beste winkelketen van nederland categorie ......differentiate yourself from the competition. we hope...
TRANSCRIPT
Retailer XRetailer of the Year
© Q&A 2020
In the recent months consumers have been able to evaluate their favorite
store chain for the Xth time. XXX consumers voted, which resulted in a total of
over XXX votes in 2017.
Congratulations
Naturally we would like to congratulate all the winners. Secondly, we would
like to urge you to take note of the results. The results can give you insight
into your strong points, but certainly also into the areas that need attention.
These aspects offer you the opportunity to further improve your performance
next year.
Key questions
Which retailers improved according to the XXX consumer compared to 2016?
Which retailers received lower evaluations this year? The answers to these key
questions are very important, and can help you in a market which in 2017 will
again be full of new opportunities and challenges. The enormous number of
respondents offers a wealth of data and numerous interesting benchmarks.
Where to go from here?
Q&A comprehensively surveys the sector, helps you to identify your
organization's strengths and weaknesses, and provides advice on how to
differentiate yourself from the competition.
We hope you enjoy reading this category report, and hope that you will
develop the areas for attention and aspects that differentiate you from the
competition further in 2017, so that your organization, or one of your clients,
may top the list next year.
For the list of the winners and an explanation of the method please visit
URL WEBSITE.
If you have any questions or comments please do not hesitate to contact us.
Q&A
Printerweg 22
3821 AD Amersfoort
The Netherlands
Tel: +31(0)33-2454637
www.qanda.nl
Foreword2
In the recent months consumers have been able to evaluate their favorite
store chain for the Xth time. XXX consumers voted, which resulted in a total of
over XXX votes in 2017.
Congratulations
Naturally we would like to congratulate all the winners. Secondly, we would
like to urge you to take note of the results. The results can give you insight
into your strong points, but certainly also into the areas that need attention.
These aspects offer you the opportunity to further improve your performance
next year.
Key questions
Which retailers improved according to the XXX consumer compared to 2016?
Which retailers received lower evaluations this year? The answers to these key
questions are very important, and can help you in a market which in 2017 will
again be full of new opportunities and challenges. The enormous number of
respondents offers a wealth of data and numerous interesting benchmarks.
Where to go from here?
Q&A comprehensively surveys the sector, helps you to identify your
organization's strengths and weaknesses, and provides advice on how to
differentiate yourself from the competition.
We hope you enjoy reading this category report, and hope that you will
develop the areas for attention and aspects that differentiate you from the
competition further in 2017, so that your organization, or one of your clients,
may top the list next year.
For the list of the winners and an explanation of the method please visit
URL WEBSITE.
If you have any questions or comments please do not hesitate to contact us.
Q&A
Printerweg 22
3821 AD Amersfoort
The Netherlands
Tel: +31(0)33-2454637
www.qanda.nl
Sharing product information is an increasingly common theme. No less
than 55% of consumers think it is (very) important to get product
information about products they buy in the health & wellness category.
What do consumers want to know? Information on the sustainability of
production, such as information on materials, transport and the
environment. Information on working conditions is also considered
important. Compared to the retail average, information on the
sustainability of production is more important in the health & wellness
category.
Retailer X scores an NPS of 41 and an NLS of 44 in the health & wellness
category with its physical stores. According to the importance-performance
matrix, price is the most important point of attention. In comparison with
the direct competition in health & wellness, price and the composition of
the product range are the most important points for improvement. The
quality of the products could also be improved a little, given the high
importance of this aspect.
The website of a shop/brand is most often indicated as a source of
information that played a role in the last purchase in the health & wellness
category. Recommendations from others are the second most mentioned
source.
Compared to the average for retail, social media is more often indicated as
an important source of information in health & wellness media. It is
therefore even more important to have strong social media content for this
purpose.
"Value" and "what" are the two main elements of the shopping compass in
the health & wellness category. When it comes to "value", "value for
money" and "good product quality" are the most important. Compared to
last year, the aspect of "fair prices" has clearly become more important.
The element "what" has increased in importance compared to last year. It
is striking that "sustainable products" has doubled in importance.
KEY TAKE AWAYS: RETAILER X
Take away #2Take away #1
Take away #4Take away #3
"Value" and "what" are the two main elements of the shopping compass in
the health & wellness category. When it comes to "value", "value for
money" and "good product quality" are the most important. Compared to
last year, the aspect of "fair prices" has clearly become more important.
The element "what" has increased in importance compared to last year. It
is striking that "sustainable products" has doubled in importance.
The website of a shop/brand is most often indicated as a source of
information that played a role in the last purchase in the health & wellness
category. Recommendations from others are the second most mentioned
source.
Compared to the average for retail, social media is more often indicated as
an important source of information in health & wellness media. It is
therefore even more important to have strong social media content for this
purpose.
