SUPER SHOPPER: THE RETAILER’S GUIDE
- Super shoppers comprise 19% of the retail shopper segment but contribute to 55% of in-store sales
- Super shoppers are likely to purchase products for reasons of superior quality, service and exclusivity
- New product trial is 1.2x higher amongst super shoppers, impulse shopping is 1.4x times higher
The global recession seems to have had little impact on the urban Indian shopper’s consumption habits. Estimated at $38.5 billion, the Indian fast-moving consumer goods (FMCG) retail market is now an established part of the constantly evolving cityscape and a testament to the voracious appetite of consumers. Increasing disposable incomes are creating more new consumers every day and not surprisingly, retailers are jostling for visibility.
Sizing The Super Shopper
Every good tactician knows that information is the key to developing a successful strategy. And this holds true even in the battle for in-store visibility and customer loyalty.
After studying several key categories including food and beverages and accessories, we have identified a consumer segment that could help provide an edge to the marketer in-store – we call them ‘super shoppers.’
We found that 19% of all shoppers fall under this category of super shoppers, but what’s significant is that this 19% contributes to more than half of in-store spends.
Identifying The Super Shopper
In order to develop a profile of the super shopper, we mined data from large scale studies across several product categories and brands. Here’s what we found:
- Big spender, actively engages with products that they purchase
- No fixed definition in terms of gender
- Contrary to popular perception, a sixth of super shoppers belong to SEC C
- One third of super shoppers are less than 25 years old
What makes the super shopper stand out is their high level of consumerism. They tend to have a higher ownership rate of products like LCD or plasma TVs, credit cards, music systems etc.
The Super Shopper’s Contribution
When you take a look at a sector-wise contribution, the opportunity that super shoppers provide is evident. Understanding their consumption patterns and shopping behaviour can help in identifying further prospects to engage with them in-store.
In sum, super shoppers can be used as litmus tests to gauge the reception that products and brands will receive in the market place. They also function as unofficial spokespersons, articulating consumer needs and trends. In the competitive space of brand and visibility, super shoppers undoubtedly offer a clear advantage.
For more details download the full report (top right).