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Slow- Mag Review: Customer Insight Analysis. July 2010 . Contents. Introduction Shopper Profiling Basket Analysis Next Steps. 1. Introduction. Introduction. Clicks Slow- Mag analysis commissioned in July 2010
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Contents • Introduction • Shopper Profiling • Basket Analysis • Next Steps
Introduction Clicks Slow-Mag analysis commissioned in July 2010 Analysis based on the Clicks ClubCard shopper behaviour on the Slow-Mag brand Analysis has been carried out at a number of levels, outlined below: • Slow-Mag : Topline level • Range: Slow-Mag Tablets, Slow-Mag Capsules, Slow-Mag Fizzy Total SKU count: 8 Analysis period: 17 June 09 – 16 June 10 Category: Lifestyle Supplements
Introduction: Topline Stats Shopping stats and behaviour of Clicks ClubCard holders over the previous 12 months (17 June 2009 – 16 June 2010): Customers are likely to buy about 2 Slow-Mag units in a year over 1 to 2 baskets
Introduction: Topline Stats by Range Shopper type volumes by ranges: • If over two-thirds of purchases are within a range they are categorised as that shopper type, otherwise they are combination shoppers; there are no Slow-Mag Combination shoppers • Slow-Mag Fizzy has the smallest % of total shoppers, i.e. 4%
Profiling: Introduction • Profiling can assist with the look & feel of a marketing campaign, with packaging and with NPD. • Question: What do Slow-Mag shoppers look like? • Answer: We will examine customers by: • Segment profile • Age profile • Gender profile • Ethnicity
Shopper Segment Profiling Shopper segments based on transactional information and demographic data. Products are grouped together based on how they are bought, then the customers who buy them analysed to determine what is most important to each segment. Each segment is then analysed in more detail to create an enriched profile.
Understanding Indices and Volume Understanding Indices and Volume An index is an easy way of showing the difference between customer groups For example: 40% of Healthy at Heart buy Vitamin C But 20% of all customers buy Vitamin C We can see from this example that Healthy at Heart are twice as likely to buy Vitamin C, using an index: 40/20*100 = 200
Shopper Lifestyle Segment Profiling: Brand Level • Slow-Mag shoppers mainly Ageless Beauty and Healthy at Heart • More likely to be Ageless Beauty, Healthy at Heart and Sophisticated Me compared to Lifestyle Supplements category • Slow-Mag is currently not appealing to a budget shopper. Under-indexes on all other segments, but especially on Big Brands + Bargains andMovin On Up segments
Shopper Value Segment Profiling: Brand Level Check volumes, i.e. Number of shoppers 13
Shopper Value Segment Profiling: Brand Level • Slow-Mag shoppers mainly Top Shoppers and Frequent Modest Shoppers –more likely to fall into these segments in comparison to Lifestyle Supplements category as a whole • Under-indexes on all other value segments 14
Shopper Age Profiling: Slow-Mag Brand Level • Majority of Slow-Mag shoppers are older, i.e. 46-65 years • Slow-Magshoppers are more likely to be older and also less likely to be under 35 years
Shopper Gender Profiling: Slow-Mag Brand Level • Majority of Slow-Mag shoppers are Female • Slightly less likely than the Lifestyle Supplements category to be Male
Shopper Ethnicity Profiling: Slow-Mag Brand Level • Majority of Slow-Mag shoppers are White • Under-indexing on Black and Asian shoppers, in comparison to Lifestyle Supplements category
Shopper Type Segment Profiling: Range Level • In comparison to the other ranges: • Shopper type are fairly consistent in distribution • Slow-Mag Tablets have the highest proportion of Healthy at Heart and lowest proportion of Sensible & Su$$ed • Slow-Mag Fizzy range attracting highest proportion of Beauty on a Budget, Classic Gifters, Metro-Groomers, Sophisticated me and Sensible + Su$$ed
Shopper Type Value Segment Profiling: Range Level • Value Segment profiles are fairly similar across the shopper types • Encouraging that most shoppers are Top Shoppers – can we increase the frequency of Slow-Mag purchase as they are in store frequently
Shopper Type Age Profiling: Range Level • Slow-Mag Fizzy shoppers attract the highest proportion of younger shoppers – Potentially parents buying for kids? • Slow-Mag Tablets attract the highest proportion of age 55+
Shopper Type Ethnicity Profiling: Range Level • As expected, majority of shoppers are White • Although % is small Slow-Mag Tablets attracting the smallest proportion of Black shoppers
Profiling: Conclusions Slow-Mag Brand Level: • Slow-Mag shoppers mainly WhiteFemales, aged 46-65, are Ageless Beauty and Healthy at Heart shoppers who have a high visit frequency at Clicks • Compared to the Lifestyle Supplements Category, Slow-Mag shoppers are less budget focused, older and less likely to be Male and Black Range Level: • Slow-Mag Tablets attracting highest proportion ofHealthy at Heart shoppers, who are more likely to be older and White • Slow-Mag Fizzy range attracting highest proportion of budget segments like Beauty on a Budget and Metro-Groomers, attracting the highest proportion of younger shoppers • Slow-Mag Capsules range attracting the lowest proportion of Beauty On A Budget and Big Brands + Bargains, who are more likely to be older and white
Basket Analysis: Introduction • Having now understood what Slow-Mag shoppers buy from the range, a basket analysis seeks to understand the behaviour of range shoppers in the context of their wider purchasing at Clicks. • It provides insight into key shopper areas & most important SKUs to Slow-Mag shoppers. • Question: What else do Slow-Mag shoppers purchase? • Answer: We will examine Slow-Mag shopper behaviour by: • Purchasing by customer (within same year) • Purchasing by basket
Basket Analysis By Shopper: Overall • Table above displays, overall, the most popular other classes purchased by Slow-Mag shoppers at Clicks within the last 12 months • The next slide analyses the % of Slow-Mag baskets containing products from competing areas 25
Basket Analysis By Shopper: Within Lifestyle Supplements • In total, R8.8m spent on other Lifestyle Supplements by Slow-Mag shoppers over 12 months 26
Basket Analysis By Basket: Overall • Table above displays the most popular other classes purchased within the same basket as Slow-Magthis one overall next competing areas • The next slide analyses the % of Slow-Mag baskets containing products from competing areas 34
Basket Analysis By Basket: Within Lifestyle Supplements • In total, R 1.5m spent on other Lifestyle Supplements products in the same basket as a Slow-Mag purchase 35
Basket Analysis: Conclusions • Nothing unusual about the top product areas shopped by Slow-Mag shoppers at Clicks over a year • Slow-Mag shoppers shopping heavily into Health at Clicks – opportunity for co-promotion? • A high proportion of calcium supplements shopped by Slow-Mag shoppers • High proportion of shoppers purchasing other magnesium products – look at increasing frequency of shop
Next steps 1. Workshop: • Discuss and agree outcomes from customer insight analysis • Agree objectives and align to those of Slow-Mag overall • Prioritise activity 2. Campaign plan • Activity • Timings • Budget
Thank you Nikki Emerton – Account Manager Nikki.emerton@5one.co.za Zakariya Patel – Analyst Zakariya.patel@5one.co.za 021-403-6312 46