Retailer X scores an NPS of 41 and an NLS of 44 in the health & wellness
category with its physical stores. According to the importance-performance
matrix, price is the most important point of attention. In comparison with
the direct competition in health & wellness, price and the composition of
the product range are the most important points for improvement. The
quality of the products could also be improved a little, given the high
importance of this aspect.
Sharing product information is an increasingly common theme. No less
than 55% of consumers think it is (very) important to get product
information about products they buy in the health & wellness category.
What do consumers want to know? Information on the sustainability of
production, such as information on materials, transport and the
environment. Information on working conditions is also considered
important. Compared to the retail average, information on the
sustainability of production is more important in the health & wellness
category.
Additional studyParallel to the election, Q&A also performs a survey
among its own consumer panel, called the Q&A Panel. In
this study the respondents are asked to indicate which
aspects are important when choosing a particular store.
In this, the same nine aspects are used as the consumer
gets when evaluating store chains in the election. This is a
random sample of at least 200 respondents per category,
in which the results in the dataset are weighted according
to gender and age.
The retail compass describes the five marketing Ws with which a retailer can
differentiate itself from the competition. These five 'elements' can be
immediately observed at a retailer by a consumer, and involve the following:
• Where: relates to aspects which concern the location and layout of the
store;
• What: relates to the aspects of range and new stock;
• Value: relates to the aspects of value for money and price level;
• Who: relates to the aspects of customer-friendliness, expertise,
atmosphere and service;
• Why: relates to all the reasons for shopping with a retailer and can be
influenced by promotions and special offers and communications.
The retail compass compares the aspects between retailers and shows where
they can and should excel. It is (almost) impossible to beats the competition
on all elements. The rule of thumb for the retail compass is therefore as
follows: out of the five elements, you must score better than the competition
on one or two elements; you must achieve an average score on one or two;
and on two or three you can afford to score (slightly) lower than average.
Consumer, economic and market developments mean that these five Ws are
constantly in flux. It is therefore a good idea to re-assess the aspects of the
compass and your scores regularly.
The figure 'Retail compass aspects' shows the importance that consumers in
your sector attached to five elements.
The following pages provide insight into what consumers find important
within the different corners of the retail compass. The element 'Why' is not
included. Because the element ‘Why’ can’t be summarized in one or two
aspects.
26%
13%
21%
39%
0%
10%
20%
30%
40%
50%
Value Why What Who
Retailcompass aspects 2020
Importance of the elements
5
Retail compass
.
The retail compass compares the aspects between retailers and shows where
they can and should excel. It is (almost) impossible to beats the competition
on all elements. The rule of thumb for the retail compass is therefore as
follows: out of the five elements, you must score better than the competition
on one or two elements; you must achieve an average score on one or two;
and on two or three you can afford to score (slightly) lower than average.
Consumer, economic and market developments mean that these five Ws are
constantly in flux. It is therefore a good idea to re-assess the aspects of the
compass and your scores regularly.
The figure 'Retail compass aspects' shows the importance that consumers in
your sector attached to five elements.
The following pages provide insight into what consumers find important
within the different corners of the retail compass. The element 'Why' is not
included. Because the element ‘Why’ can’t be summarized in one or two
aspects.
© Q&A 2020
What is important to consumers in your sector when assessing stores and
what should you be good at to ensure you can serve consumers who shop in
your sector optimally? The figure above provides insight into the importance
of the aspects based on which you and your competitors are assessed. These
insights are essential for you to be able to determine on what you should
focus the coming year.
Which information sources impact a purchase? The figure above shows which
information sources played a role in the last purchase in your category. It is
important for you to align your communication strategy with these
information sources. As a general rule, you need to use multiple sources to
reach your target group.
2%
3%
7%
7%
7%
10%
12%
17%
17%
19%
0% 5% 10% 15% 20%
Convenience store
Appearance and experience
Service
Reliability
Customer friendliness
Price
Composition assortment
Offers and promotions
Product quality
Expertise
Importance of the aspects
6
Aspect importance & improvement points
What is important to consumers in your sector when assessing stores and
what should you be good at to ensure you can serve consumers who shop in
your sector optimally? The figure above provides insight into the importance
of the aspects based on which you and your competitors are assessed. These
insights are essential for you to be able to determine on what you should
focus the coming year.
© Q&A 2020
24%
25%
26%
29%
39%
53%
20%
27%
35%
24%
35%
49%
Email newsletter
Online leaflet
Door-to-door leaflet
Social Media
Recommendations from others
Website of a shop/brand
Which of the following sources contributed to
your last purchase?
Which information sources impact a purchase? The figure above shows which
information sources played a role in the last purchase in your category. It is
important for you to align your communication strategy with these
information sources. As a general rule, you need to use multiple sources to
reach your target group.
