Category: Shopper

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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Does the (imported) beer by any other name smell as sweet?

Topics: Liquor, Point of Purchase, Shopper

Norrelle Goldring from ShopAbility looks at the issue of locally made imported beers through the shopper’s eyes. For Drinks Trade Magazine.

Rather than my usual ‘how to’ focussed pieces, your friendly Drinks Trade editors have asked me for an opinion piece on the impact of increasing the amount of imported beers made locally. I welcome your comments and points of debate, as what follows is simply ‘sample of one’ – albeit through the shopper’s eyes rather than mine.

Opinions are widely divided on the ‘locally made imports’ topic, ranging from the usual bland and commercial corporate standpoints of the big brewers, to highly emotional rants from some of the smaller suppliers looking for an opportunity to stick one up the ‘big boys’.

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Stores We’ve Seen: Woolworths Caringbah

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

Peter Huskins takes a sneaky peek at some major new refurbishment initiatives at Woolworths Carringbah, in response to the Coles refresh program.

From the outset let me state that this store has only opened stage one of a major refurb so the comments are not based on looking at a complete “new” store, but on one where there are still builders walking around looking busy, hoardings and plastic sheets covering the next stages and a centre store Grocery area that is yet to be touched.

But the word on the street is that this refurb is Woolies response to the Coles refresh program, so looking at the first stage as an indicator of what is to come is a fair and worthwhile exercise and relevant for industry discussion, especially when it covers most of the Fresh depts – and they are the key depts in a Shoppers mind that they use to determine their store of choice. So from a rollout/ on-going perspective this store is an important indicator of the evolving competitive playing field.

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