POPAI/GfK Shopper & Retail Marketing industry survey 2017

Topics: Featured, GfK Australia Insights, Home (News & Articles)

Call for industry Expressions of Interest to be interviewed

GfK largePOPAI ANZ, with shopper research firm, GfK, will run the first Australian industry survey into the Shopper & Retail Marketing and Category Management disciplines since 2014.

The POPAI/GfK Shopper & Retail Marketing industry survey 2017 has come about after demand from POPAI members, changes to the retail market and shopping behaviour, and extension of what traditionally was viewed as an FMCG discipline into other retail sectors. It will be conducted from June to August and will combine in-depth face to face and telephone interviews with an online opinion survey.

The study aims to benchmark progress and changes to the shopper & retail marketing and category management disciplines in an increasingly digital and blurred channel environment. It will update common issues and opportunities, and outline key steps for industry participants to make the most of their capabilities. Results will be benchmarked against previous Australian survey results from 2014, 2011 and 2010 as well as relevant overseas industry studies.

Disciplines covered by the survey include shopper marketing, retail marketing, category management and development, activations, point of purchase production, and related functions, such as shopper insights and digital/mobile marketing. It will apply to retailers, brand manufacturers, POP suppliers and creative activations agencies alike. Survey participants will be drawn from all relevant retail channels.


Expressions of interest to participate in face to face or telephone interviews as part of the study are sought from individuals involved in, related to, or have frequent dealings with the retail, shopper, customer and trade marketing and category management functions, along with related production and insights disciplines. Interviews are welcomed with those in agency, manufacture, or retailing and only expected to take around half an hour.

Interview participants will receive a free summary of the results of the shopper marketing and category management findings of the survey.

Interview Expressions of Interest should be emailed to norrelle.goldring@gfk.com citing your name, area of responsibility, company, and contact number.

“We are excited to be revisiting this study after three years as so much has changed in the industry,” said Carla Bridge, General Manager, POPAI Australia & New Zealand.

“Our members are asking us for this information as retailing and shopper behaviour have changed significantly in the past few years, particularly with regard to digital and mobile marketing to shoppers and the continuing drive for seamless omnichannel shopping.

"We’re looking to understand how those in the industry are coping with this change, and what tools they need to smooth their transition," Ms Bridge said.

Norrelle Goldring, APAC Shopper Lead at GfK and originator of the 2010, 2011 and 2014 surveys, said that the study will provide those involved in retail marketing with a “comprehensive overview of where it is currently and where it both is likely and needs to go, in order to optimise retail and shopper marketing opportunities".

The online survey will be available in online form for participants to complete in July after initial interviews are completed. All survey participants will receive a free copy of the findings report.

Results will be available at the POPAI Summit breakfast seminar on 12 October.



For further information contact:

Norrelle Goldring, Shopper Lead APAC
GfK Australia

M: 0437 335 686

E: norrelle.goldring@gfk.com

W: gfk.com.au

Carla Bridge, General Manager

POPAI Australia & New Zealand

M: 0412 727 774

E: carla@popai.com.au

W: popai.com.au

About POPAI Australia and New Zealand:

POPAI (Point of Purchase Advertising Institute) is the only global, not-for-profit association exclusively dedicated to the retail marketing industry. It has a global network of 20 offices covering 45 countries dedicated to serving in excess of 1,700 member companies.

In Australia, POPAI’s mission is to be the thought leader for the Shopper & Retail Marketing discipline.

This includes promoting the importance of Shopper Marketing in the total marketing mix; improving levels of education in the industry; developing and encouraging improved standards of practice; representing industry views; promoting a better understanding of retail communications touchpoints; provide opportunities to exchange ideas and experiences; and to conduct research for more effective strategy.

Look us up at www.popai.com.au or email carla@popai.com.au


About Norrelle Goldring & GfK:

Norrelle Goldring is APAC Region Shopper Lead at global research and retail data house GfK. With POPAI she originated the first Australian shopper marketing industry surveys in 2010 and 2011. She chaired the resulting POPAI Shopper Marketing Industry Council in 2011, and has regularly run shopper marketing principles training around Australia and throughout Asia. She currently serves as Vice Chair of POPAI ANZ.

