Christmas window inspiration

Topics: Uncategorized

Christmas is perhaps the peak season of the year when it comes to displays, and now is the time to be planning ahead of the 2018 silly season. To get you inspired, Dashing has pulled together a gallery of the best window displays of Christmas 2017.

Last Christmas

The Season of Seafolly
Working with Seafolly, Dashing took new campaign concepts and designs and delivered cutting-edge window displays and visual merchandising across Australian and US stores to create a connection between the product and their target audience. For this holiday campaign, the industrial design and production team delivered windows with depth and layers to catch the eye of shoppers and bring them in store. The execution included hanging elements made from various acrylics, Holosheen vinyl mounted to PVC and pearlescent window decals.

seafolly season 2 Seafolly season1

David Jones Christmas
Spreading the cheer of Christmas throughout David Jones department stores, we produced and installed large format internal Point of Sale prints to compliment the existing permanent fixtures at each location. The campaign included various executions including banners, floor graphics, display stands and counter units to deliver visual sensory stimulation and brand consistency across the store.

DJ xmas 2DJ xmas 1

Craft your Christmas
A premium Visual Merchandising project for R.M. Williams stores across Australia, New Zealand, the United States and the UK. The brief was to produce a window display that stylishly showed off their smaller product lines including bags, belts and wallets. They wanted a premium look to match their brand and the focus for both Australian and International stores was on showcasing the rich, earthy element copper.
Dashing managed everything from concept and design to installation of each display while the in-house industrial designer produced and manufactured real copper panels for a premium look, suspended from the ceiling to frame and hero the products in the windows.

RM 1RM2

No one does Christmas like Rebel
Looking to drive both online and in-store sales over Christmas, Rebel briefed us to create and deliver eye-catching Christmas tree shapes for
their window displays that looked modern and stayed true to their brand.
Dashing managed the design, industrial design, print and distribution of Christmas Tree standees for four stores. These were made of 10mm Kappa and SAV mounted with Silver Chrome Polyester to give a metallic mirrored effect.

rebel 1rebel 2

Happy Holidays
The Visual Merchandising team at Seafolly are constantly pushing the limits of their in-store experience to surprise and delight their customers. For this summer campaign, we were asked to assist with the industrial design, large format prints and installation of window displays at six premium stores and twenty-two stores in total.
Seafolly’s holiday campaign ‘Caribbean Kool’ is a reflection of the colours and textures of their summer collection. The tactility and artisanship of the collection has been translated into the window display by using 4000 metres of 6mm diameter rope custom dyed to match the season’s hero swimsuit. The coloured cotton twine is grounded with FSC certified plywood boxes.

seafolly happy 1seafolly happy 2

Where Christmas comes together
A Christmas brief from the Target marketing team to transform their iconic Bourke Street store windows in Melbourne into
a magical and engaging Target Christmas world for the entire Target family.
We developed the concept for these windows which primarily focused on the excitement around the preparations for Christmas, the wrapping of presents and decoration of trees. Each of these traditions recreated through designs incorporating moving elements within each window to enhance the display and create that joyous Christmas feeling.

target 1target 2target 3

Let's Celebrate
Running with Grounded's theme of ‘Let’s Celebrate’, we developed designs for a circle shopfront window and product display panel that were reflective of the holiday season while keeping with the story, background and presentation of the Grounded Brand.
For the window we produced a semi-opaque outer rim and metallic decals that give a snow effect and the fabric printed panel creates a unique and engaging backdrop for framing the shoes instore.

Grounded 1grounded 2

 

For more information, on Dashing, visit dashinggroup.com.au  or contact Jemma Caprioli, Chief Customer Officer,  jemma@dashinggroup.com.au or 0435 901 878.

Coles introduces renewable meat packaging

Topics: Uncategorized

Coles RPET trayColes will be the first national supermarket retailer in Australia to introduce recyclable packaging made entirely from a combination of recycled and renewable material for a wide range of its Coles Brand fresh meat and poultry products.

