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UNDERSTANDING YOUR SHOPPER
Understanding your shopper has always been a critical part of good
retailing, but as technology has developed, the ability and capacity to do
this has improved, and banner groups are using this information to help
plan initiatives and marketing, as Mia Lloyd GM, United Inn-keeper
Association Ltd (UIAL), points out.
“We feel understanding the Thirsty Camel shopper is critically
important; so much so that we commissioned an extensive shopper
segmentation study in mid-2017, the largest by any independent liquor
retailer. This allowed us to truly understand our shoppers, their needs,
motivations and purchasing influences. In turn, we have used this research
to strategically target segments with product ranging, promotional
initiatives and marketing activity tailored specifically for them.
“This deeper understanding of our core customer segments was
instrumental to our exceptional summer trading result, with Thirsty
Camel (Victoria) finishing the November 2017 to January 2018 period
up 3.1 per cent in volume – three times the Victorian Liquor Weighted
Peters agrees, adding that Liquor Legends is using the information to
help it with the changing retail landscape.
“Understanding our shopper is critical for the future of business. The
competitive landscape is changing particularly with the attraction to the
convenience around e-commerce. We’ve been fortunate enough to have
worked with Personalised Messaging for over 14 months now which has
delivered excellent shopper engagement resulting in greater transaction value.
“Of course, the wealth of shopper data we have available via Liquid Stock
Control is invaluable when establishing business plans with our supplier
partners. State programs and strategy are continuously adjusted to maximise
the opportunities that are identified around these shopper insights.”
Not surprisingly O’Brien agrees on the importance of understanding
your shopper, adding that technology has changed the way that Liquor
Barons members go about this.
“Understanding our customers is everything. We operate a high
technology business, which gives us the data capabilities to understand in
a very real way what they are buying, when, and from where, but most
importantly – who.
“Our Barons Advantage Club loyalty system allows us to implement
automated targeted marketing campaigns based on what they already
love to drink. Gone are the days when we rely on just verbal feedback in-
store from a customer: now we can interact with them via email, social
media, our website and our blog.”
Esposito adds that for ILG, understanding the shopper has helped it to
see changes in consumer habits and subsequently develop plans to adapt
to these changes in the best way for members.
“In order for our members to grow it is important that they must get
to know their customers so they can satisfy their expectations. Shopper
behaviour over the last decade in our industry has changed into two
segments, Big Box and Convenience. Big Box has the perception of
discounted prices and the stores are designed to attract customers to browse.
Most of our members fall into the convenience sector and will need to look
at the digital space and social media to compete with the Big Box sector. This
is the area we are focusing to enable us to better support them.”
At LMG, Saunders is another to emphasise the importance of shopper
understanding, adding that it is something the group has focused on in
“All marketing and retail execution are led by shopper insights.
Understanding the shopper’s needs and how to meet them is critical in
increasing sales and loyalty to store.
“Consumer insight is critical is assessing our offer and the impact on
consumers. LMG receives regular reads on shopper habits along with
insights generated through loyalty data. Focus on shopper has increased
significantly over recent years. These insights provide the greatest
guidance on shopper habits and opportunities to influence purchasing
behaviour through our marketing retail support programs.”
“UNDERSTANDING THE SHOPPER’S NEEDS AND
HOW TO MEET THEM IS CRITICAL IN
INCREASING SALES AND LOYALTY TO STORE,”
GAVIN SAUNDERS CEO, LMG.
Liquor Legends has found personalised
messaging has delivered improved
Thirsty Camel Digital Billboard.
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