Group Blog » Retail

Are you losing your customers?

admin — Tue, 29 Jun 2010 12:57:25 +0000

Your customers are exposed to your brand messages long before they ever step in-store. But how do you maintain this momentum to guarantee sales? The number of touch points along the shopper journey is vast, from outdoor print and promotional events to in-store radio, POS and retailtainment.

Great promotions use all of these methods to reinforce the message your customer carries into store. So it’s vital that your above-the-line activity has the right backing in-store to succeed! Strategic use of barkers, floor stickers, FSDUs, in-store radio, retail events etc. will guarantee your launch or promotion generates maximum sales.

Issues with timing between your campaign going live and your product’s availability can see customers trying to buy a product they can’t find. Or worse still, your product hits stores but nobody knows due to a lag in your above-the-line campaign.

Timing is everything, and at Golley Slater we have the expertise to deliver outstanding results every time by coordinating in-store and above-the-line activity.

Our specialist retail team works together with brand owners, helping them connect with shoppers. To see one of our campaigns for Lenor click here.

Emma Sutcliffe
Golley Slater Retail
Leeds

Report shows shift in shopper behaviour

admin — Thu, 15 Apr 2010 13:42:08 +0000

Not according to the latest IGD report*. Although we might find TV celebrity chefs entertaining to watch — not many of us have the tools, the time, or the patience to recreate their recipes in our own kitchens.

Weekday meal preparation has changed, with 4 out of 5 of us now favouring so-called ‘combination cooking’ (mixing both raw and ready prepared, store bought ingredients). The research also shows shoppers don’t plan meals and lack confidence in the kitchen. They want more information about how to cook healthy meals for their family when they are short of time and what to buy when they are at the supermarket.

An opportunity exists for brand owners to provide meal suggestions when shoppers need them most, in-store. Providing shopping lists and recipe ideas will direct shoppers to your branded product and may even tempt them into new categories.

Our specialist retail team works together with brand owners helping them connect with shoppers, analyse the latest trends and create campaigns to increase sales which meet with the changes in shopper behaviour.

Emma Sutcliffe
Golley Slater Retail
Leeds

*Ref Institute of Grocery Distribution, shopper research report, Meal Occasions

Stop cut-price promotion

admin — Wed, 17 Mar 2010 13:40:23 +0000

There is an obvious recognition by Premier Foods that deals are needed in the short term to attract customer’s attention; however value building promotions are also needed to ensure the long term health of brands. Value in this sense is not simply the cheapest on shelf, but quality considered worthwhile paying for.

Brands have always been able to play quality as the differentiator over retailers own label, but the gap is closing and in some categories is now negligible in the minds of shoppers. Therefore quality must now encompass a wider range of factors including perception, taste, performance, usage, convenience or meaningful association.

The question remains ‘Will the activity win over price conscious customers?’ If the promotion builds additional recognition and value for some well loved brands then it has a good chance of success.

Click here for the full article.

Emma Sutcliffe
Golley Slater Retail
Leeds

Is Google Analytics a good measure of consumer confidence?

cjones — Thu, 11 Mar 2010 10:20:07 +0000

Logic says that consumers should have filled their boots before the rise in VAT in January, but as ever logic and the consumer are never good bed fellows. The City and the economists are all still very gloomy about the chances of a double dip recession and slow growth, or not growth, but they are relying on the consumer to be logical! Google search analysis is based upon what consumers are actually doing and as such things could be looking up for the future of the economy becoming more rosy and robust in the forthcoming months, so long as the consumer does not get a dose of logic!

Chris Lovell, Group CEO