Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Data sources
- Abbreviations
Insights and Opportunities
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- Budgeting consumers will demand better prices
- Going mobile increasingly important
Market in Brief
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- Irish consumers have a strong appetite for a bargain
- Low earnings and high costs of living necessitating the need for price promotions and loyalty schemes
- Drive for low prices might erode brand value
- Deal-of-the-day sites appeal more to RoI consumers
- Women the main users of loyalty cards and DOTD websites
- Higher net access helping to drive usage of DOTD websites
Fast Forwards
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- Trend 1: Brand Review
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Make it Mine
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Consumers are being more careful with their spending
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- Figure 1: Agreement with the statement ‘I spend money more carefully than I used to’, NI and RoI, 2007-11
- Income levels take a hit
- Market ripe for loyalty cards and special offers
- More consumers identifying themselves as ‘bargain hunters’ and using coupons
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- Figure 2: Agreement with the statement ‘I am a bargain hunter’, NI and RoI, 2007-11
- Value for money and low prices the most important factor when shopping
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- Figure 3: The top five most important factors for consumers when deciding where to complete their grocery shopping, NI and RoI, August 2011
- Drive for value eroding brand power
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- Figure 4: Agreement with the statement ‘Branding does not matter to me as long as I get good value for money’, NI and RoI, 2010 and 2012
- Increase in internet usage
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- Figure 5: Internet used in the last 12 months, NI and RoI, 2004-11
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- Figure 6: Consumer daily internet usage, NI and RoI, February 2012
- Social media sites a key channel for promoting offers and discounts
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- Figure 7: Social networking sites that respondents currently access, NI and RoI, August 2011
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- Figure 8: Top ten brands on Facebook Ireland*, 2011
- Are consumers worried about privacy issues?
- No, they aren’t
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- Figure 9: Agreement with the statement ‘I worry about the personal information collected by loyalty card/ deal-of-the-day providers’, NI and RoI, February 2012
- DOTD websites set to have strong impact on tourism market
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- Figure 10: Consumers taking domestic or foreign holidays/short breaks over the next 12 months, NI and RoI, 2011
Broader Market Environment
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- Key points
- Weak recovery doing little to jump-start consumer spending
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- Figure 11: Economic outlook, NI and RoI, 2010-13
- Consumers still cautious in spending
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- Figure 12: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, April 2008-April 2012
- Heavy debt burden helping to drive need for vouchers and coupons
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- Figure 13: Agreement with the statement ‘I don’t like the idea of being in debt’, NI and RoI, 2007-11
- Unemployment levels expected to remain high until 2015
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- Figure 14: ILO unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
- Consumer prices increase in both NI and RoI
- More one-person households create more ‘main shoppers’
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- Figure 15: Projected households, by size, NI, 2006-31
- Figure 16: Projected households, by size, RoI, 1991-2006*
Competitive Context
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- Key points
- Own-label brands continuing to capture market share
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- Figure 17: Agreement with statements relating to consumers perceptions of own-label goods, NI and RoI, February 2012
- Own-label value range sees strong growth in RoI
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- Figure 18: Value range own-label goods purchased in the last 12 months, NI and RoI, 2010 and 2012
- Discounters grow in popularity between 2010 and 2012
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- Figure 19: Discounter retailers shopped at in the last 12 months, NI and RoI, 2010 and 2012
- Consumers shop at discounters for bargain-hunting purposes
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- Figure 20: Attitudes towards shopping in discounters, NI and RoI, May 2010
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Tesco introduces several innovations to its Clubcard
- Nectar card offering points to watch advertisements
- Smartphone-only reward scheme
- O2 UK relaunches Priority Moments loyalty scheme
- Rewarding disloyalty?
Companies and Products – Loyalty Cards
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- Tesco and the Tesco Clubcard
- Nectar Loyalty Card
- Dunnes Value Clubcard
- SuperValu Real Rewards
- Superquinn Reward Card
- Iceland Bonus Card
- Boots Advantage Card
- Co-operative Membership
- B&Q Diamond Card
- Superdrug Beautycard
- Debenhams Beauty Club Reward Card
- HMV Pure Reward Card
- Waterstones Loyalty Card
- Starbucks
- Subway
Companies and Products – Deal-of-the-Day Websites
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- Groupon
- Pigsback
- LivingSocial
- Treat Ticket
- Mighty Deals
- Grab One
- Grab It Now
- Dealtastic
- Onoffer.ie
- Deal Rush
- KGB Deals
The Consumer – Loyalty Cards Usage
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- Key points
- Majority of consumers use three or more loyalty cards
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- Figure 21: Loyalty cards or reward schemes used by consumers, NI and RoI, February 2012
- Women are the main subscribers to loyalty cards
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- Figure 22: Loyalty cards or reward schemes used by consumers, by gender, NI and RoI, February 2012
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- Figure 23: Gender and marital status of main shoppers, NI and RoI, 2011
- Consumers don’t always use their points to the fullest
- Tesco is king of the hill
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- Figure 24: Top five food retailers shopped at the most often in the last month, NI and RoI, February 2012
- Older consumers exhibit strongest ownership of grocery loyalty cards
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- Figure 25: Consumers who use a grocery retailer loyalty card, by age, NI and RoI, February 2012
- Delayed adulthood may negatively impact loyalty card ownership levels
- NI consumers show stronger ownership of coffee shop/sandwich shop loyalty cards
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- Figure 26: Those who use a coffee shop or sandwich shop loyalty card, by age, NI and RoI, February 2012
- B&Q targets a specific age group
The Consumer – Deal-Of-The-Day Website Usage
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- Key points
- Groupon top DOTD in a growing market
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- Figure 27: Deal-of-the-day websites subscribed to, NI and RoI, February 2012
- DOTD market value set to continue growing
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- Figure 28: Estimated level of consumer expenditure on deal-of-the-day websites, IoI, NI and RoI, 2010-15
- The downside of using DOTD sites
- Women the strongest users of Groupon
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- Figure 29: Consumers who subscribe to Groupon, by gender, NI and RoI, February 2012
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- Figure 30: Agreement with selected statements, by gender, NI and RoI, 2011
- 25-44-year-olds most likely users of Groupon
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- Figure 31: Consumers who subscribe to Groupon, by age, NI and RoI, February 2012
- Pigsback more popular among RoI consumers
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- Figure 32: Consumers who subscribe to Pigsback, by marital status, NI and RoI, February 2012
- LivingSocial has appeal to both NI and RoI consumers
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- Figure 33: Consumers who subscribe to Groupon, Pigsback or LivingSocial, by socio-economic group, NI and RoI, February 2012
- Who are the non-subscribers?
