Category: FMCG

Have your say and pick up your free shopper marketing tools from us at Shopper Marketing Live!

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

POPAI and ShopAbility are inviting FMCG and Retail professionals to visit the POPAI / ShopAbility stand at the Shopper Marketing Live! Expo in Sydney 18-20 May, to pick up free shopper marketing tools and guidelines, and to participate in the second Australian Shopper Marketing & Industry Survey.

POPAI’s Shopper Marketing Industry Council (SMIC), of which ShopAbility’s Norrelle Goldring is Chair, have developed a number of best practice tools and templates, including a handy ‘shopper marketing wheel’, case studies and roadmaps that are free to all delegates visiting the POPAI stand.

Delegates at the stand can also voice their opinions in the 2011 Shopper Marketing & Industry Survey. The study, a joint initiative of POPAI in partnership with  ShopAbility, will track advances in shopper marketing and category management, including case studies, since the first Australian industry benchmarking survey in 2010. Read More >

Stores We’ve Seen: Kmart Broadway

Topics: Channel / Retail, E-Bulletins / Newsletters, FMCG, Mass Merchants, Point of Purchase

For the past year Kmart has been telling us to “expect change” in their stores. Initially the focus was on service, the shopping environment and opening hours but in July 2010 the focus shifted to include price and value for money on everyday household goods. With this in mind we thought it was worth looking at it from a shopper perspective. Would the average shopper notice the change they were being encouraged to ‘expect’? ShopAbility’s Alison Sinclair checks it out.

Walking into the Kmart store at Broadway in Sydney the first thing you observe is a far tidier store than the average mass merchant, the shelves are stacked neatly and the pallet displays are well merchandised with clear signage to help you navigate the store. As part of the repositioning, Kmart Broadway trialled 24hr/7 day trading but has since reduced the opening hours to 8am till midnight each day. Less than 24/7 but more then I would have expected.

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Promotions effectiveness – making sense of the black box

Topics: E-Bulletins / Newsletters, FMCG, Point of Purchase

Sales and ROI aren’t the only two measures of a promotion’s success, argues Norrelle Goldring, for Retail World Magazine.

The 2010 POPAI/ShopAbility Shopper Marketing Industry Benchmark Study (currently underway again for 2011) highlighted the lack of understanding of how to measure promotional activities.

Of those who were measuring (and a fair portion weren’t), the majority way that most were measuring was sales increase and return on investment (ROI). But that’s only part of the story … that’s measuring a what, without understanding the why or impacting factors.

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Marketing to Trip Types

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

Smart retailing plays to the type of shopping trip shoppers make, not just the occasions they’re buying for, argues Norrelle Goldring. For Retail World Magazine.

In other articles we’ve discussed marketing to consumption occasions such as Valentine’s Day, Christmas, lunchbox, breakfast etc. Here we’re going to look at marketing to trip types. Ie the type of shopping mission the shopper is on.

OCCASIONS VS MISSIONS

Or, the difference between consuming and shopping.

Occasions are how and when the products being purchased are consumed. Eg breakfast, lunch, dinner, snack, and events such as parties and bbqs. Consumer marketing targets the end consumer of a product to get them to consider the brand.

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Shoppers, catastrophes and forced behaviour change

Topics: Channel / Retail, FMCG, Shopper, Sustainability

In the wake of Queenslad and Victoria natural disasters (echoed in catastrophes of an even larger scale further from our shores), ShopAbility’s Peter Huskins examines the likely impacts on shopping behaviour. For Retail World Magazine.

Imagine you are sitting on the veranda of your beach front home of 20 years in a quiet neighbourhood in a small coastal Queensland town. Your family are with you, at least the youngest of your kids, the eldest have left home and are living at other small coastal towns, going about their daily lives.

You are waiting, waiting for the arrival of the worst cyclone in years, worse than Tracy in the Northern Territory so many years ago. You have done all you can, battened down windows and secured doors and personal effects, the best you can anyway. You are waiting for the unknown. You are waiting for what the weather forecasters are saying is gale force winds, lashing  rain, high tides, flooded rivers and roads.

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Death of the ‘main grocery buyer’?

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

Just because 75% of grocery shoppers in the two majors are female doesn’t mean you should treat them all the same, argues Norrelle Goldring. For Retail World Magazine.

They’re the words promotional marketing agencies see on most briefs for ‘target market’. “Main grocery buyer”.  Aka women 25-54.

OK, so the two major supermarkets average 75% female shoppers. But to assume that’s the same in all stores, and that they all shop the same way, means the majors are missing opportunities to tailor activities – more profitably – to specific shopper types and shopping trip types. Vanilla is not the only flavour of milkshake.

Over the past few years that we’ve been running shopper research we’ve noticed that household makeup (how many people in the household, ie how many mouths to feed) and lifestage (eg SINK/DINK, young families, older families, empty nesters) have a far greater impact on shopping behaviour than does age, income, or geography.

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Developments We’ve Seen: Westfield Sydney City

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

After 2 years and at a cost of more than $1.6 billion the Westfield Sydney City centre opened its first phase in time for Christmas 2010. A few months on, after the Christmas shoppers and Boxing Day bargain hunters are gone, we thought it was worth taking a look at the centre during every day trading. ShopAbility’s Alison Sinclair reviews.

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WE WANT YOU: Shopper Marketing Industry Survey 2011

Topics: E-Bulletins / Newsletters, FMCG, Insights

POPAI and ShopAbility are calling on all professionals involved in retail marketing, category management and related disciplines to participate in the second Australian Shopper Marketing & Industry Survey.

The study, a joint initiative of POPAI in partnership with researchers ShopAbility, will track advances in shopper marketing and category management, including case studies, since the first Australian industry benchmarking survey in 2010.

Participants are rewarded with a free copy of the resulting research report, valued at $495, and are invited to attend key industry leadership workshops where the research findings are discussed amongst retailers, suppliers  / brands and POP agencies.

The inaugural POPAI  / ShopAbility Shopper Marketing & Industry Benchmark Survey in 2010 led to a raft of measures to improve the industry.

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