Do consumers in your sector immediately visit a store or do they gain
information first? The answers of the consumers to the question are shown in
the above figure based on the last purchase they made with regard to your
sector. Does a large part of your customers seek information? If this is the
case, they often already know exactly what they want when they visit your
store. Ensure that your staff is prepared for this. In addition, it is, of course,
essential for you that your communication strategy is aligned to the gaining of
information behaviour of customers within your sector.
If some of your customers gain information, it is important to get insight into
exactly where they do this. Are you well represented in these information
sources? The figure above shows which information sources are used in the
information gaining process of consumers before they visit a store. It is
important that you align your communication strategy with this. The general
rule is that you must deploy several sources to reach your target group.
7
Productinformation
Do consumers in your sector immediately visit a store or do they gain
information first? The answers of the consumers to the question are shown in
the above figure based on the last purchase they made with regard to your
sector. Does a large part of your customers seek information? If this is the
case, they often already know exactly what they want when they visit your
store. Ensure that your staff is prepared for this. In addition, it is, of course,
essential for you that your communication strategy is aligned to the gaining of
information behaviour of customers within your sector.
© Q&A 2020
22% 25%
35% 35%
43% 40%
Retail average Category X
To what extent do you find it important to
know product information about the products
you buy?
(Completely) unimportant Neutral (Very) imporant
18%
21%
35%
25%
30%
43%
20%
27%
24%
35%
35%
49%
Email newsletter
Online leaflet
Social Media
Door-to-door leaflet
Recommendations from others
Website of a shop/brand
Which of the following sources contributed to
your last purchase?
Retail average Category X
What is important for consumers in your sector within the where corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the where corner.
Your customers can buy everywhere and always these days, including in your sector. It is, therefore, interesting to map out this buying behavior and the developments thereof. The figure above shows where customers in your sector made a purchase last and which shopping channel has their preference. These results are very different depending on the sector. It applies to all sectors that the customer demands a retailer cross channel strategy. If you do not set this up correctly, you will run the risk of losing your market share to other parties.
8
Staff
What is important for consumers in your sector within the where corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the where corner.
Your customers can buy everywhere and always these days, including in your sector. It is, therefore, interesting to map out this buying behavior and the developments thereof. The figure above shows where customers in your sector made a purchase last and which shopping channel has their preference. These results are very different depending on the sector. It applies to all sectors that the customer demands a retailer cross channel strategy. If you do not set this up correctly, you will run the risk of losing your market share to other parties.
© Q&A 2020
5% 8%9%
12%10%
15%20%
18%
56%47%
Retail average Category X
To what extent is having contact with the staff in
the category x important for you to have a good
shopping experience?
Not important at all Not important Neutral Important Very important
8%
9%
12%
15%
16%
19%
Helping customers repair or improve a
product
Helping customers design/personalise
products
Guiding clients in making the right choice
based on their knowledge and…
Training and supporting customers in the
use of products
Customers with a positive work attitude,
smile and enthusiasm
Entertaining customers and making it fun
Take a look at the roles an employee can have.
Please indicate to what extent you find the roles
below important for an employee in the category x?
% very important
Category X Retail average
What is important for consumers in your sector within the why corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the why corner.
What is important for consumers in your sector within the what corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the what corner.
9
Function of the store
What is important for consumers in your sector within the why corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the why corner.
What is important for consumers in your sector within the what corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the what corner.
© Q&A 2020
11%
12%
13%
14%
14%
17%
18%
19%
25%
30%
A place to design, assemble or modify your own
products
To gain knowledge, to be helped, to get advice
A showroom where you can't purchase but you can
see, feel and test/experience everything
A place with a specialist and an exclusive range (a
selection, so not all products)
A place to visit because products are readily available
and in stock there
To be able to buy products quickly, easily and in a
short time frame
A pick-up point where you can pick-up products you
have bought online
A place to spend time together (with friends/family)
To discover and be surprised by new products and
ideas
For entertainment and fun
Indicate to what extent these functions of a store
in the category x are of added value to you.
% very much added value
Category X Retail average
10% 8%18%
15% 12%
11%
25%19%
19%
19%29%
24%
31% 32% 28%
I visit a physical store to
view and test products
and then order them
online (not in the store)
I visit a physical store to
view and test products
and then order them
online in the store
I first orientate myself
online on the products
and then go to a physical
store to buy them
Take a look at the situations below. How often do
you do this for purchases in the CATEGORYX?
(Almost) never Rarely Sometimes Often (Almost) always
What is important for consumers in your sector within the value corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the value corner.
What is important for consumers in your sector within the who corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the who corner.
10
Ease of shopping
What is important for consumers in your sector within the value corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the value corner.
