Ukrainian Retail Chains Expand
OREANDA-NEWS. February 06, 2012. Ukrainians prefer self-service shops and are losing interest in open markets when buying both food and non-food FMCG products. 78% of residents from cities with a population over 50 thsd people make the most of their purchases in supermarkets, hypermarkets and convenience stores (as compared to 68% in 2008).
Leaders among retail chains considering the number of purchases are ATB-Market and Silpo – 22% and 21% of respondents respectively see these chains as their main point to purchase food products.
The sales promotions carried out by retail chains that attract the most attention of customers are those which offer price-cutting.
This is proved by the results of the Retail Study in Ukraine which was conducted by GfK Ukraine in November-December 2011.
The share of supermarkets and convenience stores is increasing
The share of Ukrainians who prefer modern retail channels is getting bigger. 45% of the residents from cities with a population over 50 thsd people named a supermarket and 25% named a convenience store as their main point of purchase (as compared to 39% and 16% respectively in 2008). Such sharing was achieved due to the decrease in popularity of the market (from 22% in 2008 to 15% in 2011) and in loyalty to hypermarkets (from 13% to 8%).
"ATB-Market” and "Silpo” are getting stronger and remain among the leaders of retail chains. The shares of respondents who named each of them as their main point of purchase increased by 13 p.p. and currently amount to 22% and 21% respectively. On the other hand, "Furshet” and "Velyka Kyshenya” chains are losing regular customers: from 8 to 4% and from 6 to 3% during 2008-2011 respectively.
While "ATB-Market” is the leader in terms of the main point of purchase, "Silpo” prevails in terms of spontaneous awareness. 57% of respondents could name "Silpo” and only 53% of them named "ATB-Market” among those known to them unpromptedly.
Chains are not active in terms of mailing
26% of Ukrainians read promotional materials they receive by mail. Half of all the respondents do not receive such materials at all, and there are 62% of such respondents in the Eastern Region and only 30% in Kyiv.
"Silpo” uses mailing as the method to contact clients most actively: 38% of respondents, who receive promotional materials in any way, noted that those materials are sent by this chain; the second place is occupied by METRO with 23%. "ATB-Market” is in the lead in terms of distributing promotional materials at the check-out counter or at the entrance to a shop – 34% of respondents mentioned this fact.
The sales promotions carried out by retail chains that attract the most attention of customers are those which offer price-cutting. The share of those who like this promotional mechanics increased by 14 p.p. during 2008-2011. However, people get less interested in all other sales promotions, for instance taste tests, guaranteed prize for buying certain amount of a product and promotional gifts teamed with the product by an adhesive promo tape.
"Tavriya-V” is the leader in terms of loyalty among retail chains
The customers of "Tavriya-V” chain are the most loyal to it, and 77% of those who have shopped there for the last 6 months are ready to recommend it. Auchan and METRO follow behind with 69%, "Silpo” got 68% and "ATB-Market” has 67%.
The customers of "ATB-Market” are the most satisfied with the price level (89% of those satisfied or rather satisfied are among those who have shopped there for the last 6 months), Auchan customers are the most pleased with the width of the range of goods (94%), and customers of "Tavriya-V” and "Velyka Kyshenya” are content with the atmosphere in the shop (88% each).