Profile of the Canadian Costco Shopper - Make better decisions, faster, with access to rapid insights at every stage of the consumer journey - Caddle
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Profile of the Canadian Costco Shopper Make better decisions, faster, with access to rapid insights at every stage of the consumer journey
Agenda
01 About Caddle ® 04 Online Shopping at Costco.ca
02 Costco Wins the Pandemic 05 Membership Wars
03 Profile of the Costco Member 06 Key Takeaways
Caddle® Inc. Confidential
How It Works
Caddle® is the largest daily and monthly
active panel in the Canadian market. VIDEO SURVEY
Capture relevant insights for any challenge or
opportunity. Engage seamlessly with shoppers
at every stage of the consumer journey by
leveraging the Caddle suite of tools. RECEIPT REVIEW
Caddle® rewards panel members for actions
ranging from video, survey, receipt capture,
reviews, and more.
RE-ENGAGE
Caddle® Inc. Confidential
Largest Canadian Panel In Market
Panel Details
Macro and niche data
verticals including:
• New Moms
Largest daily active
Every type of Canadian
panel in Canada:
representative
• Costco Shopper
10,000+ DAUs and shopper
samples • Amazon Prime Members
100,000+ MAUs
• Cannabis Consumers
• Health Professional
• Luxury Shoppers
• Shopper Dad
• Repeat Purchasers
Holistic Engaged users Dynamic,
understanding rewarded for • Vegan Buyers
on-demand
across path to actions reporting • Pop Consumers
purchase
dashboard
• Environmentalists
Caddle® Inc. Confidential
Costco is a secret Pizzeria! It is one
of America's largest pizza chains.
Aisles aren't labelled and items are
Costco Fast Facts: constantly moved around the store
on purpose.
Did You Know?
Price of Costco hot dogs has
remained the same for more than
30 years ($1.50).
Caddle® Inc. Confidential
Costco has the highest NPS (73)
throughout the pandemic
Caddle® Inc. Confidential
July 2, 2020 to May 5, 2021 *Last 12 months data trend | n = 21,297
Net Promoter Score Attributes
• Consumers rated
satisfaction among key Predictors
attributes | used to measure Attribute 1
the impact of each attribute
Higher impact
in the overall NPS for each Outcome
Attribute 2
brand
• Key Drivers | used to Attribute 3 Net Promoter Score
prioritize areas to focus on
• The Top 3 Drivers Attribute 4
(predictors)
Attribute 5
Costco has been voted the best in the ‘Grocery shopping
experience’ continuously for months compared to other retailers
Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 Wk10 Wk11 Wk12 Wk13 Wk14 Wk15 Wk16 Wk17
Caddle® Inc. Confidential
Source date: July 2, 2020 to May 5, 2021 *month on month data trend | n = 21,297
✓ Value Drives Membership What is the main reason you have Costco membership?
57%
Caddle® Inc. Confidential
Source date: Caddle Survey | April 8-13, 2021 | n = 5,041This isn't bingo..
Customer Experience Tracker | Ranked #1-12
Speed of Shopping 10 1 7 7 4 8 12 12 9 5 2 9 3 6 8 5 5 10 1 2 6 3 11 11
& Check Out
7 3 9 8 10 9 11 10 8 6 2 7 4 4 6 2 3 12 1 1 5 5 12 11
Layout & Signage
In-store Customer
9 5 11 10 8 7 10 9 2 1 3 8 4 6 6 4 7 11 1 3 5 2 12 12
Service (CX)
Cleanliness 5 2 9 8 10 10 11 9 6 5 2 6 3 4 8 7 7 11 1 3 4 1 12 12
& Hygiene
Product 3 3 8 6 7 7 10 11 11 8 2 9 6 1 9 5 5 11 1 2 4 4 12 10
Availability
Brand 4 4 10 11 8 8 9 12 11 9 2 3 5 1 7 5 1 7 3 6 6 2 12 10
Availability
Fresh Food 4 3 12 12 7 5 8 8 10 10 1 4 2 1 6 6 3 7 11 11 5 2 9 9
Availability
Value for 1 3 7 5 4 4 6 6 3 1 11 12 10 10 2 2 5 8 9 9 12 11 8 7
Price
July 2, 2020 to May 5, 2021 *month on month data trend | n= 21,297, (Millennials) n = 7,940, (Baby Boomers) n = 4,083Good Value
Costco Voted Top
Shopping Experience
Retailer on Multiple
Factors
Availability of Brands
Fresh Food Availability
Caddle® Inc. Confidential
Source date: July 2, 2020 to May 5, 2021 | n=21,297Profile of the Costco Member
✓ Who is a Costco Member? ✓ Consumer Loyalty
Nearly Everyone...
