1. Shopper Insights and Shopper Marketing Report
Publication date:
July 2019
Next publication:
July 2020
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
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 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
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.

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
Gondola ends marked with discount offerings
Special promotions marked on-shelf and within isles
Special bins for discounted products
Seasonal promotions highlighted

8. Ranging Store Environment | Range Mall - Photo Feature
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
Self Medication
On Promotion
Beauty
Foods
Seasonal: Winter
Beauty salon
Clinic
Electrical
Household
Sports
Supplements

9. Store Environment | Innovative Merchandising Feature
Shopper Marketing at Retail
Store Environment | Innovative Merchandising Feature
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
Supplier-specific sampling and food merchandising, such as display fridges appear in the food section

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