Shopper Insights and Shopper Marketing Report

1. Shopper Insights and Shopper Marketing Report

2. Shopper Insights Shopper Profile • The majority of the shoppers are upper-end income groups – over 70% are LSM 8 - 10 • The Dis-Chem customer is typically female, shopping for herself or her family • Men are a growing customer segment for Dis-Chem

3. Shopper Insights Shopping Occasions and Behaviours Family shopping • Parents and children are frequently seen shopping together over weekends and on afternoon weekdays • Children are taking part in product selection • Impulse purchases frequently happen at till-point “temptation isle” • Individuals are seen spending time selecting products Product comparisons • Labels are scrutinised for comparison of product features, and ingredients • Product formats are compared, with consumers wanting to understand benefit of the respective formats • Consumers often compare price per unit and in many cases, product selection is made based on price per daily dose or single unit • New products are inspected with great interest Basket shopping • Despite this being a pharmacy environment, most customers shop with baskets or trolleys within multiple product categories • Predominantly shopping baskets with multiple product categories • Multiple units are purchased due to value promotions, such as 2+1

4. Shopper Marketing at Retail Store Exterior and Entrance • The “click & collect” service is highlighted at the store entrance as well as the trolley collection area. • Brochures with the latest discount deals are stocked at the entrance. The lightbox format Dis-Chem signage provides prominent visibility of the store within the centre The store entrance is always branded with the latest promotion Value promotion receive prominent advertising space within display windows

5. Shopper Marketing at Retail Value-added Services • The Wellness Clinic is visited frequently, with a visible queue to consult with one of three nursing practitioners. • The Beauty Clinic offers a range of skin, nail and hair treatments at competitive rates. • Signage is found at the store entrance to highlight clinic services. • Free Wifi offered in store is advertised from a large hanging banner for visibility by customers • The “click and collect” service is highlighted at the store entrance • Affinity partnership with Total is highlighted at store entrance.

6. Shopper Marketing at Retail Customer Service Customer Service • The Dis-Chem personnel is well-trained and offer a friendly and knowledgeable service • Each section is manned by front-shop personnel that regularly engage with shoppers • The Dispensary and Self Medication sections are well staffed, preventing long queues during busy trading hours • The healthcare clinic is managed by professional nursing practitioners • The beauty clinics offer service by trained professionals

7. Shopper Marketing at Retail Discounts & Promotions POS • Value deals and seasonal promotions are prominently on display throughout the stores: from the store exterior, to the store entrance, within brochures at the store entrance and at the respective sections within the store • Brochures at the store entrance are frequently taken by shoppers to assist with product selection based on value deals

8. Ranging Store Environment |Range Mall - Photo Feature On Promotion Beauty Foods Seasonal: Winter Self Medication Supplements Sports Household Electrical Clinic Beauty salon Ranging in-store is organised by promotion, product category or health and beauty services. On Promotion Beauty Toiletries Parent & Child Sports Supplements Vitamin Supplements Sports Accessories Foods Electrical Equipment Household Dispensary Self Medication Clinic Beauty salon

9. Store Environment | Innovative Merchandising Feature Shopper Marketing at Retail • Supplier-specific sampling and food merchandising, such as display fridges appear in the food section Special offer racks, promotional bins and stands of different shapes and proportions are positioned adjacent to the relevant categories, at the entrance and towards the pay points

10. Maryla Masojada | Lead Analyst Andrea Du Plessis | Associate Retail Analyst