside the store is more

14 Outside of store communication to engage passers-by. 36% of high street shoppers were just passing and decided to come in: Signage outside the store is more important here. Copyright HIM Ltd Source: him! CTP 2014

15 And this Food to Go theme is continued inside the store. 16% go to a Nisa high street store to buy FTG. Strong breakfast, hot food and coffee to go offers. 61% of UK adults buy lunch to go at least once a week. Copyright HIM Ltd Source: him! CTP 2014

17 Additional Retail Spotlight reports available: Retail Spotlight: Sainsbury s Local Retail Spotlight: Spar Retail Spotlight: Costcutter Retail Spotlight: M-Local Retail Spotlight: Co-op You may also be interested in: Maximising the food to go opportunity in UK Convenience Food to go in food service outlets: how can UK Convenience compete? Price marked packs: are they right for UK Convenience? The growth and impact of own label in UK Convenience The Future of Convenience: 2015 and beyond. Loreta.Lingyte@him.uk.com CTP 2014

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