Home' Convenience and Impulse Retailing : February March 2014 Contents February / March 2014 | C&I | www.c-store.com.au
Above: Click & collect is another growing trend
convenience store chain in NSW.
Building on their unique product
offering of fresh food and barista
made coffee, they developed a
mobile application that allows you
to search the menu and place an
order before arriving at the store.
The order is then custom-made
and waiting for the customer when
they arrive, providing further
convenience for the customers and
reducing wait times within store.
A sticking point for SME retailers
is where to star t to introduce
strategies and Mr Pallant says
the answer will differ for ever y
company and it will come down
to one thing – your customers.
With omni-channel and
digital marketing, we know
that not all customers are the
same, and therefore that there
is no universal strategy.
“ In our recent Omni-channel
research we found six segments
of differing omni-channel/
digital preferences, w ith some
shoppers for example prefer ring
digital offerings as an end in and
of themselves (i.e . search and
purchase online) while others
preferred digital offers that aided
an in-store purchase such as
mobile applications or digital
functionality to search stock
at different stores,” he says.
The key to a successful
omni-channel offering is to gain
an in-depth understanding of the
preferences and shopping journey of
your customer base, and segments
within it, and then optimising your
offering based on these needs. In
this way, you ensure you are meeting
your customers’ expectations
while not wasting investment
on unnecessar y offerings.
ACRS research found that using
online click and collect was a
major preference among shoppers,
par ticularly in the shopping centre
context, as well as grocer y, which
is seen in action with a number of
companies now offering this (Coles,
Woolwor ths, Dan Murphys etc.).
Building brands through
A Booze & Co, U.S White Paper,
Reimagining Shopper Marketing:
Building Brands through
looks at omnichannel marketing
from a brand perspective.
An inev itable extension of shopper
marketing, omnichannel marketing
offers marketers and retailers a
holistic approach to reaching
consumers with a more integrated
message, through any channel
and at any point in their path to
purchase, Booze & Co says.
By integrating strategies, insights,
content development, and
technology across internal and
external teams, marketers can evolve
the focus of shopper marketing
beyond its historical center of gravity.
Omnichannel marketing is not
just another version of how brands
collaborate with retailers on events
and promotions — it’s about how
they reimagine their engagement
with the consumer-shopper so that it
rises above siloed behav ior, unlocks
value across devices and platfor ms,
and delivers a more curated and
interactive brand experience.
In another example, as a leader in
the food content and occasion-
based marketing space, General
Mills is collaborating with
retailers to influence the path
to purchase through insight-
based content solutions.
The company is developing
programs to deliver inspiring food
content ideas on sites like ww w.
bettycrocker.com, while also
tying in purchase incentives.
These collaborative programs
are supported with integrated
marketing designed to influence
both in-store and e-commerce
sales. Plans typically include retailer
dot-com presence, paid media
support, and in-store integration.
Although some brand
manufacturers and retailers
are further along than others
in achieving the promise of
even the industry leaders have
significant room to take a more
holistic approach to integrating
the fragmented pieces of
today’s omnichannel puzzle.
...The key to a
offering is to gain an
of the preferences and
shopping journey of
your customer base,
and segments within
it, and then optimising
your offering based on
Fin Tackle product mixes are
matched to fishing regions.
Fin Tackle has a display Concept
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The information roller means
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Vendors have immediate sale as
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hung with products.
Easy for the vendor with high
The information roller
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