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Canadian Insights in Grocery Sector

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Canadian Insights in Grocery Sector Canadian Insights in Grocery Sector CUSTOMER EXPERIENCE FROM IN-STORE TO ONLINE, HOLIDAY & BEYOND Make better decisions, faster, with access to rapid insights at every stage of the consumer journey Agenda 03 ONLINE GROCERY HOLIDAY SHOPPING ABOUT CADDLE ® 01 04 TRACKER 02 IN-STORE GROCERY 05 KEY TAKEAWAYS & NEXT STEPS Caddle® Inc. Confidential How It Works Caddle® is the largest daily and monthly active panel in the Canadian market. VIDEO SURVEY Capture relevant insights for any challenge or opportunity. Engage seamlessly with shoppers at every stage of the consumer journey by leveraging the Caddle suite of tools. RECEIPT REVIEW Caddle® rewards panel members for actions ranging from video, survey, receipt capture, reviews, and more. RE-ENGAGE Caddle® Inc. Confidential Largest Canadian Panel In Market Panel Details Macro and niche data verticals including: • New Moms Largest daily active Canadian panel in Canada: Every type of • Costco Shopper representative 10,000+ DAUs and shopper samples • Amazon Prime Members 100,000+ MAUs • Cannabis Consumers • Health Professional • Luxury Shoppers • Shopper Dad • Repeat Purchasers Holistic Engaged users Dynamic, on- understanding • Vegan Buyers rewarded for demand reporting across path to actions dashboard • Pop Consumers purchase • Environmentalists Caddle® Inc. Confidential Caddle’s Suite of Tools Unlock Insights Across Functions EQUIP SHOPPER MARKETING TO SELL SMARTER DISTRIBUTION PRODUCT CONSUMER EXP. CONSUMER AT-SHELF EXPANSION CHANGE CX RETAILER ACTIVATION CREATIVE TESTING ACCELERATE INSIGHTS TO VIDEO SURVEY MAKE DECISIONS FASTER CREATIVE PACKAGING CONJOINT USAGE & SEGMENTATION TESTING TESTING ANALYSIS ATTITUDE ANALYSIS EMPOWER CATEGORY WITH CATEGORY REVIEW THOUGHT LEADERSHIP AT-SHELF CROSS-RETAILER CONSUMER SHOPPER INSIGHTS & RECEIPT INSIGHTS OPTIMIZATION PLANOGRAM DECISION TREE BASKET ANALYSIS DRIVE BRAND GROWTH WITH REAL-TIME INSIGHTS BRAND INNOVATION CONSUMER CLAIMS BRAND LIFT ACCELERATOR EXP. PRODUCT TESTING HEALTH RE-ENGAGE ACCELERATE ECOMM GROWTH RATINGS & MICRO-SEGMENT CLAIMS SMARTER NPS WITH OMNI-INSIGHTS REVIEWS INSIGHTS TESTING SAMPLING SENTIMENT The Customer 1. Methodology of CX 2. Ease of implementation Experience (CX) 3. Any product category Accelerator 4. Any retailer Caddle® Inc. Confidential GROCERY RETAIL CUSTOMER CONSUMER RANKINGS EXPERIENCE (CX) TRACKER Caddle launched a first-of-its-kind Canadian Grocery 1. 7. Retail Tracker, looking at consumer preference across all of the major Canadian grocery retailers. 2. 8. Weekly Tracker Results: June 17th – November 30th 2020 1. Likelihood of Recommending to Family or 3. 9. Friends (NPS) 2. Speed of Shopping & Check Out 3. Layout & Signage 4. 10. 4. In-Store Customer Service (CX) 5. Cleanliness & Hygiene 6. Product Availability 7. Brand Availability 5. 11. 8. Fresh Food Availability 9. Value for Price 6. 