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In-company project Vlerick 2011-2012
- 1. Creating added value for the Belgian based retail customers of LU-Belgium in order to build stronger and future proof margins
- 2. TABLE OF - Methodology CONTEN - - Industry analysis Recommendations LU & LU retail customers T 1. Quality 2. In-store experience 3. New product development 4. Pricing 5. Categorisation 6. Competitiveness LU 7. Summary
- 3. IN-DEPTH INTERVIEWS METHODOLOG Y 3 EXPERT INTERVIEWS 5 ISB INTERVIEWS RESPONSIBLE 12 IN-STORE AUDITS
- 4. RESPONDENTS
- 5. INDUSTRY ANALYSIS STRENGHT WEAKNESS OPPORTUNITI THREAT
- 6. SWOT STRENGHT A. Predictability of the category B. Optimal freshness C. Bread scent
- 7. SWOT WEAKNESSE A. Wages B. Investment & costs
- 8. SWOT OPPORTUNITI A. QUALITY INCREASE RETAIL - Last 10 years - Changing perceptions Quality holding back growth
- 9. SWOT OPPORTUNITI B. #OF WARM BAKERIES - 32% drop (1994 – 2011) - Trouble finding artisan bakers - 7% bake-off bread - 37% bake-off viennoiserie Launch of independent bakery chain
- 10. SWOT OPPORTUNITI C. ISB-GROWTH - Colruyt, Lidl, Aldi, Albert Heijn D. CHILLED BAKE-OFF VIENNOISERIE - Invest in R&D
- 11. SWOT THREATS A. DIFFERENTIATING CHARACTER B. BRANDING NOT POSSIBLE - Carrefour, Albert Heijn - F2 C. D-S RELATIONSHIP
- 12. 2 R&D for (CHILLED) BAKE-OFF 1 INVEST in VIENNOISERIE TIME SAVINGS LAUNCH 3 INDEPENDENT BAKERY CHAIN
- 13. QUALITY
- 14. QUALITY TASTE FRESHNES LOOK SCENT
- 15. QUALITY - BDB: 90% chilled bake-off TASTE - Gira 2010 - Even low-end players (polarisation) - Taste as purchase criterion n = 51 n = 100 n = 49 n = 22 Baguettes local bakery Viennoiserie local bakery Baguettes supermarket Viennoiserie supermarket 80 80 70 70 60 60 50 40 50 30 40 20 30 10 20 0 10 0
- 16. QUALITY - 80% of viennoiserie @ local bakery TASTE - In line with in-depth interviews - Cherry picking 100% 80% 80 60% 64.8 Other 56.2 Carrefour 50 40% Delhaize Local Bakery 20% 0% Breads Baguettes Bread rolls Viennoiserie n = 162 n = 102 n = 162 n = 125
- 17. QUALITY TASTE QUALITY IMPROVEMENT VIENNOISERIE
- 18. QUALITY - ‘Daily Fresh Bread’ FRESHNES - Carrefour Hyper / Planet n = 51 n = 100 n = 49 n = 22 Baguettes local bakery Viennoiserie local bakery Baguettes supermarket Viennoiserie supermarket 80 80 70 70 60 60 50 50 40 30 40 20 30 10 20 0 10 0
- 19. QUALITY - ‘Daily Fresh Bread’ FRESHNES - Carrefour Hyper / Planet - Freshness on product level Interest in the indication of baking hours? 5% 15% 22% n = 108 Totally agree Rather agree 16% Neutral Rather disagree Totally disagree 42%
- 20. QUALITY FRESHNES Perceived baking method ISB Baguettes 12% 6% n = 240 Homemade Freshly delivered by an industrial bakery 37% Frozen delivered by an industrial bakery 45% No idea
- 21. QUALITY - Independent samples t-tests FRESHNES Consumers VS non-consumers Purchasers VS non-purchasers Local Bakery VS retail purchasers No significant differences
- 22. QUALITY FRESHNES Perceived baking method ISB viennoiserie 4% 13% n = 240 Homemade Freshly delivered by an industrial bakery 40% Frozen delivered by an industrial bakery No idea 43%
- 23. QUALITY - Independent samples t-tests FRESHNES Consumers VS non-consumers Purchasers VS non-purchasers Local bakery VS retail purchasers People that do not purchase viennoiserie in retail more often hold the perception that ISB-viennoiserie is homemade compared to purchasers.