By purchasing an expected 121 million recyclable meat and poultry trays in 2018 from renowned Australian manufacturer Plantic Technologies, Coles is aiming to use the equivalent of 150 million recycled water bottles to combat Australia’s plastic waste.

The barrier trays are made from recycled PET, with a thin layer of renewable barrier material which helps keeps the meat fresh. During the recycling process, the thin plant starch layer uniquely washes away, allowing the PET tray to be recycled.

Coles Director of Fresh, Alex Freudmann, said the new packaging is an important step towards Coles' goal to become more sustainable.

"For four years, our Coles Brand beef, lamb and pork mince has been packaged in recyclable trays sourced from Plantic. We now want to take the next step by transitioning a wider range of our fresh meat and poultry trays to Plantic’s new packaging so that it is not just recyclable but also made from recycled plastics and renewable plant materials including corn,” he said.

“We understand the important role that packaging plays in maintaining food safety, supporting product longevity and reducing food waste, at the same time, we are committed to reducing our impact on the environment and continue to look for opportunities to increase the content of recycled material in Coles Brand packaging and improving recycling communication to customers on pack.”

Plantic’s materials carry the Australian Recycling Label (ARL.org.au) launched by the Australian Packaging Covenant Organisation (APCO), PlanetArk and PREP Design, which provides consumers with information on what packaging can be recycled and whether it can be recycled in kerbside recycling, through REDcycle soft plastics recycling.

Excellence through experience

Topics: Uncategorized

AGA delegate 2017 photo

2017 Australia Grocery Academy graduates

Passionate about supporting the development of the best talent in FMCG, and recognising the lack of bespoke, outcome focused training programs for FMCG professionals who are serious about their career and advancement, the Australia Food and Grocery Council partnered with Real World Marketing (RWM) in 2017 to launch a new initiative: The Australian Grocery Academy.

The Australian Grocery Academy has celebrated the achievements of its inaugural cohort of graduates with the second year of the program now open for enrollments.

This development program was created by FMCG specialists for FMCG professionals with the goal to accelerate the development and performance of sales, category and marketing professionals across the FMCG segment and to help grow and retain the next generation of FMCG leaders.

The experiential development program is designed specifically to integrate with real life job requirements, be continuously relevant through case studies and real life scenarios so that you can put theory into practice from day one, and improve skills and capability in student's specialisation.

The program comprises four bespoke three day modules over 12 months, supported with coaching and ongoing learning forums, and is highly flexible, allowing any combination of modules to be chosen to meet the specific needs of your role and personal development plan.

For more information or to enrol in the next program intake, visit www.theaustraliangroceryacademy.com.au.

June Retail Environments magazine

Topics: Featured, Retail Environments

Retail Environments is the official magazine of the Shop!, free to all POPAI members and included in your membership. It focuses on the business of the ever-changing retail landscape. In the April 2018 issue of Retail Environments magazine you'll find:

IN THIS ISSUE:June retail envion cover
  • POP producers expand services
  • Redefining VM with high tech
  • 5 trends in Japanese retail
  • Focus: in-store tech

You’ll also find new product information, inspirational photos of windows and store interiors, and news of member design and supply firms.

read button

The GDPR and Australian Businesses

Topics: Featured, Home (News & Articles)

By DVM Law

GDPRThere has been a lot of interest and concern in Australia about the applicability and impact of the European Union General Data Protection Regulation (the GDPR), which came into force on 25 May 2018.

As you delete that final email asking you (again) for your consent, and read the first reports of billion dollar European privacy complaints against Google and Facebook’s fundamental ways of doing business, you may be asking yourself what the introduction of the GDPR means for Australian businesses who may already be complying with their Australian privacy law obligations. In this article, we provide a high-level, practical answer to this question.

 

So what is the GDPR?

The GDPR is the new European Union Regulation about privacy and data protection. It essentially regulates the “personal data” of individuals in the EU through the entire life-cycle of collection, use, retention, transfer and deletion. The GDPR therefore covers similar ground as the Australian Privacy Act 1988 (Cth) and the Australian Privacy Principles (the Australian Privacy Law), which regulate the collection, use and disclosure of “personal information” (that definition differing in a nuanced way to “personal data” under the GDPR). The GDPR is widely considered to be the most wide-ranging, broadly applicable and comprehensive privacy legislation in the world.