Norrelle specialises in improving shopping experiences by understanding how and why people buy things. She is a shopper, channel and category specialist and shopper marketing thought leader with 20 years’ experience in FMCG and retail across manufacturer, retailer and agency roles. Call Norrelle on 0437 335 686 or email norrelle.goldring@gfk.com



POPAI members win at MAA Globes

Topics: Featured, Home (Best Practice), Home (News & Articles)

Great NorthernTwo Australian POPAI members have taken out prizes at the MAA Worldwide Globes overnight in London.

The Zoo Republic won Gold in Best Mobile Marketing Campaign for its Free Beer From Up Here campaign for Great Northern Beer, while Rotor Studios took home Bronze in Best Innovative Idea or Concept for the Toyota Showroom 360.

Toyota Showroom 360The Awards were announced during the 2017 MAA Worldwide’s President’s Dinner, which took place at the Royal Automobile Club London.

Dentsu Japan's ‘Audi Showroom Home Delivery’ Campaign took out the MAA Globes Red Globe for the Best of the Best Marketing Communication Campaign in the World. The full list of winners can be found here: http://maawglobes.com/

Mike Da Silva. COO, MAA Worldwide and Director of the MAA Globes said this year was 31st Program.

"We welcomed Winning Campaigns from four new Partners this year, The ANA Reggies from the USA;  the Marketing@Retail Awards, from POPAI Australia; the Dragons of Malaysia; and the Dragons of Asia. Each year, we see continuing growth and expansion of our Industry across multitudes

"Each year, we see continuing growth and expansion of our Industry across multitudes of mediums and disciplines. This was no different, except for much more pushing the barrier and focusing much more on measurable results-focused outcomes,” Mr Da Silva said.

Carla Bridge, General Manager POPAI Australia & New Zealand, said POPAI ANZ is delighted with the outcome.

"Having two Australian Award winners in The Zoo Republic and Rotor Studios is a fantastic result. Australia has a flourishing industry, and to receive two Awards among such prestigious company is a real achievement,” said Ms Bridge.

The ‘Audi Showroom Home Delivery’ Campaign.

In Japan’s bustling cities, large numbers of houses can only accommodate parking for a car measuring 1.8m wide.

This situation was ideal for local car manufacturers. Even if a consumer wished to buy a more expensive car, they couldn’t, because of the lack of parking space.

The new Audi A3 did meet the1.8m wide spec and the challenge for Audi’s Agency Dentsu was to disrupt this ‘urban status quo’ and show prospective owners that one European vehicle was compact enough to fit their parking space.

The Agency decided to deliver the Audi Showroom, in the form of an Audi A3 right to targeted home owners. They did this by combining traditional and digital marketing techniques.

Targeted Home owners found one morning that their home delivered newspaper carried a1.8m x 1.5m insert, the size of the Audi A3. Unfolded, it would clearly show how the A3 could fit in their parking space. In addition, AR technology, turned the print campaign into full-size 3D images to show prospective owners what a real Audi A3 would look like in their parking space. Social media played a
pivotal role in maximising the Campaign.

The Audi ShowroomHome Delivery’ Campaign generated publicity in over 400 media outlets and 3.5 billion yen in advertising value. 20% of home owners who received the folded A3, tried the AR App and the Campaign was listed in the Guinness Book of Records for the “largest newspaper insert”.

The Campaign also won Category Gold and Silver Globes.

Dentsu Japan - MAA Red Globe winner

Dentsu Japan - MAA Red Globe winner



Retail sales under pressure

Topics: Featured, Grocery, Home (News & Articles), Specialty Retail

shopping-cart-1-1546151-640x480Australia's retail industry has seen modest retail trade growth for the month of March of 2.15% year on year, according to the Australian Bureau of Statistics (ABS).

Food retailing, which includes the FMCG category that many POPAI ANZ members play in, saw year on year growth of 2.65% in March.

