Progressive Grocer

DEC 2015

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December 2015 | | 11 motivating to shoppers on each trip. Te database provides retailers and manufacturers with a com- prehensive understanding of this broad market- place, and the key drivers of choice for shoppers. "Shoppers' functional needs are generally well met," Essegian says. "However, opportunities ex- ist to engage shoppers on a more emotional level, such as helping them simplify their lives, lever- aging modern technology and creating a more experiential shopping trip." To that end, TNS has identifed nine occasion- based need states. A little more than half of shop- ping trips, defned by consumer needs, are more experience-driven, while the remainder tend to be task-focused, TNS research reveals. Experience-driven Te experience-focused need states break down as follows: Smart Family Fun: Tese consumers want shopping trips to be fun, relaxing and productive experiences in which they know they can take care of their family's needs. Tey expect enjoyment to be facilitated by technology aids, a convenient and pleasant in-store experience, and good value. Only the Best: Needs on these shopping trips are for top-tier brands, often outside the mainstream, including fresh, healthy and natural products. Rewarding Experience: Shopping on these occasions is more than just consumerism, it's an uplifting and inspiring experience, thanks to the combination of the retailer's values, great staf, and interesting and unique products. Food Safari: Shoppers want this kind of trip to be more than just stocking up on weekly staples; they want the experience to pro- vide a little adventure and exploration. It's a chance to try new and diferent products such as exotic, gourmet, organic and healthy items. Task-driven Task-focused need states shake out as follows: Weekly Grocer y Shopping: Tese shop- pers want every food item their family needs for the week under one roof. Te store needs to have a wide selection of both packaged and fresh food items. Tis type of shopper looks to coupons and quality store brands to help them stay on budget. Hassle-free Value: Te shopping trip should be easy and efcient, providing good deals and incentives while covering all brand needs, from premium to quality store brands. Personal Care Plus: Tese shoppers are looking for a store with a good selection of personal care and household items that they can shop at any time of the day or night. Tey also want the store to have a good selection of snacks and beverages. A ll-around Value: Tese shoppers want a place great for stocking up and bargain- hunting, with everyday low prices, great specials and economical package sizes. It makes them feel smart. Te hours should be convenient, and it should be a place that the kids enjoy. Grab and Go: Tis is all about fulflling an immediate need to quickly and easily grab a snack, beverage or fll-in item at a store located on the shopper's normal route. Meeting All Needs More generalist retailers, such as grocery, mass and club, have a strong incentive to moderate alignment to both task-driven and experiential need states, TNS research notes. Specialty stores tend to be more associated with experiential shopping. Although each shopper segment participates, to at least some degree, in each need state, the more engaged shoppers tend to have more experi- ential needs. "Most shoppers use multiple channels to meet their needs, and while they see distinct difer- ences between channels, they perceive much less diference between the retailers within each chan- nel," Essegian notes. "Stronger diferentiation is needed by retailers in all channels." Among all channels, he says, club retailers have the highest levels of shopper commitment; this means that their shoppers express the highest levels of satisfaction, likelihood of continuing to shop at that retailer and likelihood of recom- mending that retailer. Further, Essegian afrms the growing impor- tance of the Millennial demographic. "Millennial shoppers like to treat themselves — more so than other age groups — and will appreciate oppor- tunities to do so when shopping," he says. "Tey will also often purchase more than they intended to on a shopping trip." PG "Most shoppers use multiple channels to meet their needs, and while they see distinct differences between channels, they perceive much less difference between the retailers within each channel. Stronger differentiation is needed by retailers in all channels." —John Essegian, TNS Global

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