What is important for consumers in your sector within the who corner of the
retail compass when they visit a store within your sector? The figure above
provides insight into the importance of the aspects within this corner. These
insights are essential to decide where to improve and optimize your position
in the who corner.
© Q&A 2020
12% 9%
17%14%
30%33%
19% 24%
22% 20%
Retail average Category X
How often do you have a shopping experience to
the category x that takes longer than you would like
it to be?
(Almost) never Rarely Sometimes Often (Almost) always
5%
10%
15%
19%
19%
20%
Different
Long walking routes
Long queues at the checkout
Stock in shop not available
Hustle and bustle in the shop
Insufficient staff present
What are the main reasons for this?
Category X Retail average
Results
Explanation of the Importance-performance matrix
• In the upper left corner of the graph, we find the aspects that the
consumer finds very important, but which are simultaneously assessed to
score very poorly with the relevant retailer. Significance for the policy: first
priority in the approach.
• In the upper right corner, we find the observations of the aspects that
consumers find important and in which the relevant store scores well.
Significance for the policy: maintain the performance through business as
usual.
• In the lower right corner, we find the observations involving strategic
overkill: aspects that are not particularly important to customers, but hich
they still find that the relevant retailer scores extremely well in.
Significance for the policy: rather spend the costs associated with the
good performance in this quadrant on improving the performance in the
upper left conrner.
• In the lower left corner, we find the aspects to which consumers do not
attach particular importance and which do not score particularly well.
Significance for the policy: not very important, first take care of the other
priorities.
Importance-performance
12
0%
5%
10%
15%
20%
7,0 7,5 8,0 8,5
Imp
ort
an
ce
Performance
Importance-performance
Price
Offers and
promotions
Product quality
Composition
assortment
Expertise
Customer
friendliness
Service
Appearance and
experience
Convenience store
Reliability
Explanation of the Importance-performance matrix
• In the upper left corner of the graph, we find the aspects that the
consumer finds very important, but which are simultaneously assessed to
score very poorly with the relevant retailer. Significance for the policy: first
priority in the approach.
• In the upper right corner, we find the observations of the aspects that
consumers find important and in which the relevant store scores well.
Significance for the policy: maintain the performance through business as
usual.
• In the lower right corner, we find the observations involving strategic
overkill: aspects that are not particularly important to customers, but hich
they still find that the relevant retailer scores extremely well in.
Significance for the policy: rather spend the costs associated with the
good performance in this quadrant on improving the performance in the
upper left conrner.
• In the lower left corner, we find the aspects to which consumers do not
attach particular importance and which do not score particularly well.
Significance for the policy: not very important, first take care of the other
priorities.
© Q&A 2020
In the figure above, the Net Promoter Score (NPS) are shown for different
players. The NPS is calculated by subtracting the percentage of Detractors
from the percentage of Promoters. It is interesting to compare your score with
those of your competitors.
In the figure above, the Net Loyalty Score (NLS) are shown for different
players. The NLS is calculated by subtracting the percentage of Disloyals from
the percentage of Loyals. It is interesting to compare your score with those of
your competitors.
50
28
11
30
0
10
20
30
40
50
60
Retailer X Retailer Y Retailer Z Category
average
Net Promoter score
38
-12
21
16
-20
-10
0
10
20
30
40
50
Retailer X Retailer Y Retailer Z Category
average
Net Loyalty score
13
NPS & NLS
In the figure above, the Net Promoter Score (NPS) are shown for different
players. The NPS is calculated by subtracting the percentage of Detractors
from the percentage of Promoters. It is interesting to compare your score with
those of your competitors.
In the figure above, the Net Loyalty Score (NLS) are shown for different
players. The NLS is calculated by subtracting the percentage of Disloyals from
the percentage of Loyals. It is interesting to compare your score with those of
your competitors.
© Q&A 2020
Factsheet14
Ranking
Value
What
Who
Where
Why
Legend:
© Q&A 2020
1 Retailer A 7,85 5.100 7,43 7,88 8,33 8,18 7,81 8,64 7,73 8,05 7,72 8,01
2 Retailer B 7,56 758 8,01 8,09 7,58 8,01 7,84 7,99 7,83 7,84 7,60 7,60
3 Retailer C 7,48 1.625 7,93 8,07 7,44 8,03 7,77 7,89 7,81 7,78 7,59 7,94
4 Retailer D 7,47 897 7,88 8,01 8,03 7,55 7,87 7,96 7,59 7,87 7,93 7,95
Q&A Printerweg 22
3821 AD Amersfoort
The Netherlands
T: +31 (0) 33-2454637
Disclaimer
All text, figures, percentages, tables and figures contained in
this report are displayed with care. Q&A Insights B.V. does not
accept any responsibility for possible negative consequences
by possible errors made in the manufacture of these texts,
numbers, percentages, tables and figures in this report.