Retailer size and loyalty

Retailer size and share are determined by the number of shoppers – whilst frequency and loyalty follow, the variation across retailers is much smaller. From March last year, the ‘stay safe’ message and lockdown rules led to us all shopping less often – and this has continued into the first part of 2021.

1. The largest retailers have the most shoppers! Whilst shopping frequency and loyalty follow, the differences between retailers are much smaller. Note that variation in the penetration pattern is due to retailer type – larger or smaller stores – and regionality.
2. Whilst shopping frequency is higher for larger retailers, the differences between retailers are much smaller than the number of shoppers. Note that variation in the frequency pattern is due to retailer type – larger, smaller stores and regionality.
3. The ‘stay safe’ message and restrictions on travel led to much less shopping around last year. This behaviour has continued into the first quarter of this year and, of course, basket sizes are still very high.