A single minded focus on the consumer Luigi Ciuti - Procter & Gamble Jon Woolven - IGD/ECR UK

How can the ECR movement …. Be fully guided by consumer priorities? Demonstrate commitment to consumers? Measure its overall impact? Answer: A barometer of shopper satisfaction

Drivers of satisfaction - examples Pricing –level –clarity –consistency Access –travelling distance –opening hours –ease of finding products Service –queuing time –in-store services –information available Products –range –consistent availability –freshness –shelf life Experience –friendliness of staff –cleanliness –dealing with complaints

What would the barometer measure? For each driver of satisfaction: Importance Satisfaction Trend in performance Priority for improvement

How would it look?

Or from another direction

How would we use it? To prioritise our projects To motivate our industry To measure our progress At European and national level

Approach Use the expertise of ECR board companies Borrow from the 1995 study by FMI Use a market research company Pilot in six countries Report back at Berlin Next - an annual barometer across Europe

Scale Six countries –4 focus groups –1000 shoppers 25 questions Repeat for main and for top up shop 10 questions on demographics & shopping habits

Cost estimate From initial soundings: 300,000 Euros This might be negotiated down Raised from –Sponsorship –ECR Europe –Participating ECR nationals

Alternatives Do nothing! Collect existing research A commercial service A more detailed survey

Next steps Sign off by the ECR Board Appoint a project manager Present to ECR Nationals Raise finances Finalise design Appoint research company Must be done quickly to meet the Berlin deadline