Category: Category Strategy

Leveraging Retail Objectives to Drive Growth: Traffic

Topics: Category Strategy, Channel / Retail, FMCG, Point of Purchase

By ShopAbility for Retail World Magazine   pavement-pic-small

This is the fourth in a series of five articles about Achieving Retail Objectives from the team at ShopAbility. We have previously discussed Frequency and Inter-Purchase Interval, Average Weight of Purchase, and Basket Incidence (these articles are re-published here at www.sh-opportunity.com.au/news-articles if you missed them). The focus of this issue is driving Traffic to deliver growth.

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Leveraging Retail ObjectivesTo Drive Growth: Basket Penetration & Incidence

Topics: Category Strategy, Channel / Retail, FMCG, Point of Purchase, Shopper

In the third of a series of 5 articles, ShopAbility discuss the key retail objective of Basket Penetration; its applications for shopper behaviour, and how to leverage it for category growth.

For Retail World Magazine, 8 June 2009, by Norrelle Goldring of ShopAbility. shopping_basket_440

This is the third in a series of five articles about Achieving Retail Objectives from the team at ShopAbility. The first article introduced the concept of the key retail objectives being a 5-Way Multiple: Frequency, Traffic, Incidence, AWOP, and Spend. It focused on Frequency and Inter Purchase Interval. The second was about Average Weight of Purchase (AWOP) (these articles are re-published at www.sh-opportunity.com.au if you missed them).

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Leveraging Retail Objectives To Drive Growth: Frequency and Inter Purchase Interval

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

for Retail World Magazine March 09 by Norrelle Goldring and Lee McAllistair – ShopAbility mum-and-kid-in-supermarket1

This is the first in a series of five articles about Achieving Retail Objectives from the team at ShopAbility. Our first article centers on how to increase the frequency of purchases and decrease the length of time between them.

Future articles will cover:
2.      AWOP and transaction value
3.      Basket penetration and incidence
4.      Traffic driving
5.      Trial management.
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If you can’t beat ‘em, don’t join ‘em

Topics: Category Strategy, Channel / Retail, FMCG, Liquor, Shopper

Drinks Magazine Dec 08 – by Norrelle Goldring, Director, ShopAbility

Why zagging when the others zig will help you maintain traffic and profit in economic downturns

champagne-corkSo we’re in an economic downturn, and shoppers are consolidating their shopping trips and becoming more value conscious. The good news is that alcohol purchasing remains fairly constant throughout economic peaks and troughs, so you don’t need to panic. Here are some thoughts on ways you can further minimise the impact of the current economic situation, without dropping your profit trousers.
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Weathering an economic storm: successful retail marketing in interesting times

Topics: Category Strategy, Channel / Retail, E-Bulletins / Newsletters, Insights, Point of Purchase, Segmentation / Clustering, Shopper

By Norelle Goldring, Director, ShopAbility, Marketing Magazine Retail Marketing Feature August 2008

Macro consumer & economic trends impacting shopper behaviour and how to leverage them

We are living in interesting times for retail. On the one hand we have a growing pool of high income earners and the ubiquitisation of luxury brands, and on the other a set of economic factors that are beginning to curb retail spend.

In this article we will cover the major consumer and economic trends impacting retail, likely changes in shopper behaviour, and implications for marketers.

The headline trends we will discuss are:

  • Changes in household makeup
  • Market polarisation and trade up/trade down, growth of the discounters
  • Affordable luxury and masstige
  • Health, wellbeing and obesity
  • Sustainability and organics – the rise of the ethical shopper
  • Economic slowdown, rising fuel and food prices.

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Category Plans: What’s In A Name

Topics: Category Strategy, FMCG

Retail World September 2008 – by Norrelle Goldring, Director, ShopAbility

What is a category plan? What isn’t it? What goes in one, how do you go about constructing it and most importantly, how do you get traction on it?

It’s that time of year again for many suppliers – annual planning time. Yet many suppliers have category plans that are in-store tactical expressions of the brand or individual customer plans, rather than category plans in their own right. Based on discussions with a number of you recently, we thought it topical to provide some thoughts on best practice category planning.

Why have a category plan?

Category plans provide a common platform and overarching framework for all marketing, channel and customer activity. A good category plan helps you: Read More >

As shoppers cut back, who is going to get squeezed?

Topics: Category Strategy, Channel / Retail, FMCG, Shopper

As consumers grapple with all that is plaguing the Australian economy, they have started to batten down the hatches and shift their spending habits, turning to money-saving options as they find ways to pay for dramatic increases in the cost of living and the associated run-on to the other necessities of life. Economic events outside the control of the everyday family such as interest rates, the housing bubble, rents, personal debt levels, stock market volatility, the cost of energy, petrol and food all combine to mean that our “average shopper” is now starting to do some distinctly “unaverage” things to make ends meet.

For example, heavy family vehicles and the old standard Ford/ Holden as the family car are no longer the dominant force, but hybrids and small car sales are going through the roof. Car pooling and the use of public transport are becoming more prevalent as people search for ways to stretch their dollar further. Read More >