April Retail Environments magazine

Topics: Uncategorized

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:

Aoril retail environs

  • The Art of the Pickup
  • Explore Evolved Experiences at GlobalShop
  • Lighting the Way to Product Sales
  • Portfolio
  • GlobalShop Review
  • Brands are from Mars, Agencies are from Venus

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

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New printers expand Active capabilities

Topics: Featured, Home (News & Articles)

Active_Inca_X3_ABB_inactionActive Display Group (Active) has purchased the region’s first two Fujifilm Graphic Systems Inca Onset X series UV flatbed printers.

The purchase represents Fujifilm’s largest installations of its type in the Asia-Pacific region and features ABB Robotic Systems automation.

These combined systems, installed at Active’s Mulgrave site, can produce in digital wide format in addition to being automated with robotics.

Active’s new Onset X3 is capable of printing commercial-quality up to 900sqm an hour and features printhead technology from Fujifilm Dimatix. Both of Active’s Onset devices use the latest Dimatix R-class printheads which fire a standard 14pl ink droplet at billions of times per second.

They will also be running the new Inca ‘tear-drop’ feature which allows droplet tuning from 11pl - 17pl, giving Active the capacity to further improve image quality and eliminate the need for additional light ink channels, which dramatically reduces the ink usage per square metre.

Active’s second machine is an Onset X1 designed to be future-proof, meaning that an Inca Onset-X can grow with businesses with in-field upgrades such as additional printheads and higher speeds. Both X series devices will be running robotic automation, allowing Active to maximise productivity by stacking higher stacks of printed sheets - something that was not previously possible with scissor-lift systems.

This is of major benefit in terms of machine uptime, as other technologies increase the downtime due to pauses for stack changes.

Active’s General Manager of Operations, Stuart Gittus, said print speed at high quality will ultimately enable the business to be more competitive in a challenging market, while increasing capacity for speed to market.

"With the degree of automation, both machines can be run by a single operator. When the new Incas arrive, they will be printing a wide range of media including synthetic paper, art paper, screen board, fluted plastic and fluted cardboard for both Australian and global leading retailers and brands," Mr Gittus said.

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2018 Awards entry & Judging

Topics: Uncategorized

POP2123_Shop_MarketingatRetailAwards_Logo_V1A (1)Entries to the POPAI ANZ 2018 Marketing at Retail Awards open next month, with categories and criteria all available to access at the POPAI website from May.

2018 will see all entries eligible for consideration in the Megara Environmental Stewardship Awards, rather than this being applied to a single category only, as environmental requirements grow in importance for brands, retailers and producers alike.

Dates to keep in mind include entry closing on July 6 and late entry cut off on July 16. For a full list of dates, visit our 2018 Awards page.

Expressions of interest to join our judging panel are now open. Online judging will take place from July 30 to August 13, and all judges must be available to complete their assigned categories within this time frame. To register your interest as a judge, click here.

Tips to keep in mind when planning to enter the 2018 Awards:

  • All entries must include a high resolution in market photo (no renders)
  • Client sign off is required. In the case of issues or questions of authenticity, the client decision is final
  • The entrant's company name must NOT be included in any responses
  • Your Entry Summary is publicly facing and is what will be used in any PR and in People's Choice Voting

For any inquiries, please contact POPAI GM, Carla Bridge, popai@popai.com.au or 02 9281 2630.

Personalisation vs Customisation

Topics: Featured, Home (News & Articles), Trend Watch

By Kathryn Sloane, director of growth, Asia-Pacific, SGK.

cvp3What is Coca-Cola’s ‘biggest ever’ campaign? Was it when they re-created the image of Santa? Was it the introduction of Diet Coke? Or the infamous polar bears?

Coca-Cola’s Share a Coke campaign is heralded as Coke’s most effective campaign to date, by marketers and financial analysts alike. This campaign experienced an increased share of category by 4 percent, increased consumption by 7 percent, increased Facebook community by 7 percent, and most impressively, was launched in more than 80 countries.

