OwenKessel Ideas Agency wins Total Retail business [Bizcommunity (South Africa)]
(Bizcommunity (South Africa) Via Acquire Media NewsEdge) OwenKessel Ideas Agency has announced the win of Total's Retail business; this dynamic account will allow OwenKessel to participate in the increasingly competitive garage forecourt retail environment.
OwenKessel will conceptualise Total Retail's national promotions and activations for its forecourts, fuel shops and petrol stations. These environments are niche in their requirements and the brief therefore means the agency has to address the constant changing behaviour of the Forecourt consumer by driving shopper purchase behaviour and loyalty in the sector.
Kristina Couzyn, Head of Strategy at OwenKessel, comments, "This is an amazing achievement for OwenKessel as we will get the chance to work in one of South Africa's fastest growing channels. The shopper drivers in the forecourt environment present very different challenges to those in traditional retail spaces, a conventional retail brand building model can't be used here, the solution needs to answer to a very different set of consumer demands. There are many ways of creating excitement and building relationships with your target audience in this space and that is what the OwenKessel Total Retail team are looking forward to implementing."
According to research presented by BMI on forecourt retailing, garage forecourt retailers are having to be increasingly innovative with their merchandising and sales strategies to remain competitive and meet the growing demand by consumers for value-added convenience. Virtually all petrol stations owned by major fuel operators now incorporate a forecourt shop, which has seen a trend for petrol retailers forming joint ventures with major food outlets, this has also created the need to increase own branded non-fuel in-store grocery offerings. It's this challenge that is providing OwenKessel the opportunity to apply its shopper marketing principals using the forecourt as a primary touchpoint. It also allows the agency to work alongside Total, an exciting and internationally respected household brand name.
The brief will see OwenKessel marketing directly to the Total Retail target audience, with a tailored message to the specific market segment with on-target relevant information and offers. Commenting on OwenKessel's appointment of its retail business, Dineo Mondlane of Total Marketing, comments, "The ideas that OwenKessel presented to Total in the procurement process confirmed that the team not only understood the needs of our retail marketing business but also cemented their intrinsic understanding of retail shopper habits and the marketing principals required to engage our consumer audience. We are looking forward to seeing the call-to-action results the campaign will produce."
OwenKessel sees the forecourt as a communication channel rather than a traditional sales channel. Collateral in a retail environment is a key factor to the success of a campaign and the brand building process. In Total's case, the forecourt environment will be used to communicate its values and offerings. The campaigns will focus on maximising the consumer experience through exciting and strategic solutions.
All rights reserved.
(c) 2013 Bizcommunity.com Provided by Syndigate.info an Albawaba.com company
[ Back To Technology News's Homepage ]