- 24. QUALITY FRESHNES 5 INTRODUCE FRESHNESS INDICATOR
- 25. QUALITY LOOK
- 26. QUALITY - Cause: Personnel LOOK - Consistency is key Do you find product consistency important? 6% 1% 15% 29% n = 241 Totally agree Rather agree Neutral Rather disagree Totally disagree 49%
- 27. QUALITY - Packaging influences look LOOK Observation: Bag not always next to product F2 users paper bags In-depth interviews: duality in responses bread bag OK but to large plastic viennoiserie bag OK for non-sticky viennoiserie
- 28. BLISTERS LOOK THAT CAN FILLED BE SHOPPER BY S 7 BREAD BAG WITH WINDOW 8 MOTIVATE PERSONNEL
- 29. LOOK THINK TWICE 9 ABOUT MULTIPACKS 10 SAFEGUARD BAKING CONSISTENCY
- 30. EXPERIENCE
- 31. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 32. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 33. EXPERIENCE INTERIO - Neutral to negative perception R - Revamp of Carrefour Planet - Independent samples t-test comparison of interior attractiveness retail / local bakery People find the interior of local bakeries more attractive
- 34. EXPERIENCE INTERIO R
- 35. EXPERIENCE INTERIO R
- 36. EXPERIENCE INTERIO R
- 37. EXPERIENCE INTERIO R SPECIALIST BAKERY LOOK
- 38. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 39. EXPERIENCE PRODUCT INFORMATIO Negative health perception (dieting) Stress benefits of bread products (except viennoiserie) Nutritional value versus cereals Fiber Energy supplier Faster saturation
- 40. EXPERIENCE PRODUCT INFORMATIO - VS local bakery: lower degree of social interaction
- 41. EXPERIENCE PRODUCT INFORMATIO - Appreciation of extra product information Ingredients (allergies) Baking method Origin 5% 2% 26% 24% n = 107 43%
- 42. EXPERIENCE PRODUCT INFORMATIO DISPLAY PRODUCT 12 INFORMATION
- 43. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 44. EXPERIENCE BREAD - Bread odour = No. 1 SCENT - Stimulation of impulse purchase - Enhance freshness perception - Biggest reminiscent sense power 3% 1%1% n = 241 13% 82%
- 45. EXPERIENCE BREAD SCENT … But bread scent is less present in retail Totally agree Rather agree Neutral Local bakeryn = 154 Supermarket n = 109 Rather disagree Totally disagree 0.00 20.00 40.00 60.00
- 46. EXPERIENCE BREAD SCENT 13 ISB STRONGER BREAD SCENT IN HOW - Bread scent diffusers - One oven in the middle of the ISB department - Ventilation system which transfers bread scent - Add scent to the bread packaging
- 47. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 48. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 49. EXPERIENCE PRODUCT AVAILABILIT - Respond to the more demanding shoppers: Bake-off flexibility In-store audits: some take advantage of bake-off High labour cost - In-depth interviews: Neutral to annoying if no product availability
- 50. EXPERIENCE PRODUCT AVAILABILIT Lack of bread availability is most annoying (84%) n = 185 Viennoiserie Yes Baguette Neutral No Bread 0 10 20 30 40 50 60 70 80 90
- 51. EXPERIENCE PRODUCT AVAILABILIT Planning of baguette and viennoiserie purchases Yes n = 109 Neutral Local bakery Supermarket No 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
- 52. EXPERIENCE PRODUCT AVAILABILIT GUARANTEED PRODUCT OFFER
- 53. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 54. EXPERIENCE RECIPES O - Spotted at local bakeries PACKAGING - Increase packaging attractiveness - Possibility for cross-promotions 6% 13% 13% n = 106 35% 33%
- 55. EXPERIENCE RECIPES O PACKAGING 15 INTRODUCE PACKAGING RECIPES
- 56. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 57. EXPERIENCE SELF SCANNING - Successfully launched - In-store audits Failures to recognize bar codes: printing quality Lack of bar codes - Self-payment issue Delhaize Condition 1: only purchase non-barcoded goods Condition 2: no loyalty card Inconvenient screen overview when solved
- 58. EXPERIENCE SELF SCANNING Shoppers only buying bread products when visiting supermarkets 1% n = 109 25% Daily Weekly 53% Monthly Less than monthly/Never 21%
- 59. EXPERIENCE SELF SCANNING 16 IMPROVE SELF SCANNING - Better structure of the selection screens for bread products - Updated picture catalogue - Quality printers at each retailer - Check barcode availability
- 60. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 61. EXPERIENCE GRIPPERS - In-store audits: no usage or struggling - In-depth interviews: 2 extremes in opinion - Survey: no usage for bread rolls n = 18 44% 45% Both viennoiserie and buns Unused Only for viennoiserie Only for buns 11%
