INTRODUCING SHOPPER ARCHETYPES

TGI INSIGHTS

SHOPPER ARCHETYPES
A TGI SEGMENTATION OF FMCG SHOPPERS

Allows marketers to pinpoint specific targets amongst seven mutually exclusive groups of shoppers

Understand the who, why and how of shopper behaviour by profiling groups against the full range of TGI variables (attitudes, media, leisure etc.) Combined with TGIs WHY Code data to provide deep insights into what drives shopping behaviours

SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES
Convenience Kings Ethical Empathisers Accustomed Acquirers
Driven by routine, have narrow brand repertoire, more likely to be solus shoppers and tend to want to stick to tried and tested products / brands

Promiscuous Purchasers

Driven by convenience in general, locality, opening hours, parking, ease of use etc.

Driven by ethical considerations such as Fair Trade, animal welfare, protection of the environment

Driven by value, bargain hunters, have large brand repertoires, dont like the idea of sticking to only a few brands

Quality Crusaders

Conscious Connoisseurs
Savvy and passionate shoppers who get food knowledge from magazines, professionals, word of mouth, read ingredients and labels

Strategic Savers

Driven by superior quality and happy to pay a premium for it

Driven by lowest price to meet strict budget, attracted by sales and promotions, special offers and loyalty schemes

SHOPPER STRATEGIES
INTRODUCING THE ARCHETYPES

Convenience Kings

Ethical Empathisers

Accustomed Acquirers

Promiscuous Purchasers

Quality Crusaders

Conscious Connoisseurs

Strategic Savers

SHOPPER STRATEGIES
ARCHETYPE POPULATIONS
Shopper Archetype Convenience Kings Ethical Empathisers Accustomed Acquirers Promiscuous Purchasers Quality Crusaders Conscious Connoisseurs Strategic Savers % of Main Shoppers Overall numbers

13 6 16 8 14 5 16

4 million 2 million 5.1 million 2.6 million 4.5 million 1.6 million 5 million

Base: All Main Shoppers 15+

Source: GB TGI 2013 Q1

CONVENIENCE KINGS
PROFILE
Gender Split
65%
(100)

Age Split
15-24
All Main Shoppers

35%
(100)

25-34

35-44

45-54

55-64

65+

Average Weekly Shopping Spend:

CKs

73.20
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% (-1% Main Shopper Average)

Social DNA Map*

High Global Capital
76

High Indexing Purchasing Factors

(By Index)
Economic Dominating
88

Top Food Retailers

(By Index)

Cultural Dominating

71

163
Vert .% 19% 15% 29%

Factor
Recommendations from Friends / Family

Index 166 151 122

(10%)

82

108

107

141
(12%)

130 127

113

Availability Healthy
Low Global Capital

137
(5%)
Source: GB TGI 2013 Q1

Base: All Main Shoppers 15+

* See Social DNA Map Explanation in Appendix

ETHICAL EMPATHISERS
PROFILE
Gender Split
73%
(113)

Age Split
15-24
All Main Shoppers

27%
(77)

25-34

35-44

45-54

55-64

65+

Average Weekly Shopping Spend:

EEs

72.60
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% (-1% Main Shopper Average)

Social DNA Map*

High Global Capital

210
Economic Dominating Cultural Dominating

High Indexing Purchasing Factors

(By Index)
78

Top Food Retailers

(By Index)

202
134
78

231
Vert .% 36%

Factor
Environmentally Friendly

Index 710

(9%)

107

157
(5%)

68

39

Origin
36

675
246

41%
25%

The Ingredients / Composition

156
(34%)
Source: GB TGI 2013 Q1

Low Global Capital

Base: All Main Shoppers 15+

* See Social DNA Map Explanation in Appendix

ACCUSTOMED ACQUIRERS
PROFILE
Gender Split
57%
(89)

Age Split
15-24
All Main Shoppers

43%
(121)

25-34

35-44

45-54

55-64

65+

Average Weekly Shopping Spend:

AAs

62.60
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% (-15% Main Shopper Average)

Social DNA Map*

High Global Capital
48

High Ranking Purchasing Factors

(By Vert. %)
Economic Dominating
90

Top Food Retailers

(By Vert. %)

Cultural Dominating

50

43%
Vert .% 40% 37% 11%

Factor
Price Quality
The Manufacturers Brands

Index 77 70 66

(73)

76

97

130

33%
(80)

92

165
158

24%
(75)
Source: GB TGI 2013 Q1

Low Global Capital

Base: All Main Shoppers 15+

* See Social DNA Map Explanation in Appendix

PROMISCUOUS PURCHASERS
PROFILE
Gender Split
74%
(114)

Age Split
15-24
All Main Shoppers

26%
(75)

25-34

35-44

45-54

55-64

65+

Average Weekly Shopping Spend:

PPs

82.40
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% (+12% Main Shopper Average)

Social DNA Map*

High Global Capital
98

High Indexing Purchasing Factors

(By Index)
Economic Dominating
82

Top Food Retailers

(By Index)

Cultural Dominating

139 138
116 109

172
Vert .% 14% 14% 27%

Factor
The Ingredients / Composition Friends / Family Recommendations Sales Promotion

Index 136 120 117

(14%)

50

158
(14%)

64

96

139
(53%)

Low Global Capital

Base: All Main Shoppers 15+

* See Social DNA Map Explanation in Appendix

Source: GB TGI 2013 Q1

QUALITY CRUSADERS
PROFILE
Gender Split
60%
(93)