12. Caddle® Inc. Confidential held the highest NPS (72) across the country, while Winner & Loser held the lowest NPS (46) across the country, ranked bottom 5 in all 9 factors, and last in 6 of 9 factors. Caddle® Inc. Confidential Net Promoter Score | National NPS = % Promoters (9-10 ratings) minus % Detractors (0-6 ratings) eCommerce Banner Rankings NPS - National Costco 72 No Frills / Maxi 62 Shoppers Drug Mart/Pharmaprix 61 Giant Tiger 61 Dollarama 58 Real Canadian Superstore/RASS 58 Metro 57 Food Basics/Super C 56 Sobeys/Safeway 55 Loblaws Market 54 FreshCo/Price Chopper 50 Walmart 46 Source: Caddle Inc. Q4 2020 Grocery Retail Customer Experience Tracker Boomers are more generous on NPS Score Average Net Promoter Score by Grocery Retailer Caddle® Inc. Confidential One-Stop Shops & Quick Fill-Ins are Winning Customer Experience Tracker | Ranked #1-12 Speed of Shopping & Check Out 9 2 4 8 2 6 12 12 11 7 5 11 3 4 7 5 6 9 1 1 8 3 10 11 Layout & Signage 7 3 9 10 8 7 10 9 11 6 3 11 2 5 6 1 5 12 1 2 4 4 12 11 In-store Customer Service (CX) 9 7 10 10 3 6 11 8 6 3 4 6 2 4 8 5 7 11 1 1 5 2 12 12 Cleanliness & Hygiene 3 4 8 8 9 10 11 9 6 5 5 6 2 3 10 6 7 11 1 2 4 1 12 12 Product Availability 2 5 8 7 6 6 10 10 11 8 7 11 3 2 9 4 5 12 1 1 4 3 12 12 Brand Availability 4 6 8 10 7 5 10 12 12 9 5 12 3 1 9 7 1 8 2 3 6 1 11 11 Fresh Food 3 3 12 12 7 4 8 8 10 10 2 10 1 1 6 6 4 7 11 11 5 2 9 11 Availability Value for 1 4 6 6 3 3 7 5 5 2 11 5 10 11 2 1 4 8 9 9 12 10 8 7 Price In COVID, not JUST Value is Critical for NPS Customer Experience Tracker | Ranked #1-12 Speed of Shopping & Check Out 9 2 4 8 2 6 12 12 11 7 5 11 3 4 7 5 6 9 1 1 8 3 10 11 Layout & Signage 7 3 9 10 8 7 10 9 11 6 3 11 2 5 6 1 5 12 1 2 4 4 12 11 In-store Customer Service (CX) 9 7 10 10 3 6 11 8 6 3 4 6 2 4 8 5 7 11 1 1 5 2 12 12 Cleanliness & Hygiene 3 4 8 8 9 10 11 9 6 5 5 6 2 3 10 6 7 11 1 2 4 1 12 12 Product Availability 2 5 8 7 6 6 10 10 11 8 7 11 3 2 9 4 5 12 1 1 4 3 12 12 Brand Availability 4 6 8 10 7 5 10 12 12 9 5 12 3 1 9 7 1 8 2 3 6 1 11 11 Fresh Food 3 3 12 12 7 4 8 8 10 10 2 10 1 1 6 6 4 7 11 11 5 2 9 11 Availability Value for 1 4 6 6 3 3 7 5 5 2 11 5 10 11 2 1 4 8 9 9 12 10 8 7 Price 1. One-Stop Shop & Quick Fill-Ups | Key Takeaways: critically important to winning the consumer in pandemic What Canadians 2. Value and Speed | are drivers are saying about rounding out the top 5 ranking retailers in NPS. in-store grocery 3. Baby Boomers | expectations of customer experience are lower. Caddle® Inc. Confidential GROCERY RETAIL CUSTOMER ECOMMERCE GROCERY RETAILERS EXPERIENCE (CX) TRACKER Caddle launched a first-of-its-kind eCommerce Canadian Grocery Retail Tracker, looking at consumer preference across all of the major online Canadian grocery retailers. The data has been weighted by region, gender, and age, based on the most recent Canadian census figures to ensure that the sample reflects Canada’s population. This report summarizes the results for 5 weeks of data collection, which includes 7,209 completed surveys Weekly Tracker Results: October 19 - December 1, 2020 • Net Promoter Score • 12 Attributes: 1. Easy to pick up order 7. Order availability/quick 2. User-friendly app/site delivery 3. Availability of items 8. Cleanliness & hygiene 4. Fresh food quality 9. Order accuracy 