Waitrose 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
•Waitrose – Food & grocery

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

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

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

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