Category: Insights

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 >

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.

Read More >

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.

Read More >

Melbourne Survey Findings Workshop by Popular Demand: BOOK NOW for Nov 10

Topics: Business Strategy, E-Bulletins / Newsletters, Events, FMCG, Insights

Invitation: Findings Workshop – What it means for you… and where to from here. Wed Nov 10, Water Rat Hotel, South Melbourne. This second workshop scheduled by popular demand after sell out in Sydney. BOOK ONLINE

Shopper Marketing: The Journey Begins

POPAI / ShopAbility Shopper Marketing Industry Benchmark Survey 2010

Supported by TORCHMEDIA

  • Leverage the learning from Australia’s first Shopper Marketing Industry Benchmark Survey
  • Harness the findings with implications and actions to move forward
  • Participate in the industry discussion as solutions and frameworks are canvassed
  • Be at the forefront of developments

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Who is on the Shopper Marketing train, and who’s driving?

Topics: Channel / Retail, FMCG, Insights, Shopper

ShopAbility discuss more of the findings of the POPAI/ShopAbility Shopper Marketing industry benchmark study, and its implications for retailers, in part #2 of this article series, for Retail World Magazine.

Last issue we shared some of the results of Australia’s first Shopper Marketing Industry Benchmark Survey from POPAI / ShopAbility and supported by TorchMedia.

Some compelling results show that Shopper Marketing is definitely on the rise, supported by 70% of business leaders with one third of companies actively increasing people and budgets. The Shopper Marketing Train is leaving the station.

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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.

Read More >