While the GDPR has only just become fully enforceable, the entire regulation has been on the books in final form since January 2016. Regulators are likely to take the view that businesses have had ample time to prepare.

Think about your supply chain

So what does this mean for Australian businesses?

The first thing to consider is that, while your business may not directly collect the personal information of individuals in the EU, the GDPR may still affect you indirectly because of the agreements you have with customers or suppliers. So ask yourself, “do I deal with the personal information held by EU corporate customers?”

The reason is that the GDPR forces your EU corporate customers to have specific terms in their sub-contracts with companies processing personal information. These terms replicate to some extent the EU corporate customer’s own obligations under the GDPR.

The clear and present danger for Australian business isn’t whether the French Commission Nationale de l’Informatique et des Libertés is going to come to the antipodes with questions or fines. Instead, the reality is that your EU corporate customers, upon whom the GDPR undoubtedly applies, and who are far more at risk from their national privacy regulators, are going to start making sure that their contracting arrangements are compliant.

That doesn’t just mean your EU corporate customer’s relationship with you – it also includes your relationships with your service providers down the chain which process personal information for your business. According to the GDPR, the EU corporate customer is on the hook for all of it.

What does this mean practically? It means that if you want to keep or obtain new EU corporate customers, you’ll probably have to update your customer terms and conditions for them, as well as your sub-contracts with your subcontractors (known as processors or sub-processors) who access or are provided personal information (for example, CRMs, cloud-based systems and some data analytics tools).

The specific requirements for these contracts come from a few places, primarily Article 28 of the GDPR, which applies to all processing and sub-processing arrangements, and Article 46, which deals with international transfers of personal information.

What makes things complicated for Australian businesses is that Australia has not been recognised as having “adequate privacy laws” by the European Commission. This means that further “appropriate safeguards” have to be taken by organisations which want to transfer information to Australian service providers.

This might involve further terms and conditions (model clauses nominated by the EU) or consent, which the GDPR makes more difficult to manage.

The good news is that larger sub-processors are probably onto it already, meaning you may be able to rely on the steps they have taken to be GDPR-compliant.

OK, I understand that my EU corporate customers will be looking for new contracts. What about the direct application of the GDPR to my business?

If your business sells goods or services directly to customers in the EU and you collect the personal information about individuals in the EU, you will likely be caught by the GDPR. The GDPR may also apply directly to you in many cases where you are processing the personal information of individuals in the EU, with or without an intervening EU corporate. The requirements are deceptively complicated – consider if you are targeting and marketing goods and services to individuals in the EU, or monitoring and profiling them.

Sometimes the answer is obvious – but if you think you’re on the fence, seek legal advice.

So what else do I have to do under the GDPR if I’m already complying with Australian Privacy Law?

Whether you’re complying with the GDPR directly or through a contract, it’s worth noting the substantial overlap between the GDPR and the Australian Privacy Law. Broad principles in the GDPR like data minimisation, transparency, use only for specified purpose, and security are all already reflected in the Australian Privacy Principles. Both require “privacy by design”.

One of the key differences is that the GDPR has the concepts of “controllers” and “processors”. “Controllers” are effectively the entity that decides why personal information is collected and processed. They are responsible for ensuring that personal information is processed in accordance with the GDPR, whether they process it themselves or outsource to a “processor”. “Processors” only process personal information on behalf of, on instructions from, and under a contract with, the controller, and have more limited obligations than controllers.