We see many global brands who have jumped on this bandwagon and launched campaigns with mixed results within Asia. Every single day marketers apply personalised messages to shoppers, based on data from digital activity such as smartphones. From brand campaigns to store-specific promotional offers or even app-guided shopping lists, this marks a step-change in the role of point of sale.

With APAC accounting for 70 percent of total growth in global Internet users in 2016, we know that the region houses the world’s biggest eCommerce market and the world’s fastest growing markets. It is fast becoming the center of digital innovation for the world, with Fortune 500 brands such as Unilever and Ferrero setting up innovation hubs in the region.

APAC’s tech-savvy, always-on consumers require marketers to keep up with their soaring expectations. Over 80 percent expect a response within 24 hours, while 1 in 2 expect a response within 3 hours.

In the age of the selfie, when the world is pointed towards us, what drives impact? Messaging must now value add to the everyday consumer, while consumer data is treated as a precious commodity to the retailer.

Let’s begin with the difference between customisation and personalisation.

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Marketers now need to be smarter in inherently anticipating consumers’ needs. Whilst personalisation is still widely perceived as a digital area, it ultimately comes back to the fundamentals of Maslow’s hierarchy of needs where humans need to be recognised and valued. Consider the following examples:

Etude House, a cosmetics powerhouse headquartered in Korea is offering a selection of 20 lipstick colors and 20 different cases, where each shopper can mix and match the two parts of each to create something truly “unique” or personalised.

On the other end of the spectrum, the Heinz ‘Get Well Soup’ campaign allows consumers to customise a can of soup for someone who’s feeling a bit under the weather. Consumers were willing to pay 2-3 pounds for a can that would cost 50p in the store. They were also willing to wait 3-5 days to receive it!

Similarly, with Ferrero’s 1.7 billion Sterling campaign for Nutella, consumers could customise their own hazelnut spread jar using their own self-expression. Nutella’s most recent campaign allows the consumer to make a choice and select a unique design based on their personalised wants and needs.

Interestingly in the Asia context, personalisation is very much rooted in traditional trade. A consumer can wander into their local grocery store and the shopkeeper will instantaneously remember his/her name, family, preferences and favourite brands. While this model still very much exist in developing countries like Indonesia, Cambodia and Thailand, what does the future look like?

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The holy grail is both: “Products customised for me” (the “what”), and “Brands speaking directly to me” (the “how”). Achieving the “how” is much more challenging.

Consumers are multi-faceted in the way they buy and the relationships they want, and brands must recognise how to tackle each individual. In order to do so, we’ve found the biggest challenges facing brand owners today: budget constraints, retailer pressures, organisational alignment, and driving profitability while remaining creative and innovative.

We are competing in the playing field with world-class brands and hungry, agile emerging multinationals. Bridging these tensions present the opportunity for deeper relationships, greater intimacy, and advantage. Moving forward, personalisation and customisation will be the norm.

If we look back to 2010 when the Share a Coke campaign was launched, the Internet of Things didn’t yet exist and brands weren’t yet using augmented or virtual reality or artificial intelligence. Smartphones started outselling personal computers and the launch of the first iPad contributed to the rise of eCommerce. To put things in deeper perspective - $100 of bitcoin in 2010 is worth $75 million today!

Can we really still say someone’s likelihood to buy is based on his or her income anymore?

Marketers cannot continue to deliver campaigns and strategies around cookie-cutter consumer segments. However, change is constant and often confusing. Media owners and ‘above the liners’ are climbing on to it because they might not recognise what to replace it with. Segmentation is now a dated concept because everyone falls into a different category depending on who they choose to be on that day of the week.

Our approach to retail models, logistics, distributions, pricing, promotion and the relationship between people and brands will have to make a quantum leap. The brands that evolve will survive, rise and thrive.

We know that the ability to instantly produce personalised products, to tastes and specifications, instantly at work and on-the-go will revolutionise the way we shop, eat, drink and ultimately live.

Asia is running ahead of the pack. Brand owners are utilising personalisation to better profile consumers, and design experiences accordingly to support marketing efforts. Think different formats, signature tastes, aromas, sounds, visual and tactile experiences.