- 62. EXPERIENCE GRIPPERS 17GRIPPERS IMPROVING - No abolishment - Increase usability: Hole in the packaging and hook at each shelf Gripper with rubberized handle - Increase hygiene: cleaning on a daily basis - Look outside of the gripper-box: Primary shoppers Delhaize and Carrefour: pensioners
- 63. IN-STORE EXPERIENCE Interior Baking hours Self-scanning Use of grippers Product availability Product information Bread scent Reservation of bread products Recipes on packaging
- 64. EXPERIENCE RESERVATIO - Spotted at local bakeries and Panos - No interest from interviewees Difficult to mention pick-up time 3% 5% Importance of autonomy 13% 42% n = 108 37%
- 65. NPD
- 66. NPD VARIETY NEE HEALTH CHILDREN SPECALITIE
- 67. NPD VARIETY NEED I like to try out new products 2% 12% 17% n = 237 Totally agree Rather agree 23% Neutral 46% Rather disagree
- 68. NPD VARIETY For which products do you want NEED more variety? 30% n = 141 20% % of non consumers wanting more variety 10% % of consumers 0% wanting more variety
- 69. NPD VARIETY - Variety from a retail point of view NEED Baking instruction PLU-number Logistical adaptation Low levels of in-store testing of new ISB-products Monthly variation not possible
- 70. NPD VARIETY NEED INTRODUCE MORE VARIETY 18
- 71. NPD HEALTH Importance of health when buying products Viennoiserie Baguette None Bread rolls Bread n = 241 0% 20% 40% 60% 80% 100%
- 72. NPD - White whole grain bread HEALTH incredible for Belgian market - Increase in the number of food allergies - In-store personnel indicates growing demand for functional bread products
- 73. NPD HEALTH R&D FUNCTIONAL NPD
- 74. NPD - In-depth interviews indicate CHILDRE children have an influence on ISB- purchase behavior. N In 2004, $330 billion was spend due to pester Power (children 4-12) Introduction of cute looking ISB-products
- 75. NPD CHILDRE N 20
- 76. NPD - Puratos study Canada SPECIALTIES - Confirmed by in-depth interviews ‘Vlaaienkoek’ ‘Klaaskoek’ - Conversation BDB: 300 local products
- 77. NPD SPECIALTIES 21 INTRODUCE SIGNATURE PRODUCTS
- 78. NPD BAGUETTE Purchase intention bread products? % top-two box answers % top-box answers Ciabatta with real olive oil Baguette with dried tomatoes… Roll with Provencal herbs One person bread Soft whole-wheat or multigrain… Baguette with tigerdecoration Fresh pannini roll n = 241 0 5 10 15 20 25 30 35 40 45 50
- 79. 22 1. Ciabatta 2. Dried tomato basil 3. One person bread
- 80. BAGUETTE Custom tables: Significant difference between shopper demographics and purchase intentions: One-person bread Singles, students Baguette with dried tomatoes and basil Students, HH with kids Ciabatta with real olive oil Students, singles, HH w kids Roll with Provencal herbs Students
- 81. Purchase intention viennoiserie? VIENNOISERI Chocolate viennoiserie with more… Croissant with richer butter taste E Chocolate viennoiserie with white… Viennoiserie with apple-cinnamon Croissant with yellow pudding Viennoiserie with raspberry jam Viennoiserie with banana Viennoiserie with strawberry jam Viennoiserie with honey Viennoiserie with orange/chocolate Viennoiserie with caramel Viennoiserie with creme brulee Viennoiserie with gingerbread Viennoiserie with lemon 0 5 10 15 20 25 30 35 40 45 50 % top-two box answers % top-box answers
- 82. 23 1. With more chocolate 2. Richer butter taste 3. White chocolate
- 83. VIENNOISER E Custom tables: Significant difference between shopper demographics and purchase intentions : With more chocolate Singles, students, HH with kids With richer butter taste Students and HH with kids With white chocolate Singles, Students, HH with kids
- 84. PRICE
- 85. PRICING - Polarisation of the market; Economic downturn - Retail price adjustments according to the competition: Colruyt no viennoiserie - Puratos: price is no purchase criterion ≈ survey cherry-picking - In-depth interviews: Not price-conscious, only in local bakery Conscious of price differences Logic if price differences within viennoiserie
- 86. PRICING Higher willingness to pay for filled viennoiserie 7% 14% 9% 1% 14% 6% 25% 29% 44% 51% Filled viennoiserie is worth Logic if price difference more than non-filled n = 71 within viennoiserie