The GDPR places obligations on controllers that are more onerous than the Australian Privacy Law. Some of the key differences are as follows:

  • Choice of “lawful basis” of processing. A data controller under the GDPR has to ensure that it processes personal information under a “lawful basis”, which could be 1) consent, 2) contractual obligation to the individual, 3) compliance with legal obligation, 4) necessity to protect vital interests, 5) necessity for a task carried out in the public interest and 6) legitimate interest of the controller or a third party. This needs to be documented, for example in your Privacy Policy.
  • Consent is harder to obtain. In Australia, consent can be implied. Under the GDPR, it must be explicit by “a statement or by clear affirmative action”. Under both systems, consent must be able to be withdrawn at any time.
  • Data subjects’ enhanced rights. While there is already a right of access and right to correct personal data in Australia, the GDPR adds additional rights such as the right to erase data, the right to data portability and the right to not be subject to decisions based solely on automated processing except in certain circumstances.
  • More Privacy Policy requirements. Data controllers will need to communicate more information to individuals, usually in your Privacy Policy, than required under Australian Privacy Law.
  • Appointment of EU representative and Data Protection Officer. You might need to appoint a “representative” established in the EU, or a Data Protection Officer.
  • Greater data breach requirements. You’ll need to report a greater range of data breaches in a much shorter time frame.

What public action has been taken under the GDPR?

It has been less than a week since the GDPR came into force, as of the date of this article. Nevertheless, a non-profit European privacy organization, noyb.eu, has already filed complaints against Facebook, Google, Instagram and Whatsapp under the GDPR, alleging amongst other complaints that consent is only requested with respect to the entire Privacy Policy on a take it or leave it basis – a practice that most businesses will find familiar. With respect to Google, the complaint noted that that maximum possible fine is 4% of the revenue of the Alphabet Group, amounting to about €3.79 billion.

Takeaways

The GDPR will likely directly affect your business if you supply goods or services to individuals in the EU. It may also affect your business if you have an EU customer or client which has to meet its own obligations under the GDPR. In that case, your EU customers or clients may require new or updated agreements for the processing of personal information, and require that you impose the same obligations on your service providers regardless of their location.

The GDPR is a regulation with genuine teeth, as the recent complaints against Google and Facebook show. While clear guidance is likely to be some ways off, these complaints show that companies whose business model involves targeted advertising to individuals in the EU will need to have particular care with their privacy strategy. This will include carefully considering the lawful bases of processing on a granular level.

As it is never too late to comply with the Australian Privacy Law and now the GDPR, now is a good time to undertake an audit to understand the collection channels, lawful bases of processing and life cycle of personal information in your business, as well as the technical and organisational security measures you have in place. Don’t wait for a complaint to be filed against you or one of your EU customers.

Don’t hesitate to contact us if you have any questions while the effect of the GDPR unfolds and watch for more updates from our team.

DVMLaw_Lockup_RGB_Blue

Article by DVM Law, marketing industry lawyers and POPAI legal partner. POPAI members receive free five minute phone consultation with DVM - just mention you're a POPAI member. 
Suite 12, Level 1, 285A Crown Street, Surry Hills NSW 2010
02 8599 1280│dvmlaw.com

5 Tips to Outstanding Field Marketing

Topics: Uncategorized

By Polly Yule, MD, Crossmark

As manufacturers and distributors deal with increasing cost pressures that continue to squeeze profit margins, there is a growing trend to outsource sales and merchandising to a specialist field marketing agency. This isn’t simply because outsourcing can help reduce costs – although it is comparably cheaper than hiring permanent staff – more importantly, outsourcing to a field marketing agency has been shown to increase overall sales revenue in both the short and long term. Field marketing agencies also offer experience, technology and insights that a brand’s internal sales teams don’t have.

When it comes to the grocery sector, products must be readily available on supermarket shelves, ticketed correctly and in good condition to sell.  If the product is part of a sales promotion, it’s absolutely critical that the entire promotional period is maximised each and every day of the campaign.

Outsourcing field staff to specialist field marketing agencies is a growing trend as more companies come to realise the enormous benefits that an agency can offer. If done smartly, outsourcing can produce results that are almost always better than what internal field teams can achieve on their own.

