Transcript Document
Asda Beef & lamb customer insight
•
5,000 colleagues (3 rd largest NI employer)
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Market Share c.17%
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19mn UK customers
Asda Mission
To be Britain’s most trusted retailer
Asda Purpose
Save money. Live better.
EDLC = EDLP
CUSTOMER PLEDGES
Perfect retail storm
Competition – market is polarising
Convenience & Price deflation
Asda Income Tracker
£180 £88
Source: Asda Income Tracker /CEBR
1 0
Asda Income Tracker Dashboard: January
Recent trend Indicator Regular earnings growth* Employment growth* Annual percentage change +1.7% +2.0% Food & non-alcoholic drinks Vehicle fuels Home electricity, gas & fuel Essential item inflation Family spending power -2.5% -16.2% -2.0% -0.1% +9.3%
Asda Our response
OUR CUSTOMER PROPOSITION - DELIVER VALUE
INVESTING IN MARKET LEADING VALUE
Price Quality Communication £1bn £250m
Simple, compelling, disruptive
...AND THROUGH THE PRICING PYRAMID Overall Direction of Travel 3 Wk Promotions
Quarterly Rollbacks Permanent Linksaves EDLP / Pricelock / Essentials
Asda Beef & lamb Results?
RED MEAT SHARE
• Asda are growing ahead of the Market in Total Red Meat by 9.3%pts (Asda 6.7%, Market -2.6
Source: AC Nielsen Value growth
INVESTING IN FRESH BEEF QUALITY MATURATION
• 15 days increased to 21 and 28 day maturation to deliver flavour • •
SPECIFICATION
Easy carve joints Steaks specifications delivering industry leading consistency
PACKAGING
• 1 st to market skin packaging in core range
Innovation in packaging and price SKIN PACKAGING
• • • • Product continues to mature in pack Flavour and tenderness benefits Reduced packaging – better for environment 1 st to market on core product for Asda
2 FOR £7 FIXED WEIGHT PROMOTION
• • Driving volume sales of steaks Market leading sales growth
INVESTING IN BEEF ROASTING JOINTS EASY CARVE SPECIFICATION
• • • We removed all soft core muscles Removing waste from our customers plate Consistency for carving
INNOVATION IN BEEF ROASTING JOINTS OVENABLE BEEF JOINTS
• • • • • Shoppers nervous about cooking Beef Joints New innovation (first to market) with ABP where joint in packaging goes straight into the oven Consistent, easy, no washing up Lower cooking time than standard roasting Helping our customers
INNOVATION AND CONVENIENCE IS DRIVING OUR GROWTH Skin Pack Ovenable Lamb 2 for £7
Continues to mature in packaging Delivers 2 weeks Shelf life (2 weekends to sell) Continues to mature in packaging Improved shelf life and convenience for Asda Mums Replicating success seen in Beef Steaks offer Sales growth and reduced waste with new skin packaging • Westwood strongest growth in lamb sales YoY up 16.8% • Portadown most growth in red meat up 18.2% driven by beef up 23.8%
FRESH LAMB SHARE
• Asda are growing ahead of the Market in Lamb by 9.9%pts (Asda 2.9%, Market -7.0%). Source: AC Nielsen Value growth
Asda Closer look at customer insight
Our pledges are important to us, tracked quarterly – shoppers perceptions are improving in Meat
Source: Category Perception Tracker Results for Asda Top 3 Box = Shoppers rating us 8,9 or 10 out of 10
Fresh meat is often the hero of the meal – it needs to meet strict personal quality standards
“It’s probably one of the most expensive bits of my shopping, but you don’t want to scrimp with meat” “You have to watch what you’re buying with meat sometimes – it could have all sorts in it” “I always get the one from the back, never the front” “I just can’t stand it when it’s got veins in it – it makes me feel sick”
Source: Nat rep survey. Q20. Thinking about when you usually buy fresh meat, which of the following actors are important to you when deciding what to buy? Q50. To what extent do you agree or disagree with the following statements about fresh meat? Base: Total sample (1,500)
Shoppers believe fresh meat quality varies between retailers – trust in quality is critical for repeat purchase
Promiscuous shopping habits means holding onto shoppers is increasingly important – If shoppers have a
bad personal experience
with meat from a particular retailer it can take a long time to regain that trust
“You have to watch what you’re buying with meat sometimes – it could have all sorts in it”
Source: Nat rep survey. Q12. You said you buy fresh meat from <
Driving trust in Asda’s fresh meat quality
Driving quality in fresh meat involves shouting about all the quality procedures Asda has in place Store
“You want the store to look nice – it shows that they are taking care of their meat”
Quality perception
“Aldi is always talking about how good the quality of their products are on their adverts so I thought I would give them a go”
Product / Price
“Sometimes you need to try something to really know if it’s good quality – if I try something and it’s not, I wouldn't buy it again”
Brand / Communications
Out of store, shoppers need to believe in the brand quality – quality cues in communications
Asda’s brand isn’t instantly associated with quality – prices and promotions are usually cited as the main reason for shopping at Asda (for all categories) Prices are important, but combine these messages with quality cues in communications. •Local •Quality processes •Butcher’s Selection
If the aisle doesn’t deliver, shoppers will lose trust
Determining quality
in run
•Neat and tidy displays •Reassurance on quality through POS •Easily finding what you need •Well stocked Source: Nat rep survey. Q20. Thinking about when you usually buy fresh meat, which of the following actors are important to you when deciding what to buy? Q50. To what extent do you agree or disagree with the following statements about fresh meat? Base: Total sample (1,500)
New POS works well to convey quality throughout the aisle making it feel neater and clearly sectioned
Positive reaction to new POS
“It looks good, feels a bit more sophisticated!”
