Introducing TGI Shopper Archetypes

INTRODUCING SHOPPER ARCHETYPES TGI INSIGHTS

SHOPPER ARCHETYPES

A TGI SEGMENTATION OF FMCG SHOPPERS

Allows marketers to pinpoint specific

targets amongst seven mutually

exclusive groups of shoppers

Understand the who, why and how of

shopper behaviour by profiling groups

against the full range of TGI variables

(attitudes, media, leisure etc.)

Combined with TGI’s WHY Code data

to provide deep insights into what

drives shopping behaviours

SHOPPER STRATEGIES

INTRODUCING THE ARCHETYPES

Convenience

Kings

Driven by convenience in

general, locality, opening

hours, parking, ease of

use etc.

Ethical

Empathisers

Driven by ethical

considerations such as

Fair Trade, animal

welfare, protection of the

environment

Accustomed

Acquirers

Driven by routine, have

narrow brand repertoire,

more likely to be solus

shoppers and tend to

want to stick to tried and

tested products / brands

Promiscuous

Purchasers

Driven by value, bargain

hunters, have large brand

repertoires, don’t like the

idea of sticking to only a

few brands

Quality

Crusaders

Driven by superior quality

and happy to pay a

premium for it

Conscious

Connoisseurs

Savvy and passionate

shoppers who get food

knowledge from

magazines,

professionals, word of

mouth, read ingredients

and labels

Strategic

Savers

Driven by lowest price to

meet strict budget,

attracted by sales and

promotions, special offers

and loyalty schemes

SHOPPER STRATEGIES

INTRODUCING THE ARCHETYPES

Convenience

Kings

Ethical

Empathisers

Accustomed

Acquirers

Promiscuous

Purchasers

Quality

Crusaders

Conscious

Connoisseurs

Strategic

Savers

SHOPPER STRATEGIES

ARCHETYPE POPULATIONS

Shopper Archetype % of Main

Shoppers

Overall

numbers

Convenience Kings 13 4 million

Ethical Empathisers 6 2 million

Accustomed Acquirers 16 5.1 million

Promiscuous Purchasers 8 2.6 million

Quality Crusaders 14 4.5 million

Conscious Connoisseurs 5 1.6 million

Strategic Savers 16 5 million

Base: All Main Shoppers 15+ Source: GB TGI 2013 Q1

High Indexing

Purchasing Factors (By Index)

CONVENIENCE KINGS

PROFILE

65% (100)

35% (100)

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Average Weekly

Shopping Spend:

£73.20

(-1% Main Shopper Average)

Social DNA Map*

127

113

107

130

108

88

82

71

76

Factor Index Vert .%

Recommendations

from Friends /

Family 166 19%

Availability 151 15%

Healthy 122 29%


All Main

Shoppers

CKs

Top Food Retailers (By Index)

163 (10%)

141 (12%)

137 (5%)

High Global Capital

Low Global Capital

Cultura

l D

om

inatin

g

Econom

ic D

om

inatin

g

* See Social DNA Map Explanation in Appendix

High Indexing


ETHICAL EMPATHISERS

PROFILE


73% (113)

27% (77)

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Average Weekly

Shopping Spend:

£72.60


Social DNA Map*

36

39

107

68

78

78

134

202

210Top Food Retailers

(By Index)

231 (9%)

157 (5%)

156 (34%)


Environmentally

Friendly 710 36%

Origin 675 41%

The Ingredients

/ Composition 246 25%

All Main

Shoppers

EEs

High Global Capital

Low Global Capital

Cultura

l D

om

inatin

g

Econom

ic D

om

inatin

g


High Ranking

Purchasing Factors (By Vert. %)

ACCUSTOMED ACQUIRERS

PROFILE


57% (89)

43% (121)

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Average Weekly

Shopping Spend:

£62.60


Social DNA Map*

158

165

130

92

97

90

76

50

48Top Food Retailers

(By Vert. %)

43% (73)

33% (80)

24% (75)


Price 77 40%

Quality 70 37%

The

Manufacturer’s

Brands 66 11%

All Main

Shoppers

AAs

High Global Capital

Low Global Capital

Cultura

l D

om

inatin

g

Econom

ic D

om

inatin

g


High Indexing


PROMISCUOUS PURCHASERS

PROFILE


74% (114)

26% (75)

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Average Weekly

Shopping Spend:

£82.40

(+12% Main Shopper Average)

Social DNA Map*

96

64

50

116

109

82

138

139

98


The Ingredients /

Composition 136 14%

Friends / Family

Recommendations 120 14%

Sales Promotion 117 27%

All Main

Shoppers

PPs


172 (14%)

