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The Marketer's Who, What, Where and When of EOFY Sales

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Salmat has partnered with the acclaimed Australian Consumer, Retail, and Services (ACRS) Research Unit to investigate how Aussie consumers shop the End of Financial Year Sales.

Positioned within the Monash Business School's Department of Marketing, ACRS has a 35-year history as a globally respected source of retail, services, consumer and marketing knowledge.

Their ACRS Omnibus tracker is a quarterly tracking study of consumers’ multichannel preferences and behaviour, based on an online survey of 500 Australian shoppers.

We’ve created a slideshare with all the key findings from the research with tips on how to take advantage of the insights.

To talk to us about how Salmat can help you prepare, call 1300 725 628 or visit our website https://www.salmat.com.au

Visit our blog to read about the latest marketing best practice and trends: https://www.salmat.com.au/blog

Or explore our library of downloadable marketing guides here: https://www.salmat.com.au/marketing-guides

About Salmat
Salmat is a leading Australian marketing services business. We partner with our clients to help them with the constant pressure of acquiring and servicing their customers, week-in, week-out. With media, digital and contact capabilities, we have the right solutions for our clients, enabling them to Reach, Convert and Serve more customers.

Founded in 1979, Salmat has evolved from a small letterbox distribution business to an ASX-listed company. With a talented team across four countries we work with some of Australia’s most recognised and trusted brands to manage billions of customer interactions every year.

Publié dans : Commerce de détail
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The Marketer's Who, What, Where and When of EOFY Sales

  1. 1. THE MARKETER’S WHO, WHAT, WHERE AND WHEN OF EOFY SALES
  2. 2. We teamed up with the Australian Consumer, Retail, and Services (ACRS) Research Unit in Monash University to find out how Australians shop EOFY sales. HERE’S WHAT SHOPPERS TOLD US
  3. 3. LAST YEAR 28% OF OUR SHOPPERS BOUGHT SOMETHING IN THE EOFY SALES %
  4. 4. WHAT ARE SHOPPERS’ INTENTIONS THIS YEAR?
  5. 5. WHO WILL BE SHOPPING IN THE EOFY SALES?
  6. 6. WHAT WILL THEY BE SHOPPING FOR?
  7. 7. WHERE WILL THEY BE SHOPPING? AND
  8. 8. READ ON TO GET YOUR 5 MINUTE OVERVIEW OF WHAT BRANDS SHOULD CONSIDER THIS EOFY SALE PERIOD WHO WHAT WHERE WHEN
  9. 9. WHO WE’LL START WITH THE
  10. 10. 20% OF SHOPPERS SAID THEY PLAN TO PURCHASE SOMETHING IN THE EOFY SALES THIS YEAR 20%
  11. 11. JUST UNDER HALF (46%) OF SHOPPERS INDICATED THEY MAY PURCHASE SOMETHING 46%
  12. 12. AND A FURTHER 13% DIDN’T KNOW YET13% ?
  13. 13. THIS IS SIZEABLE AUDIENCE OF SHOPPERS
  14. 14. DRILLING DOWN A BIT FURTHER, WHO ARE THESE BARGAIN SHOPPERS?
  15. 15. ACROSS THE BOARD, SHOPPERS OF ALL INCOME LEVELS SAID IT WAS IMPORTANT TO THEM TO GET A DEAL WHEN SHOPPING
  16. 16. HOWEVER, SHOPPERS IN THE $100K TO $149K BRACKET WERE SLIGHTLY MORE INCLINED TOWARD A DEAL
  17. 17. WHILE SHOPPERS WITH LESS THAN $39,999 OF INCOME WERE THE LEAST INTERESTED IN DEALS
  18. 18. WHATARE THESE BARGAIN HUNTERS BUYING?
  19. 19. THE FOCUS IS SQUARELY ON THE HOME
  20. 20. 37% 35% HOME APPLIANCES (37%) AND FURNITURE/HOMEWARES (35%) BEING THE TWO MOST POPULAR PRODUCT CATEGORIES SHOPPERS WERE PLANNING TO PURCHASE FROM IN THE UPCOMING 2018 EOFY SALES
  21. 21. 9% 11% BIG TICKET ITEMS LIKE AUTOMOTIVE (9%) AND HOLIDAYS (11%) WERE THE LEAST POPULAR
  22. 22. WHEREARE SHOPPERS LOOKING FOR EOFY SALE INFORMATION?
  23. 23. 35% AN EQUAL NUMBER OF EOFY SHOPPERS (35%) PREFER TO BROWSE AND BUY IN-STORE, OR BROWSE ONLINE AND BUY IN-STORE
  24. 24. 7% HOWEVER, FEW EOFY SHOPPERS (7%) PREFER TO BROWSE IN-STORE AND BUY ONLINE
  25. 25. FO THOSE SHOPPERS THAT ARE BROWSING ONLINE, THE MAJORITY (61%) WERE MOST LIKELY TO USE A COMPUTER OR LAPTOP
  26. 26. FOLLOWED BY 26% WHO USE A MOBILE PHONE
  27. 27. AND... 13% THAT PREFER USING A TABLET
  28. 28. THE MOST POPULAR CHANNELS TO RESEARCH AND PLAN EOFY SHOPPING WERE INTERNET SEARCH (42%), ONLINE STORE (41%) AND IN-STORE (36%) 42% 41% 36%
  29. 29. 31% 30% FOLLOWED CLOSELY BY ONLINE CATALOGUES (31%) AND LETTERBOX CATALOGUES (30%)
  30. 30. WHENSHOULD YOU START PROMOTING YOUR EOFY SALE?
  31. 31. 60% OF SHOPPERS INDICATED THAT THEY PLAN THEIR EOFY SHOPPING IN ADVANCE 60%
  32. 32. ONE THIRD OF WHICH DO THEIR PLANNING IN THE WEEK LEADING UP TO THE SALE3 1
  33. 33. IN FACT, JUST UNDER A THIRD OF SHOPPERS (29%) SAY THEY MAKE MORE IMPULSIVE PURCHASES DURING EOFY SALES 29%
  34. 34. THAT’S A BIG OPPORTUNITY FOR MARKETERS
  35. 35. SO, KEY TAKEAWAYS
  36. 36. EVERYONE LOVES DEALS, BUT ESPECIALLY THE HIGHER SALARY BRACKET 1. WHO
  37. 37. 2. WHAT IF YOU’RE IN HOMEWARES, YOU SHOULD PRIORITISE EOFY SALES
  38. 38. 3. WHERE HAVE AN ONLINE PRESENCE THAT SHOPPERS CAN BROWSE ON MOBILE
  39. 39. 4. WHEN START PROMOTING EARLY, AND RAMP UP IN THE WEEK LEADING UP TO THE SALE
  40. 40. TALK TO SALMAT TO FIND OUT HOW WE CAN HELP
  41. 41. CONTACT US www.salmat.com.au 1300 725 628

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