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4 May 2006
Stockholm, Sweden
An ACNielsen survey released in Sweden today reveals, for the first time, which retailer is best at attracting shoppers, how consumers differentiate between retailers, and what matters most to them in their ‘shopping experience.’
“Sweden’s ACNielsen ShopperTrends survey is part of a global 51-country survey which uses unique analysis to make distinctions between what shoppers say is important to them, and what really drives the decisions they make between deciding WHERE they shop.
“In-depth information on shopping trends and habits are particularly applicable to Sweden and its changing retail landscape,” said Bo Ekström, managing director at ACNielsen.
The Swedish ShopperTrends survey revealed that the average Swedish family estimates to spend 3 218 SEK per month on grocery shopping, of which 45 percent is spent on fresh food. “These numbers are very close to the European average monthly spend of 3 580 SEK per month and 45 percent of this amount is spent on fresh food.
The ShopperTrends survey also explored Swedish shoppers’ attitudes and loyalty towards retailers and specific categories. “Today’s shoppers are fickle creatures and show different levels of loyalty towards certain products and categories,” said Mr. Ekstrom.
Shampoo, for instance has a very high level of category loyalty among Swedish shoppers. If shoppers cannot find their favorite brand of shampoo in their preferred retailer, 24 percent of them will shop elsewhere for it rather than switch brands. On the other hand, when it comes to biscuits, shoppers are less discerning and are more likely to buy a different brand if their favorites are out of stock. “The categories where most Swedish shoppers are happy to buy alternative brands are snacks (77%) and biscuits (78%). “Retailers need to know specifically what categories shoppers are most loyal to in order to plan their supply chain and merchandizing activities successfully,” noted Mr. Ekstrom.
Knowing what categories and products their customers are loyal to – and ensuring they are always in stock - is important influencers on Swedish shoppers’ decision on choice of retailer. Out of stocks for key brands in categories like shampoo can trigger Swedish consumers to switch store.
Swedish shoppers say their most important priorities in choosing a retailer is having “a clean and hygienic store” and “high quality of fresh food.” In reality, these are basic expectations shoppers expect from their shopping environment.
“Availability and convenience are what really matters to the busy shopper of today,” said Mr. Ekstrom. Low prices are of less importance for most shoppers when selecting a store, but that does not mean price is not important. “It is more important to avoid being recognized for having high prices, rather than trying to be the cheapest,” said Mr Ekstrom.
The growing discount retail sector is gradually changing shopping habits in Sweden, but the process is slow, as habits don’t change overnight. “Willys is definitely the most successful discount format that now has reached a critical mass of stores, resulting in high penetration in combination with high loyalty (close to ICA Maxi and ICA Kvantum). A third of all Swedes see Willys as offering the lowest price - compared to 13% favoring Lidl and 8% favoring Netto,” said Mr. Ekstrom.
ICA is the Store Equity Winner – Sweden and Europe
When it comes to attracting shoppers, ICA (all formats consolidated) is the clear winner, both within Sweden as well as taking the crown for highest score for store equity in Europe. “ICA has the highest level of store brand equity among Swedish shoppers, which is reflected in their leadership position in Sweden,” commented Mr. Ekstrom.
“When shoppers were asked to rank their most important considerations in choosing where they shop, ICA consistently scored the highest for awareness, consideration, regular use, preferences and recommendation,” said Mr Ekstrom. ICA is clearly aware of, and up to date with, what their customers want from their shopping experience and this is rewarded by loyalty from their shoppers.
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns.
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