RETAILER OF THE YEAR THE LARGEST CONSUMER ELECTIONS IN EUROPE - Retailer of the Year Retailers
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RETAILER OF THE YEAR THE LARGEST CONSUMER ELECTIONS IN EUROPE
EXECUTIVE SUMMARY In this booklet, we provide you with information about Q&A and our consumer elections ‘Retailer of the Year’. We organize these elections in several countries across Europe, by ourselves and by extending licenses to partners who run the campaigns. The main purpose of the elections is to generate positive media attention for retailers and to give more insight into the consumer’s opinion about a (web)shop. The result is the valuable combination of knowledge and marketing, through reliable customer data. Elections are rewarding for retailers, motivational for their employees and empowering consumers. The ultimate way to encourage improving customer satisfaction. More information: www.retaileroftheyear.eu
INDEX ❖ ABOUT Q&A | SLIDE 4 ❖ RETAILER OF THE YEAR | SLIDE 5 ❖ THE CONCEPT | SLIDE 12 ❖ CONTACT | SLIDE 24
ABOUT Q&A
RETAILER OF THE YEAR
ORIGIN ELECTION The ‘Retailer of the Year’ elections are the largest consumer elections in Europe. The elections originated from the Netherlands, where the first edition took place in 2003. Three years later the elections were also organized in Belgium. Today, the 'Retailer of the Year' elections are organized in thirteen European countries. More than two million consumers gave their opinion about their favorite retailers in the most recent edition of the elections. They rate the retailers on their performance on ten aspects, e.g. price level, quality of products and service. The retailer with the highest score will be crowned as the best retailer of that year in their category and country. All the winners of each country also compete for the greatest title of all: 'Retailer of the Year Europe'.
RETAILER OF THE
YEAR
2020 – 2021
The retail platform of Europe
RETAILER OF THE YEAR 2019-2020
Netherlands Belgium Germany
Amount of respondents: 219.019 Amount of respondents: 149.730 Amount of respondents: 75.409
Amount of reviews: 411.888 Amount of reviews: 331.599 Amount of reviews: 168.898
Participating retail chain: 435 Participating retail chain: 249 Participating retail chain: 312
Participating webshops: 390 Participating webshops: 208 Participating webshops: 229
Italy Austria Switzerland
Amount of respondents: 158.806 Amount of respondents: 5.309 Amount of respondents: 26.169
Amount of reviews: 366.489 Amount of reviews: 21.191 Amount of reviews: 33.109
Participating retail chain: 340 Participating retail chain: 102 Participating retail chain: 97
Participating webshops: 434 Participating webshops: 88 Participating webshops: 106
Sweden Portugal Russia
Amount of respondents: 8.343 Amount of respondents: 14.436 Amount of respondents: 12.725
Amount of reviews: 31.029 Amount of reviews: 48.237 Amount of reviews: 43.589
Participating retail chain: 96 Participating retail chain: 197 Participating retail chain: 130
Participating webshops: 81 Participating webshops: 147 Participating webshops: 78
Luxemburg
Amount of respondents: 829
Amount of reviews: 1.904
Participating retail chain: 128
Participating webshops: -
FACTS & FIGURES ABOUT THE LOGO
61% 77% 73% 77% 80% 60% 61% 72%
of the consumers are familiar with of the consumers are of the consumers see the winner of the consumers would rather
the ‘Retailer of the Year’ elections. familiar with the logo. logo as a quality mark. enter a store with a winner logo
than one without a logo.
70% 69% 68% 64% 64% 51% 42% 54%
of the consumers find that the of the consumers find that the of the consumers find a store with of the consumers find a store with
winner logo gives a positive winner logo gives added value a winner logo of higher quality a winner logo more reliable than a
contribution to the store. when orienting for a store. than a store without one. store without one.
* Data was obtained from a survey. Results are measured in The Netherlands, Italy, Germany and Belgium
THE CONCEPT
WATCH THE VIDEO
THE ELECTION
What does the ‘Retailer of the Year’-concept offer the retailer?