5. Payment options 10. Return policy 6. Keeping you updated 11. Price online vs. in- person Caddle® Inc. Confidential 12. Secure transaction n = 7,209 WINNER HOME DELIVERY VS. LOW LOYALTY TOP 3 CLICK N’ COLLECT ATTRIBUTES AS KEY DRIVERS Amazon takes Approximately • User-Friendly App/Site • Availability of Items 50% • Fresh Food Quality 1st of consumers access 1 in 2 are the top key attributes place in 7 of 12 eCommerce equally consumers are likely to to focus on for top attributes, and (50/50) in home delivery use a different retailer retailers in order to drive and click & collect. When next time they shop for NPS and win in excluding Amazon, this groceries online. Loyalty eCommerce shifts marginally (43/57). is low and consumers are Top 3 When excluding PC trying different providers. Express, this shifts in the Big opportunity to win In 11 of 12 attributes opposite direction (and lose) eCommerce (58/42). Both avenues shoppers must be optimized and are critical to winning in Caddle® Inc. Confidential eCommerce held the highest NPS (67) across the country, while Winner & Loser held the lowest NPS (-13.8) across the country, ranked bottom 3 in all 12 factors, and last in 10 of 12 factors.* Caddle® Inc. Confidential *Sample size <100 Overall Online Shopping Experience | National NPS = % Promoters (9-10 ratings) minus % Detractors (0-6 ratings) eCommerce Banner Rankings Net Score - National Amazon 66 Costco.ca 53 PCExpress.ca 47 Saveonfoods.com 44 Metro.ca 42 Walmart.ca 41 Instacart 33 Voila.ca* 33 GroceryGateway.com 22 IGA.net 18 Londondrugs.com* -11 Source: Caddle Inc. Q4 2020 Grocery eCommerce Customer Experience Tracker *Sample size <100 How NPS & Key Drivers Work Predictors Attribute A Attribute B Outcome Attribute C Net Promoter Score Attribute D Higher impact Higher Attribute E • Consumers rated satisfaction among 12 attributes | used to measure the impact of each attribute in the overall NPS for each banner • Key Drivers | used to prioritize areas to focus on, but do not need to match the banners’ highest/lowest performance metrics • The Top 3 Drivers (predictors) | identified in the following slides Source: Caddle Inc. Q4 2020 Grocery eCommerce Customer Experience Tracker Attribute Ratings | National NET SCORE = % 9-10 ratings minus % 0-6 ratings Rank 1st Rank 2nd Rank 3rd Order Easy to User Cleanliness Price online Availability Fresh food Payment Keeping you available/ Order Return Secured pick up friendly and vs. in- of items quality options updated delivered accuracy policy transaction order app/site hygiene person quickly Amazon 63 68 53 - 71 61 61 62 65 65 56 57 Costco.ca 46 59 48 39 51 51 45 45 45 50 44 49 PCExpress.ca 63 53 38 43 67 51 60 67 57 58 51 54 Walmart.ca 63 45 34 33 68 45 53 57 58 50 42 44 Saveonfoods.com 62 43 42 40 64 41 57 66 56 59 51 52 Metro.ca 47 50 32 48 55 43 47 53 45 44 24 34 Instacart 30 46 25 24 45 38 41 40 34 33 19 34 Voila.ca 64 36 17 52 83 47 48 64 70 28 -22 31 GroceryGateway.com 7 43 26 10 8 22 12 8 4 11 15 17 IGA.net 11 27 18 11 23 25 16 16 16 21 11 23 Londondrugs.com -14 13 -6 -19 16 3 -21 -12 -10 -8 -10 -2 Source: Caddle Inc.
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