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
Don’t Fence Me In
March 18, 2008
Single person urban dwellings (or SPUDs) now account for 25% of all Australian households in 2008. More people are trading white picket fences for elevator access. But is the rise and rise of the SPUD being reflected in products and stores? Who is the SPUD shopper and what do they want and need? While there is, no doubt, a variety... Read more
Shopper Needs Sexy Brief
March 18, 2008
We all know that decent briefs are essential to avoid the embarrassment of… misrepresentation (we’ll leave the image to your imagination). Well, so it is with shopper research. With the increasing focus on Shopper in the FMCG industry, here’s a what-you-need-to-know about briefing a shopper research project that will generate... Read more
Bring back the romance: has the thrill gone for your shoppers?
February 14, 2008
Lee McAllistair gives shoppers a little more attention, for Valentine’s Day 2008 Valentine’s Day reminds us that a little emotional connection goes a long way, and not just on one day of the year! How emotionally connected are your shoppers with your category and brand, and what should you do about it? Well, Nielsen research... Read more
Shopper Insights Training
January 24, 2008
Bringing the Shopper into the Boardroom - How to manage winning shopper insights research projects Learn how to maximise the value of your shopper insight dollar in a one day ‘crash’ course on February 22nd, 2008 Presented by two leading experts in the areas of Shopper Environment, Applications and Research - Norrelle Goldring... Read more
Ho Ho Ho or Ho Ho Hum? How do you cut through the clutter to engage and convert Christmas shoppers?
December 17, 2007
Ho Ho Ho or Ho Ho Hum? How do you cut through the clutter to engage and convert Christmas shoppers? See if these shopper behaviour tips in the mall, grocery, petroconvenience and liquor channels light your tree. There’s one for each of the 12 days of Christmas! By Lee McAllistair, for TORCHMEDIA, December 2007 One People are home... Read more
New One-Day Shopper Insights Course
December 4, 2007
Are you well-versed on consumers but need to upskill on shoppers? Shopper marketing and shopper insights are hot topics right now, but there are few shopper insight specialists. Learn how to become one with our new one-day training course, presented by Moxie Market Strategy and our research partner, Jigsaw Strategic Research. What... Read more
A Little Too Close Too Home
December 4, 2007
In the past twelve months there have been a bevy of reports about a ‘return to the village economy’ and shoppers shifting from grocery or mass to local specialty stores. As ‘localisation’ gains momentum, retailers and suppliers are responding with an increased focus on segmentation and clustering. But here’s the rub: ... Read more
Shopper Behaviour in the Convenience Channel
October 1, 2007
Norrelle Goldring of Moxie Market Strategy delivered the presentation “Shopper Behaviour in the Convenience Channel … and how to leverage it to increase merchadise incidence” on the 26th September 2007 at the annual conference for the Australasian Association of Convenience Stores (AACS). Shopper Behaviour in the... Read more
No More Mr and Mrs Average
September 7, 2007
The release of the 2006 Census at the end of June highlighted the fact that Australia is now a vastly different nation to what it was 20 years ago. The key take out: ‘there is no longer an average Australian’. What does this mean for the retail environment? In the USA, the word on the tip of every tongue is SEGMENTATION. Moxie... Read more