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, Featured, Pharmacy, Segmentation / Clustering, Shopper, Shopper marketing
In order to retain and increase your store customer base vs other retail channels and other pharmacies, you need to play to your retail point of difference. Here’s how, according to Norrelle Goldring of ShopAbility, for Retail Pharmacy Magazine.
Back in June last year we discussed how pharmacies are retail stores and thus in competition with other retail types. And that you need to determine your retail point of difference is, then find the right tools and platforms to promote it.
Here we’re going to look at what the different retail positions are so you can identify which one/s are right for you to use.
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: FMCG, Shopper, Shopper marketing
The Shopper Marketing Live event in mid May underscored that Shopper Marketing is a way of working, not a fad. Norrelle Goldring discusses key themes from the event and implications for shopper marketers in Australia, for Retail World Magazine.
Back in February 2010 we discussed the evolution of category management into shopper marketing in our article ‘Where To Shopper Marketing?”. In that article, we outlined some of the key themes coming out of shopper marketing conferences in the USA as being:
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, 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.
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.
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.
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.
Path to Purchase Summit February 2012 – 10% off for ShopAbility subscribers
Use the promotion code ‘SHOPABILITY’ to claim a your 10% discount at this key industry event. Hear the latest thinking … Read More >
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.
