Category: Segmentation / Clustering

How do you make your pharmacy stand out from the pack?

Topics: Channel / Retail, Featured, Pharmacy, Segmentation / Clustering, Shopper, Shopper marketing

In order to retain and increase your store customer base vs other retail channels and other pharmacies, you need to play to your retail point of difference. Here’s how, according to Norrelle Goldring of ShopAbility, for Retail Pharmacy Magazine.

Back in June last year we discussed how pharmacies are retail stores and thus in competition with other retail types. And that you need to determine your retail point of difference is, then find the right tools and platforms to promote it.

Here we’re going to look at what the different retail positions are so you can identify which one/s are right for you to use.

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True community based pharmacy … differentiating your store based on your location

Topics: Channel / Retail, Pharmacy, Segmentation / Clustering

We call them community pharmacies, but many could leverage their location and local shoppers better to create a point of difference, argues Norrelle Goldring of ShopAbility, for Retail Pharmacy Magazine.

Community pharmacies differentiate themselves from discounters because they consider they are catering to their local community.

Which they are, but to what degree? How well are they really applying knowledge of their local community to tailor their range and offer?

By catering to your local community, I’m not just talking about stocking product X for old Mrs Hodgkins who comes in once a month for it. What I mean is understanding the demographics and motivations of the people in a 3km radius (catchment area) of your store.

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Night and Day – pub attached vs grocery attached bottleshops

Topics: Liquor, Segmentation / Clustering

In the second article in the series discussing offpremise channel segments, Norrelle Goldring from ShopAbility reviews the differences between pub attached and grocery attached bottleshops, for National Liquor News Magazine.

Last article we looked at Detached Bottleshops – what they are, who goes there and why. Here we’ll do something similar for Pub Attached and Grocery Attached, which in some ways are as different as night and day – particularly time of visit.

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Death of the ‘main grocery buyer’?

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.

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What type of convenience store are you?

Topics: Business Strategy, Channel / Retail, FMCG, Segmentation / Clustering

What type of convenience store are you? What does this mean to your shoppers and what your offer should be? ShopAbility discuss, for Convenience World Magazine.

Who your shoppers are, why they visit you and how they behave provide clues as to what your offer should be and how you should be servicing them. However, the way the industry currently looks at itself (how it divides up or segments the convenience channel) doesn’t really look at shopper needs.
Traditional convenience channel segmentations include:

  • Tier 1, 2 and 3 based on store footprint and sales
  • Fuel vs non fuel vs dual
  • Chains vs independents, based on whether you’re owned by a supermarket, or what banner/franchise/buying group you are or aren’t part of.

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Who do you think you are?

Topics: Channel / Retail, Point of Purchase, Segmentation / Clustering

What type of pharmacy are you? What does this mean to your shoppers and where you should focus? ShopAbility discuss, for Retail Pharmacy Magazine.

Who do you think you are (what your pharmacy is) vs how your shoppers see it?

Last article we talked a bit about various retail channels and store types, and why they are visited by shoppers. We’re going to break this down into more detail here specific to pharmacy types.

Subsequent articles will deal in more detail, per type of pharmacy, in the opportunities this presents.

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