Monthly Archives: April 2010

Australian first Shopper Marketing & Category Management industry study – participate now

Topics: Category Strategy, E-Bulletins / Newsletters, FMCG, Shopper

POPAI and ShopAbility, with the support of TorchMedia, are running the first Australian FMCG and Retail industry Shopper Marketing Benchmark Survey. This industry study is for YOU. It will give you and the FMCG and retail related sectors a comprehensive overview of the state of the shopper marketing function, what best practice is, and where the main challenges and opportunities are.

All participants receive a FREE summary of the findings in July. The survey is now running and closes on June 2. Click the link below to participate FREE in the online survey, which will take approx 30 mins to complete. http://www.ys3.net.au/surveys/5/y100514register.asp .

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How much bang should your promotion get?

Topics: Channel / Retail, E-Bulletins / Newsletters, Point of Purchase, Shopper

How to determine how much support of what type your promotion should get for best financial and retail results. By ShopAbility for Retail Pharmacy Magazine.

In discussing promotion in last month’s issue we talked about ‘making the punishment fit the crime’ – that is, matching the promotion mechanics to the objectives you’re trying to achieve.

Here we’re going to discuss in more detail how you can best support a promotion based on its scale, objectives and mechanics.

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Are you giving shoppers what they want?

Topics: Channel / Retail, FMCG, Insights, Point of Purchase, Shopper

How shoppers behave and what they want compared to how retailers are executing are sometimes at variance. ShopAbility discuss the opportunities and benefits of playing to innate shopper behaviours. For Retail World Magazine.

Our previous article on shopper insights, way back in January last year, looked at deriving applicable findings from shopper research.

This time around we thought we’d take a more practical, hands on approach and look at the grocery shopping experience and behaviours from the shopper’s point of view to highlight gaps between what shoppers want and what retailers are currently providing. In other words, opportunities to improve execution and therefore sales.

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Where does Low go?

Topics: Channel / Retail, FMCG, Liquor, Point of Purchase

Norrelle Goldring from ShopAbility examines the role of offpremise fridge layouts in gaining impulse and tradeup sales of Low Carb and other beers. For Drinks Magazine.

Ian Kingham’s mini-tasting of low carb beers got me thinking about how to drive shopper exploration of low carb beers, where they should go in the fridge and thus about beer fridge layouts more broadly.

Sure the beer fridge layouts should be laid out in a way that makes sense for shoppers, but can you use the layout to get active uptrade or even impulse?

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