63%
of Canadians are Costco Members
40%
have been Costco Members for 10+ years
Caddle® Inc. Confidential
Source date: April 17, 2021 | n = 9,131Who Are They? How Do They Shop?
● 50% men and 47% women are Costco ● 29% of Costco Members shop a few
members. times a month at Costco.
● Among the generational cohorts, 33% of ● During COVID-19, the use of credit cards
Baby Boomers are Costco Members, by Costco Members have increased by
followed by 31% of Gen X and 24% of 2%, while debit card usage declined by
Millennials. 3%.
● 57% of Costco Members look for value,
while 38% look for product quality.
Caddle® Inc. Confidential
Source date: April 17, 2021 | (Costco Members) n = 5,680What’s in Consumers’ Baskets?
The average Costco Member’s shopping basket consists of...
8% 82% 3%
Home Gardening Food & Beverage Apparel
Pre COVID-19, food & beverage
January 2019 - May 2021 | n =
18,000+ *Sensi-bill data was only 78%, and apparel was 6%
captured from receipt data
Caddle® Inc. ConfidentialWhat impact has the pandemic had on how much you spend at Costco?
Pandemic
spending is
on the rise
Net Increase: +9%
Source date: April 18, 2021 | n = 5,450What impact will the end of the pandemic have on how much you spend at Costco?
Post-
Pandemic
Spending at
Costco:
Consumers
don’t plan to
stop
Net Increase: +16%
Source date: April 18, 2021 | n = 5,450Costco Trip Frequency + Size
Pre and Post COVID-19
-46% +34% +41%
Number of trips to the store is Average monthly spend is now $450, Average spend per transaction by a
reduced by approximately half a 34% increase compared to consumer increased by 41%
pre-pandemic ($336)
During COVID-19,
January 2019 - May 2021 | n = how much has the ‘average spend
18,000+ | *Sensi-bill data
captured from receipt data
Caddle® Inc. Confidential per transaction’ changed?Top 50 items in the average consumer’s
An Average basket consist of fruits and vegetables.
Consumer’s Shopping
Market basket analysis shows some of the
Basket During top products bought together are:
cucumbers & bananas, berries & bananas.
COVID-19 Consists of
21 Items Healthier lifestyle choices, once COVID-19
Without produce, Costco couldn't compete: became a reality. Buying necessities for their
What’s in your fruit stand matters home can be seen, including cleaning
products.
Caddle® Inc. Confidential
January 2019 - May 2021 | n = 18,000+ | *Sensi-bill data captured from receipt dataOnline Beware…
How would you rate your shopping experience at Costco through
More Than 1 In 4 Costco Instacart vs. shopping in-store at Costco?
Members Have Used Launched on July 31, 2020
● 55% of Canadians are aware of the Instacart
app and website (Awareness).
● 73% of consumers that have tried Instacart
spend more on that platform than in-store.
● 57% of Canadians will definitely continue to
use Instacart for Costco purchases post
pandemic (Conversion).
n = 5,041
April 8 - April 13, 2021
Caddle® Inc. ConfidentialWhat is the main reason you shop at Costco.ca?
45% of Canadians shop
at Costco.ca (online)
● No.1 reason is price/value, followed by brand
selection.
● For Millennials (50%), price/value is an even
stronger reason to shop at Costco.ca.
● 80% of consumers rate the shopping
experience at Costco.ca as net positive.
n = 3,410
*filtered for those who use Costco.ca
April 20, 2021
Caddle® Inc. ConfidentialWhat Makes Costco Unique?
VALUE EXPERIENCE QUALITY
offering converts a is what delights the is what brings
consumer into a Costco Member to them back to
Costco Member stay Costco
Caddle® Inc. ConfidentialWith groceries being the top product category bought by Costco Members, and Amazon foraying into groceries with Amazon Fresh… Will this start a new war between Costco and Amazon?
1. Value is the priority for shoppers. Winning at
shelf at Costco is about ROI. Stand out and
Key Takeaways you'll be rewarded by value-conscious
shoppers.
2. Value converts, but quality creates loyalty.
Increase in spending at Costco
post-pandemic anticipated.
3. Instacart is changing online shopping
behaviours and starting to dominate share
of wallet.
4. Amazon Fresh poses a big threat to Costco
and others.
Caddle® Inc. ConfidentialWhy Choose Us
• Largest and most active panel in Canada
• Get rapid insights in 72 hours
• Trusted by fortune 500 brands and major
research firms
• Short and long term studies
• Rich, in depth customer data, including purchase
• Mass to specific niche audiences
• Flexible options customized to suit your brand
Caddle Inc. ConfidentialLet’s talk insights.
Contact Us
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