Torch Claude

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    Illuminatingthe Shopping

    Environment

    Special Advertising Feature in Association with Tor

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    SHOPPING

    ENVIRONMENTMEDIA IS BOOMING

    AND PROVING A

    POWERFUL OPTION

    FOR MARKETERS.

    BY SAM MCCONNELL.

    04

    RETAIL

    MEDIACOMESOFAGE

    Targeting consumers while they shopseems like it would be an obvious tacticfor marketers it certainly makes senseto market to your audience while they havemoney in their pockets and are readyto spend.

    While Out-of-Home (OOH) has beena key spend for marketers for decades,its only in recent years that shopping

    environment media has come to the fore.Shopping environments can be definedas any location related to shopping orretail shopping centres, retail strips, carparks, service stations Dont be fooledby the OOH part either shoppingenvironments include indoor executionsas well, in the form of signage above

    escalators, in food courts, withinat point of sale anywhere tied shopping or retail experience.

    Whether indoor or outdoor,shopping environment media is cexperiencing a boom.

    Consumers are increasinglygo/more active and thus harder tat home. What we are seeing no

    battle for share of on the go minsays Norrelle Goldring, principal Market Strategy.

    The game is increasingly abrelevance. Shoppers are weary oadvertising clutter and overexposmessages, and increasingly filteranything thats not relevant to wh

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    are doing there and then. They are lesslikely to filter out retail media as it is more

    relevant at the time they are actuallyshopping and in the shopping mindset.

    Goldring believes suppliers areincreasingly recognising the role of pointof purchase and shifting their marketingspend into in-store and shopper-facingmedia accordingly.

    The role of shopping environmentmedia will only increase, particularlyin-store media right at the point ofpurchase assuming the content hasthe right categories and is offered in theright places.

    When people think of advertising in

    shopping environments, their thoughts willoften turn to FMCG, and this category isobviously tailor-made for these kinds of adplacements. According to Helen Bakewell,managing director of Directional Insights,however, there is no limit to the range ofproducts and services worth promotingthrough shopping environment media.

    Shopping centres and retail generallyare a reflection of our community, oursociety, our customs and how we liveday-to-day. As they are a reflection ofour society, it is appropriate that all typesof products and services within our lifebe promoted at one of the commercial

    venues we visit most frequently beingthe shopping centre (the majority ofAustralians visit a shopping centre weeklyor more often).

    Within the shopping centreenvironment, however, there is furtheropportunity to target specific centresstrategically based on your customertarget market. For example, younger

    people tend to frequent regional shoppingcentres compared to older customers

    visiting smaller neighbourhood shoppingcentres. Products that are age appropriatecan also be targeted at shopping centreswhere differences in age profiles aremore prominent. This can, of course,be applied to other factors like ABprofiles or ethnicity.

    There is also a misconception thatshopping environment media is goodsimply for promotions rather thanbigger picture branding projects. AdamFerrier, managing partner and consumerpsychologist at Naked Communications,disputes this.

    People think of the shoppingenvironment as only promotional.There has been an increase in dollarsspent within environments that areclose to purchase as marketers haveincreasingly realised that the goal ofcommunications is to get people to acton, not just receive a message. Shoppingenvironment advertising, like all formsof communication, however, has dualpurposes to a) drive sales, and b) buildthe brand. If your communication is notdoing both then its not working. Thereforeany retail message should be building thebrand not just driving sales.

    One large organisation that hasextensively used shopping environmentmedia is Sanitarium, famous for productssuch as Weet-Bix, Up & Go and Lightn Tasty. Through Star Advertising,Sanitarium booked floor media inWoolworths to support the launch ofWeet-Bix Kids. It used The Wiggles(who endorse the brand) in the creative,

    05

    Shopping environment

    advertising, like all formsof communication,has dual purposesto a) drive sales, andb) build the brand.

