A million new customers?
Poles go shopping in Ireland
Abstract
Emerging CEE markets have experienced a retailing revolution in the last decade. Hundreds of thousands of CEE customers are experiencing another retailing revolution again... After joining European Union in May 2004 more than a million adult Polish customers left Poland and started leaving & working in Western European countries (including many highly educated and well-paid professionals). There are countries (such as Ireland) where they already became a serious segment of customers. We answer the following questions in our presentation:
- How do they shop in the new environment?
- Are they a separate segment to be targeted by retailers?
- What are the drivers that make them shop the way they shop?
- What retailers’ activities should be undertaken to succeed while dealing with such a specific group of customers?
- Finally how to research such a groups of customers?
Roman Baszun
Marketing Director, Kinoulty Research, Poland
He is Marketing Director of the trade opinion research department (Kinoulty Trade) at Kinoulty Research in Warsaw, Poland. Nine years in research business, previously Marketing Specialist in Shell Polska. Specifically involved in development and application of special research techniques and methodologies designed for Poland and CEE region. Extensive experience in many fields: FMCG, distribution, finance and hi-tech durables. Member of The Polish Society of Market and Opinion Researchers (PTBRiO).