This paper describes how consumer panels in Great Britain have been developed in recent years to provide a wide range of services that are of specific relevance to grocery retailers. The paper will go on to describe in more detail three new services that further enhance the retailers understanding of their consumers buying behaviour. The first of these looks at catchment areas, or the distance that consumers travel to their chosen retailer and the ways that this affects their purchasing. The second analyses the classification of a retailers stores into clusters and examines the ways that these can then be employed to maximise their sales with particular reference to Category Management. The third segments consumers by the ways in which they shop and using this to identify areas of strength and weakness.
In the course of this paper, are the results of a study which has examined brands over 20 years. Advertising is the continuous theme but each is examined in conjunction with other influential strategies ranging from sales promotions to product diversification. Because of the availability of data over such a long period of time, the focus is on fast moving consumer goods, although many findings may apply to other less frequently purchased fields.
The following, linked, papers argue that representative consumer panels, reflecting actual purchasing behaviour, have a unique role to play in the provision of relevant, actionable information to both the retailers and the manufacturers who wish to sell to them, whether nationally or on a pan-European basis. Allan Breese draws on his own, and TN AGB's, extensive experience in working with such information in Great Britain, which has been in the forefront of many retailing trends and in the development of a panel based response to changing data needs. His case histories cover three main areas: 1) The basic, but important: evaluation of retailer strengths and weaknesses by market, Private Label levels, penetration and trip size/frequency, demographic profiles and loyalty. 2) Shopper studies which analyse why retailers under trade or over trade, and who is benefiting from lost sales. 3) Tailor made studies of the behaviour patterns of a retailer's shoppers, with specific reference to segmentation by size and frequency of shopping trip. Richard Piper examines briefly the current similarities and differences in trade structures and developments in the main European countries, using a major retail study conducted by Europanel, before moving on to illustrate the essential cross- country comparability of consumer panel data and the steps that are being taken to increase its utility at a European level. He includes a description of both the existing Europanel Database and the disaggregated version that is being developed.