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Winning In Polish Grocery

A Guide to Customer Perception of the Polish Food Retail Sector

Poland’s grocery market has grown into one of Europe’s largest after years of rapid growth. But now it’s maturing, and retailers can no longer hope to boost revenues simply by setting up shops in an underserved neighborhood. Instead, they need to figure out how to differentiate themselves from the competition through attractive prices and promotions (“value” dimension), as well as the “offer” they provide in the form of quality, range, and service.

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)

Value
  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
Range
  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

Winning In Polish Grocery


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