Explicato study: motivational perceptions for loyalty programs participation (EN)

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1. REDEFINING CUSTOMER LOYALTY Game changing strategies for retailers operating in Bulgaria In light of turbulent macroeconomic development in recent years, personal…
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  • 1. REDEFINING CUSTOMER LOYALTY Game changing strategies for retailers operating in Bulgaria In light of turbulent macroeconomic development in recent years, personal disposable income among Bulgarian households has been NUMBER STORES BY TYPE 580 613 ...BUT RATHER BUILDING A SOLID BASE OF LOYAL CUSTOMERS Real personal disposable income (% change pa)* FLAT making consumers 15 2010 2011 2012 2013 cautious on their spending… 10 5 0 Real Private Consumption Growth -2,3% SHRINKS …which inevitably private consumption, one of the leading drivers for the FMCG market 5 4 FMCG Market demand 3 (% change pa)* 2 1 0 -1 -2 -3 -4 2010 2011 2012 2013 Amidst this development, retailers increasingly realize that GEOGRAPHICAL COVERAGE IS NO LONGER THE KEY to growth…. 700 600 500 400 300 200 100 99 270 517 102 310 111 302 113 312 653 2010 2011 2012 2013 Hypermarkets > 1000 m sq Supermarkets 300-1000 m sq Extra large food stores 100-300 m sq *Source: nsi.bg *Source: nsi.bg SALE
  • 2. 45,9% MARKET RESEARCH* HELPS US UNDERSTAND CUSTOMER BEHAVIOR AND ATTITUDES AND PERFORM ADVANCED SEGMENTATION. 13,4% 11,7% 8,9% 8,1% 6% 6% 32% 15% SALE % Always Frequently Some programs frequently, others rarely or none Rarely Never 44% 8% 1% Explicato research shows that loyalty programs are a strong driver of consumer choice on the Bulgarian market 57,9% up to 30 years 31 to 50 years 51 and over years 42,1% 26,6% 24,4% 1,9% 42% 26,6% 38,8% up to 600 BGN 601 to 1200 BGN 1201 to 1800 BGN 1800 and over 34,6% 16,3% 41,2% 29,8% 12,8% PARTICIPANT PROFILE STRONG DRIVER 72% PARTICIPANTS NON-PARTICIPANTS 69% 63% 60% 57% 46% 38% 36% 35% 29% 29% 25% 23% 19% 17% 16% 7% 5% 1% 0 Quality produce Lower prices Big variety of foods and beverages Product promotions Fresh produce (grocery, meat etc.) Good location Good product arrangement Loyalty program Overall hygiene Good attitude towards clients Long working hours Parking lot Products from different types under one roof Good reputation All brands under one roof Enough space between shelves Own brands Other Quality produce Lower prices Good location Big variety of foods and beverages Fresh produce (grocery, meat etc.) Product promotions Overall hygiene Good product arrangement Long working hours Good attitude towards clients Products from different types under one roof Parking lot All brands under one roof Good reputation Enough space between shelves Loyalty program Own brands Other 73% 68% 68% 67% 55% 53% 43% 41% 41% 36% 29% 28% 24% 23% 23% 20% 16% 1% 0 100 100 SALE OPEN 24-0 CURRENT SUPERMARKET CLIENTS - FREQUENCY OF LOYALTY PRODUCT USAGE Loyalty programs are a of choice for participating consumers of all shoppers participate in a loyalty program * *Active Shoppers * *Source: Explicato Survey, June 2014 (Sample Size: n=1000) 5% Non-working Upper middle class Lower middle class Middle class Working class Sofia Varna Plovdiv Stara Zagora Burgas Pleven Rousse
  • 3. ESTIMATING THE POTENTIAL… SALE % I will definitely participate Maybe I will participate Not sure yet Maybe I will not participate I will definitely not participate % % % % % Our research* shows that 66%OF THE SHOPPERS LOYALTY PROGRAM are interested in participating in a if it covers their expectations regarding the benefits brought to them. 32% 23% 6% 4% 34% SALE % SALE SUPERMARKET THROUGH OUR ADVANCED DATA ANALYTICS, YOU ARE ABLE TO DRILL INTO THE SMALLEST PIECES OF DATA FROM YOUR SALES RECORDS. Performing data cleansing and applying aggregation & clustering techniques, we will derive actionable insights and recommend a winning customer strategy. SUPERMARKET % WILLINGNESS TO PARTICIPATE IN A LOYALTY PROGRAM *Source: Explicato Survey, June 2014 (Sample Size: n=1000)
  • 4. WE’LL HELP YOU MONITOR AND ADJUST CUSTOMER STRATEGY THROUGH ONGOING ANALYTICS AND BUSINESS INTELLIGENCE BUSINESS REQUIREMENTS MARKET RESEARCH EVALUATION OF DATA CLEANSING, CLUSTERING, MINING AGGREGATION, MONITORING ESTIMATION OF IT BUDGETS, CLASSIFICATION OF POTENTIAL VENDORS Contact us today to find out how to crack the code to customer retention and loyalty. info@explicato.com AND FINE-TUNING LOYALTY STRATEGIES CHANGE MANAGEMENT AUDIT OF LOYALTY STRATEGIES IT PROJECT MANAGEMENT BUSINESS INTELLIGENCE SOLUTIONS SOLUTIONS. WE PUT ALL THE PIECES TOGETHER… ...FOR YOU TO PUT CUSTOMER CENTRICITY AT THE HEART OF Y UR BUSINESS
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