Monthly Archives: August 2010

What type of convenience store are you?

Topics: Business Strategy, Channel / Retail, FMCG, Segmentation / Clustering

What type of convenience store are you? What does this mean to your shoppers and what your offer should be? ShopAbility discuss, for Convenience World Magazine.

Who your shoppers are, why they visit you and how they behave provide clues as to what your offer should be and how you should be servicing them. However, the way the industry currently looks at itself (how it divides up or segments the convenience channel) doesn’t really look at shopper needs.
Traditional convenience channel segmentations include:

  • Tier 1, 2 and 3 based on store footprint and sales
  • Fuel vs non fuel vs dual
  • Chains vs independents, based on whether you’re owned by a supermarket, or what banner/franchise/buying group you are or aren’t part of.

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All aboard, the Shopper Marketing train is leaving the station

Topics: Channel / Retail, Events, FMCG, Insights, Shopper

ShopAbility discuss some of the findings of the POPAI/ShopAbility Shopper Marketing industry benchmark study, and the implications for both manufacturers and retailers. For Retail World Magazine.

Although still in its relative infancy, the Shopper Marketing discipline is gathering pace in Australia, with 60% of our recent survey participants implementing Shopper Marketing activities.

Back in January in our Retail World article ’Where to Shopper Marketing?’, we outlined some overseas status and practices in Shopper Marketing. Now that the first POPAI/ShopAbility Shopper Marketing industry study (supported by TorchMedia) is complete for Australia, we have a number of points of comparison. And there are some striking similarities – both opportunities and challenges – to overseas markets, particularly the USA.

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Results Released: Shopper Marketing Industry Benchmark Survey

Topics: E-Bulletins / Newsletters, FMCG, Insights, Shopper

Results of the first POPAI/ShopAbility Shopper Marketing Industry Benchmark Survey, supported by TorchMedia, have now been released. Purchase report HERE

The first Australian industry study on Shopper Marketing involved depth interviews with leading companies (n=19) and an online survey (n=134) with a representative sample of company sizes and roles across the industry. This sample exceeded that of similar international research studies, so  thanks go to all the participants.

The resulting report, entitled “Shopper Marketing – The Journey Begins” outlines a comprehensive benchmark of Shopper Marketing in Australia – attitudes, status, activities, successes and roadblocks.

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ShopAbility Launches Presentation Skills Training

Topics: Capability and Training, E-Bulletins / Newsletters

As part of ShopAbility’s comprehensive and customised training service for FMCG and Retail companies and their teams, NIDA-trained presenter Lee McAllistair is delivering presentation skills training with video camera and playback.

  • Gain more confidence presenting & communicating
  • “Fear-busting” – losing the barriers & defences that hold you back
  • Interactive, exercise-based training
  • Working with a video camera & playback for maximum learning
  • Tailored and relevant exercises e.g. roleplays etc
  • NIDA –trained tutor  with international experience and FMCG understanding

Shopper Insights Explained

Topics: E-Bulletins / Newsletters, Insights, Shopper

ShopAbility overview what shopper insights are, how you know if you’ve got one, what to do with it and the various shopper research methods, uses, applications that get you there. For Retail World Magazine.

One of the findings of the Shopper Marketing Industry Benchmark Survey (findings to be published in Retail World in August) was that most companies, if they had more shopper marketing resources, would devote them first to shopper insights and shopper research.

So there is a common understanding of the NEED for shopper insights, but less understanding of the scope of them or how to use them. One of the most common questions clients ask us when discussing shopper research is ‘how is it being used – do you have any case studies?’

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Who do you think you are?

Topics: Channel / Retail, Point of Purchase, Segmentation / Clustering

What type of pharmacy are you? What does this mean to your shoppers and where you should focus? ShopAbility discuss, for Retail Pharmacy Magazine.

Who do you think you are (what your pharmacy is) vs how your shoppers see it?

Last article we talked a bit about various retail channels and store types, and why they are visited by shoppers. We’re going to break this down into more detail here specific to pharmacy types.

Subsequent articles will deal in more detail, per type of pharmacy, in the opportunities this presents.

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