158 (14%)

139 (53%)

High Global Capital

Low Global Capital

Cultura

l D

om

inatin

g

Econom

ic D

om

inatin

g


High Indexing


QUALITY CRUSADERS

PROFILE


60% (93)

40% (113)

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Average Weekly

Shopping Spend:

£83.00


Social DNA Map*

43

66

125

60

79

127

87

126

188


Quality 182 95%

Healthy 136 32%

Taste 131 18%


175 (7%)

137 (5%)

121 (26%)

All Main

Shoppers

QCs

High Global Capital

Low Global Capital

Cultura

l D

om

inatin

g

Econom

ic D

om

inatin

g


High Indexing


CONSCIOUS CONNOISSEURS

PROFILE


63% (98)

37% (104)

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Average Weekly

Shopping Spend:

£84.20


Social DNA Map*

31

30

34

73

58

112

122

174

256


The Ingredients

/ Composition 204 21%

Origin 136 8%

Environmentally

Friendly 128 7%

All Main

Shoppers

CCs


305 (12%)

157 (34%)

136 (4%)

High Global Capital

Low Global Capital

Cultura

l D

om

inatin

g

Econom

ic D

om

inatin

g


High Indexing


STRATEGIC SAVERS

PROFILE


70% (108)

30% (85)

Gender Split

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15-24 25-34 35-44 45-54 55-64 65+

Age Split

Average Weekly

Shopping Spend:

£72.10


Social DNA Map*

101

93

92

123

124

96

133

90

46


Sales

Promotions 268 62%

Price 173 90%

Taste 169 23%

All Main

Shoppers

SSs


120 (35%)

126 (11%)

117 (7%)

High Global Capital

Low Global Capital

Cultura

l D

om

inatin

g

Econom

ic D

om

inatin

g


PRACTICAL APPLICATIONS

BRANDS & RETAILERS


BRANDS: SUPPORT TO CATEGORY MANAGEMENT


0

50

100

150

200

250

300

ConvenienceKings

EthicalEmpathisers

AccustomedAcquirers

PromiscuousPurchasers

QualityCrusaders

ConsciousConnoisseurs

StrategicSavers

Ind

ex

Dorset Cereals

Waitrose

Here we can see the Shopper Archetypes that

are most likely to contain consumers of Dorset

Cereals and visitors to Waitrose.

Dorset Cereals and Waitrose both have a

strong synergy with ‘Ethical Empathisers’ and

‘Conscious Connoisseurs’. Dorset Cereals’

connection with these two groups is especially

strong and could be leveraged to help

Waitrose attract more of these kinds of

shoppers.


RETAILERS


Segment Vert. % Index Vert. % Index

Convenience Kings 19% 108 24% 141

Ethical Empathisers 6% 76 5% 63

Accustomed

Acquirers 23% 96 20% 82

Promiscuous

Purchasers 16% 168 15% 158

Quality Crusaders 12% 72 9% 55

Conscious

Connoisseurs 3% 66 3% 56

Strategic Savers 21% 110 24% 126

Aldi could try to

capitalise on

Promiscuous Purchasers

and Strategic Savers -

who comprise some of

its core shoppers - by

tempting away those in

these groups currently

shopping at rival Iceland.

Aldi could also boost

custom from under-

represented shopper

types by – for example -

trying to promote its

green credentials to the

Ethical Empathisers.

Why Code

Solutions and packages

Tel: 020 8433 4000

Email: [email protected]

Web: www.kantarmedia.co.uk

APPENDIX

SOCIAL DNA

Analyse decision shortcuts, rational and

post-rationalised criteria

Drive category and brand usage by understanding semi-conscious values

Connect with consumers’ deep subconscious imagery

Discover the roots of consumer tastes and

preferences Social DNA

Subconscious Stimuli

Lifestyle Statements

Conscious Choices

Social DNA



Conscious Choices

Cultural

capital

dominant

Economic

capital

dominant

Low global amount of capital

High global amount of capital

Cultural

Capital

Economic

Capital

100s of variables

Cultural

capital

dominant

Economic

capital

dominant



Social DNA



Conscious Choices

£43K

Degree or higher

Premium /Provenance

Discerning

Cultural

capital

dominant

Economic

capital

dominant



Social DNA



Conscious Choices

£15K

Further qualification

Aspirational

Frustration

Cultural

capital

dominant

Economic

capital

dominant



Social DNA



Conscious Choices

Introducing TGI Shopper Archetypes

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