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  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
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WhatBusinessAreYouIn

What business are you in?

March 1, 2019
-
FMCG Articles, Shopper Behaviour, Shopper Experiences

This is a simple but revealing strategic question. If you ask most business-people, they will typically answer in terms of what they do. They’ll say they’re in banking, or they make cleaning products or flooring, or they make frozen desserts. No doubt you have your equivalent answer.

There is nothing inherently wrong about describing your business in this way. But there is a better way.

You see, looking at your business in terms of what you do immediately frames your thinking according to your category context and a supply-centric perspective.

A more strategically fertile way to look at the business you are in is from a customer-orientation. This means defining your business in terms of why people buy your products and services, and what needs you satisfy.

For example, at Energi our supply-centred perspective is that we are in the shopper marketing category and we provide things like promotional campaigns, packaging and merchandising. In contrast, the customer-centred perspective is that we ‘create demand for our clients’. We help clients attract shoppers, understand and influence shopper decision-making, make their products more desirable, and cultivate shopper loyalty.

In a similar way, the customer-orientated perspectives of the earlier examples are:

Supply-centric Perspective Customer-centric Perspective
Banking Money management – people need products and services to manage their money
Cleaning products Home hygiene – people need products to keep their homes clean and healthy
Flooring Home comfort – people need to make their homes comfortable and aesthetically appealing
Frozen desserts Sweet treats – people want sweet treats to complete a meal

There are two significant benefits to be gained from defining your business in a customer-centric way.

  1. More empathetic and relevant for shoppers. Understanding how you fit into your customer’s world and what they need provides essential clues for how to make your products and services more desirable.
  • Better for differentiation and innovation. If you only define your business by your category or supply-centric perspective it is easy to be drawn into SKU match-racing and being stuck in ‘me-too’ category conventions.

The world of grocery has not traditionally lent itself particularly well to customer-orientation. Most categories are driven by supply-centred lineups of SKUs. Logic, order and planogram efficiency reign supreme.

But there are some exceptions to call out where clear thought for shopper needs and desires are apparent.

Fresh pasta

At our local New World there is a very shopper-friendly approach to fresh pasta. Simply lining up the different pasta and sauces together presents the range as a system. If you fancy a pasta night it is all there in front of you.

Salads

Salads have come a long way with innovation in recent times. There is now a full array from traditional raw ingredients, to partial mixes and value-add additions to spice things up with seeds, dressings and vegetable noodles, right through to ready to eat.

Small goods

There has been an explosion of innovation in small goods. Packaging now offers lunchbox-friendly portion-controlled packs. The burgeoning range of value-added flavours and product formats such as tandoori shredded chicken, or packs of mini chorizo is great.

Online

Online platforms have the potential to provide powerful shopper-centric experiences customised to the individual. Countdown’s site is evolving very well in this respect. It is merging the strength of limitless shelves, with clever chunking and organisation of content in different ways that line up with shopper needs and desires – meal ideas, specials, particular meal occasions as well as referencing the shopper’s preferences and previous shopping behaviour.

So then, what business are you in?

Why do people buy what you have to sell? What needs do you satisfy?

Tags
FMCG ArticlesLew Bentley
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GET CONNECTED

Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

Read more about this, along with the other exciting things we and our clients have been up to during this period in our latest newsletter. Link in our bio. ✨

#GoodEnergi #BlackOut2020
  • Another year has rolled by and we are back to Matariki Festival and the new year. We recommend visiting Takutai Square at Britomart to get your hands some  delicious hangi by the @themaorikitchen and watch daily kapa haka performances

 #heartofaklcity #matariki #hangi @heartofaklcity
  • A very happy belated birthday to our amazing account directors, Melissa and Pen. ✨ 

We are so grateful for both of your diligence and hard work over the years.

You both bring so much joy to our team and clientele, we appreciate all your contributions to making the magic happen.

Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

It was an action packed day filled with lots of hard work, followed by an amazing gin-making session with @thebotanicaldistillery and a divine meal at @mudbrick_nz in the evening.

2020 Here we come!👊🏼 #GoodEnergi #AwayDay2020 #WaihekeIsland
  • Our front door has undergone a bit of a makeover to include the newest addition to our family on Anzac Ave…

Very exciting times ahead!

#GoodEnergi #ArugaNZ #Headlight #Partnership
  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

#GoodEnergi #ArugaNZ #PR
  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
  • Happy birthday for Saturday 23 May @vishalponnappa. Thank you for your diligence, integrity, creativity and strategic smarts that you bring to the Energi clients everyday. Enjoy your next 12 months traveling around the sun and your @jumpinggoatliquor birthday gift with our sincere best wishes and appreciation.

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What business are you in? | Energi Advertising