Not all field marketing agencies operate in the same way which is why it’s important to make a careful decision when seeking a partner. Here are five tips for outstanding field marketing:

1. Speed to Market

Quite simply, when brands have a product on supermarket shelves or part of an in-store promotion, speed is of the essence. More stores mean more sales which is why it’s critical that every sales day is maximised to its full potential. An outstanding field marketing agency will have the ability to hit the ground running to ensure stock is on-shelf from day one, thereby maximising potential sales volume.

2. Data-Driven Deployment

Gone are the days of field teams scheduling regular visits to every store. Success lies in data-driven deployment, where the most progressive field marketing agencies use live reporting technology to capture data. The data can then be used strategically to identify a problem or capitalise on an opportunity, providing a very tailored and bespoke approach that maximises efficiency and optimises resources. For example, if a certain product suddenly drops in sales volume, a field marketing agency can get to the store quickly to rectify the situation.

Alternatively, if a brand is flying off the shelves during a peak summer period, field staff can be deployed to specific stores to replenish merchandise as and when required. Having the ability to leverage data to deploy resourcing is essential in today’s competitive grocery environment.

3. Flexibility

While having access to data is one thing, it’s how that data is used that is critical to a brand’s success. Being agile and flexible is essential as there’s no point developing a strategy and then simply following it to the letter if a situation changes. Responding to changing or unexpected events in-store is key to maximising sales opportunities and minimising losses. Brands should be looking for a field marketing agency that has the capability to respond quickly with dynamic scheduling, optimised routing and staff alerts to ensure resources are where they are needed most.

4. Technology

Of course, data-driven deployment and flexibility requires access to technology which is something that not all field teams have. By choosing a field marketing agency that invests in field management technology will allow brands to do more with less, have the flexibility to target opportunities, and develop bespoke strategies for selected stores.

5. Collaboration

If a field marketing agency is simply used to execute campaigns then they will help boost sales, but the benefits can be leveraged much further if they are encouraged to collaborate with the business. Outstanding field marketing results can be achieved when the agency is treated as an extension of the business and collaborating in the initial planning phase where market movements can be predicted and strategies developed to optimise opportunities.

The field marketing industry in Australia is quickly evolving and it’s the brands that can deploy field teams quickly and intelligently that will excel in the dynamic and fast-paced grocery environment.

We simply love retail - to see how we can help your business or start a conversation about the retail landscape, please feel free to contact Crossmark via email or on +61 2 9439 1233.


Polly Yule

Polly Yule

As the Managing Director for CROSSMARK Australia, Polly is an unflinching advocate for the power of field marketing and has been a champion for industry change. With more than 20 years of retail experience, Polly was the driving force behind the company's technology approach that today powers the business' speed to market strategy.

 

Are sponsorships on the Path to Purchase?

Topics: Featured, Home (News & Articles)

Utilising sports sponsorship to influence brand performance in retail.

soccer-3-1553728-1279x852Australia will always be regarded as a sporting nation, with both individual and team sports strongly embedded into our culture. Whether you watch your favourite team play each week, or just tune in for the main events, the world of sports touches most Australians in some way or another.

As marketers, we are all comfortable with the idea of using sports sponsorship as a way to communicate with engaged fans, however many brands are not fully leveraging their sponsorship rights to form stronger or more meaningful partnerships with both the sport and third parties, to specifically drive a retail performance uplift.

With US$62.8 billion spent globally on sports sponsorship in 2017 (Smart Company, Jan 2018) and this figure steadily increasing year on year, sponsorship is big business. Brands see it as an opportunity to increase their awareness and to build a strong identity, in the hope this will contribute to sustained, long-term sales growth.

To achieve these results, more and more brands are realising they need to do more than just rely on logo exposure on a uniform or before a sporting title. If brands choose to spend a significant amount of their marketing budget on a sponsorship deal, then they want to be forming a partnership strategy to really leverage it to its full potential, or risk leading to underutilised assets and undesirable results.

So how should brands make the most of their sponsorship rights? Cameron McGeachie, Head of MKTG Live and Retail Sydney, believes it’s not enough for a brand to only buy the naming rights in relation to a sport, an individual or a team.

