25_bhg高端超市绝密资料.pptx

了解高级超市的购物者 Understand High-end Shoppers 北京华联创新中心 2011年8月 BHG Innovation Center August, 2011 ◆ Shopping motivation ◆ Lifestyle ◆ Food habits preferred brands ◆ Festival party ◆ Clean products ,usage, preference, leading brands daily use products ◆ Shopping experience ◆ Expectations on customer services ◆ 购物动机 ◆ 生活方式 ◆ 饮食结构与偏好品牌 ◆ 节日和聚会 ◆ 家庭清洁用品的使用与偏好品牌与 常用单品 ◆ 购物体验 ◆ 对于会员服务的期待 议程/Agenda ◆ Shopper profile ◆ Shopping frequency ◆ Basket Size （ RMB） ◆ Refrigerators ◆ Family/pets/ayi ◆ Fresh as a driver ◆ 基本情况 ◆ 购物频率 ◆ 客单价 ◆ 冰箱 ◆ 家庭人数/宠物/阿姨 ◆ 生鲜产品的驱动力 ◆ Priority of choosing products ◆ Brand ◆ Fresh ◆ Shopping environment ◆ Clean/neat/safe ◆ Shopping cart ◆ Language challenge ◆ Getting help ◆ Member benefits ◆ Communication challenge ◆ 购买决策 ◆ 品牌 ◆ 新鲜 ◆ 购物环境 ◆ 干净/整洁/安全 ◆ 购物车/购物篮 ◆ 语言 ◆ 寻求帮助 ◆ 会员政策 ◆ 沟通问题 购物动机/Shopping Motivation ◆ Villa life ◆ Rich/quality/special privilege/VIP/service/well- educated ◆ Rooms of home (big kitchen/ bathroom/entertainment center/bulbs) ◆ Kids ◆ Key parts in decision making ◆ Pets ◆ 50% ◆ Spend quite a bit ◆ Daily needs ◆ 住宅生活 ◆ 富裕/生活质量/优待/ VIP/服务/ 高等教育 ◆ 房间（大厨房/卫生间/娱乐中 心/灯泡 ◆ 孩子 ◆ 决策的重要部分 ◆ 宠物 ◆ 50% ◆ 花销很大 ◆ 每日需求 ◆ 早餐 ◆ Breakfast ◆ 重要的家庭时刻 ◆ Important family moment ◆ 吐司/麦片/牛奶/咖啡/茶/水果/热巧 ◆ Toast/cereal/milk/coffee/tea/fresh 克力/果酱馅/饼华夫饼 fruit/hot chocolate/pop tarts/ waffles ◆ 午餐 ◆ Lunch ◆ Simple ◆ Cold/hot men