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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
20182017
Briscoes13%20%
Farmers44%35%
Harvey Norman20%17%
Hanna’s6%9%
ITM2%3%
Kmart68%69%
Mitre 10 (including Mitre 10 Mega)13%18%
Noel Leeming24%22%
Rodd and Gunn3%2%
Smiths City4%5%
Z Energy19%21%
Warehouse71%79%
I don't really do much shopping16%12%
Another large retail chain (not grocery)7%11%
N (unweighted)504460

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
20182017
AA Smartfuel Programme39%35%
Air NZ Airpoints31%22%
American Express Membership Rewards1%0%
ANZ Airpoints Visa3%4%
ANZ Cashback rewards2%2%
ASB True Rewards3%4%
Farmers Club30%24%
Fly Buys30%30%
Hannahs3%3%
Mobil Smiles10%0%
Mitre 10 (including Mitre 10 Mega)2%2%
MyCoke5%7%
New World Club Card28%23%
Noel Leeming6%5%
Onecard37%40%
PB Tech3%4%
Qantas ANZ Visa0%0%
Qantas Frequent Flyer1%2%
Rodd and Gunn Loyalty Club1%1%
Z Energy Card5%4%
The Warehouse9%10%
Velocity Frequent Flyer0%2%
Westpac Hotpoints1%2%
Another reward/loyalty programme3%2%
I am not a member of any reward/loyalty programme22%20%
N (unweighted)488456

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
20182017
Definitely6%8%
Mostly22%27%
Somewhat45%43%
Mostly not16%12%
Definitely not3%4%
Not sure8%7%
N (unweighted)491454

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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