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Retailing: convenience IT ALL DEPENDS ON YOUR POINT OF VIEW So you’ve got a new idea to launch or want to maximise on an existng product? Where to start? As one of the world’s leading survey-based market research groups, Ipsos offers custom research solutons and consultng services, including concept and product testng. Fruit & Veg City and Caltex are among the companies that have formed high profle We also do shopper studies, usage and attude studies, tracking systems, brand loyalty research, volume retail/fuel partnerships on the forecourt forecastng, marketng models and advanced analytcs. So if you’re ready to make the leap from bland to brand, speak to the trusted name in marketng research since 1975. Change the way you look at the world. Convenience Ngo shopping after hours had to ot too maNy years ago, south africans who wanted to shopping and the settle for stale pies from the corner café and spaza shop – or out-of-date stock from the dingy outlet at the all-night service station. But now the stale chips continued rise and heartburn pies are becoming a thing of the past as retailers and fuel companies team up to make the service of the service station forecourt a shopping experience to be reckoned with. according to Nielsen research statistics, the forecourt market station forecourt accounts for around 4% of the country’s retail sector and, says forecourt screen company Graffti Digital, an average of 1 000 till transactions per day. these new forecourts are today’s corner café – but on steroids and offering designer South Africa’s major retailers and big fuel coffee, fresh food and produce, as brands are joining forces to create a growing well as the traditional ‘fve Cs’ – chips, new retail channel with high quality and 24/7 chocolate, cigarettes, Coke and coffee. In a world where convenience is convenience. Danette Breitenbach investigates. everything to time-stressed consumers, >> + 27 11 709 7800 www.ipsos.co.za 20 NOBODY’S UNPREDICTABLE southafrica@ipsos.com 20 strategicmarketing August–September 2014 strategicmarketing August–September 2014