Category: Category Strategy

Leveraging Retail Objectives to Drive Growth

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

A key to achieving better and deeper retailer relationships is to understand and align your  business activities with retailer objectives. But what are the fundamental retailer goals and how do you do this? Shopping

Check out this series of articles ShopAbility wrote for Retail World Magazine on this very topic:

#1: Introducing retail objectives: frequency and inter purchase interval
#2 Average Weight of Purchase (AWOP)
#3 Basket Penetration and Incidence
#4 Traffic Driving

Final article coming soon, on Trial Management! Let us know what you think / what you’d like to hear more about: enquiries@sh-opportunity.com.au

Leveraging Retail Objectives to Drive Growth: Traffic

Topics: Category Strategy, Channel / Retail, FMCG, Point of Purchase

By ShopAbility for Retail World Magazine   pavement-pic-small

This is the fourth in a series of five articles about Achieving Retail Objectives from the team at ShopAbility. We have previously discussed Frequency and Inter-Purchase Interval, Average Weight of Purchase, and Basket Incidence (these articles are re-published here at www.sh-opportunity.com.au/news-articles if you missed them). The focus of this issue is driving Traffic to deliver growth.

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Leveraging Retail ObjectivesTo Drive Growth: Basket Penetration & Incidence

Topics: Category Strategy, Channel / Retail, FMCG, Point of Purchase, Shopper

In the third of a series of 5 articles, ShopAbility discuss the key retail objective of Basket Penetration; its applications for shopper behaviour, and how to leverage it for category growth.

For Retail World Magazine, 8 June 2009, by Norrelle Goldring of ShopAbility. shopping_basket_440

This is the third in a series of five articles about Achieving Retail Objectives from the team at ShopAbility. The first article introduced the concept of the key retail objectives being a 5-Way Multiple: Frequency, Traffic, Incidence, AWOP, and Spend. It focused on Frequency and Inter Purchase Interval. The second was about Average Weight of Purchase (AWOP) (these articles are re-published at www.sh-opportunity.com.au if you missed them).

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Leveraging Retail Objectives To Drive Growth: Frequency and Inter Purchase Interval

Topics: Category Strategy, Channel / Retail, FMCG, Insights, Point of Purchase, Shopper

for Retail World Magazine March 09 by Norrelle Goldring and Lee McAllistair – ShopAbility mum-and-kid-in-supermarket1

This is the first in a series of five articles about Achieving Retail Objectives from the team at ShopAbility. Our first article centers on how to increase the frequency of purchases and decrease the length of time between them.

Future articles will cover:
2.      AWOP and transaction value
3.      Basket penetration and incidence
4.      Traffic driving
5.      Trial management.
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If you can’t beat ‘em, don’t join ‘em

Topics: Category Strategy, Channel / Retail, FMCG, Liquor, Shopper

Drinks Magazine Dec 08 – by Norrelle Goldring, Director, ShopAbility

Why zagging when the others zig will help you maintain traffic and profit in economic downturns

champagne-corkSo we’re in an economic downturn, and shoppers are consolidating their shopping trips and becoming more value conscious. The good news is that alcohol purchasing remains fairly constant throughout economic peaks and troughs, so you don’t need to panic. Here are some thoughts on ways you can further minimise the impact of the current economic situation, without dropping your profit trousers.
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Weathering an economic storm: successful retail marketing in interesting times

Topics: Category Strategy, Channel / Retail, E-Bulletins / Newsletters, Insights, Point of Purchase, Segmentation / Clustering, Shopper

By Norelle Goldring, Director, ShopAbility, Marketing Magazine Retail Marketing Feature August 2008

Macro consumer & economic trends impacting shopper behaviour and how to leverage them

We are living in interesting times for retail. On the one hand we have a growing pool of high income earners and the ubiquitisation of luxury brands, and on the other a set of economic factors that are beginning to curb retail spend.

In this article we will cover the major consumer and economic trends impacting retail, likely changes in shopper behaviour, and implications for marketers.

The headline trends we will discuss are:

  • Changes in household makeup
  • Market polarisation and trade up/trade down, growth of the discounters
  • Affordable luxury and masstige
  • Health, wellbeing and obesity
  • Sustainability and organics – the rise of the ethical shopper
  • Economic slowdown, rising fuel and food prices.

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