Morrisons 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
•Morrisons – Food & grocery

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

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

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

LOYALTY
•Morrisons loyalty of main users by demographics and region
•Morrisons loyalty of main users by household characteristics
•Morrisons basic drivers of loyalty and disloyalty
•Morrisons 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 Morrisons in food & grocery
•Table: Morrisons changes in visitor share (%) 2008–12
•Table: Morrisons changes in main user share (%) 2008–12
•Table: Visitor and main user penetration of ACORN classification (%)
•Table: Morrisons changes in conversion rate (%) 2008–12
•Table: Morrisons changes in non-conversion rate (%) 2008–12
•Table: Main stores non-converters use instead of Morrisons
•Table: Morrisons visitor and main user profiles by ACORN classification (%)
•Table: Morrisons changes in loyalty (%) 2008–12
•Table: Morrisons changes in disloyalty (%) 2008–12
•Table: Morrisons drivers of loyalty 2008–12
•Table: Morrisons drivers of disloyalty 2008–12
•Table: Morrisons 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: Morrisons visitor share by television region
•Figure: Morrisons main user share by television region
•Figure: Morrisons visitor and main user share by household tenure
•Figure: Morrisons visitor and main user share by number of people in household
•Figure: Morrisons visitor and main user share by children in household
•Figure: Morrisons visitor and main user share by number of cars in household
•Figure: Morrisons visitor and main user share by working status
•Figure: Morrisons visitor and main user share by marital status
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group
•Figure: Morrisons conversion rates by region
•Figure: Morrisons conversion rates by household tenure
•Figure: Morrisons conversion rates by number of people in household
•Figure: Morrisons conversion rates by children in household
•Figure: Morrisons conversion rates by number of cars in household
•Figure: Morrisons non-conversion rates 2008–12
•Figure: Morrisons non-conversion rates by demographic group
•Figure: Demographic profile of non-converting Morrisons visitors
•Figure: Regional profile of non-converting Morrisons visitors
•Figure: Morrisons visitor profile by demographic group
•Figure: Morrisons main user profile by demographic group
•Figure: Morrisons visitor profile by region
•Figure: Morrisons main user profile by region
•Figure: Morrisons visitor and main user profile by household tenure
•Figure: Morrisons visitor and main user profile by number of people in household
•Figure: Morrisons visitor and main user profile by children in household
•Figure: Morrisons visitor and main user profile by number of cars in household
•Figure: Morrisons visitor and main user profile by working status
•Figure: Morrisons visitor and main user profile by marital status
•Figure: Loyalty 2008–12
•Figure: Morrisons disloyalty
•Figure: Loyalty by demographic group
•Figure: Morrisons loyalty by region
•Figure: Morrisons loyalty by household tenure
•Figure: Morrisons loyalty by number of people in household
•Figure: Morrisons loyalty by children in household
•Figure: Morrisons loyalty by number of cars in household
•Figure: Morrisons – other food & grocery stores used
•Figure: Preference stores
•Figure: Sectors shopped