Topics: Channel / Retail, Point of Purchase
What general merchandise and personal care items should you range and is it worth it? Norrelle Goldring from ShopAbility discusses, for Convenience World Magazine.
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, E-Bulletins / Newsletters, FMCG, Mass Merchants, Point of Purchase
For the past year Kmart has been telling us to “expect change” in their stores. Initially the focus was on service, the shopping environment and opening hours but in July 2010 the focus shifted to include price and value for money on everyday household goods. With this in mind we thought it was worth looking at it from a shopper perspective. Would the average shopper notice the change they were being encouraged to ‘expect’? ShopAbility’s Alison Sinclair checks it out.
Walking into the Kmart store at Broadway in Sydney the first thing you observe is a far tidier store than the average mass merchant, the shelves are stacked neatly and the pallet displays are well merchandised with clear signage to help you navigate the store. As part of the repositioning, Kmart Broadway trialled 24hr/7 day trading but has since reduced the opening hours to 8am till midnight each day. Less than 24/7 but more then I would have expected.
Topics: Business Strategy, Channel / Retail, E-Bulletins / Newsletters, Point of Purchase, Sustainability
What are the secrets of the successful mall retailers? Peter Huskins and Norrelle Goldring of ShopAbility discuss, for Retail World Magazine.
Whilst the number of Shoppers visiting a Shopping Centre in small groups as a pure leisure outing is increasing, the majority of Shopper trips to the Shopping Centre are still destination based. That is, the Shopper is going for a specific purpose or item, or set of purposes and items.
However, they’re also open to influence – nearly 90% of Shoppers deviate (add to) their shopping list, regardless of whether the list is on paper on in their heads. So as a Centre based retailer you have a good opportunity to ‘interrupt’ them once they arrive at the centre, with ‘while I’m here’ type reminders. More about how to attract that impulse sale a little later.
Topics: E-Bulletins / Newsletters, FMCG, Point of Purchase
Sales and ROI aren’t the only two measures of a promotion’s success, argues Norrelle Goldring, for Retail World Magazine.
The 2010 POPAI/ShopAbility Shopper Marketing Industry Benchmark Study (currently underway again for 2011) highlighted the lack of understanding of how to measure promotional activities.
Of those who were measuring (and a fair portion weren’t), the majority way that most were measuring was sales increase and return on investment (ROI). But that’s only part of the story … that’s measuring a what, without understanding the why or impacting factors.
Topics: Channel / Retail, Pharmacy, Point of Purchase
Discount pharmacies are unlike any other pharmacy type. ShopAbility discuss, in the final in a series of five articles about how different types of pharmacies can be optimized. For Retail Pharmacy Magazine.
So far in this series we have covered four different types of pharmacies:
Our fifth and final discussion is about Discount Pharmacies – that is, pharmacies that promote range breadth and particularly price as their primary draw card above all other factors. Chains such as Chemist Warehouse and Priceline fall in to this category.
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, 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.
