Shopper marketing in SA has changed for good. We all know that the recession – coupled with the ever increasing pressures we face as consumers on a day to day basis such as fuel increases and etolls – has had an obvious and adverse effect on how consumers approach the art of shopping in SA.
The advent of the smart shopper has resulted in changing shopping behaviours across every segment of the SA population andthese days’ people are thinking a lot harder about what they buy and how they buy their preferred brands and
In an attempt to see how financial influences have affected shopping marketing in SA and the shopping behaviour of women in the fashion category, Geometry Global, in conjunction with WhyFive Strategic Insights, conducted a ground-breaking study into the shopping habits of fashion-conscious South Africans comprising a substantial sample of 2 600 women across LSMs 5-10. The results of this survey not only serve to reaffirm what we already know about this category, but also provide valuable insights into the degrees of behavioural change that can be observed in the marketplace today. So let us provide useful insights that have impacted shopper marketing and brands are turning more to developing behavioural based shopper-marketing strategies – built off solid insights and a clear understanding of who is buying their products. Retailers who have made the investment in clearly defining the Purchase Decision Journeys of the shoppers have gone a long way to being more appealing andrelevant to to shoppers – and positively influencing their behaviour in terms of how they actively engage and shop for brands in their retail environments.
Geometry Global are global leaders in shopper marketing. Geometry Global is also the largest and
For more information, visit www.geometry.com
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 (0) 11 709 6858
Issued on behalf of:
Geometry Global / Ogilvy & Mather South Africa
Manager, Marketing & Communications