 In lieu of February’s lacklustre trade figures, Australian Retailers Association (ARA) Executive Director, Russell Zimmerman, said the disappointing statistics for March are a symptom of escalating operating costs and systemic economic pressures faced by Australia’s retail industry.

“The generally weak trade figures across the board appear to be caused by myriad of factors including low consumer confidence, political uncertainty, international competition and the effects of housing affordability on hip pockets.”

“These broader economic issues, combined with a number of challenges within the retail operating environment, are serving to stagnate rather than stimulate growth in the sector.” Mr Zimmerman said.

The prolonged warm weather during March also had an effect on specific retail categories, with Clothing Retailing cexperiencing a negative growth of -1.62% year on year as shoppers restrained from filling their wardrobes for the cooler months ahead.

Cafes, Restaurant & Takeaway Food Retailing (4.81%)also showed a decline in year on year trade growth, an outcome of reduced consumer confidence resulting in a hesitation to spend on non-essential items or experiences.

In regard to state-based figures, New South Wales (3.07%), Victoria (2.84%), Australian Capital Territory (3.09%) and South Australia (3.33%) showed relatively stable, albeit modest, year-on-year growth.

On the other hand, there is an apparent slowdown in year-on-year retail growth across Queensland (0.86%), Western Australia (0.20%), Tasmania (1.71%) and Northern Territory (-1.00%).

“As a critical part of the national economy, and the largest private sector for employment within Australia, we are hopeful of a practical package to preserve the viability of the retail industry," Mr Zimmerman said,

YEAR-ON-YEAR RETAIL GROWTH (March 2016 – March 2017 seasonally adjusted)

New South Wales (3.07%), Victoria (2.84%), Queensland (0.86%), South Australia (3.33%), Western Australia (0.20%), Tasmania (1.71%), Northern Territory (-1.00%) and Australian Capital Territory (3.09%).

Food retailing (2.62%), Household goods retailing (0.56%), Clothing, footwear and personal accessory retailing (0.56%), Department stores (-2.77%), Other retailing (3.26%) and Cafes, restaurants and takeaway food services (4.81).

New campaign challenges snacks

Topics: Home (News & Articles)

CaramelisedOnion&Balsamic_3D_FrontPepsiCo's Sunbites has launched ‘Celebrate the small stuff’, a campaign urging Australian shoppers to rethink their snack choices and look for better options in the snack aisle of the supermarket.

Encouraging Australians to celebrate the smaller pleasures in life, the new advertising campaign is set to appear in a new TVC, via video on demand, social media and out of home channels from May 14.

The campaign features the latest addition to the Sunbites range – the crunchy, bite-sized Sunbites Snack Crackers made from tiny wholegrains.

“Much like our popular Sunbites Grain Waves, Sunbites Grainy Funbites and Sunbites Popcorn products, the new Sunbites Snack Crackers are packed with wholegrains including corn, wheat, oats, cooked in sunflower and canola oil, and contain no artificial colours, flavours, or preservatives,” said Emma Day, Sunbites Brand Manager.

“These are savoury snacks you can feel good about, and with the combination of wholegrain bases and a variety of flavours, they offer shoppers better choice in the snack aisle of the supermarket,” she said.

The new Snack Crackers are available with a quinoa or chickpea base and come in four irresistible flavours: Cheddar & Chives, Caramelised Onion & Balsamic, Smoked Paprika and Lemon & Exotic Spice.

Sunbites Grainy Funbites and Airpopped Popcorn come in portion-controlled packs, containing a snack serve of 600kJ or less to make it easier for parents to ensure their children enjoy a balanced and nutritious diet.

“Mums often feel guilty about giving snacks to their kids, but with the portion-controlled 600kJ packs, children can enjoy snacks in moderation and Sunbites can be a great addition to the lunchbox,” said Day.

The Sunbites range of snacks are currently available nationally in Woolworths’ stores and independent grocery outlets.

