HONG KONG, May 02, 2022 – The key issues that drive Hong Kong’s shoppers to choose one grocery store over another have been revealed today, with the publication of the latest study in dunnhumby’s international research program – the Retailer Preference Index (RPI) Series.
Since 2018, dunnhumby – the global leader in customer data science – has published numerous RPI studies covering countries including Japan, Australia, Thailand, and Singapore. This latest study, which focuses specifically on Hong Kong, provides in-depth analysis of both the factors that influence shopper preference and the market’s best-performing grocery retailers.
Wellcome and PARKnSHOP are found at the top of the rankings for Hong Kong, driven primarily by market-leading scores in terms of their Share of Wallet and Market Share. Emotional Connection, a secondary metric that helps to inform the overall rankings, evaluates how respondents feel about a market’s retailers. Japanese retailer Donki is the clear leader in this area, with Wellcome and PARKnSHOP placing 10th and 11th respectively.
Hong Kong’s highest-ranked retailers in this inaugural study are Wellcome (1st), PARKnSHOP (2nd), HKTV Mall (3rd), Aeon, and 759 Store (joint 4th).
“Hong Kong has always been a fiercely competitive market for grocery retailers, and one in which customers have a wealth of choice about where they shop,” says Margaret Siew, Regional Head of Business Development for dunnhumby APAC. “What the results of the RPI show is that when retailers go out of their way to craft a value proposition that really meets shopper needs, they typically enjoy much greater commercial success as well.”
As well as exploring the market’s top performers, the first RPI for Hong Kong also offers insight into five key “Preference Pillars” – overarching themes that customers say play the biggest role in helping them choose where to shop. In order of their influence on shopper preference, these Pillars are:
- Store Experience, which includes factors such as the speed of checkout and the cleanliness of the store environment.
- Communication, which relates to issues of loyalty, inspiration, and the quality of a retailer’s digital tools.
- Own/Private Label, where shoppers are looking for variety, price, and quality when it comes to a retailer’s own-brand goods.
- Quality & Variety, which pertains to a retailer’s overall assortment. Ready to eat and organic foods play a key role here.
- Price, which Hong Kong’s shoppers define as a combination of everyday low pricing, as well as special discounts and offers.
- While stores vary in their ability to meet shopper expectations in these areas, the leading banners perform comparatively well across all five – testament to the importance of a nuanced and consistent value proposition.
“It isn’t enough for a retailer to be the best at one thing alone,” continues Siew. “Hong Kong’s shoppers have a very sophisticated view on what they want from their grocery experiences today, and retailers need to accommodate those needs in multiple areas. A strong – and well-rounded – offering goes a long way.”
Elsewhere, the study shows that:
Online grocery penetration in Hong Kong remains significantly higher than in many markets, but lower than in neighboring territories like Thailand and Singapore.
Hong Kong’s pureplay retailers dominate online, with well over half of shoppers having purchased from HKTV Mall alone.
The region’s loyalty cards don’t seem to work as well as they should, creating little in the way of a connection between holders and stores.
The full report is available for download now at dunnhumby.com.