Put your best foot forward
November 19, 2008
By Norrelle Goldring, Director, Shopportunity, for Marketing Magazine August 2008 Driving store and category footfall in an era of consolidating shopping trips We have discussed elsewhere in this magazine the anticipated shift to consolidated shopping trips and heavier focus on perceived value for money as the economy slows. It doesn’t... Read more
Shoppers Behaving Badly
August 12, 2008
As consumers grapple with all that is plaguing the Australian economy, they have started to batten down the hatches and shift their spending habits, turning to money-saving options as they find ways to pay for dramatic increases in the cost of living and the associated run-on to the other necessities of life. Economic events outside... Read more
It’s a Trip
August 12, 2008
Trip management is the ‘new black’ in shopper and retail marketing. But what is a trip, and how do you leverage it? Smart retail marketers are taking a much closer look at what type of category and shopping trip types they are in and how to successfully activate against them in store. Shopping trips have changed in the Australian... Read more
Horses for Courses in a Changing Grocery Sector
August 7, 2008
For Ad News, by Norrelle Goldring, Director, Shopportunity. The concentrated and restrictive grocery marketing environment in Australia is expected to loosen over the next few years, giving marketers more choices in how they get their brands to market and promote them instore. Coupled with new best practice thinking and tracking... Read more
Retail: what’s new and different, what stays the same…
August 7, 2008
B & T Magazine’s Sophia Russell interviews Norrelle Goldring, Director of Shopportunity, about what’s happening in Retail Land in 2008. 1. Have there been any major shifts in consumer shopping behaviour in the last year (in general, but also amongst specific demographics)? Rather than a right-angle turn in behaviours... Read more
What’s New Pussycat? Tips for great new product launches without the spilt milk
July 14, 2008
By Lee McAllistair of Shopportunity for TorchMedia ‘Illuminate’ June 2008 edition New product development can be one of the biggest drivers of growth and profit, or it can deplete your time, energy, capital and reputation (with retailers as well as shoppers). So, what tips the scales either way? Read more Read More →
One size doesn’t fit all: Using Segmentation to Sell More
July 14, 2008
By Norrelle Goldring, Director, Shopportunity For Marketing Magazine, April 2008 Issue The release of the latest Mosaic study, with its 11 macro consumer segments and 47 consumer ‘types’, highlights the increasingly fragmented nature of the consumer and shopper base in Australia and reinforces the need for targeted marketing... Read more
Knowing You, Knowing Me
May 15, 2008
Profitability for FMCG suppliers is in no small part reliant on their ability to effectively understand and manage Retailer relationships, particularly in the grocery channel. So, what are the key Account Management capabilities FMCG companies need in order to maintain and grow the relationship for mutual benefit? Read more Read More →
Cafe Culture - Opportunity on a Platter
May 15, 2008
Research in the US says shoppers are spending double the amount of money on meals outside home compared to what they spent in 1970. Nielsen Australia cites double digit sales growth in cafes and restaurants in Australia in 2007 versus less than 5% for packaged grocery. How can suppliers leverage this trend to drive growth in away... Read more
Channel (s)hopping - how to spread your eggs across a number of baskets
May 8, 2008
Smart distribution in ‘alternative’ channels may just deliver you a golden egg By Norrelle Goldring and Peter Huskins for Retail World March 2008 In an environment where volume and value growth in grocery is increasingly difficult for grocery-dominant suppliers to achieve, some are starting to look for sources of growth from... Read more