As we are currently conducting a large study into the UK’s
supermarkets, I couldn’t help raising an eyebrow (or two) at the results of a
survey carried out by ‘Which?’ (October 2012).
Firstly the headline is misleading from so many points of
view, and to me highlights the complexity when asking shoppers (or consumers in
this case) questions of this type. It is
also important to understand the differences between their shoppers and none
shoppers, and how they perform to their target markets.
Although Tesco has always been successful in attracting
shoppers from across the demographic groups, the rise of stores that capture
quality at one end, or budget at the other have
placed the big 4 in a middle ground that relies more on location that
differentiation.
Our current study looks deeper into the understanding of
location as a driver to stores choice, and examines in detail where shoppers
go, who they drive past to go to a preferred retailer, and how this differs
depending upon the shopper mission. The
data (from 5000 primary food & grocery shoppers) is being analysed to see
what they are doing well (or not so well), and how well they match the desires
of the shopper across those shopper missions.
So will we be announcing who is the best or worst? Definitely
not! The complexity of need occasions and shopper missions and the impact on
retailer choice is of far greater interest than a headline grabbing comment.
Our Retailer Series is due for release at the
beginning of April. Read more here.
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