- 87. PRICING PRICING … But does retailer want to increase price level? - Retailer perspective: Operational difficulties Problem at cashier Cross-promotional issue Hard but feasible (BDB) Requirement: quality increase
- 88. PRICING PRICING 24 INTRODUCE DIFFEREN VIENNOISER PRICES
- 89. CATEGORISATI
- 90. CATEGORISATION - Retailer perspective Shopper perspective - Puratos study: remodeling Wallmart ISB - In-depth interviews: Choice overload Variety need Mere categorisation effect - ISB responsible people: Undetailed planograms, both in F1 and F2 Gut feel or randomly chosen structure
- 91. CATEGORISATION - Independent samples t-test: People believe that the clarity of the product offer is significantly lower in retail. - Product labeling: sometimes unclear or wrong - Need for better categorisation of the ISB offer
- 92. BREA D BASIC SPECIAL WHITE BROW GRAIN N S
- 93. BAGUETT ES BASIC WHITE BROWN/GRAIN HALF S
- 94. BAGUETT ES SPECIAL HERBS CIABATT OTHER A
- 95. BREAD ROLLS SHAPE BASIC
- 96. BREAD ROLLS SHAPE SPECIAL
- 97. VIENNOISERIE INGREDIENT BASIC BUTTER CHOCOLATE RAISINS PUDDING MINI
- 98. VIENNOISER IE SPECIAL INGREDIENT SPECIAL SWEETS FRUITS OTHER
- 99. CATEGORISATION 25 PRESENT LOGICAL SUBCATEGORIES
- 100. LU
- 101. COMPETITIVE Bread rolls POSITION LU Baguettes CARREFOUR Bread loaves Viennoiserie 00% 10% 20% 30% 40% 50% 60% Bread rolls INTERMARCHE Baguettes Bread loaves Viennoiserie 00% 10% 20% 30% 40% 50% 60% Bread rolls Baguettes DELHAIZE Bread Viennoiserie 00% 10% 20% 30% 40% 50% 60% % sales LU per bread product to Delhaize Actual shelf space Delhaize
- 102. SUMMARY
- 103. 23
Notas do Editor
- When comparing top answers (items which scored 4 & 5 out 5 most often) we can clearly see taste and freshness are the main purchase criteria driving people to the local bakery for their viennoiserie and baguettes purchases. Linking this information to the graph below, which shows us that 80% of the respondents still opt to go to the local bakery for their viennoiserie purchases, indicates that the current quality of the viennoiserie offer within ISB might benefit from an upgrade. When looking at baguettes, we can see that that taste is a smaller driver compared to viennoiserie at a local bakery. Furthermore, we notice that taste is a bigger purchase driver for baguettes than viennoiserie in a supermarket.
- When comparing top answers (items which scored 4 & 5 out 5 most often) we can clearly see taste and freshness are the main purchase criteria driving people to the local bakery for their viennoiserie and baguettes purchases. Linking this information to the graph below, which shows us that 80% of the respondents still opt to go to the local bakery for their viennoiserie purchases, indicates that the current quality of the viennoiserie offer within ISB might benefit from an upgrade. When looking at baguettes, we can see that that taste is a smaller driver compared to viennoiserie at a local bakery. Furthermore, we notice that taste is a bigger purchase driver for baguettes than viennoiserie in a supermarket.
- Over 60% of the respondents would welcome this form of 'freshness communication'. At first (during the first in-depth interviews) respondents were asked to give their opinion on the introduction of fixed baking hours in order to allow them plan their visit in accordance to these hours. Although reactions were positive (see quote below) we believed this would endanger the main asset of frozen bake-off: it’s flexibility. That is why the original idea was adapted towards a backing-hour indication. Due to the positive responses, the introduction of 'freshness-indicators' might be a good way to enhance the (freshness) perception of the ISB department.
- Over 60% of the respondents would welcome this form of 'freshness communication'. At first (during the first in-depth interviews) respondents were asked to give their opinion on the introduction of fixed baking hours in order to allow them plan their visit in accordance to these hours. Although reactions were positive (see quote below) we believed this would endanger the main asset of frozen bake-off: it’s flexibility. That is why the original idea was adapted towards a backing-hour indication. Due to the positive responses, the introduction of 'freshness-indicators' might be a good way to enhance the (freshness) perception of the ISB department.
