NZ shopper marketing in focus

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Clemenger Group’s specialist’ shopper & retail communications agency Raydar has launched Shop Window, a comprehensive study into the New Zealand shopper.

Among the insights: Within the last seven days, 97% of New Zealand shoppers made at least two trips to a grocery store, and that 48% of Countdown shoppers also shopped at Pak’nSave.

The research was jointly commissioned by Raydar along with core-funding clients Frucor, Sanitarium and George Weston Foods. Sanitarium senior category development manager Alison Johnston says the partnership, combined with the shopper research expertise of Insight Engine’s Mark Vincett, indicates the importance placed on fact-based understanding of the New Zealand shopper.

“It’s great to have an in-depth understanding of the NZ shopper, what they do and think, so we can better meet their needs,” she said.

Raydar is now inviting other brands to purchase and utilise the power of Shop Window by registering their interest on the website. Those that purchase the original study will also have a category-exclusive opportunity to participate in the next wave of research earmarked for early 2016.

“It’s a well-proven fact that informed shopper marketing is exceptionally effective,” Raydar insight

& strategy manager Manya Craig said. “Our aim is to get more organisations to follow the path of the Shop Window syndicate by embracing the opportunities that being more informed about their shoppers can bring.

“Insights such as multi-pack shelf promotions are twice as effective at influencing shopper behaviour in convenience compared to grocery, could help tailor campaigns and drive return on investment.”

Raydar managing director Troy Fuller recently returned from the United States where he attended the P2PI Shopper Marketing Conference. “Shop Window along with other initiatives we run for our clients such as our recent Digitisation of Shopper presentation and our upcoming Shopper Conference Review are our way of driving the industry forward and we’re committed to that cause because we all benefit from it,” Fuller said.

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