Personalisation can then represent sustainability – as a brand for life from cradle to grave, when dialogue becomes life-long. Personalisation can also be distinctive as an attitude; so customised it’s bespoke, and such a curated experience it’s our generation’s new media.

About Kathryn Sloane: Kathryn has more than 20 years of experience in brand strategy, design strategy, workflow analysis and change management. For more information, visit sgkinc.com or contact SGK on (02) 9463 6700.

Aussies win at Global Awards

Topics: Featured, Home (News & Articles)

Five Australian retail marketing campaigns have won top gongs at the annual Shop! Global Awards, announced at GlobalShop in Chicago.

Convert, Ideaworks by Y&R and Active Display Group were recipients of the highly coveted Global Awards which recognise excellence in point of purchase retail displays, activations, visual merchandising and store design.

Wonderland by MYER low resThe Awards included a total of 69 local gold winners from 10 Shop!/POPAI chapters and affiliates around the world. Of the 14 Global Awards given on the night, Australians won five – one more than the previous year, cementing Australia as a top player on the global stage when it comes to POP displays and activations.

IdeaWorks by Y&R and Active Display Group took home three of Australia’s five prizes for Wonderland by Myer, winning the Category Management; Mass Merchants, Non-Food, Permanent; and Department Store Design categories.

HP Printer Brand Blocking high res 2Convert Communications won in two categories -  Consumer Electronics, Temporary for the HP Printer Brand Blocking Unit; and Shopper Marketing Campaign, Temporary for Reinventing Retail InStore - HP Premium Product Launch, both for HP Australia.

Carla Bridge, General Manager of POPAI ANZ, said Australia’s success at the Awards is an indication of the strength of retail marketing locally.

“With increased competition and a breaking down of the walls which once held out global competition, Australian retail marketers have stepped up to the challenge and are well and truly holding their own, proving themselves as among the best and brightest in the world.

“Marketing is an essential ingredient in the retail mix, driving both sales and foot traffic, and Awards such as this are a great reminder of the impact the discipline has on both brands and stores’ overall success,” Ms Bridge said.

Danny Lattouf, Regional Head of Retail at Y&R said IdeaWorks and Active were exceptionally proud of their achievement.

“To build on our Australia and New Zealand success with Myer on a global platform is something truly humbling. We’ve worked so hard to create what we believe to be a world class customer experience,” Mr Lattouf said.

Andrew Turley, Director of Convert Communications, said winning two Global Awards exceeded expectations.

“As the 2018 Shop! Awards are only open to country winners around the world, it’s a great acknowledgement of both Convert and HP Australia as international best in class,” Mr Turley said.

Entries for POPAI ANZ’s 2018 Marketing @ Retail Awards open on May 1.

Was/now pricing – Is it worth the risk?

Topics: Featured, Home (News & Articles)

By DVM Law - POPAI legal partner

for-sale-1582327-1279x703When sales season rolls around, businesses will look to catch the wandering eyes of customers with flashy advertising promoting their product discounts. But advertisers developing “price-cut” or sales campaigns need to make sure the strategy does not backfire and result in unwanted attention from the Australian Competition and Consumer Commission.

A common sales tactic is ‘was/now’ or ‘strikethrough’ pricing, where a business makes comparisons between the new discounted price for a product and the old, higher price. Usually, the old price appears with a strikethrough to indicate that the product is now cheaper. For example: “$250 $100” or “Was $250 Now $100”

‘Was/now’ or ‘strikethrough’ pricing campaigns create a sense of urgency by representing to consumers that they will make savings on the product (i.e. the difference between the old and new price) if they buy the product during the sale period. However, many brands have fallen into the trap of exaggerating the extent of the savings. This can lead to breaches of sections 18 and 29(1)(i) of the Australian Consumer Law, which deal with misleading or deceptive conduct and false or misleading representations with respect to the price of goods.

When designing a was/now campaign, the key issues to consider are:

Would consumers have paid the “was” price or the “strikethrough” price for the product for a reasonable period of time immediately before the sale commenced?