Journal of Shopper Research: May 2017

Topics: Uncategorized

Spring JSRThe Journal of Shopper Research is a quarterly academic journal that embraces both academic and commercial research that helps to inform industry professionals about the shopper’s journey and behaviour, and is included free in POPAI ANZ membership. Each quarter POPAI ANZ will share a free downloadable version of The Journal of Shopper Research with members, courtesy of POPAI ANZ's, US headquarters (Shop! Association).

Journal articles identify the customer, product, and contextual factors that are most influential in the shopper’s journey and ultimately drive the conversion of consumer demand into purchase.

For the Spring (US) 2017  issue, Editor in Chief, Raymond Burke, Professor of Marketing and E.W. Kelley Chair at Indiana University – Bloomington, has curated six articles on the contemporary topic of shopper experience. The Journal is comprised of articles from authors at respected academic and commercial institutions including KPMG Nunwood, dunnhumby, SmartRevenue, Strategic Horizons,  Bowling Green State University and Kantar Retail, and Indiana University.

In addition to the publication, Shop! also supports the Journal of Shopper Research website, www.journalofshopperresearch.com, which offers ongoing shopper marketing research and insights.

To download the May 2017 edition of the Journal of Shopper Research, click here.


Getting shoppers into the mood

Topics: Case Studies, Events, Home (News & Articles), Specialty Retail

By Mark Fletcher, ShopScience, & Kate Hartigan, Retailite

Kit&Ace3On some occasions, shopping can be a relaxing and entertaining experience.  Other times, it can be pure torture.

In both instances, the actual retail store might be the same, and the staff may be equally helpful; the difference is all in the customer’s mindset. Customers who are angry, annoyed or frustrated are less likely to take the time to browse around the store and pick up extra items.

Fortunately, the right choice of retail lighting can actually help calm an upset customer, or even excite a bored one.

Most people think they are in control of their world, but the reality is that everyone’s brain is constantly scanning and subconsciously reacting to a wide range of environmental stimuli.

The role of background music in encouraging shoppers to spend longer instore has become so well accepted that both Woolworths and Coles now operate their own instore “radio” stations with carefully tailored playlists.

Kit&Ace4To date, most retailers have failed to leverage the science of human light perception and how it can be used to influence shopper behaviour.

The bottom line is that extensive research has proven that the intensity, direction and distribution of light on the walls, featured areas and the general space can alter the emotional state of shoppers. Carefully designed lighting plans can influence customers to be more calm/relaxed, excited/tense, or create feelings of intimacy and belonging.

While a large format furniture store may wish its customers to feel calm and relaxed, a teenage clothing brand may want to “pump up” their store atmosphere to fit its shoppers’ lifestyles.  In contrast, a small homewares boutique is probably after a “homely” atmosphere.

The following table illustrates some of the key research learnings on the topic of retail lighting and shopper emotional states:

Lighting design Psychological impact
Intense direct light from above TENSE/EXCITED
Lower overhead lighting, some lighting at the perimeter, warm color tones RELAXED/CALM
Low light level with some perimeter lighting and dark areas in rest of space INTIMACY/BELONGING


Some of these effects seem straightforward, and most people can think of stores that use these lighting effects, however, the ones you remember are typically extreme examples that sit outside the realm of everyday retailers.  It is the subtle applications of carefully designed lighting plans, supplemented with the right choice of light fittings that can make the difference.

Some retailers have reported a 10% increases in sales following a lighting redesign.

As the cost of a carefully designed store lighting plan, even when retrofitted, can be amortised over years, an investment in a tailored store lighting design often offers greater long term profit returns than short term advertising campaigns.

Kit&Ace2Luxury streetwear label, Kit and Ace invested in a lighting plan designed to elicit specific customer emotions in their new Chadstone store. When considering the lighting design, it was important that Retailite’s solution complemented Kit and Ace’s contemporary aesthetic, while enhancing the spacious and relaxed feeling of the store.

The custom designed Kit and Ace lighting plan included Retailite’s Aka Mini down lights to highlight island displays and Vaso 108 track spotlights with a high colour-rendering index (CRI) which accentuates true colours within the merchandise.