Shout about awards – shoppers like to hear about them
“Tha’s really good to know but I had no idea. They should definitely tell people about it more – why wouldn’t you tell people about something like that?”
Source: Nat rep survey. Q12. You said you buy fresh meat from <
At fixture, products are thoroughly inspected – any discolouration or short dates are avoided
Determining quality
of product
Poor quality products noted everywhere
•Colour / appearance of meat • Short dates •Provenance •Cut / type •Display
“You want it to be red – sometimes they’re a bit brown, and you know it’s on the turn”
Source: Nat rep survey. Q20. Thinking about when you usually buy fresh meat, which of the following actors are important to you when deciding what to buy? Q50. To what extent do you agree or disagree with the following statements about fresh meat? Base: Total sample (1,500)
Vac packed packaging is really appealing – allows customers to see enough of the product Packaging appeal Top 2
Can see lots of the product Looks fresh Looks good quality Can see lots of the product Looks fresh Looks good quality Can see lots of the product Looks fresh Looks good quality Looks fresh Looks good quality ₓ Can’t see enough of the meat
Drives quality perceptions – allows for close inspection of meat and shows freshness Save customer time and removes the hassle/worry of cooking
Source: Nat rep survey Q23. Looking at the different types of fresh meat packaging shown below, please state how appealing or unappealing you find each one. (Base:1500)
For shoppers who don’t like to handle fresh meat, poor packaging can be the start of a bad meat experience
“I mean it just looks awful – what do you do with it? What is it?”
Source: Nat rep survey. Q12. You said you buy fresh meat from <
Driving trust in Asda’s fresh meat prices
Shoppers aren’t looking for ‘cheap meat’ – they want to feel like they’re getting a great deal on great quality
Getting meat from a retailer I perceive to be great quality Getting the most for my money Getting a great deal on something I know should be more expensive Getting added value e.g. Award winning, convenience etc Prices Promotions Dates
Watch out
– on pack information used is functional – prices, dates and portion sizes.
Quality and brand cues often missed – communicate these using POS, packaging colour and format Source: Nat rep survey. Q20. Thinking about when you usually buy fresh meat, which of the following actors are important to you when deciding what to buy? Q50. To what extent do you agree or disagree with the following statements about fresh meat? Base: Total sample (1,500)
Driving trust in Asda’s fresh meat range
Shoppers are wary of buying fresh meat online because they can’t make their own personal product selections 2 in 5
Asda online shoppers don’t buy their fresh meat online – in line with the market •I like to
see and pick it up
myself – 37% •I don’t think the
staff would pick
the same quality I would - 32% •I
don’t trust the dates
will be long enough – 20%
“The guy who is picking my meat isn’t going to rifle through and pick the best one like I would”
Q11. You said you shop online for your groceries but not your fresh meat. Why do you not buy fresh meat online? (Base:157) Q2C. When buying fresh meat products online, what helps you determine whether the meat is good quality? (Base:704)
Providing clearer information on where the meat has been sourced may help aid quality perceptions online
To help determine the quality
of a product, online shoppers currently use: The cut –
43%
Provenance –
42%
Type of meat –
34%
“ That information is just too small and not something I would spend my time reading”
The information is currently too small and often not read by shoppers – make this more prominent .
32%
of Asda.com fresh meat shoppers
disagree
that it’s
easy to judge the quality
of the meat online Source: Nat rep survey Q11. You said you shop online for your groceries but not your fresh meat. Why do you not buy fresh meat online? (Base:157) Source: Survey with Asda.com meat shoppers Q2C. When buying fresh meat products online, what helps you determine whether the meat is good quality? (Base:704) Q4A. Which of the following is important to see on Asda.com with fresh meat products? (Base:704)