subject – retail management Case: Navigating the Shopper Universe through Big Data Taking on the…
Case: Navigating the Shopper Universe through Big Data
Taking on the challenge of understanding the motivationsbehind why shoppers buy what they buy, and how they buy it,could pay off in manifold ways. “There are lifestyle tensionsthat impact shopping behavior for each shopper segment, butthese tensions often extend beyond the store: time stress, financialpressure, and information overload,” explains John Essegian,executive vice-president at TNS Global. “Retailers canincrease their market share with each segment by understandingand addressing these important lifestyle tensions.”
Shopper Universe is a large syndicated databasethat maps competition for Grocery, Mass/Supercenter, Club,Convenience, Dollar Store,Drug, Natural/Organic, Pet, andHome Improvement retailers. It shows how shoppers perceivethe marketplace, shopper segmentation for targeting, and occasionbased need segmentation detailing what’s most motivatingto shoppers on each trip.The database provides retailersand manufacturers with a comprehensive understanding of thisbroad marketplace, and the keydrivers of choice for shoppers.“Shoppers’ functional needs are generally well met,”Essegian says. “Yet, opportunities exist to engage shoppersmore emotionally, such as helping them simplify their lives,leveraging modern technology, and creating a more experientialshopping trip.” TNS identifies nine occasion based needstates. Just over half of shopping trips, defined by consumerneeds, are more experience-driven, whereas the rest tend to betask-focused.
The experience-focused need states break down as follows:(1)Smart Fami1y Fun:These consumers want shopping to be fun,relaxing, and productive (so theycan take care of family needs).They expect enjoyment to be facilitated by technology aids, aconvenient and pleasant in-store experience, and good value.(2)Only the Best:Needs on theseshopping trips are for top-tierbrands, often outside the mainstream, including fresh, healthy,and natural products. (3)Rewarding Experience:This shoppingis uplifting and inspiring, thanks to the combination of theretailer’s values, great staff, and interesting and unique products.(4)Food Safari:Shoppers want this kind of trip to be morethan just stocking up on staples; they want a little adventure andexploration. It’s a chance to trynew and different products suchas exotic, gourmet, organic, and healthy items.
Task-focused need states shake out as follows:(1)Weekly GroceryShopping:These shoppers want every item their familyneeds for the week under one roof. The store needs to have awide selection of packaged and fresh food items. This shopperlooks to coupons and quality store brands to help stay on budget.(2)Hassle-Free Value:The shopping trip should be easyand efficient, providing good deals and incentives while coveringall brand needs, from premium to quality store brands.(3)Personal Care Plus:These shoppers are looking for a storewith a good selection of personal care and household items thatthey can shop at any time of the day or night. They alsowant agood selection of snacks and beverages.(4)All-Around Value:These shoppers want a place for stocking up and bargain hunting,with everyday low prices, great specials, and economicalpackage sizes. Hours should be convenient, and it should be aplace that kids enjoy. (5)Grab and Go:This is about fulfillingan immediate need to quickly and easily grab a snack, beverage,or fill-in item at a store located on the shopper’s normal route.Most generalists, such as grocery, mass, and club retailers,have an incentive to align to both task-driven and experiential
Need states. Specialty storestend to be more associated withexperiential shopping. While each segment participates, to atleast some degree, more engaged shoppers tend to have moreexperiential needs.
1)Explicatethe value ofTNS Shopper Universe tool for retailers.
2)Propose the consumer segment which isexperience-driven.
3)Identify the most important customer segments for a convenience store.