Content Executive summary Shopper behavior in the news Industry news Best in store Hypermarkets Lulu Hypermarket (UAE) Panda (KSA) Carrefour (UAE) City Center (Kuwait) Union Coop (UAE) Pharmacy Boots (UAE)
Executive summaryLooking back on 2010, and the work we saw in Q4 2010, it‟s fair to say we‟ve takengiant steps from where we were just 12 months ago. We‟ve witnessed brilliant workfrom every category, and not just from the big players. This shows us that the entiremarketing community is taking shoppers seriously, and this only brings out the best inus.This quarter‟s „best in class‟ shows clear intentions to tackle shopper barriers that gopast the generic „hypermarket visual clutter‟. Integrating research and strategy andmanifesting it in simple execution should be the name of the game in 2011 and movingforward.So, similarly to the entire marketplace, Storebites will also be stepping up its game!We‟ll be launching a whole new format that should integrate more 1) content, 2)analysis and 3) overall value for all readers.Looking forward to more shopper marketing brilliance in 2011!
Shopper behavior in the newsVisa records significant jump in DSF spendingDUBAI – Shopping lovers took full advantage of the promotions available during thisyears Dubai Shopping Festival (DSF) as their spending witnessed a significant jumpcompared to last year.Visa, one of the worlds leading electronic payments networks, revealed on Tuesdaythat the total amount spent on internationally issued Visa cards in the UAErecorded a 37% rise to USD 75 million during the first week of DSF, compared toUSD 55.7million spent during the same period last year. zawya.com, 23/02/2011
Industry newsPANDA to be 100% owned by SavolaSaudi Arabian food producer Savola announced plans to increase its stake in retailsubsidiary Al-Aziza Panda United to 100%, through a share swap and cash deal. Thecompany, which currently owns a majority 92% share in Panda, has been graduallyincreasing its shareholding over the past months in line with plans to give more focus tothe retail sector. Planet Retail, 27/09/10CHOITHRAMS adds sustainability info to fish labelsChoithrams has become the first supermarket in the UAE to include information onsustainability on its fish product labels. The group is taking part in the „Choose Wisely‟awareness campaign, launched by the Emirates Wildlife Society and the World WideFund for Nature and plans to color code and label fish in red, orange and greencategories to encourage customers to consider sustainability when shopping.The campaign will begin with 12 of the group‟s 26 outlets and staff have been trained toeducate the public and encourage them to shop for the green varieties. Planet Retail, 27/09/10
Industry newsCASINO Monoprix to open in Lebanon and SyriaCasino-owned Monoprix will be revisiting its collaboration with Lebanese companyAdmic. Admic will become a franchisee for the group in Lebanon and Syria. The firststore opened in Damascus and a second will follow in Aleppo at the end of the month.The agreement has been signed for a period of 10 years and Admic will open Monoprixand Monop outlets. The chain has recently opened in Tunisia, Andorra and Mauritiusand will open in Qatar in 2011. Planet Retail, 8/10/10EMKE Lulu to open six new hypermarkets in UAEUAE-based Emke Group is to launch its eighth Lulu hypermarket in the UAE by theend of this year and plans another five stores in the western regions to be opened bythe end of 2011. Managing Director Yusuffali MA said: “We are investing up to AED700million (USD 190.54million) in setting up these hypermarkets as the consumerbase in the capital is increasing.” Under its „Achieve 100‟ expansion project Emke istargeting 100 stores by the end of 2011, from 83 at present. Planet Retail, 12/10/10
Industry newsNestle launches its biggest nutrition and health campaign in the Middle EastAs part of its ongoing efforts to promote good nutrition and healthy living, Nestlé MiddleEast has launched the “Eat Right Live Well” campaign – a region-wide initiative aimedat empowering families to make healthier food choices through increased awareness ofgood nutritional habits and practices.The largest initiative of its kind launched by Nestlé in the Middle East yet, “Eat RightLive Well” kicked off with a major promotional campaign by Nestlé at leading stores andoutlets throughout the UAE, Qatar, Bahrain, Oman, Kuwait, Jordan, Syria and Lebanon.The promotion, under the main theme, “Win Your Way to Healthy Living”, providesshoppers an opportunity to win valuable prizes designed to encourage them to embarkon a healthy lifestyle - such as diet packages, gym membership, Nintendo Wii Sports,Polar watches, pedometers, and BMI calculator, among other items. BI-ME, 14/11/2010
Best in store . Pampers‟ work in store really grabbed our attention this quarter. Their execution clearly took into account shopper barriers stemming from the novelty of their pack/product. By using a simple display, they managed to reassure moms that this was just as valuable a proposition (diaper count) all while demonstrating the benefit of better design and technology (size). Brilliant.
Lulu‟s promotionalarea was dedicated tothe store‟s yearlycampaign: Lulu Livefor Free.Huge banners andposters dominated thearea, with palettewraps specific to eachP&G brandparticipating in thecampaign. Ariel, Always, Pampers and Head & Shoulders were among the participating brands in Lulu Live for Free.
Afia olive oil had a very eye-catching, heart-shaped display unit in the G3G4 area of the store, which is in line with the brand‟s claim. Fairy continued its strong POS work with simple die-cuts to grabDowny improved shoppers‟ attention. their existing stands from last quarter with this new design in higher quality material.
To push their in-store “Buyone, get one free”campaign, Panda madesure to get maximumvisibility at the end of everyaisle. In an effort to get shoppers to understand the details of their purchased products, Gillette installed interactive shelf stoppers, allowing them to get their hands on the products.
Considering they are launching a thinner diaper, Pampers tackled thepossible issue of having moms confuse this thinner diaper with a smallerpack count, by making sure their palette wrap displayed the improvedproduct, its benefit and the number of diapers in a pack.
A great example of taking shopperDove brought its “Damage Therapy” marketing beyond store borders,campaign to the store, mimicking the Philadelphia Cream Cheese made surecurrently ongoing ATL campaign. to give shoppers the opportunity to notice the brand from a distance, even before entering the store, reminding them of the brand in case it wasn‟t on their shopping list.
Barbie had a very attractive display unit in the promotional area of the store, almost guaranteeing all little girls would include one in their letter to Famous chocolate brand Santa. Lindt also joined in the festive spirit by having a big floor display by the promotional area, and at the end of the Christmas- themed aisle.Nutella made sure it didn‟t gounnoticed, replicating its iconicjar.
By displaying some products hanging between categories in a disruptive arrangement, Bootsmade the most of its minimal shelf space to grab shoppers‟ attention. Although it might seem very basic, putting highlighters on price tags worth noticing, with “Boots recommends”, made the shopping experience that much simpler for shoppers.
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