Retailite’s Senior Lighting Designer, Patty Tartaglia, says that the retail lighting design is like everything else in marketing.  The first step is to have a clear vision of your brand identity, and of your target market and then get experts to help you with the tricky bits!

Mark Fletcher is director of ShopScience, which uses psychology, human factors, and marketing  to create tailored solutions based on research and analysis.  Mark can be contacted at mark@shopscience.com.au, or visit, www.shopscience.com.au.

Tackling Euroshop – a (but not the only) survival guide

Topics: Case Studies, Events, Home (News & Articles), Market Intelligence

By Daniel Gillard - POPAI 2016 Retail Marketer of the Year

As winner of POPAI's 2016 Retail Marketer of the Year Award, Daniel Gillard, Consumer Insights Manager at The Good Guys, received a trip to EuroShop in Germany. Here, he details his experience and key trends he took away from the Expo and conference component.

POPAI Forum - tägliche Präsentationen und Diskussionsrunden rund um das Thema POS-Marketing. Themen sind unter anderem Shopper Marketing, Retail Technology, Shopper Behavior, Multichannel Trends und Innovation. | POPAI Forum with free presentations and discussions on all day on the subjekt POS Marketing. Topics include Shopper Marketing, Retail Technology, Shopper Behavior, Multichannel, Trends and Innovation.

After getting over the feeling of being dazed and confused I recommend creating a spreadsheet or similar to keep track of the content. Use this information to determine who the ideal attendees from your organisation will be. Taking colleagues to share the load and when required double up or tag team vendors will get the best result for your organisation.

Have in mind or better yet, written down, the business problems you are looking to solve and look on the vendor walls for the buzz words they're using that could match your problem.

With this in mind, what were the big trends I saw at EuroShop?

The Internet of Things (IoT) becoming operational and the second coming of store video analytics, now what?

Internet of things and store video analytics

The aim as I had it described to me of store video analytics is to be what (Google/Adobe etc) analytics is for e-commerce, for store commerce.

That sounds great, however, it won't be that easy. It will require buy-in from each store and all staff members, plus the operations department at head office for it to be truly successful.

Integrated data needs to be integrated thinking in the business.

A significant and joint effort will be required for the initial set up, for example, camera one is above the product A, while camera two is above product B. Benchtops 1-2 are coded as brand ABC, end cap eight is our supplier funded display X. Beacon A is tracking customers in department 11, etc. Then repeat above process for each outlet.

If the outlets remain exactly as they are, you're set to analyse and provide insight on performance. But is an insight without action an insight at all?

You might uncover the reason sales of category X are down in store A is because there is less foot traffic to that area. So you'll want to try something... if you swap with another product category then you will need to recalibrate your tagging.

If you put signage up in the store to direct people to the area in question, you'll want to test the display used, i.e. Was the message something like "This way for product abc" or something else, were flashing signs used or was it cardboard, a poster, etc. All requiring the store to inform the analytics team, what, where, when.

Website analysis and providing insights to action would be relatively easier than store analysis and insights because you are only dealing with a handful of web properties compared to dozens, or hundreds of stores, each likely to have stock level variations, local completion and potentially differing store design and or size - each influencing store customer behaviour at each location. That's without mentioning the biggest influence on customer behaviour is the sales person they interact with.

When an opportunity is discovered for improvement to the online journey, all that is required is agreement from the online team to test an alternative - change tagging in the analytics software and change the creative and or content displayed to the site visitor. Then test, review results and either keep the alternative tested or refine further. Whereas if an opportunity to refine the

If an opportunity to refine the in store journey is discovered, as stated previously the analytics team would need to source agreement from the store operations team and the individual store itself and organise for staff members to move or alter displays and recalibrate IoT tags.

Maybe the best way forward with store analytics is to measure the influence of in store displays. If each store visitor is assigned a unique identifying number within the software it would be possible to measure how many visitors interacted with the display, or at the very least, had some dwell time at the display and then purchased the product on special, even if the product wasn't actually picked off the display, rather its usual location.

IoT and a greater amount of data becoming available provides new challenges for organisations.

