Australian manufacturing and export excellence at the NSW Trade and Investment Export Seminar

Deane Hubball with Sue McLachlan, CEO of itti bitti, Bruno Mascart, Founder and CEO of Altios Australia and NSW Trade and Investment representatives

From the internet to highly detailed market research reports, there is a plethora of information available. But what are the key ingredients needed to compete successfully in offshore markets? In recognition of our Highly Commended Small to Medium Manufacturer Award at the NSW Export Awards, Deane Hubball, was invited to the NSW Trade and Investment Export Seminar as a guest speaker to share the growth and experience of CIS in competing within offshore markets.

In addition to talking about CIS’ global design and manufacturing expertise, Deane talked about how continued focus on quality of export marketing strategy, innovation, export growth, competitive advantage and commitment to international business have delivered further growth to the company.

Over 50 people attended the session with guest speakers and attendees collaborating to share their thoughts, challenges and opportunities about the industry.

Key topics discussed and debated were:

• Market analysis – asking the critical questions

• Information sources available to exporters

• Product/service evaluation and matching them to market needs

• Leveraging tradeshows and local contacts to collect market intelligence

CIS Creates High Heels to Showcase New Miss BIC® Lighters Instore across Europe

Two tier modular unit with header and three tier modular unit

CIS are excited to be working with world leading lighter brand, BIC® once again in designing and developing over 9,000 permanent units for roll out across convenience and route sectors in Europe. The high heel shaped stands is the first instore display system specifically designed for the Miss BIC® brand that was launched in 2012.

As mentioned in POPON.net, for the first time in 40 years the iconic lighters are displayed in pink trays, designed to engage women shoppers and exemplify the brand DNA of Miss BIC®. The units are small footprint, ready to be used on the counter and offer flexibility to retailers with the ability to use as two tiered or fold the header back to accommodate another tray.

“The lighter market is mainly a market of offer. We wanted display units that would emphasise the core objective of Miss BIC® – provide decors specially designed for women and generate the demand of female lighters to our customers. CIS captured Miss BIC®’s brand DNA by giving instant identity to the brand. They dealt with original design, modularity and the complexity of point of sale requirements efficiently and effectively,” said Jean – Romain Beral, Packaging Buyer for Europe, BIC®.

Shopping channels – the new digital pathways

Georgie Torrens highlighted late last year, tech savvy consumers are shaping a new, more digital shopping experience – both online and in-store. As the article in Marketing magazine predicted, global phone manufactures have started committing to technologies such as near field communications (NFC), and integrating all marketing touch points with technology. This was highlighted as the next big opportunity for brands.

Following the same line of thought, a recent BRW article explores how other technologies such as digital signage, QR codes linking advertisements to smart devices, digital wallets or 3D avatars and images assisting with size and style, are acting as new digital pathways helping brands understand and connect with consumers at the point of purchase. The article also reinforces the prevalence of NFC technology in incorporating an online experience into physical shopping in-store.

Interestingly, the increased use of technology in retail has also resulted in marketing and creative teams working closer with IT departments when creating business strategies, to ensure customers are met on the channel that suits them best. As National Online Retailers Association chief executive Paul Greenberg says, “It is less about meeting multi-device customers and more about meeting customers the way they want to meet you.”

Omni-channel brings POP to the forefront

Global CEO Deane Hubball was in the UK recently and according to him, the big topic of discussion is the evolution of omni-channel marketing. Whilst many companies now have an instore and online presence, most of them are also working on bringing online instore rather than treating them as two separate or competing channels.
According to Deane, many brands in the UK are using initiatives such as Click and Connect or Click and Deliver to lure in customers. In Australia (and globally), technology such as Tapit (near field communications) are gaining ground in omni-channel marketing by allowing companies to integrate technology at point of purchase.
MarketingWeek UK hit the nail on the head, stating: “As an industry that has long been associated with temporary cardboard displays, the point-of-purchase sector has become used to more glamorous elements of the marketing mix hogging the limelight. But now it has a new spring in its step thanks to the rapid uptake of mobile technology, which means that point of purchase communications can be delivered almost anywhere.”

Australian retail optimism bouncing back

After what has been a hard year for most retailers, it good to see some positive outlook for the Australian retail industry.

According to findings from The Nielsen Global Survey of Consumer Confidence and Spending Intentions more than half of Australian consumers believe the next 12 months will be a good time to buy things they want and need – a significant rise from retail sentiments last quarter. As noted by marketing magazine B & T, 55% of people are optimistic about retail spending over the next year, up from 42% the previous quarter.

Chris Percy, MD, Nielsen Pacific said: “The number of consumers signalling their intention to buy the things they want or need over the coming year indicates a shift to positive sentiment when it comes to consumer spending, helping retailers to breathe a sigh of relief.”

Sounds like the perfect time for retailers and marketing agencies to get cracking on innovative point of purchase solutions that converts shoppers on the shop floor.

In-Store

As retailers are immersed in the Christmas period, the relevancy of in-store marketing strategies becomes even more pertinent. Combined with the tools of online shopping, these changes in retail are forcing marketers to adapt their strategies. Deane Hubball notes in a recent B&T article that those retailers who are embracing this change are expanding their customer bases and attracting “brand loyalists”.

Whilst it is important that retailers adopt effective online procedures, these must be balanced with a successful ground strategy of in-store marketing. As consumers become empowered with technology, this focus on in-store experiences better equips retailers to meet consumer expectations. To this end, Hubball notes that “Point-of-purchase (POP) is still an untapped potential for marketers….despite the fact that most purchasing decisions are made in-store.”

With that in mind, Hubball provides some suggestions as to how retailers might make the most of in-store experiences during this Christmas period; including being conscious of all strategies that are available to retailers, making effective use of the ‘silent salesperson’ and how to use technology to convince shoppers to become brand loyal.

Highlights of the World Retail Congress

Highlighted at the World Retail Congress recently was the transformation of the physical store, now a stage with retailers as the audience.  When reading the report of the Congress produced by the Australian Centre for Retail Studies at Monash University, several key points stand out.

1. The emerging theme of ‘me-tail’ has given rise to a new breed of shoppers that enter a store with the expectation of finding products to suit their personal needs.
2. The retail experience has moved from multi channel to Omni-channel, where in-store and online platforms do not just exist but blend together, to entertain and create a unique experience for each consumer.
3. Whilst growth is in the sights for China, Middle East, Africa, India and Asia; over the next 12 months subdued spending is expected for Australia and New Zealand.  Cautious optimism was identified as a key theme for the global retail market.
4. Mass personalisation through innovative digital point of purchase technology that establishes the right information balance has been recognised as important in adapting to changing behaviour. The report reiterates that the experience provided in store must reflect today’s multi channel shopper.

As acknowledged at the Congress “Bricks and Mortar retailers can outperform Online Retailers – they have the advantage of providing a customer experiences both online and in-store”– Robin Lewis, The Robin Report.