back to school: connected data and insight from reep

Back to School Connected data and insight Copyright. Reep Rewards 2015

Execu&ve Summary General shopping preferences

•  Retailer preference with respect to the three key deciding factors promp&ng shoppers into store are: 1.  Vouchers (Dunnes Stores strongest) 2.  Offers (no significant preference amongst retailers) 3.  Newspaper Ads (Lidl strongest)

•  Shoppers are very clear on why they choose to shop in a par&cular retailer −  Discounters are strong on price −  Tesco and Dunnes Stores are strong on Vouchers/Coupons −  Aldi and SuperValu are strong on store preference

Back to School preferences

•  Shoppers display clear category preferences when shopping for ‘back to school’ −  Aldi = Food −  Dunnes Stores = Uniforms −  Tesco = Sta&onery

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Gender split of respondents Age split of respondents Key regions of respondents

•  Reep conducted a survey of 1600 shoppers between 17th August to 7th September using the Reep proprietary mobile survey technology in associa&on with Sponge It.

•  Na&onal coverage benchmarking five retailers

•  Overlaid behavioural analysis using consumer data from receipts submiYed through the Reep app.

•  All Reep data is nat rep.

Methodology

General shopping preferences 1.   What factors prompted shoppers into Store

2.   Why did a shopper chose a parBcular retailer

The Reep App is used to collect shopper data & generate realBme insights.

What key deciding factor prompted shoppers into store?

•  Choice was driven by combina&on of offers and vouchers/coupons

•  Dunnes had the strongest preference for Vouchers

•  Newspaper ads remain important with 1 in 8 being prompted by these ads

•  Lidl ads registered most prominently amongst respondents

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Q: Did any of the following prompt you to come into store in the last week? A: TV ad, Newspaper Ad, Offers, Promo&ons, Compe&&ons, Vouchers/Coupons

Why did a shopper chose to shop in a par&cular retailer

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•  Shoppers very clear on why they choose a par&cular retailer

•  Vouchers drive fooaall into store for Dunnes and Tesco

•  Unsurprisingly, price is the key differen&ator for the discounters.

•  SuperValu scored rela&vely low on both price and vouchers, however SuperValu registered well above average in terms of customer store loyalty

Vouchers bias

Price bias

Price versus Vouchers

Q: Why did you choose to buy in this retailer?

‘Back to School’ preferences We asked Shoppers to rate retailers on the following: 1.   Back to school offering overall 2.   Uniforms 3.   StaBonery 4.   Food (Lunchbox, aYer school snacks, dinner inspiraBon

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Prepara&on for Back To School

 The key trends are: •  People shop around for their back to school requirements

−  Only 10% do their Back To School shop in the one single store. −  Shoppers include retailers outside of grocery in their store repertoire −  Sports stores*, Eason's and Heaton's were notable men&ons.

•  Tesco, Aldi and Dunnes each rate highly in specific categories for the Back To School shop −  Tesco for Sta&onery −  Dunnes for Uniforms −  Dunnes and Aldi for Food (winning lunchbox, snacks and dinner)

 *Sports shops Lifestyle Sports, Elverys

 *Value Shops: Dealz, Mr Price

Overall Retailer Ra&ng for Back To School

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7.59 7.28 7 6.2 5.88 5.49

Tesco Dunnes Stores

Aldi Lidl Marks & Spencer

Supervalu

Aldi rates almost as high as Tesco and Dunnes for the Back To School shop Clear preferences expressed at the category level:

1.  Tesco for Sta&onery 2.  Dunnes for Uniforms 3.  Aldi for Food (lunchbox,

snacks and dinner)

Q: How would you rate the following retailers for Back to School ? A: 10=excellent 1=poor

Shopping for Uniforms

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•  Some 43% of shoppers stated a preference for Dunnes Stores with respect to uniforms

•  There is strong evidence that this is a key driver of store choice during back to school

21%

15%

22%

43%

Other

Tesco

Marks & Spencer

Dunnes Stores

•  On a normal week for Families, Shoppers do their main shop in their regular store •  However, when preparing for Back to School, we saw a big shim in Shopper preference to

Dunnes Stores •  This is confirmed by the receipt data in the Shopper Behaviour analysis

Q: Which retailer do you prefer to buy Uniform Items from?

Shopping for Sta&onery

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•  Tesco is the clear first preference grocery retailer with respect to Sta&onary for ‘back to school’

* ‘other’ consists of specialist stores, book stores, Dealz, Mr.Price, Eason, etc.

1%

4%

5%

8%

13%

23%

47%

Marks & Spencer

Supervalu (Superquinn)

Lidl

Aldi

Dunnes Stores

Other (specify)

Tesco

Q: Which retailer do you prefer to buy Sta8onary from?

We analysed Shopper behaviour from receipts submiYed through the Reep app.

•  We considered individual consumer data for the period 27 July through 13 September 2015

•  While a general pickup across all retailers was evident during the ‘back to school’ period, the Reep receipt data indicated a marked improvement in Revenue Per Basket for specific categories at 3 retailers in par&cular:

•  Dunnes Stores •  Aldi •  SuperValu

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5,000 super snappers

80,000 Reep App Registra&ons

Monthly Ac&ve Users 20,000

Data refreshed every7 minutes

Shopper Receipts uploaded every day 7,000

200,000 Shopper journeys tracked monthly

Item Purchases tracked each day

35,000

REEP KEY STATS

Please contact us: [email protected] [email protected] www.reeprewards.ie Reep Rewards |3 Argyle Square|Donnybrook |Dublin 4 | Ireland

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