In deze case kunt u zien hoe groot het groeipotentieel is voor Waitrose (een retailer in de UK), van wie zij kunnen winnen en welke concrete stappen zij moeten nemen om potentie om te zetten in werkelijke groei. Deze inzichten en handvatten voor groei worden inzichtelijk gemaakt dankzij het TNS Conversion Model. Voor meer informatie over deze aanpak om uw strategische groei vorm te geven, kunt u contact opnemen met Vincent Kuipers (Vincent.Kuijpers@tns-nipo.com) of Martijn de Groote (Martijn.de.Groote@tns-nipo.com)

1. Waitrose
Case Study
© TNS

2. Growth opportunity for Waitrose
Waitrose could increase its market
share by as much as 4.9 percent
Most of the potential group are
£7.1bn
currently shopping at the ‘Big Four’
© TNS

3. Waitrose could gain as much as £7.1bn of new business
Comparison between Commitment and Market Share
+4.9% Waitrose
2.5%
Growth map Current market share Projected market share n. 585 [weighted]
© TNS 3

4. Waitrose has a lot more to gain than to lose
Acquisition
Share gained
from New Users
2%
3.4% Current market share
Opportunity
4.8% 7%
Implicit market share
Increase spend from
existing users
Decreased spend by Gains are most likely to
1.5%
existing users At risk come from new users
Defection
-0.3% -0.5%
Share lost due to
defections Steady
-0.2% 2.0%
Decrease Increase
Growth map At Risk Steady Opportunity n. 332 [weighted] Female
© TNS 4

5. Waitrose stands to gain most from the big four
Potential Market Share Flows (Net gain)
Waitrose Sainsbury’s Tesco Asda Morrison's
+4.9%
0.6%
1.2% 1.2%
0.8%
2.5%
© TNS 5

6. Convenience and affordability are the main barriers = £5.1bn
If it were more affordable to shop there (Net gain)
Proximity to Offered Good Other factors
Waitrose Affordability Convenience other shops Specials measured
+4.9%
0.3% 0.3%
0.6%
1.3%
1.5%
2.5%
© TNS 6

7. ‘Freshness’ and ‘Worth paying more’ among the key levers
Your Your
Business Competitors
Attributes Waitrose Tesco Asda Sainsbury’s Morrison's M&S
Produce is fresh and good quality
Stocks the brands/products I like
Prices are reasonable
Excellent customer service
Stores are clean and hygienic
A place I enjoy browsing
Cares about the environment
Worth paying a bit more to shop there
Growth map Strong Average Weak n. 585 [weighted]
© TNS 7