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- Figure 34: Consumers who have accessed the internet in the last 12 months, by age, NI and RoI, 2011
The Consumer – Attitudes towards Loyalty Cards and Deal-Of-The-Day Websites
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- Key points
- Low prices preferable to points or incentives
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- Figure 35: Agreement with statements relating to price promotions and loyalty schemes, NI and RoI, February 2012
- Lower prices in high demand
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- Figure 36: Agreement with selected statements relating to price promotions and loyalty schemes, by gender, NI and RoI, February 2012
- A quarter of consumers enjoy saving reward points
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- Figure 37: Agreement with the statement ‘I enjoy saving with a loyalty card or deal-of-the-day offer’, by gender, NI and RoI, February 2012
- Instant users vs. savers
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- Figure 38: Agreement with selected statements relating to loyalty point usage, NI and RoI, February 2012
- RoI consumers have a stronger appetite for DOTD websites
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- Figure 39: Agreement with the statement ‘Deal-of-the-day websites have great offers’, by age, NI and RoI, February 2012
- DOTD sites unable to motivate many to try new things
- Demand for the personal touch
Consumer Typologies
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- NI target groups
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- Figure 40: Consumer typologies, NI, February 2012
- Low Users
- Points Savers
- Lower Pricers
- Points Users
- RoI target groups
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- Figure 41: Consumer typologies, RoI, February 2012
- Uncaring
- Points Treaters
- Personal Discounters
- Pricers
Appendix
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- NI price promotion and loyalty cards data
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- Figure 42: Loyalty cards or reward schemes used by consumers, by demographics, NI, February 2012
- Figure 43: Loyalty cards or reward schemes used by consumers, by demographics, NI, February 2012 (continued)
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- Figure 44: Loyalty cards or reward schemes used by consumers, by demographics, NI, February 2012 (continued)
- Figure 45: Types of online discount providers (deal-of-the-day websites) consumers currently subscribe to, by demographics, NI, February 2012
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- Figure 46: Types of online discount providers (deal-of-the-day websites) consumers currently subscribe to, by demographics, NI, February 2012 (continued)
- Figure 47: Agreement with statements relating to promotions and loyalty schemes, by demographics, NI, February 2012
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- Figure 48: Agreement with statements relating to promotions and loyalty schemes, by demographics, NI, February 2012 (continued)
- Figure 49: Agreement with statements relating to promotions and loyalty schemes, by demographics, NI, February 2012 (continued)
- RoI price promotion and loyalty cards data
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- Figure 50: Loyalty cards or reward schemes used by consumers, by demographics, RoI, February 2012
- Figure 51: Loyalty cards or reward schemes used by consumers, by demographics, RoI, February 2012 (continued)
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- Figure 52: Loyalty cards or reward schemes used by consumers, by demographics, RoI, February 2012 (continued)
- Figure 53: Types of online discount providers (deal-of-the-day websites) consumers currently subscribe to, by demographics, RoI, February 2012
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- Figure 54: Types of online discount providers (deal-of-the-day websites) consumers currently subscribe to, by demographics, RoI, February 2012 (continued)
- Figure 55: Agreement with statements relating to promotions and loyalty schemes, by demographics, RoI, February 2012
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- Figure 56: Agreement with statements relating to promotions and loyalty schemes, by demographics, RoI, February 2012 (continued)
- Figure 57: Agreement with statements relating to promotions and loyalty schemes, by demographics, RoI, February 2012 (continued)
- NI consumer typologies tables
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- Figure 58: Consumer typologies, by demographics, NI, February 2012
- Figure 59: Loyalty cards or reward schemes used by consumers, by consumer typologies, NI, February 2012
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- Figure 60: Types of online discount providers (deal-of-the-day websites) consumers currently subscribe to, by consumer typologies, NI, February 2012
- Figure 61: Agreement with statements relating to promotions and loyalty schemes, by consumer typologies, NI, February 2012
- RoI consumer typologies tables
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- Figure 62: Consumer typologies, by demographics, RoI, February 2012
- Figure 63: Loyalty cards or reward schemes used by consumers, by consumer typologies, RoI, February 2012
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- Figure 64: Types of online discount providers (deal-of-the-day websites) consumers currently subscribe to, by consumer typologies, RoI, February 2012
- Figure 65: Agreement with statements relating to promotions and loyalty schemes, by consumer typologies, RoI, February 2012
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