Category: Shopper

Not just hearts and flowers – Leveraging Valentine’s Day in grocery

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

If the way to the heart is via the stomach, grocery has a role to play in Valentine’s Day, suggests Norrelle Goldring. For Retail World Magazine.

Yes the hot cross buns may be out already but there is at least one retail occasion between Back To School and Easter. It’s called Valentine’s Day.

Back in a September RW issue last year we wrote a roundup of occasions that can be leveraged at retail. Among the ‘Gifting’ occasion set we listed Valentine’s Day. On thinking about it though, I reckon Valentine’s is also a ‘consumer’ occasion focussed around food – primarily dinner, but also breakfast.

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So what’s in store 2011?

Topics: Channel / Retail, FMCG, Shopper

What macro forces are likely to shape retail in 2011? Peter Huskins and Norrelle Goldring dig out the crystal ball. For Retail World Magazine.

Happy New Year!!

And happy Xmas. And happy Easter. Happy Mothers’ Day. Happy Fathers’ Day. Happy Birthday.

Happy anything!

Or at least we hope they are happy from a trading perspective as the ‘jolly’ season we have just had was far from the jolly of old. It was a tough hard Xmas for most retailers, the toughest in decades, characterised by slow sales, irregular traffic flows, extreme price discounting, bargain hunting shoppers resulting for many in negative L4L sales and poor profits (if any). This has been a tipping point for many retailers (Colorado for example), and the best is still a way off.

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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.

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Results Released: Shopper Marketing Industry Benchmark Survey

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

Results of the first POPAI/ShopAbility Shopper Marketing Industry Benchmark Survey, supported by TorchMedia, have now been released. Purchase report HERE

The first Australian industry study on Shopper Marketing involved depth interviews with leading companies (n=19) and an online survey (n=134) with a representative sample of company sizes and roles across the industry. This sample exceeded that of similar international research studies, so  thanks go to all the participants.

The resulting report, entitled “Shopper Marketing – The Journey Begins” outlines a comprehensive benchmark of Shopper Marketing in Australia – attitudes, status, activities, successes and roadblocks.

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Shopper Insights Explained

Topics: E-Bulletins / Newsletters, Insights, Shopper

ShopAbility overview what shopper insights are, how you know if you’ve got one, what to do with it and the various shopper research methods, uses, applications that get you there. For Retail World Magazine.

One of the findings of the Shopper Marketing Industry Benchmark Survey (findings to be published in Retail World in August) was that most companies, if they had more shopper marketing resources, would devote them first to shopper insights and shopper research.

So there is a common understanding of the NEED for shopper insights, but less understanding of the scope of them or how to use them. One of the most common questions clients ask us when discussing shopper research is ‘how is it being used – do you have any case studies?’

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