Category: Insights

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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Have your say NOW – Shopper Marketing Benchmark Survey

Topics: E-Bulletins / Newsletters, Insights

POPAI and ShopAbility, with the support of TorchMedia, are running the first Australian FMCG and Retail industry Shopper Marketing Benchmark Survey. This industry study is for YOU. It will give you and the FMCG and retail related sectors a comprehensive overview of the state of the shopper marketing function, what best practice is, and where the main challenges and opportunities are.

All participants receive a FREE summary of the findings in July. The survey is now running and closes on June 2. Click the link below to participate FREE in the online survey, which will take approx 30 mins to complete. http://www.ys3.net.au/surveys/5/y100514register.asp .

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Are you giving shoppers what they want?

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

How shoppers behave and what they want compared to how retailers are executing are sometimes at variance. ShopAbility discuss the opportunities and benefits of playing to innate shopper behaviours. For Retail World Magazine.

Our previous article on shopper insights, way back in January last year, looked at deriving applicable findings from shopper research.

This time around we thought we’d take a more practical, hands on approach and look at the grocery shopping experience and behaviours from the shopper’s point of view to highlight gaps between what shoppers want and what retailers are currently providing. In other words, opportunities to improve execution and therefore sales.

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