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Shopper Behaviour Examined

Sep 6th 2012, 08:39

Shopper Behaviour Examined

This year independent marketing strategy consultancy – Yellowwood, built on the findings of its 2011 Engager Survey, by focusing on the FMCG category and assessing the relationship between brand-engagement and shopper marketing. In 2011, the survey measured South Africa’s most engaged brands across a variety of categories and one of the key findings was that retail dominated the top 20 brands.

Said Jenny Moore, group research director: “We explored the role of brand engagement in shopper behaviour due to the focus that organisations are placing on shopper marketing today. Globally, shopper marketing is the fastest growing advertising category and in South Africa, although still in its infancy, it is likely to be one of the biggest growth areas over the next few years.”

A number of leading trends in shopper behaviour were identified against the backdrop of what Yellowwood termed ‘the new shopper context.’ These are: a focus on the in-store experience, the “solution’ shop, the rise of the private label, smart phones making a strong online presence critical and shopping for convenience.

With regard to brand engagement, there was also a clear indication that brand building is hugely beneficial, even in low engagement categories such as tinned food.

In high engagement categories such as personal hygiene, its role is most effective to re-enforce and reassure shoppers.

It is therefore critical that marketers understand the interplay between in-store marketing, traditional media and online media in building relationships to drive shopper behavior in their category.

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Fastmoving provides online data support and marketing services to FMCG brands and businesses operating in the retail sector. Our inventory management service is a central repository where FMCG brands can store and share hi-res pack shots and essential product information with suppliers for each SKU, on-demand, including barcodes, product endorsements, nutritional values, ingredients and allergens.
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