The findings of this report – which were also presented at the Poland and CEE Retail Summit 2017 in Warsaw – are based on a consumer research of the Polish market: We asked 4,000 Polish customers detailed questions about their perception of the strengths and weaknesses of the Polish grocery players. The report gives an overview of the results. Underneath, there is a very detailed view on how customers assess retailers relative to their peers on more than 30 different dimensions.
In retail, businesses that fail to generate a strong customer perception find themselves unable to differentiate themselves from their competitors – a dangerous, unsustainable position.
The most statistically important criteria for Polish customers (nationwide)
|1. The usual prices of products when they are not on promotion|
|2. The price of branded products|
|3. The price of food cupboard products|
|4. The prices of premium products|
|5. The price of basic items I buy all the time|
|1. The range of non-alcoholic drinks and mixers|
|2. The range of specialty or premium products|
|3. The range of food cupboard products|
|4. The overall availability of products|
|5. The range of alcoholic drinks|
|Quality and Service|
|1. The taste, look and feshness of fresh F&V, meat, seafood, and deli items|
|2. The range of service counters|
|3. How clean the store is|
|4. The quality of the stuff|
|5. The level of service at the counters for deli, meat, and bakery|
Note: The criteria listed above represents only a fraction of the most important criteria for a store.
Source: Oliver Wyman Customer Perception Map Poland 2017