1 / 29

The Military Shopper

Understand key demographics, spending trends, and shopping behaviors of military shoppers to enhance sales growth in various channels. Learn how to target maturing families, affluent empty nesters, and non-Caucasian households effectively.

timothyjones
Download Presentation

The Military Shopper

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Military Shopper Thomas Milks Director of Sales April 24, 2007

  2. Demographics

  3. Who is the Military Shopper? • HHLD Income $50K+ • Female Head Age 55-64 • Maturing Families Living Comfortably • Empty Nesters Living Comfortably • Affluent • Female Head Not Employed • Race Non-Caucasian • HHLD Head Not in Work Force • County Size B &C • South Region DeCA Consumer Business Review

  4. Top Military shoppers Total U.S.—52 w/e 12/31/05 Consumption index based on total dollar ring DeCA Consumer Business Review

  5. Military shoppers are spending less of their wallet in the channel Pt Chg vs MY 05 -0.7 -0.6 -0.1 -1.4 +0.3 +0.1 +0.3 -0.3 +2.3 Driven by the On-line Channel Source: ACNielsen Homescan DeCA Consumer Business Review

  6. Military shoppers are increasing their share of Food & Bev wallet outside of Military and Food/Drug/Mass Pt Chg vs MY 05 -1.2 -1.4 -0.1 -0.1 +0.7 +0.3 +0.2 -0.1 +1.7 Source: ACNielsen Homescan DeCA Consumer Business Review

  7. Roughly 40% of Military shoppers shop Military on a monthly basis for their Food, HBC or Gen Merch; thus driving lower share of wallet Source: ACNielsen Homescan DeCA Consumer Business Review

  8. More Military households are shopping in Supers this year Source: ACNielsen Homescan Total US DeCA Consumer Business Review

  9. All Channels were able to grow or maintain Buying Rate, with the exception of Grocery & traditional Mass Merch Discount Both Supers & Club were able to bring in more households and increase the average $ per buyer at the same time Source: ACNielsen Homescan Total US DeCA Consumer Business Review

  10. Outside of the Military channel, Military shoppers have increased their per household spending in Grocery, Drug, Club, and Convenience Source: ACNielsen Homescan Total US DeCA Consumer Business Review

  11. Frequency is declining in all channels Source: ACNielsen Homescan DeCA Consumer Business Review

  12. Military shoppers have also decreased frequency everywhere, only Conv/Gas was able to maintain trips per shopper Source: ACNielsen Homescan DeCA Consumer Business Review

  13. Military households are stocking up more and making less trips Source: ACNielsen Homescan DeCA Consumer Business Review

  14. Grocery loyalty driven by convenience trips Total US—ACNielsen Homescan Shopper Missions, 52wk end 7/2/05 DeCA Consumer Business Review

  15. Military Shoppers have decreased Buying Rate in most major Grocery chains Source: ACNielsen Homescan DeCA Consumer Business Review

  16. Bigger basket sizes driving overall annual spending per household Source: ACNielsen Homescan DeCA Consumer Business Review

  17. Dry Grocery and Non-Food are the most highly converted departments in Military Source: ACNielsen Homescan DeCA Consumer Business Review

  18. Where do Military Shoppers go for Dry Grocery? Military Shoppers spend 25.4% of their Dry Grocery wallet In Military; down 1.2 pts +0.9 +0.8 Source: ACNielsen Homescan DeCA Consumer Business Review

  19. What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review

  20. Where do Military Shoppers go for Frozen? -2.6 Military Shoppers spend 22.5% of their Frozen wallet In Military; down 2.6 pts +3.0 Source: ACNielsen Homescan DeCA Consumer Business Review

  21. What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review

  22. Where do Military Shoppers go for Dairy? +0.4 Military Shoppers spend 24.4% of their Dairy wallet In Military; up 0.4 pts +1.3 Source: ACNielsen Homescan DeCA Consumer Business Review

  23. What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review

  24. Where do Military Shoppers go for Non-Food? -0.9 Military Shoppers spend 30.3% of their Non-Food wallet In Military; down -0.9 pts +1.2 Source: ACNielsen Homescan DeCA Consumer Business Review

  25. What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review

  26. Where do Military Shoppers go for HBA? -0.4 +2.8 Military Shoppers spend 20.1% of their HBA wallet In Military; down -0.4 pts -0.5 +0.5 Source: ACNielsen Homescan DeCA Consumer Business Review

  27. What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review

  28. In order to grow your business, you need to understand the Composition of Sales Volume • All sales volume can be broken down into these basic components • We need to increase at least one of these factors to grow sales DeCA Consumer Business Review

More Related