44% shoppers are C1DE Females / 54% C1DE Males
Visit 3 times per week spending £8.90 on each occasion
 

Wine Cellar attracts shoppers from a close proximity to each store:
 
·       Average shopper lives within 0.8 mile radius
·       41% travel to store by car
·       56% travel to store by foot
 
 
Their audience is becoming younger:
 
·       13% increase in shoppers under age of 45yrs
·       Only 7% above 65 yrs
·       Average age 41.4 years
 
 
3 key drivers for shoppers:
Source: Harris Intl Marketing (2007)


 
* Extremely strong product availability through whole trading estate: Only 1% of shoppers fail to buy an intended item

8.7 out of 10* (87%) mean rating* from recent customer satisfaction survey
(based on 645 shoppers under MRS code of conduct)

* - (1 = very poor / 10 = excellent)
 
Wine Cellar scores higher than other off-licenses* on 8 key indicators:
* - (including Threshers)
 
·       Value for money
·       Promotions
·       Range of BWS
·       Friendliness of staff
·       Speed of service
·       Staff knowledge
·       Availability
·       Store layout

Top 3 Shopper missions* account for 70% of transactions:
 

 
Remaining 30% of transactions accounted for via following missions:
 

 
Top purchases by mission:
 
Regular shop    (30% Cigarettes / 21% Lager / 13% Wine)
Social              (42% Wines / 19% Lager / 10% Ales & Bitters)
Treat                (25% Wine / 21% Cigarettes / 13% Lager & Confectionery)

Newsagent purchase - "To buy cigarettes/newspaper/magazine/lottery"
 
Regular shop - "To buy something i regularly buy here"
 
Snack/drink - "To buy something for a snack or drink" & "To buy something to eat or drink for lunch"
 
Distress - "To buy something I have run out of/forgotten & need urgently", "To buy something I have run out of/forgotten & need urgently as I am entertaining" & "To buy last minute gifts/flowers/cards because I have forgotten".
 
Treat - "To buy a treat"
 
Entertaining - "To buy alcohol for myself/friends/party" & "To buy something I have run out of/forgotten & need urgently as I am entertaining".
 
Services user - "To buy gas/electricity card, buy stamps, use the cash machine, get a video, etc"
 
Deal shopper - "Just to buy some things that are on offer"