According to Proxi.cloud, which analyzes the behavior of more than 1.2 million consumers, this year more than 91% of customers of all grocery stores turned to Biedronka. However, Net noted the largest increase in market share and improved last year’s result by more than 11 percent. The situation is similar with the share of traffic. The leader in this regard is Biedronka, who has recently been responsible for more than 64% of visits in this segment. In turn, the total traffic in stores is most on Netto, about 3 pp. increased
According to the data collected, customers are shopping in discount stores more often than a year ago. At the same time, we can see less loyalty to discounters.
Monitoring the traffic of more than 1.2 million consumers in about 6,000. This and the discount stores held in the first eighteen weeks of last year showed which part of the customers in this segment visited the store of this chain at least once. Biedronka maintained a clear leadership position, penetrating the market by 91.5% (a year ago – 88.8%). It is followed by Lidl – 59.7% (previously – 59.1%), Netto – 32% (20.5%) and Aldi – 16.9% (a year ago it was 13.5%).
– In terms of market penetration, ie the Buyer’s Share Index, the Netto network is clearly the biggest winner of last year. He included. Thanks to its former Tesco stores expansion and acquisition strategy, it has increased its customer base share and market reputation by a maximum of 11.5 percentage points, says Mateusz Choluj, Team Leader of Proxi.cloud Technology.
According to Chołuj, in 2021, Biedronka will reach about 89% of discounted customers. However, it managed to increase the prestige of the discount market by 2.7 percent. The expert also stressed the need to examine how the share of chain customers in the entire food segment has changed with the opening of new outlets in smaller areas. cities.
– Lidl is still the second largest network of discounts. However, it lags far behind in terms of growth. Among the organizations surveyed, it has the lowest increase in the share of shopping, the index increased by only 0.5 percentage points during the year, said Adam Grochevsky, an analyst at Proxi.cloud.
The authors of the report also discuss the general traffic in stores (Share of Footfall indicator). Thus, we know that recently Biedronka was responsible for 64.2% of all visits to grocery stores (in the same period last year – 64.1%). Lidl is next on the list with 21.5% (previously – 25.1%), Netto – 10.4% (7.4%) and Aldi – 3.9% (previously 3.3%).
– If we look at the discount market from year to year, the Danish network Netto has increased its share in total traffic, as Lidl, the only one of the four players in the survey, decreased by 2.9 percentage points, or 3.6 percent. s. But this German network still remains in second place, as a result of which Adam Grochevsky analyzes with a score twice as high as the third in the Netto rating.
More frequent purchases
Taking into account the report, the frequency of visits to the checked discounts was also analyzed. There were 3 groups of buyers assigned to specific consumers according to the frequency of purchases. It is defined as high (visiting the stores of a certain network more than once a week), medium (more than once a month, but not more than once a week) and low (once a month or less).
– People buy more from such enterprises than a year ago. 28.2% of discounted customers visit such stores at least once a week. This is an increase of 7.3 percent compared to the same period last year, when the result was 20.9%, said Mateusz Chołuj.
In addition, research shows that yoy. On average, the group of customers who shop more than once a month, but not more than once a week has decreased. Recently, it was 35.3%, and a year ago it was 36.2%. At the same time, on average, the share of shoppers who come to the store once a month or less often has decreased. This year’s result is 36.4%, and 36.4% compared to the same period last year. – 42.8%.
– In terms of the frequency of customer purchases, discount food chains are in a similar situation with market shares. Biedronka remains the undisputed leader, with the share of buyers frequent and averaging 54.4%. Lidl is second – 30.9%, Netto – 24.8%, Aldi – 16.2%. Each discount chain has seen an increase in the share of buyers who shop frequently and moderately, Adam Grochowski reports.
Loyalty has declined
The collected data also show that y / y. reduced customer loyalty to special discount networks. This is clearly demonstrated by the Shoppers Loyalty Index. For Biedronka it was recently 32.4% (in the same period last year – 41.8%). Almost every third customer of this chain did not visit any store competing in the discount market during the period under review. However, this year’s figure for Lidl is 9% (previously – 15%), Netto – 6.2% (8.7%) and Aldi – 4.8% (previously 8.3%).
– Loyalty of discounted customers has sharply decreased, in fact, in each network there was a decrease in the Shopping Loyalty Index compared to the previous year. This may indicate that society is more mobile, but the current macroeconomic situation is probably the main factor in the decline in loyalty. It encourages and forces more and more customers to look for deals. That’s why shoppers are increasingly watching the promotion from the store sign, says the head of the Proxi.cloud team.
According to Adam Grochevsky, on the one hand, the differences in the loyalty of the customer base of different networks indicate the strength of the board, on the other hand, the attractiveness of the promotion and the effectiveness of their communication. But to a large extent, they are also the result of a particular network expansion strategy. Firms that set up stores in densely populated areas compete with more outlets and attract fewer loyal customers. There are more shops near them in less populated areas.
The study was conducted on the basis of data for the first eighteen weeks of this year. (3.01-8.05) referring to the same period last year. (4.01-9.05).
In total, more than 1.2 million people were observed. Poles using discounted network services, including about 6,000, have branches in 16 provinces. About 570,000 of them have been registered. customers of this format in one of the analyzed periods.
The data were collected using geofencing-based technology, ie a method of determining entrances and exits from designated areas using mobile device placement services. The customer’s arrival in the store should be at least 2 minutes and the user’s access to the geofence should not be more than 2 hours.