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Younger kiwis most shop at The Warehouse, Kmart
16 November 2018
Media release
Horizon Research
Younger kiwis most shop at The Warehouse, Kmart
The Warehouse and Kmart are the most used retailers among younger New Zealanders.
A Horizon Research survey finds 71% of 18-24-year-olds are regularly shopping at The Warehouse and 68% at Kmart.
The Warehouse’s grip on the younger adult shoppers is slipping – down from 79% in 2017.
K-mart is down 1% in the past year.
The next most shopped at by younger Kiwis is Farmers (44%, up from 35% in 2017) followed by Noel Leeming (24%, up from 22%).
Briscoes, Mitre 10 and Z Energy have suffered falls in the past year.
| Which of the following retail stores do you regularly shop at? | 18-24 years | |
| 2018 | 2017 | |
| Briscoes | 13% | 20% |
| Farmers | 44% | 35% |
| Harvey Norman | 20% | 17% |
| Hanna’s | 6% | 9% |
| ITM | 2% | 3% |
| Kmart | 68% | 69% |
| Mitre 10 (including Mitre 10 Mega) | 13% | 18% |
| Noel Leeming | 24% | 22% |
| Rodd and Gunn | 3% | 2% |
| Smiths City | 4% | 5% |
| Z Energy | 19% | 21% |
| Warehouse | 71% | 79% |
| I don't really do much shopping | 16% | 12% |
| Another large retail chain (not grocery) | 7% | 11% |
| N (unweighted) | 504 | 460 |
Loyalty scheme leaders
AA Smartfuel commands the largest loyalty scheme membership among 18-24-year-olds.
39% of this age group are members, up from 34% in 2017.
One Card is second with 37% (down 3% on 2017), Air NZ Airpoints is third with 31%, enjoying significant growth from 22% in 2017). Its New World Club Card competitor has 28% (up from 23% in 2017).
Farmers and Fly Buys are fourth largest with 30%. Farmers has made a major gain from 24% last year, while Fly Buys market share is stable.
| Which of the following reward/loyalty programmes or customer mailing lists are you a member of? | 18-24 years | |
| 2018 | 2017 | |
| AA Smartfuel Programme | 39% | 35% |
| Air NZ Airpoints | 31% | 22% |
| American Express Membership Rewards | 1% | 0% |
| ANZ Airpoints Visa | 3% | 4% |
| ANZ Cashback rewards | 2% | 2% |
| ASB True Rewards | 3% | 4% |
| Farmers Club | 30% | 24% |
| Fly Buys | 30% | 30% |
| Hannahs | 3% | 3% |
| Mobil Smiles | 10% | 0% |
| Mitre 10 (including Mitre 10 Mega) | 2% | 2% |
| MyCoke | 5% | 7% |
| New World Club Card | 28% | 23% |
| Noel Leeming | 6% | 5% |
| Onecard | 37% | 40% |
| PB Tech | 3% | 4% |
| Qantas ANZ Visa | 0% | 0% |
| Qantas Frequent Flyer | 1% | 2% |
| Rodd and Gunn Loyalty Club | 1% | 1% |
| Z Energy Card | 5% | 4% |
| The Warehouse | 9% | 10% |
| Velocity Frequent Flyer | 0% | 2% |
| Westpac Hotpoints | 1% | 2% |
| Another reward/loyalty programme | 3% | 2% |
| I am not a member of any reward/loyalty programme | 22% | 20% |
| N (unweighted) | 488 | 456 |
Out of touch?
However, the research also finds retailers and loyalty schemes may be out of touch with what younger New Zealanders really want.
64% say retailers and loyalty schemes they use only somewhat or mostly don’t or definitely don’t know what they want, at what prices and when.
28% say the retailers and schemes definitely or mostly know what they want.
| Do you feel the retailers and loyalty programmes you use know what you really want, for what prices and when? | 18-24 years | |
| 2018 | 2017 | |
| Definitely | 6% | 8% |
| Mostly | 22% | 27% |
| Somewhat | 45% | 43% |
| Mostly not | 16% | 12% |
| Definitely not | 3% | 4% |
| Not sure | 8% | 7% |
| N (unweighted) | 491 | 454 |
Huge potential to increase sales?
The results indicate retailers and loyalty schemes may have huge latent potential to increase sales and loyalty by understanding just what their customers really want to buy.
Horizon says between 30% and 80% of various loyalty schemes’ members would tell retailers and schemes what they want if they were asked.
The nationwide survey using Horizon’s HorizonPoll panel, represents the 18-24 adult population at the 2013 census. At a 95% confidence level, the maximum margin of error is +/- 4.4%.
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