As customer behaviour has changed rapidly in recent years with the shift of power going from the retailer to the customer because of accessibility of product information, transparent pricing and more retailer choices as well as delivery methods, it has become increasingly harder to determine which tech investments have worked and which have just added to the complexity of the organisations day to day business.

Generally, organisations have added new platforms, programs, software over the years as technology has improved and evolved, all the while making customisations to the tech stack to better suit the needs of the organisation.  Now new technology is available to get customer management closer to the 1:1 level, similar to how the old corner store owner would know their customers.

Tech stack investments to improve data and analytics generally don't come with anything "shiny" to help achieve board approval for adding more complexity to an organisation.

The other alternative, dare I say it, is to start over again with your technology stack, which brings with it more difficult decisions like who to invest in. Can any single provider be futureproof? Who will be seen as the best in five years’ time? Tough questions to get right.

Responsibilities with data

When knowing too much is a bad thing.

Reimagining the old corner store owner’s relationship with customers is the goal, they knew your name and what you will buy even before you do. Often they might’ve learnt things about you along the way they wouldn’t divulge, but would seem to do that little extra for you to make you special.

Organisations are learning more about customers than ever before, and it is up to us to use it in a way that creates a trusting relationship with our customers.

As the amount of data and complexity surrounding it increases, those analysing that data need time to craft the information into insights to help propel the business forward.

To get this time, all the work they've been compiling over the years for weekly, monthly, quarterly reporting needs to automated as much as possible and the responsibility of collating that information needs to be spread wider throughout the organisation or automated.

I believe it is the responsibility of analysts and data scientists is to uncover the new metrics and to do this they need to be creative, having the freedom to explore all avenues and being allowed to make mistakes along the journey. They need least one senior manager as a sounding board to bounce ideas off and get even more inspiration.

Allowing analysts the freedom of time and space will go a long way to ensuring data becomes truly valuable.

Euroshop vs Shop.org

EuroShop 2017, The World´s No. 1 Retail Trade Fair, vom 05. bis 09. März 2017 in Düsseldorf. Die EuroShop ist sowohl die weltweit größte Investitionsgütermesse für den Handel und seine Partner, als auch eine unerlässliche Plattform für Zukunftstrends,  Visionen und Retail-Impressionen zum Anfassen. Mit mehr als 127.000 m² Netto-Ausstellungsfläche und 2.350 Ausstellern aus 61 Ländern in 18 Messehallen ist sie so groß wie nie zuvor. | EuroShop 2017, The World´s No. 1 Retail Trade Fair, 05 to 09 February 2017 in Düsseldorf. It is both the world’s most important capital goods trade fair for the retail trade and its partners and also an indispensable platform for tangible future trends, visions and impressions. With more than 127.000 m² net exhibitions space and 2.350 exhibitors from 61 countries in 18 halls, EuroShop 2017 will be bigger than ever before.

- Euroshop is more polite you are less likely to be stopped 0r cornered as you walk by stalls.

- Euroshop has more halls, it's a good idea to bring colleagues from various departments or teams and let them loose. You might not see them for the day, but they will likely have possible solutions for multiple problems.

- Shop.org is more technical with a greater focus on analytics, insights and technology platforms.

- Shop.org starts its days with key note speeches then allows all to break off to either here from a multitude of speakers in separate halls or to explore the expo hall.

Daniel Gillard is POPAI's 2016 Retail Marketer of the Year, and Consumer Insights Manager at The Good Guys.


Gen Z shoppers head instore

Topics: Featured, Home (News & Articles), Market Intelligence, Specialty Retail

AMPAMP Capital has released the 11th edition of its annual Recommended Retail Practice (RRP) report, which has found that Gen Zs, the ‘Future Shoppers’1 of Australia, favour shopping in-store over online shopping.The report, From A to Gen Z: Shopping with the Future Generation2, found that 87 per cent of Australian

The report, From A to Gen Z: Shopping with the Future Generation2, found that 87 per cent of Australian Future Shoppers like or love shopping in-store compared to 79 per cent who like or love to shop online.

