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Who is the "New Irish Shopper"?
How to reach the New Irish Shopper?
How to reduce costs in doing so?
How to reach the New Irish Shopper?
How to reduce costs in doing so?
A significant number of Irish shoppers (42%) intend on buying more Guaranteed Irish products over the coming 12 months according to the ECR Holistic Shopper Research. New insights into the changing Irish shopper were revealed at the Efficient Consumer Response (ECR) Ireland Annual Conference which was held on Jan 27th 2010. Over 120 retailers and manufacturers heard how increasing financial pressures has resulted in Irish shoppers changing their shopping behaviour as they look for better value for money. Delegates also heard how retailers lost €453m in 2009 through stock mismanagement or theft.
The ECR Ireland Holistic Shopper Research 2009 was conducted by Behaviour and Attitudes during October and November 2009 and is the most recent and comprehensive insight available on Irish shopping behaviour. Some of the topline insights that it revealed are:
• 42% of Irish shoppers intend on buying more guaranteed Irish grocery products during the next 12 months. 36% expect to buy less convenience meals.
• During 2009, shoppers made more shopping trips each week to more shops. They also spent longer in each store than in 2008 but still spent less.
• People are spending increased time at home and this is reflected in a significant increase in the range and variety of eating and drinking occasions.
• A quarter of all Irish shoppers have grocery shopped in Northern Ireland in the past 12 months with non-food items representing the greatest attraction.
• People are more likely to respond to in-store specials – with ‘Buy One Get One Free’ offers being perceived as the greatest value for money.
• Over the past 12 months shoppers are reporting significant increases in buying fresh food and eating away from the home less.
• As people shop around for better value, the proportion of trips habitually conducted at the same retailer each week dropped dramatically in 2009, with a quarter now spreading their business across three or more different retailers each week.
• Compared to 2008, significantly more time is now spent on main weekly shopping and bulk buying trips as shoppers spend time seeking out bargains. The greatest perceived improvement in value for money is for fruit & vegetables and toiletries.
Commenting on the research, Ian McShane, Managing Director of Behaviour and Attitudes said: “This research has confirmed that, while people have been deeply affected by the recession, they are by no means down and out. Shoppers have been busy seeking out greater value for money, whether by way of visiting more retail outlets than ever before in a typical week, or availing of a myriad of in-store offers and special promotions. The net effect has been that the average shopper has reduced his or her grocery bill by more than ten percent year-on-year, a trend which is likely to continue into 2010 and beyond.”
Colin Peacock, Director of Shrink & Store Operations Improvement, Procter & Gamble outlined how €453 million was lost by Irish retailing businesses as a result of operational failures. “Poor stock management and internal and external theft are very damaging for any business but can and should be stopped. A retailer can improve their margin by an average of 1.65% by ensuring that they put appropriate measures in place to eliminate this loss,” said Mr Peacock.
Declan Carolan, General Manager, ECR Ireland said that there is a great appetite from retailers and suppliers within the food & drink industry to work together to fulfill consumer wishes better, faster and at less cost. Consequently, ECR Ireland aspires to advance the standards of category management in Ireland and to improve the management processes associated with shrinkage, data & supply chain management.
The following conference presentations are available for download
Ian McShane - ECR Ireland Holistic Shopper Research 2009
Mark Hogan Comunicating effectively with consumers today
David Berry TNS World Panel
Ken McIntyre-Barn Kantar Retail
Susan Darcy Partners for Growth & ECR CatMan
Jim Bracken The benefit of accurate data
Colin Peacock & Adrian Beck The last available free money
DOWNLOAD THE CONFERENCE BROCHURE HERE
Previous ECR Ireland Conferences
ECR Ireland 2008 Presentations
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ECR Ireland 2007 Presentations
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ECR Ireland 2006
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ECR Ireland 2004
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ECR Ireland 2002
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