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Fixed low-price importance has also increased – specific categories more so than others. Ten such categories were new to the top 20 last year. If these shifts alone weren’t enough, there’s also increased pressure on brands from private label. Shoppers are now more willing to try private label post-Covid. What does all this mean? If retailers and brands want to make the most of their pre- and in-store investments in 2021, they need to be across what today’s shopper wants and needs from their specific categories. Align with omnichannel, market to different triggers on the path to purchase, speak to occasion- led shopping The essential message is that grocery shopping has changed for good, and in my estimation most brands are playing catch-up. These are the headlines: • More than one in three shoppers now visit a digital channel before shopping either in-store or online (Australian Financial Review, 24/9/20). • Seven per cent of shoppers shop online in Coles and Woolworths. Online grew by 40 per cent in 2020 (Coles and Woolworths financial reports, November/December). • Pre-store category planning increased in 2020: catalogue now drives one in eight category purchases, and more in Coles. • Purchase and trade-up increase if the store or website connects with the intended occasion and for consumption today. 12 months old, throw it away. It’s useless. The way shoppers reach their purchase decision and the role each category plays in-store have altered drastically since January 2020. It’s important now to measure the post-Covid mindset of your shopper, so you can align shelf, signage and packaging to trigger purchase and trade-up. Dial up health and Australian made credentials It’s unsurprising given the year we’ve had that shoppers are focused more than ever on health and wellbeing and buying Australian. The importance of Australian made and health increased significantly across all categories in 2020. The practical application of this knowledge in your category is important. As an example, the picture above shows the ambient categories that rank highest for importance in Australian made. Brands that dial up messaging around Australian made will be most likely to move the needle for shoppers and retailers in these categories. How can your category champion the retailer drive to win on Australian and health? Is your brand well placed to do this either through product or marketing/ packaging design? Consider how you can pivot your conversations with retailers to really champion the category on these factors. INSIGHTS About Simon Ford Simon Ford is Managing Director for Shopper Intelligence ANZ. He believes that only by understanding how shoppers think and behave, can we influence what they buy. He has more than 20 years’ experience in retail and shopper insights-based strategic planning. Before starting Shopper Intelligence in 2006, he was head of market research for Tesco UK. About Shopper Intelligence Shopper Intelligence is the only partner to unlock how and why shoppers buy, then continuously and objectively benchmark every category and every retailer. With a combination of trusted expertise and pioneering techniques, Shopper Intelligence provides the most simple and actionable shopper insights in the industry. For more information contact info@shopperintelligence.com.au. It’s essential that brands align their pre- and in-store investment to how today’s shopper makes purchase decisions. If your shopper data is JAN/FEB, 2021 CONVENIENCE WORLD 15