Proof’s in the numbers
As in every channel, clients expect metrics to show how their marketing is performing. They want to know whom their marketing is reaching and how effective it is at converting perusal into purchases.
“The ratios of above-the-line and below-the-line have changed significantly as retailers and brands seek a high return on investment rather than just creating awareness and foot traffic – they want to drive consideration to conversion,” Bentley says.
And for this reason, shopper marketers are increasing their investment in data.
“Demands have placed a higher importance on data for marketers to tailor messages that are relevant to the consumer,” says Gin. “Reachmedia actively partners with a range of data providers to ensure that the letterbox is being utilised in the most effective manner and currently work with a number of large retail clients to target households based on a variety of objectives.”
And this isn’t limited to paper-based shopper marketing, with Gin saying Reachmedia also invests in tracking the performance of in-store executions to determine which population segments are contributing to sales made.
“The ranking of targeted household against customer loyalty data conveys the sales contribution and return of each household decile and where diminishing returns kick in,” Gin says.
Reachmedia isn’t alone in tracking Kiwi shoppers. In pursuance of better data, BTL has developed a proprietary tool called ShopperTrack, which is specifically designed to track how New Zealanders shop.
In 2015, Raydar developed and launched Shop Window, an ongoing syndicated study—based on information gathered from Frucor Beverages, Sanitarium and George Weston Foods —into the attitudes and behaviours of the New Zealand shopper. There are two components to the research: a standardised study providing context on the New Zealand shopper, who and where they shop and what matters to them; and a focused deep dive into each category of interest and shopper, their purchase triggers and decision making, identifying opportunities to deliver better to the shopper needs.
Revolution Shopper Marketing analyses category design and flow, utilising neuroscience to understand how shoppers interact with environments, asking a series of core questions: Is it natural and easy? Is the product available? Do they have choice? And what value does it create in their world?
Others like Phenomenon use years of influence in the field to provide information, which is shared with clients when assisting with the planning of their activations. In-store sampling, for example, will involve regularly interfacing with tens of thousands of consumers. Opinions are collected and fed back to the client. “A new variant or new packaging innovation, or even product reformulations can arise from consumer comments,” says Hirst.