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.
Read the full article on fastmoving.co.za
Learn more about Yellowwood
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| We want to hear from you and what you think about the retail and FMCG industry in South Africa. You can email your comments and feedback to our editor, . |
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Blogs |
Shopper Habits: What they say isn't what they do
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I’ve found out the hard way that what shoppers say and do are usually two different things.
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We've put brand catalogues together for Crystal Falls and Zing (both Pacmar brands)
Fastmoving.co.za catalogues are a central repository where FMCG brands can store and share hi-res pack shots and essential product information for each SKU, on-demand, including barcodes, product endorsements, nutritional values, ingredients and allergens.
Need this for you FMCG brand? Learn more here.
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Crystal Falls
Online brand catalogue | Share with others
The Crystal Falls range was specially designed with intrinsic health benefits in mind, therefore making it a functional addition in your diet. We have created a juice that is absolutely delicious! Free from artificial colouring, flavouring and preservatives, it's a drink that's bound to refresh your senses. We offer you a natural and easy way to promote good health. Welcome to Crystal Falls.
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Zing
Online brand catalogue | Share with others
The fabulous Zing Nectar range includes Apple, Berry, Mango, Tropical, Guava and Orange.
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About us
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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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