Advertisers need to ensure that the ‘was’ price accurately reflects the price that consumers would have paid before the campaign. This could be difficult to prove, especially in businesses where discounts are frequently offered, and consumers rarely actually pay the listed ‘was’ price. It is recommended that businesses keep clear records to substantiate the ‘was’ price through a history of recent actual transactions, proving that consumers paid the ‘was’ price for a reasonable period.

What constitutes a “reasonable” period?

Determining how long a company needs to have sold its goods at the ‘was’ price will vary from case to case, depending on the type of product or market involved and usual frequency of price changes for that product or in that market. Generally speaking, a shorter period of time is more likely to be ‘reasonable’ if there has been a high volume of actual sales. In most circumstances, a period of several months would be considered to be the minimum.

Proceeding with a ‘was/now’ campaign without a verifiable history of sales is a risky path, and legal advice is recommended before proceeding to avoid creating misleading advertisements.

What if I get it wrong?

Was/now pricing claims have been well litigated and there is a body of case law where such claims have been found to misleading. For example, in ACCC v Jewellery Group Pty Ltd [2012] FCA 848, the Federal Court (and later the Full Federal Court) found that Jewellery Group Pty Ltd (Zamel’s) had made false or misleading representations through the use of was/now pricing in catalogues, as the relevant items had not been sold at the ‘was’ price in the four months before the sale period, and even outside sales periods Zamel’s had a vigorous discounting policy that meant consumers would rarely pay the ‘was’ price in any event. In that case, it was found to be appropriate to have regard to a sales period of four months. Zamel’s was penalised $250 000 and the court also ordered that Zamel’s publish corrective notices and implement a trade practices compliance program.

More recently, Athena Solutions Pty Ltd trading as Froothie Australia (Froothie), the supplier of Optimum branded kitchen appliances, paid a penalty of $10,800 following the issue of an infringement notice by the ACCC.

The ACCC issued the infringement notice because it had reasonable grounds to believe that Froothie had made misleading representations to consumers. Froothie had advertised one of its blenders with: “PROMO PRICE: $579.00” directly below the strike through price statement “PRICE: $691.00”.  However Froothiewas unable to show that the blender had been offered for sale, or sold, at the strike through price of $691.00 prior to the promotion.

https://www.accc.gov.au/media-release/accc-acts-on-alleged-false-or-misleading-strike-through-pricing-by-froothie-australia

Businesses should be aware that the ACCC has a broad range of investigative and enforcement powers and businesses can be compelled by the ACCC to substantiate advertising claims.

DVM TIP

If there are no genuine savings to be made through was/now pricing comparisons, businesses are likely to be found to be misleading customers. Advertisers should make sure they have records which substantiate recent sales at the ‘was’ price for a reasonable period of time before embarking on this pricing strategy.

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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

 

Jan/Feb Retail Environments magazine

Topics: Featured, Home (News & Articles), 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 January/February 2018 issue of Retail Environments magazine you'll find:

Jan feb retail environments coverIN THIS ISSUE:

  • Romancing the Stones
  • A Cut Above
  • EuroShop Trends
  • Reinventing the Customer Experience
  • GlobalShop Review
  • Installation and Logistics
  • Focus: Lighting, Flooring, and Materials

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

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2018 Calendar of Events

Topics: Featured, Home (News & Articles)

What's on 2018

POPAI ANZ is pleased to release our 2018 Calendar of events! 2018 has all of the usual stuff packed in - our 7 event Professional Development series across Sydney and Melbourne, annual conference, and of course, the Awards.

This year is a hugely exciting year for us, as we leave behind the old an step into the future with a complete rebrand, including a new name, look and feel, and new website. All will be revealed later this year, with a free member's launch to be held on July 26. In the meantime, check out our calendar of events for a glimpse of what's to come with our new look!

Our first event for the year is the Brands Speak Professional Development Series event - our first ever evening drinks PDS - featuring Fisher & Paykel. Ticket bookings can be made here.

Click here to download: POPAI 2018 Calendar of Events