The report confirms that the future of traditional shopping in bricks-and-mortar stores remains strong but retailers need to adapt their in-store experience to continue to engage with their changing consumers, particularly the tech-savvy Future Shoppers. Engaging with the internet is a key opportunity for driving
stronger sales in-store as the platform plays an influential role throughout Gen Z’s entire shopping experience.

Mark Kirkland, Managing Director of AMP Capital Shopping Centres, said: “The findings of the 2017 RRP report are significant as it confirms that the future of retail is bright, with a range of new opportunities at our fingertips.


"The research highlights the importance of developing fun, social experiences in-store and the opportunities that emerge once brands and retailers align their online and offline offerings. AMP Capital’s RRP report also confirms Australians are ethical shoppers, who are willing to invest in sustainable brands, and that male Future Shoppers are the new trend setters when it comes to fashion," Mr Kirkland said.

“It also provides useful insights that can be shared across our industry, inspiring innovation and creation of engaging experiences that attract both Current and Future Shoppers and ensure the continued success of our sector.”

The RRP report identified four key themes:
1. Don’t panic! Traditional shopping is not dead
Despite the lure of online shopping, Future Shoppers still prefer to shop in-store more than Current Shoppers. They’re social creatures, drawn to the face-to-face, touch-and-feel experience that in-store shopping provides. 53 per cent of Future Shoppers feel more confident when shopping with others compared to just
27 per cent of Current Shoppers.
2. Online and bricks and mortar work together
For time-poor Future Shoppers, the internet plays an important role in their shopping experience before and during their in-store visits, creating strong opportunities for in-store sales. 61 per cent of Future Shoppers research while in-store compared to 36 per cent of Current Shoppers, while 63 per cent of Future Shoppers use retailers’ wish list functions, compared to 43 per cent of Current Shoppers.
3. Don’t just sell me something, mean something to me
Future and Current Shoppers are both highly engaged with global issues and value strong ethics and companies with a purpose that goes beyond just selling.  Just below 70 per cent of both Future and Current Shoppers prefer brands that give back to society. 59 per cent of Future Shoppers agreed they would pay more for sustainable products compared to 48 per cent of Current Shoppers.
It’s increasingly important for retailers to adopt an ethical, sustainable and authentic approach in supporting the global issues that matter most to Australians today.
4. Male Future Shoppers are a whole new ballgame
Last year, the RRP report revealed that men love shopping. This year, 46 per cent of male Future Shoppers have said they are more interested in staying ahead of popular trends than 36 per cent of their female counterparts.
Male Future Shoppers prefer to shop in groups, with most stating that shopping is a social experience (51 per cent) versus only 36 per cent of male Current Shoppers. 56 per cent of male Future Shoppers are more confident when shopping with others compared to 29 per cent of male Current Shoppers - it's therefore important for brands and retailers to acknowledge the power of the male retail market, which provides a growing opportunity for them.

AMP 2Mr Kirkland said: “The continued popularity of shopping in-store provides a positive outlook for retailers. It’s important that, as an industry, we constantly evolve to adapt to the current trends that engage our Future Shoppers in order to stay relevant. It’s vital that retailers and shopping centres engage with the digital world to deliver a seamless online and offline experience that will create new and exciting avenues to connect with their customers.

“Trailblazing Australian retailers such as Mecca Maxima and Culture Kings have captured the attention of Future Shoppers by creating a personalised customer experience that’s exclusive to in-store. These are just a few representations of the future of retail although we look forward to seeing more bold ideas from retailers within this innovative space.”

The 2017 Recommended Retail Practice Report can be downloaded here.

*Future Shoppers are used to refer to adult Gen Zs between the ages of 18 – 22 years. Current Shoppers are used to reference the rest of the Australian population aged 23 and over.
**The Recommended Retail Practice Report, titled, From A to Gen Z: Shopping with the Future Generation saw 1,710 people from Australia and New Zealand take part in the nationally representative research, three paired immersions in-situ at Sydney’s Macquarie Centre and 86 Gen Zs log online to collate and confirm the findings.