- Over 60% of the respondents would welcome this form of 'freshness communication'. At first (during the first in-depth interviews) respondents were asked to give their opinion on the introduction of fixed baking hours in order to allow them plan their visit in accordance to these hours. Although reactions were positive (see quote below) we believed this would endanger the main asset of frozen bake-off: it’s flexibility. That is why the original idea was adapted towards a backing-hour indication. Due to the positive responses, the introduction of 'freshness-indicators' might be a good way to enhance the (freshness) perception of the ISB department.
- Over 60% of the respondents would welcome this form of 'freshness communication'. At first (during the first in-depth interviews) respondents were asked to give their opinion on the introduction of fixed baking hours in order to allow them plan their visit in accordance to these hours. Although reactions were positive (see quote below) we believed this would endanger the main asset of frozen bake-off: it’s flexibility. That is why the original idea was adapted towards a backing-hour indication. Due to the positive responses, the introduction of 'freshness-indicators' might be a good way to enhance the (freshness) perception of the ISB department.
- Purchasers van het product, nietvn product binnen retail
- Over 60% of the respondents would welcome this form of 'freshness communication'. At first (during the first in-depth interviews) respondents were asked to give their opinion on the introduction of fixed baking hours in order to allow them plan their visit in accordance to these hours. Although reactions were positive (see quote below) we believed this would endanger the main asset of frozen bake-off: it’s flexibility. That is why the original idea was adapted towards a backing-hour indication. Due to the positive responses, the introduction of 'freshness-indicators' might be a good way to enhance the (freshness) perception of the ISB department.
- Over 60% of the respondents would welcome this form of 'freshness communication'. At first (during the first in-depth interviews) respondents were asked to give their opinion on the introduction of fixed baking hours in order to allow them plan their visit in accordance to these hours. Although reactions were positive (see quote below) we believed this would endanger the main asset of frozen bake-off: it’s flexibility. That is why the original idea was adapted towards a backing-hour indication. Due to the positive responses, the introduction of 'freshness-indicators' might be a good way to enhance the (freshness) perception of the ISB department.
- We see that 58% of the bread consumers indicate they like to experiment with new products within the ISB-department. When asking more specifically if shoppers are looking for more variety within the supermarket's ISB department 44% of the supermarket shoppers reports to be looking for some kind of additional variety.
- The graph below shows that on product level supermarket shoppers are especially looking for variety within the viennoiserie and bread category (approximately 26% and 19%). One other remarkable finding is that the percentages of ISB-shoppers that are non-consumers of a certain product seem to be looking for more variety within the baguettes. Enlarging the baguette range should therefore have the biggest impact in attracting new baguette purchasers.
- SPECIALITY vs. LOCAL PRODUCT
- SPECIALITY vs. LOCAL PRODUCT
- SPECIALITY vs. LOCAL PRODUCTONE PERSON BREAD => LOWER AVERANGE => EXPLAIN
- SPECIALITY vs. LOCAL PRODUCTONE PERSON BREAD => LOWER AVERANGE => EXPLAIN
- : improve the overall performance of a group of products shopper decision tree
- How?Categorisation exercise interviewees
- Bread loaves: 1st level: Basic breads (white versus brown) Special breads (Bio-, grain- and sweet breads)2nd level: Shape (round, square, special)
- Baguettes:1st level: basic versus special baguettes2nd level: white versus brown within the basic baguettes, ciabatta versus with herbs within the special baguettes.
- Baguettes:1st level: basic versus special baguettes2nd level: white versus brown within the basic baguettes, ciabatta versus with herbs within the special baguettes.
- Bread rolls:1st level: basic versus special bread rolls2nd level: shape (round, oval, square)
- Bread rolls:1st level: basic versus special bread rolls2nd level: shape (round, oval, square)
- Viennoiserie:1st level: Based on ingredientBasics: chocolate, raisins, butter, cream, mini viennoiserieSpecials: pecan nut, speculoos…Special sweets: cakes, donuts, beignets, muffins, etc.
- Viennoiserie:1st level: Based on ingredientBasics: chocolate, raisins, butter, cream, mini viennoiserieSpecials: pecan nut, speculoos…Special sweets: cakes, donuts, beignets, muffins, etc.
- Viennoiserie:1st level: Based on ingredientBasics: chocolate, raisins, butter, cream, mini viennoiserieSpecials: pecan nut, speculoos…Special sweets: cakes, donuts, beignets, muffins, etc.
- How?Categorisation exercise interviewees