Increase the brand awareness and promotion of the (web)shop
Insight into consumer needs
Insight into own and the competitor performance
The winner may claim the title ‘Retailer of the Year’ for one year.5 KEYS TO SUCCESS 1. Be aware 2. Motivate your customer 3. Be the best 4. Learn from the rest 5. Wear the crown Consumers decide whom they will vote for (online versus offline). In order to be nominated within a category a retailer needs at least a bottom amount of evaluations. Retailers call upon consumers to vote. The consumer evaluates the retailer on the nine most important aspects on a scale of 1 to 10. The results provide them good learning points. As the winner of the election, a retailer can call themselves the Retailer of the Year (in a category and channel). A ideal marketing tool to show that they are the best in the consumers opinion.
CATEGORIES A retailer can become the ‘Retailer of the Year’ in it’s own category. There are multiple categories, for example: Category Category winner Category Category winner Baby & Child Zeeman Lingerie & Underwear Hunkemöller Books Primera Music, Films & Games Game Mania DIY Hornbach Eyewear Pearle Opticiens Gifts & Presents Primera Perfumery ICI PARIS XL Computer Specialty Stores Paradigit Footwear vanHaren Women’s Apparel Shoeby Jewelry & Bijouterie Lucardi Pet Specialty Stores Welkoop Sleeping IKEA Drugstores Etos Toys Action Consumer Electronics Media Markt Sporting Goods Bever Bike & Outdoor Bike Totaal Supermarkets Lidl Food to Go Bakker Bart Telecom Phone House Food Specialty Stores Gall & Gall Magazines & Tobacco Goods Primera Health & Wellness Kruidvat Garden Welkoop Men’s Apparel Only For Men Department store Action Kitchens & Bathrooms IKEA Home furnishing IKEA
SOME PARTICIP ANTS
HOW TO WIN
In every edition you can participate in one or more categories. For example; Supermarket, bookstores, drugstore or giftshops.
Besides these categories you will also have a chance to win the overall titles. How can you win? By getting the highest (corrected
and weighed) final score and a minimal of 380 votes per category.
Ten aspects
The consumer will review your (web)shop on ten aspects:
Price Customer friendliness
Offers and promotions Service
Product quality Appearance and experience
Composition assortment Convenience store
Expertise ReliabilityMOTIVATE YOUR CUSTOMER
METHOD
Random sample indicates importance of each aspect
Consumers evaluate a retailer
Grade on 10 aspects X Weight of each aspect
Average score
Correction (based on number of votes)
Highest score is the winner in its categoryAWARD CEREMONIES
We invite all nominees to the (category)
award ceremony. During this event the
winners will receive their award. The
ceremonies are a combination of key
notes, entertainment, networking and
handing over awards. In The Netherlands
and Belgium we organize two
ceremonies, a category award ceremony
and a overall award ceremony. In all
other countries we organize one award
event. Events vary from seated diners,
gala evenings to key note congresses.WHAT WINNERS SAY ABOUT THE ELECTION
"If customers call you ‘Retailer of the Year', it is the biggest valuation you can get as a store. Therefore we
are very proud to been named 'Retailer of the Year Europe' in addition to be the winner in various
categories."
"We attach great value to public prices and the associated appreciation of our customers."
"The elections are an ideal opportunity to discover what our customers think of us. They speak out about price,
quality, friendliness and service. These are things we are putting effort in within Torfs."
"We find it extremely important to know the unseen opinion of our customer. The customer evolves and Bel&Bo
evolves with them. We can continue to meet the wishes of the customer through this election."WEAR THE CROWN As the winner of the election, a retailer can call himself the ‘Retailer of the Year’. An ideal marketing tool to show that they are the best in the consumers opinion. Retailers who won in their category have the possibility to purchase a licence which gives them the possibility to communicate with the ‘Retailer of the Year’ logo for one year.
REPORT The election provides a big source of interesting data for retailers. Retailers can order purchase these results in the form of a report. The report shows: ❖ Positioning of competitors ❖ Insights in key aspects ❖ Insights into the results of the election in your category(s) ❖ Overview of all participants, scores and rankings ❖ Understanding of industry issues and developments ❖ Insights in the results based on demographics
CONTACT
Mark Veldkamp
+31 (33) 245 46 37
mveldkamp@qanda.nl
Printerweg 22, 3821 AD AmersfoortYou can also read