    Adam Ferrier,Naked Communications

    Electrolux leveraged the insight that when people buywhitegoods the tactile experience is vital. To work this harder,

    and bring to life the positioning of the cooking authorityElectrolux set up celebrity chefs to cook at kitchens of thefuture in Westfield. It was successful as it was interactive

    in a tactile way like no other element in the communicationsmix, but importantly the content that was generated in the

    shopping centres was filmed, turned into footage for TV, andexposed to an even greater audience!

    Phil Hayden, bellamyhayden

    which attracted mums and their littlepre-school kids to the fixture. Accordingto Chris Pinnegar, business director at

    Star Advertising, to make this kind of in-store execution work, you need to havea genuine reason to be there or a hotproperty to leverage, otherwise its justmore wallpaper.

    But why did Sanitarium choosean in-store promotion?

    Most of the time were targeting maingrocery buyers (often mums with kids)and its getting harder and harder to reachthem effectively. Traditionally, TV has beenour lead medium, but the importance ofbranding the last mile is rising. Gettingour messages as close to the point ofsale is often a key factor in clinching

    sales, especially when our brands are partof a repertoire and the need to switchconsumers is vital.

    With media fragmentation a realproblem for the media industry and anincreasingly savvy consumer becomingharder and harder to reach, the futurelooks competitive for the industry.Shopping environment media has now,

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    a brand at the supermarket, sotoo much happening in your crwill tend to make it blend into tsurrounding noise.

    02 Adam Ferrier

    Consumer psychologist

    and planning partner,Naked Communications

    1. All communications should bubrand not just drive sales.

    2. Ensure you understand the othelements of the communicatio dont just leave it all up to thethe person sees as they are wthe store.

    3. If there is a star burst on your communications you probably thought it through hard enough

    06

    Most of the time were targeting main grocery buyers (oftenmums with kids) and its getting harder and harder to reachthem effectively Getting our messages as close to thepoint of sale is often a key factor in clinching sales.

    Chris Pinnegar, Star Advertising

    SHOPPER BEHAVIOUR:

    A SNAPSHOT

    How shoppers shop their mindset,habits and what they look for depends on their type of shoppingoccasion and mission. Shoppers maybe buying for me or for us or for you,with the product or category to be usedeither now or later. Who they are buyingfor and how/when the product is to beused also impact their mindsetand habits.

    Major shopping missions

    and occasions

    stock-up shop everything we needfor the next few weeks

    top-up shop stuff I need for thenext few days

    destination/emergency shop specific items that I need now

    on the way tends to be serviceslike ATMs

    browsing more shopping centreand department store oriented

    treat/reward for me or for others gifting for others.

    Mindset and habits

    Lets look at how these changeaccording to the different types ofshopping missions: stock-up shop make sure Ive got

    everything. Ill buy things not on thelist if I think we might need them andtheres a reminder or incentive

    top-up shop in and out for just the

    stuff on the list. I might buy a coupleof things not on the list destination/emergency shop in a

    hurry and on a mission. Less open toimpulse, and even then only when theprimary shopping mission has beencompleted (e.g. while standing inthe queue)

    on the way in a hurry, distracted browsing having a good look

    THREE KEY THINGS TOREMEMBER WHEN DEVELOPINGA CAMPAIGN TO MAXIMISETHE SHOPPING ENVIRONMENT

    01 Peter Hardy

    Advanced analytics director,

    Synovate Aztec1. You need to develop a short but clear

    call to action for the shopper. In otherwords, you need to give the shopper areason to buy your product whether thatis via talking to them about its featuresor benefits.

    2. You need clear branding too manytimes, we see great creative, but no onecan remember the brand! Must include aproduct shot.

    3. Bright or clean graphics shoppersspend only a few seconds choosing

    however, established a strong basefrom which to continue to grow.

    On the positive side, brandswill continue to move in the directionof delivering experiences in theirmarketing, says Phil Hayden, directorof communications planning agency

    bellamyhayden.Shopping centres, with the traffic

    they offer and the theatre floor that istheir real estate, will be one of the primarybeneficiaries of this.

    On the downside, if the migrationof communication dollars continues thenclutter will be an issue. There appears tobe little understanding from the operatorson how much is too much and it wouldbe a shame if the local shopping centrebecame the commercial break of the21st ce