Australian shoppers' attitudes revealed by outdoor specialist oOh!media

23 March, 2009


The typical Australian shopper won’t give up their favourite coffee, will switch between two or three bread brands and has no particular preference when it comes to toilet rolls, according to new research launched today.

The research - commissioned by out-of-home media specialist, oOh!media, to gain insights into the attitudes of consumers within shopping centres and about different product categories - also found that consumers were receptive to retail advertising campaigns while shopping.

Over the past three years, oOh! has invested $35 million in building out-of-home retail advertising in 290 local, medium and large shopping centres throughout Australia, to become the market leader in out-of-home retail media.

This investment has resulted in retail advertising becoming the fastest growing format in the out-of-home market, with oOh!’s retail offering – oOhretail! – delivering growth of more than 50 per cent in the first quarter compared to the same period last year.

CEO of oOh!, Brendon Cook, said while there was significant research around where people shopped, why they shop at specific centres and how often they shopped, there was little research to help advertisers determine what strategies they should deploy for point-of-decision advertising.

“Retail advertising within shopping centre search zones is still in its infancy, however we expect that this medium will soon be a key part of every FMCG media plan as advertisers really start to understand the value of the medium,” Mr Cook said.

“We have heavily invested to build a strong retail media category and the early results have been positive, however, as part of our strategy we recognised that we had to offer insights, not just sites.

The How we Really Shop research, which was undertaken by The Seed and based on qualitative studies and quantitative surveys, found:

Shopping attitudes
o 83% of respondents said that price discounts often influenced purchasing decisions;
o 63% of respondents said they usually stick to their regular brands;
o 53% said they get in and get out as quick as possible
o 53% said they know their way around the supermarket and generally go straight to the aisles they need.

Purchasing Decisions
o The top 5 “Always brand purchase” categories were coffee (44%), Cereal (39%), Toothpaste (36%), Washing powder (36%) and Milk (33%);
o The top five “Sometimes brand purchase” categories were Bread (34%), Cereal (27%), Yogurt (27%), Soup (27%) and Cheese (27%);
o The top five “Any brand purchase” categories were Toilet roll (30%), Frozen vegetables (26%), Bread (24%), Crackers (22%) and Pasta (22%);
o The top five “Home brand purchase” categories were Milk (20%), Cheese (12%) Pasta (11%), Kitchen roll (8%) and Fruit juice (6%).
o The top five “Impulse purchases” were confectionery (6%), chocolate (6%), wine (4%), biscuits (4%) and ice cream (4%)

Attitudes towards retail signage
o 62% of main grocery buyers and 91% of teens noticed retail signage in varying locations
o 61% of main grocery buyers and 66% of teens believe retail signage provided more information about an offer or promotion available in store
o 58% of main grocery buyers and 70% of teens saw retail media as a way to communicate something new about a product
o 50% of main grocery buyers and 54% of teens found retail media proved a reminder to a TV campaign; and,
o 42% of main grocery buyers and 49% of teens felt retail media brightened up the shopping centres.

Mr Cook said the significant investment oOh! had made in the research should provide advertisers with fresh facts to help them determine whether to use it for brand reinforcement, brand news, brand triggers or brand offers.

“What was particularly interesting from our perspective is that shoppers appear to be happy with the advent of retail media and believe they play several key roles, especially around building familiarity and delivering product news.”

Mr Cook said the national oOhretail! offering was one of the key platforms for the company’s ongoing growth.

“We now know that shoppers use local, medium and large centres for different reasons - in fact shoppers generally have 3 different shopping centres they like to shop at.

“Advertisers therefore need to ensure they are covering off each type of centre to achieve optimum reach and frequency.

“With our offering being able to target consumers across the full mix of centre types - local, medium and large - and this new research which shows how the medium can be effectively used by advertisers, we expect there is still significant growth to occur.”


For more information:
Lotta Haegg
Lighthouse Communications Group
+61 (0)2 9692 8811
lhaegg@lighthousecomms.com.au  

About oOh!media Group Ltd
oOh!media is the only single focused out-of-home advertising company listed on the ASX. The Company specialises in the management and ownership of outdoor assets throughout urban and regional Australia. oOh!media operates in the roadside, retail, mobile and experiential sectors. The Company is also Australia’s largest outdoor media brokerage group.

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