Age Split
15-24
All Main Shoppers

40%
(113)

25-34

35-44

45-54

55-64

65+

Average Weekly Shopping Spend:

QCs

83.00
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% (+12% Main Shopper Average)

Social DNA Map*

High Global Capital

188
Economic Dominating Cultural Dominating

High Indexing Purchasing Factors

(By Index)
127

Top Food Retailers

(By Index)

126
87 79

175
Vert .% 95% 32% 18%

Factor
Quality Healthy Taste

Index 182 136 131

(7%)

125
66

137
(5%)

60

43

121
(26%)

Low Global Capital

Base: All Main Shoppers 15+

* See Social DNA Map Explanation in Appendix

Source: GB TGI 2013 Q1

CONSCIOUS CONNOISSEURS
PROFILE
Gender Split
63%
(98)

Age Split
15-24
All Main Shoppers

37%
(104)

25-34

35-44

45-54

55-64

65+

Average Weekly Shopping Spend:

CCs

84.20
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% (+14% Main Shopper Average)

Social DNA Map*

High Global Capital

256
Economic Dominating Cultural Dominating

High Indexing Purchasing Factors

(By Index)
112

Top Food Retailers

(By Index)

174
122
73
58

305
Vert .% 21%

Factor
The Ingredients / Composition

Index 204

(12%)

34

157
(34%)

30

Origin
31

136
128

8%
7%

Environmentally Friendly

136
(4%)
Source: GB TGI 2013 Q1

Low Global Capital

Base: All Main Shoppers 15+

* See Social DNA Map Explanation in Appendix

STRATEGIC SAVERS
PROFILE
Gender Split
70%
(108)

Age Split
15-24
All Main Shoppers

30%
(85)

25-34

35-44

45-54

55-64

65+

Average Weekly Shopping Spend:

SSs

72.10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% (-2% Main Shopper Average)

Social DNA Map*

High Global Capital
46

High Indexing Purchasing Factors

(By Index)
Economic Dominating
96

Top Food Retailers

(By Index)

Cultural Dominating

90

120
Vert .% 62%

Factor
Sales Promotions

Index 268

(35%)

133
123

124
93

92

126
(11%)

Price
101

173
169

90%
23%

Taste
Low Global Capital

117
(7%)

Base: All Main Shoppers 15+

* See Social DNA Map Explanation in Appendix

Source: GB TGI 2013 Q1

PRACTICAL APPLICATIONS
BRANDS & RETAILERS

PRACTICAL APPLICATIONS
BRANDS: SUPPORT TO CATEGORY MANAGEMENT
Dorset Cereals Waitrose
300

Here we can see the Shopper Archetypes that are most likely to contain consumers of Dorset Cereals and visitors to Waitrose. Dorset Cereals and Waitrose both have a strong synergy with Ethical Empathisers and Conscious Connoisseurs. Dorset Cereals connection with these two groups is especially strong and could be leveraged to help Waitrose attract more of these kinds of shoppers.

250

Index

200

150

100

50

0 Convenience Kings
Base: All Main Shoppers 15+

Ethical Empathisers

Accustomed Acquirers

Promiscuous Purchasers

Quality Crusaders

Conscious Connoisseurs

Strategic Savers

Source: GB TGI 2013 Q1

PRACTICAL APPLICATIONS
RETAILERS

Segment
Convenience Kings Ethical Empathisers Accustomed Acquirers Promiscuous Purchasers Quality Crusaders Conscious Connoisseurs Strategic Savers
Base: All Main Shoppers 15+

Vert. %

Index

Vert. %

Index

Aldi could try to capitalise on Promiscuous Purchasers and Strategic Savers who comprise some of its core shoppers - by tempting away those in these groups currently shopping at rival Iceland. Aldi could also boost custom from underrepresented shopper types by for example trying to promote its green credentials to the Ethical Empathisers.

19%
6% 23%

108
76 96

24%
5% 20%

141
63 82

16%
12% 3% 21%

168
72 66 110

15%
9% 3% 24%

158
55 56 126
Source: GB TGI 2013 Q1

Why Code

Tel: 020 8433 4000 Email: tgihotline@kantarmedia.com Web: www.kantarmedia.co.uk

Solutions and packages

APPENDIX
SOCIAL DNA

Social DNA

Discover the roots of consumer tastes and preferences

Connect with consumers deep subconscious imagery Drive category and brand usage by understanding semi-conscious values Analyse decision shortcuts, rational and post-rationalised criteria

Subconscious Stimuli
Lifestyle Statements Conscious Choices

Social DNA Subconscious Stimuli

High global amount of capital

Lifestyle Statements Conscious Choices

100s of variables

Cultural capital dominant

Economic capital dominant

Cultural Capital

Economic Capital

Low global amount of capital

Social DNA Subconscious Stimuli

High global amount of capital

Lifestyle Statements Conscious Choices

Cultural capital dominant

43K Degree or higher Premium /Provenance Discerning

Economic capital dominant

Low global amount of capital

Social DNA Subconscious Stimuli

High global amount of capital

Lifestyle Statements Conscious Choices

Cultural capital dominant

15K Further qualification Aspirational Frustration

Economic capital dominant

Low global amount of capital

Social DNA Subconscious Stimuli

High global amount of capital

Lifestyle Statements Conscious Choices

Cultural capital dominant

Economic capital dominant

Low global amount of capital