Home' Convenience and Impulse Retailing : April May 2014 Contents 43
April / May 2014 | C&I | www.c-store.com.au
Charity aucton supports Vinnies
The bright red 2010 Vespa LML star series and side car
featured in the 2013 IGA Christmas T V commercial.' Watch
Anh Do Ride Around Australia' has been sold on ebay.
As an ongoing supporter of St Vincent de Paul Society (Vinnies) IGA
auctioned its Christmas Scooter and side-car. The scooter was driven by
Australian comedian Anh Do in IGA's Christmas 2013 advertising campaign.
After 21 bids the scooter was sold for $10,450. The lucky
bidder will even be able to take a friend or family member
with them in the scooter's retro-inspired side car.
All proceeds from the sale go towards the great work that Vinnies
does throughout Australia, continuing the support that IGA has
given Vinnies as its major Christmas charity partner in 2013.
Social media supports shop local strategy
IGA's Valentine’s Day campaign surprises customers with love song videos
Valentine’s Day is a holiday often left to the last minute
with greetings cards being replaced with online
alternatives. With this insight IGA saw Valentine's Day
as an opportunity for a surprise-and-delight response
activity to help engage a growing social community.
The love-themed social response initiative was
implemented through Twitter, with Twitter users
encouraged to tweet a message for their loved
ones using the hashtag #IGAloveSongs. Local
musicians then turned selected tweets into succinct,
personalised songs housed on Youtube and Vine
platforms and tweeted back at the user in video form.
Ram Bhat, National Digital Marketing Manager
at Metcash Food and Grocery sees this activity
as a key opportunity to increase IGA’s social
media presence: “Social media has been a
focus for our digital team over the past couple
of months. Having launched Facebook back in
November we have grown to over 35,000 likes.
“ With the Valentine’s Day theme, we saw there was
a gap in the market for an interactive campaign
like this in Australia. It’s something very unique
and provides an opportunity to continue to build
an organic community,” continued Bhat.
By mid-Februar y, IGA had seen strong social media
growth since it became a focus in November
2013, with Facebook growing to over 35,000
likes and Twitter to over 1,700 followers.
Other innovative social media campaigns have included
IGA's ‘12 Days of Ham’ Facebook competition conducted
in the lead-up to Christmas to celebrate IGA’s award-
winning Naturally Smoked Bone-In Leg Ham. At the end
of January IGA’s Australia Day campaign, ‘ Say G’day Day’,
was supported by Twitter activity involving two Australian
sketch artists who responded to Australia Day tweets
with surprise illustrations.
Metcash focused on converting more independents
On 21/3/14, Metcash released details of a
transformation plan that includes initiatives aimed at
converting more independent retailers to its liquor,
hardware and automotive banners. Metcash CEO
Ian Morrice said the transformation plan focused
on four strategic priorities that when implemented,
would underpin long term sustainable grow th for
Metcash and independent retailers. These included:
Transforming Metcash Food & Grocery
(MFG), known as Project Diamond;
Driving consolidation and
sustainable network growth;
Further enhancing its supply chain; and
Enabling successful independents.
Morrice said better support will be provided to
independent retailers by expanding Metcash's
digital platform and providing enhanced
analytics and insights capabilities.
" In addition we will provide programs through a
Retail Academy, part of attracting and training new
retailers to the independent network; developing
existing retailers’ skills and capabilities and provide
greater value-adding services to members."
Metcash also announced an update to its 2014 full
year guidance. The company said the implementation
of the abovementioned transformation plan had
begun to impact the current year's earnings,
and the company's January and February results
were also below management's forecasts.
"Management now expects a decline in underlying
earnings per share (EPS) in the range of 13 to 15 per
cent (which includes approximately three per cent of
equity issuance dilution) for FY14," the company said.
The Shout 21/3/14
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