"Alongside the sponsorship package, they should also be investing 1:1/1:2 additional budget for leveraging the sponsorships effectively in additional marketing initiatives throughout their business," says Mr McGeachie. These could range from an integrated media campaign, content, experiential events (in-stadium or live-sites), sampling at game, on-pack branding, retail trade programs and consumer promotions to name a few."

Fresh ShoutTake Carlton Draught for example. It has been a partner of the AFL for 20+ years and has always combined this sponsorship with other activations, from the famous ‘Big Ad’ that used to play during finals season on TV and often integrated with retail promotions, to last year, where during the final rounds MKTG partnered with CUB to create a ‘drinkable ad’ through a partnership with Shazam and Coles Group, AFL fans were invited to download a discounted case of beer by ‘Shazaming’ the ad that played on the stadium big screen.

Carlton Draught cemented its position as the official Beer of the AFL, not only grabbing the attention of over 200,000 fans in stadium, but also driving foot traffic into Coles Group stores and generating over $50,000 additional sales. It’s this winning combination that has led to Carlton Draught becoming synonymous with the AFL. Watch the campaign video here.

Cadbury UK tackled its sponsorship of the Premier League in a different way. With the UK chocolate market in decline, Cadbury turned to sports sponsorship to boost the market and increase sales. In this instance it was less about the association with the sport per se, as it was about giving the consumers a greater reason to buy their products.

One of the most important aspects in achieving this was that the partnership unlocked incremental visibility and space in retailers such as Tesco, allowing Cadbury to trade with value for visibility instore by leveraging its Premier League rights. It also ran on-pack promotions and paid media for additional amplification. As a result, it saw the chocolate market increase by 2.8%, had over 15,000 new retail displays and beat their revenue targets within the first half of the Premier League football season.

These two case studies demonstrate there are a number of different ways a brand can utilise a sponsorship opportunity. Marketing budgets are forever being scrutinized and it’s therefore in the brands best interest to make the most of their sponsorship to generate sales. According to Decoded, an MKTG owned piece of research on sports and lifestyle sponsorship;

  • 71% of sports fan were influenced in some way by a sponsors' messaging in 2017
  • Engagement jumps to 90% when the messaging or experience is onsite and in front of a live audience
  • 86% for product demonstrations and sampling and 78% for retail-based activations. These high engagement figures really help to justify the additional marketing spend

In the future we expect to see sports sponsorship continue to grow as an advertising medium, with new opportunities continually being developed. No longer is sponsorship solely the domain of those looking for branding within sporting or other live events. Instead, it is a channel within its own right, able to tell a brand’s story and add flavour and depth to existing communication channels.

The rise of digital and online streaming has also allowed for the more niche sports to find new audiences, while there is significant growth in the e-sports category with brands seeing this as a great chance to speak to the younger millennial audience that are notoriously hard to reach. There really is an opportunity for any brand to become involved.

 TOP 5 SPONSORSHIP TIPS

  1. FORM MEANINGFUL PARTNERSHIPS - A sponsorship deal should be a two-way partnership between the brand and the property. Both should benefit from a long term strategy build together
  2. TRADE IN VALUE - Leverage your competitive advantage to trade with your retail partners e.g. sponsorship value for retail real estate
  3. DO IT RIGHT OR NOT AT ALL - Integrate and leverage with all of your owned and earned assets – it’s no use having a sponsorship if you don’t do anything with it! Get your internal sponsorship and retail teams to work together
  4. DATA LED NOT CEO LEAD - sponsorship decisions made utilising data or research studies like DECODED or engaging specialist sponsorship consultants (like MKTG) to inform your decisions
  5. THINK OUTSIDE TRADITIONAL SPORTS - There is more than traditional Sports available to engage with your target market, especially in the e-sports category.

 ABOUT MKTG: MKTG is a lifestyle marketing agency, focused on connecting brands to people. We specialise in delivering strategy, business-oriented marketing solutions for leading brands via sports sponsorship marketing, live experiences and retail shopper marketing.

If you would like to discuss how we can help your brand, please contact MKTG at Helloaustralia@MKTG.com

allianz-arena-1226963-1277x490