Topics: Business Strategy, Channel / Retail, E-Bulletins / Newsletters, Featured, FMCG, Insights, Point of Purchase, Shopper, Shopper marketing
What impact does and will proactive shopper online search prestore have on planning and shopper behaviour instore? What is the ‘new role’ of the store? Norrelle Goldring looks at some likely scenarios, for Retail World Magazine.
Topics: Channel / Retail, FMCG, Point of Purchase, Shopper marketing
In New Zealand, the major two supermarket retailer groups don’t compete overtly on price. So how do they differentiate themselves? Norrelle Goldring from ShopAbility and Ruth Money from Apollo Marketing provide an overview of the NZ grocery market, for Retail World Magazine.
On the face of it, the New Zealand supermarket channel looks similar to the Australian one: a highly consolidated market with two big players who have the vast majority share between them. But in NZ each of the supermarket retail groups are rowing their own boats, with mixed results.
Below we overview the NZ grocery market, what each of the major players is doing, and some two-way lessons from across the ditch.
Topics: Point of Purchase, Shopper, Shopper marketing
Retailers and manufacturers often search for the purchase decision hierarchy for a particular category…but does ONE exist? Alison Sinclair from ShopAbility discusses, for Retail World Magazine.
Topics: Channel / Retail, Point of Purchase
What general merchandise and personal care items should you range and is it worth it? Norrelle Goldring from ShopAbility discusses, for Convenience World Magazine.
Topics: Channel / Retail, FMCG, Point of Purchase, Shopper
When the weather outside is frightful there’s a number of ways to play to consumer and shopper natural behaviours during winter. By Norrelle Goldring of ShopAbility, for Retail World Magazine.
Following on from our Rise to the Occasion article last year, about occasion based shopper marketing opportunities, let’s take a look at the opportunities winter presents.
People are more likely to stay in during the winter – even in subtropical towns like Sydney and Brisbane – because they don’t want to venture out ‘in the cold and rain’. Unless they’re going to the snow. This is why restaurant patronage generally drops during the winter … people ‘go out’ and socialise in the summer and ‘stay in’ during the winter.
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.
Topics: Business Strategy, Channel / Retail, E-Bulletins / Newsletters, Point of Purchase, Sustainability
What are the secrets of the successful mall retailers? Peter Huskins and Norrelle Goldring of ShopAbility discuss, for Retail World Magazine.
Whilst the number of Shoppers visiting a Shopping Centre in small groups as a pure leisure outing is increasing, the majority of Shopper trips to the Shopping Centre are still destination based. That is, the Shopper is going for a specific purpose or item, or set of purposes and items.
However, they’re also open to influence – nearly 90% of Shoppers deviate (add to) their shopping list, regardless of whether the list is on paper on in their heads. So as a Centre based retailer you have a good opportunity to ‘interrupt’ them once they arrive at the centre, with ‘while I’m here’ type reminders. More about how to attract that impulse sale a little later.
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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Stores we’ve seen: Coles Epping
ShopAbility’s Alison Sinclair pays a visit to Coles Epping; with the advent of the Coles clothing offer in this store.
