Iceland Food & Grocery | Customer Insight

During a period of restricted discretionary spend and low consumer confidence, it is imperative that retailers know who their core customer base is and how they should be targeting them. UK Customer Insights 2012 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, including shopper profiles and the drivers of loyalty and disloyalty.

• Identify how the retailer drives loyalty and which stores are favoured by disloyal customers to improve your own shopper penetration.
• Understand which strategies are most effective at driving customer loyalty in food & grocery and justify your own business investments.
• Data is segmented regionally and by demographic and socio-economic group to enable you to identify which customer groups offer the most opportunities.

A comprehensive analysis of a retailer's customer profile.

• How has the profile of the consumers shopping at the food & grocery retailer changed over the past year and what has caused this?
• What drives consumers to shop for food & grocery at the retailer? What makes them disloyal?
• How many other stores do your shoppers use for food & grocery and what stores are these? Will these be a threat going forward?

Table of contents

AT A GLANCE SUMMARY
•Iceland – Food & grocery

SHARE OF SHOPPERS
•Iceland share of shopper by demographics
•Iceland share of shopper by TV region
•Iceland penetration of shopper by household characteristics
•Iceland share of shoppers by other characteristics and ACORN classification

CONVERSION AND NON-CONVERSION
•Iceland conversion of visitors to main user by demographics and region
•Iceland conversion of visitors to main user by household characteristics
•Non-converting customers

PROFILE OF SHOPPERS
•Iceland profile of shoppers by television region
•Iceland profile of shoppers by household characteristics
•Iceland profile of shoppers by other characteristics and ACORN classification

LOYALTY
•Iceland loyalty of main users by demographics and region
•Iceland loyalty of main users by household characteristics
•Iceland basic drivers of loyalty and disloyalty
•Iceland detailed drivers of loyalty

COMPETITION
•Cross sector competitor dynamics

APPENDIX
•Methodology
?The selection of parliamentary constituencies
?The selection of enumeration districts
?The selection of respondents
?Post survey weighting
•Further reading
•Ask the analyst
•Verdict consulting
•Disclaimer

TABLES
•Table: Key performance indicators for Iceland in food & grocery
•Table: Iceland changes in visitor share (%) 2008–12
•Table: Iceland changes in main user share (%) 2008–12
•Table: Visitor and main user penetration of ACORN classification (%)
•Table: Iceland changes in conversion rate (%) 2008–12
•Table: Iceland changes in non-conversion rate (%) 2008–12
•Table: Main stores non-converters use instead of Iceland
•Table: Iceland visitor and main user profiles by ACORN classification (%)
•Table: Iceland changes in loyalty (%) 2008–12
•Table: Iceland changes in disloyalty (%) 2008–12
•Table: Iceland drivers of loyalty 2008–12
•Table: Iceland drivers of disloyalty 2008–12
•Table: Iceland detailed drivers of loyalty
•Table: Cross sector matrix shopping
•Table: Other retailers used
•Table: Sample sizes by sector

FIGURES
•Figure: Visitor share 2008–12
•Figure: Main user share 2008–12
•Figure: Visitor share by demographic group
•Figure: Main user share by demographic group
•Figure: Iceland visitor share by television region
•Figure: Iceland main user share by television region
•Figure: Iceland visitor and main user share by household tenure
•Figure: Iceland visitor and main user share by number of people in household
•Figure: Iceland visitor and main user share by children in household
•Figure: Iceland visitor and main user share by number of cars in household
•Figure: Iceland visitor and main user share by working status
•Figure: Iceland visitor and main user share by marital status
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group
•Figure: Iceland conversion rates by region
•Figure: Iceland conversion rates by household tenure
•Figure: Iceland conversion rates by number of people in household
•Figure: Iceland conversion rates by children in household
•Figure: Iceland conversion rates by number of cars in household
•Figure: Iceland non-conversion rates 2008–12
•Figure: Iceland non-conversion rates by demographic group
•Figure: Demographic profile of non-converting Iceland visitors
•Figure: Regional profile of non-converting Iceland visitors
•Figure: Iceland visitor profile by demographic group
•Figure: Iceland main user profile by demographic group
•Figure: Iceland visitor profile by region
•Figure: Iceland main user profile by region
•Figure: Iceland visitor and main user profile by household tenure
•Figure: Iceland visitor and main user profile by number of people in household
•Figure: Iceland visitor and main user profile by children in household
•Figure: Iceland visitor and main user profile by number of cars in household
•Figure: Iceland visitor and main user profile by working status
•Figure: Iceland visitor and main user profile by marital status
•Figure: Loyalty 2008–12
•Figure: Iceland disloyalty
•Figure: Loyalty by demographic group
•Figure: Iceland loyalty by region
•Figure: Iceland loyalty by household tenure
•Figure: Iceland loyalty by number of people in household
•Figure: Iceland loyalty by children in household
•Figure: Iceland loyalty by number of cars in household
•Figure: Iceland – other food & grocery stores used
•Figure: Preference stores
•Figure: Sectors shopped

Related research categories

By market: Iceland (in Europe)