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72|Retail News|November 2019|www.retailnews.ie

ECR Awards

ECR Shopper Awards presented The ECR Shopper Conference took place recently, with a host of speakers addressing the changing face of retail, as well as the presentation of the ECR Shopper Marketing and Category Management Awards. THE ECR Shopper Conference and Awards took place recently at the Crown Plaza Hotel, Blanchardstown. The annual event saw a range of speakers discussing the changing face of the retail sector and examining key trends for the months and years ahead, as well as the presentation of the ECR Shopper Marketing and Category Management Awards. Keynote Address Keynote speaker was Luc Demeulenaere, Director of Strategy at Haystack ShopTing Consulting. In a very interesting presentation, Demeulenaere spoke about category management in the scope of the retailer as shopper marketer. He discussed the importance of segmentation in category management and the challenge in segmentation work, including the importance of linking consumer and shopper value drivers. Segmentation must connect consumption universes

Pictured are (l-r): keynote speaker Luc Demeulenaere, Haystack; Colm Rooney, Shopper Intelligence; Declan Carolan, General Manager, ECR Ireland. to make it actionable both for the consumer and the brand, he argued. He examined ECR’s unique consumer-shopper framework in depth, and discussed positioning the role of the category in the context of winning in retail. Category management is the art of optimising the category experience around the shopper journey for the target personas, Demeulenaere stated, advising brand owners to look for distinctive lifestyle and consumer values that drive choice and target their consumer solution to their needs and values. Preferred retailers match their offer to the consumer needs and aspirations of their high potential consumer/ shoppers in the shopping mission, including main shop, top-up shop, lunch etc. The role of the destination categories depends on shopping mission.

He examined different shopping missions across different consumer groups, from family driven shoppers to socially engaged shoppers and the economically deprived, looking at how they have very different shopping expectations, and how marketing to the shopper is “the steering engine for bringing all the retailer elements to life”. The Aldi Effect Other speakers included Colm Rooney, Shopper Intelligence Country Manager, Ireland, who examined the impact of Aldi on the Irish retail landscape. Rooney looked at the ‘satisfaction battles’ between grocery retailers when it came to price, product, assortment and execution, with Aldi coming out on top, with an overall satisfaction rating of 66%, compared to 64% for Dunnes, 63% for Tesco, 62% for Lidl and 60% for SuperValu. Rooney then delved into the

Profile for Retail News

Retail News November 2019  

Retail News, is Ireland’s longest established FMCG B2B magazine. It has been around for over 60 years, from the birth of the supermarket, th...

Retail News November 2019  

Retail News, is Ireland’s longest established FMCG B2B magazine. It has been around for over 60 years, from the birth of the supermarket, th...

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