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1、48小时门店购买者调研分析手册,与重点客户一起洞察商机,主要目标,介绍门店购物者调研的实操方法结合门店调研设计有购物者洞察力的销售故事,CAMP介绍,什么是门店购物者调研系统CAMP主要概念介绍和分析流程,CAMP 界面,CAMP 界面,如何运用CAMP进行快速的购物者调研,目标购物者分析-Which group should be focused on?-Which are the most important segmentations?-How do the different segmentations contribute to the retailers success?-Whic
2、h segmentations over-proportionally spend in the retailer versus city average?,客户评估Who wins?Whats the retailers objective?,竞争对手分析-How does competitors value share build up?-Where else do the shoppers shop?-How are the competitors perceived by shoppers?,门店品牌价值分析-How are the retailers perceived by sho
3、ppers?-What are the strengths and opportunities?-Why do shoppers prefer one retailer by another?Whats the differentiation?,零售商的目标是什么?To achieve bigger value share in the market by attracting more shoppers in the store,convincing current shoppers to spend more,and attracting bigger spenders.,市场分析分析模型
4、(门店水平),How to grow store businessa.Attract more shoppers-Penetrationb.Increase spending of shoppers-convince current shoppers to spend more LoyaltyCome more often Purchase FrequencySpend more per trip Basket Size-attract bigger spenders-Spending Index,DefinitionPenetration=#of households who purchas
5、ed FMCG at the retailer/#of households who purchased FMCG at the cityLoyalty=FMCG spending spent at the retailer by the retailers shoppers/FMCG spending spent at the city by the retailers shoppersSpending Index=average FMCG spending of shoppers of a certain retailer at any retailer/average FMCG spen
6、ding of shoppers in city at any retailerPurchase frequency=average#of visits with FMCG purchase at the retailer per householdBasket size=average spend on FMCG per visit per household at the retailer,DefinitionClosure rate=#of household is actually shopping this category at the retailer/#of household
7、s who are Store shoppers&buyers of category,Closure rate=a/(a+b)=30%/(30%+20%)=60%Missed opportunities=1-closure rate=40%,总体结论,The higher the Closure Rate,the more likely is the success of the retailer in subject category.,竞争对手分析,What shoppers do,Who are they,a.Spending Power High Potential ShopperN
8、on-High Potential Shopperb.SOCIO-DEMOHH Income(1000-,1000-2000,2000-3000,8000+)HH Size(1-2,3,4+)Children Age(0-3,4-6,7-11,12-14,15-18)Life StageLow Income Single or CoupleLow Income Adult FamilyAffluent Adult FamilyLow Income Families W/Young KidLow Income Families W/TeenAffluent Families W/Kid,目标购物
9、者分析,Shopper groups in CAMP,例子:大润发 vs 城市,目标购物者群分析,门店品牌价值分析,How is the retailer perceived versus other retailers?How are the retailers perceived by shoppers?What are the retailers strengths and opportunities?Why do shoppers prefer one retailer by another?Whats the differentiation?,Just like brand buil
10、ding,retailer equity building is the process of forging retailer relationships with shoppers,Awareness Association Attitude Attachment Activity,You get introduced,You learn what the other is all about-character&tangibles,The person means sth.to you.You share emotions&interests,You fall in love,You m
11、arry,PerformanceImage,JudgmentFeeling,Store Equity comprises 4 dimensions:Performance,Image,Judgment and Feeling.,门店品牌价值分析TM 5-A 模型,门店品牌价值指数(SEI),The Store Equity Index is calculated by combining three components from our shopper research:,Performance(Raw percentage),Uniqueness(Normalized data),Impo
12、rtance(T-value),Store Equity Index,X,X,=,Performance is the strength of retailer on each attributeUniqueness is the differentiation of retailer on each attributeImportance is how much each attribute drives overall rating,100=market average,2011Retailer Equity Scan Result,深圳市场,Wal-Mart is clearly the
13、 SZ equity leader.Ren Ren Le,Vanguard are above market average.,例子,High Store Equity Indices correlate with higher value share.In total 15 cities,the correlation coefficient between value share and SEI is 0.74.In 11 cities,correlation coefficient 0.75.In 14 cities,correlation coefficient 0.5.,门店品牌价值
14、指数与市场份额有非常高的相关性,2011Retailer Equity Scan Result,Top 20 Drivers for Shanghai in 2011,Example,20011Retailer Equity Scan Result,上海家乐福,.,Carrefour lead the market in Health-conscious,Quality-conscious,Helpful circular and Newest product.“One-stop shopping”and some emotional attachment with shoppers are
15、Carrefours opportunity,例子,2011 Retailer Equity Scan Result,48小时门店购物者调研介绍,什么是48小时调研?它是如何运作的？,门店购物调研的准备工作,Back,调研问卷的调研,All research questions are pre-designed based on:-Internal and External fieldwork-Extensive pilot testing-Historical learning10 Research Areas:-Overall store-Store communication-Shelving-Service-Pricing-Store environment and facility-Promotion-Shopping habits and behavior-Assortment-Shopper demographics,Back,培训调研人员,Back,购物者面谈,输入数据,Back,分析与卖入,Back,跟进,Back,PRE,POST,洞察更多,卖得更多谢谢!,
