Barry Lemmon tells APIIT MBA’s “Consumer behavior of Sri Lankan HH’s similar to British’
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Latest research done by the Staffordshire University MBA’s at the Asia Pacific Institute of Information Technology (APIIT) reveal that effective shopper marketing strategies makes brands more meaningful in the store. This understanding gives a cutting edge benefit for consumer marketers says professional Marketer Nipuni Egodage a first Class student on the MBA Degree programme of Staffordshire University. During the 2nd wave we saw how the housewife was more interested on the safety of the family, hence they spent less time at a retail store – namely the modern trade. Given that we spend billions of rupees in on-store activity we saw how this research insight helped companies change strategy. But, now the situation is different as the Omicron variant has resulted in lesser ICU hospitalisations and consumer behavior is different she Ms Egodage.
The role of Universities is to share the research insight with the industry and that is exactly what we did by sharing this data with the Fast Moving Consumer Goods (FMCG) Association said Dr Rohantha Athukorala. This resulted in the leader of the FMCG Association Ravi Jayawardene the Group CEO of Maliban inviting the global Expert on Shopper Behaviour research Barry Lemmon agreeing to visit sri Lanka and train the industry said Dr Athukorala.
Sri Lanka is experiencing sky rocketing inflation with Central Bank reporting the annual inflation of 14.2% in January 2022 which is a 12.1% increase over the last month. Many are not aware that this is the highest inflation rate since November 2008 and a record second consecutive double digit growth in Consumer prices. Food inflation is the highest at 25% as against the last month rate of 22.1% whilst the overall price increase is at 9.2% which does not augur well for a country said Athukorala who headed the pivotal policy making body of the National Council For Economic Development( NCED) for almost four years. We must understand the shopper behavior strongly as we already have over half a million people in the poverty belt as per the World Bank he said.
Developing insights based on “shopper Missions” efficiently compels the customer to buy goods based on various needs. Also, it is worth noting that modern shopper marketing’s main goal is to affect and positively influence shoppers’ behavior and habits while they’re in the shopping mode. Brands do it in a way that helps drive growth and consumption. It’s about everything brands and customer managers can do to influence shopper behavior, from initial interest to final purchase. It has been observed that in Sri Lanka the overall understudying of shopper insights and converting that into a winning strategy is comparatively low.
The Programme Director of the event Shiranaaz Karney voice ‘ we have invited top Global Expert on shopper marketing and stage two training programmes and one CEO Forum. The event is sponsored by Celine Travels, Sri Lankan Airlines and APIIT MBA Diaries. It is a Not For Profit event said Ms Karney. It is very important to understand customer management techniques to enhance ones knowledge and specifically focus on brand and Channel development. Mr. Barry Lemmon is based in the UK and have extensive experience in “shopper Marketing” and has helped many global companies such as Unilever, Kantar Retail ets in many countries; to develop winning strategies using shopper insights. He is the founder of “First Purchase Research” in the UK.
The Programme will be held week starting 21st February, 2022 and the First two days’ programme will be on the 22nd & 23rd February whilst the second one starts on 24th & 25th February. The CEO Forum will be staged on the 21st February, 2022.
The profile of the audience will be Marketing and customer management personnel in middle to senior level in multiple industries such as FMCG, Branded Garments, Banks, White Goods. There will be only 30 participants on a programme and it will be strictly on a first come first serve basis said Karney.
The content covered will include Understanding the Shopper in different categories/ Channels, Converting shopper behaviors to actionable insights, Laws of Growth for Brands, Categories and Channels and Aligning Channel strategies to Brand strategies through shopper understanding. Barry will also do a session on Developing Strategy to Influence Shoppers and make the purchase.
Barry Lemmon is the Founder of First Purchase Research, based in London. First Purchase Research has developed the concept of Purchase Outcomes™ which changes the way brands target shoppers to drive growth and provides a practical approach to help brands and retailers grow penetration. The Purchase Outcomes™ framework has been inspired by the work of Byron Sharp and How Brands Grow, and places Sharp’s laws of growth at the front of mind when trying to understand and influence shopper behaviour. Barry is an expert in understanding and influencing shoppers with more than 30 years’ experience of analyzing purchasing data and observing shopper behavior. Previously he has held a number of senior positions in the industry. He was Global Head of Retail & Shopper at Kantar – at the time part of WPP, the world’s largest advertising and communications services agency. In this role Barry developed the company proposition for shopper insights globally, and brought together the capabilities of specialist shopper research companies acquired by Kantar in the US, UK, and China to create the world’s leading shopper research agency.
Prior to this he was Managing Director of Kantar Worldpanel for the UK and Ireland and Managing Director of a specialist fashion retail research panel before that. Barry has served on the boards of various companies and ventures including TNS, Kantar Retail, Kantar Worldpanel, Europanel, id Magasin and virtual reality company Red Dot Square Solutions.Barry has been a regular speaker at international conferences. In recent years he has spoken on understanding shopper behaviour and influencing shoppers at events in countries all around the world including UK and Europe, USA, China, Korea, Argentina, Chile, Mexico, South Africa, and Australia. He was chair of the International Shopper Insights in Action conference in Europe for three years, and he has been a guest lecturer at several universities in the UK, including the MBA programme at the University of Oxford.
Barry Lemmon addressing sri Lanka last week said that just like sri lanka there was disruption at the consumer that led to the consumption increasing at the household end but now it is going back to the pre pandemic levels. An interesting panel discussion with the top Corporate personality Ravi Jayewardena the Group CEO of Maliban Biscuits, Rochana Wijeyaratne the Associate Director Customer Marketing Fonterra Brands Lanka, Lavanya Rajkobal the Senior Manager Modern Trade at Hemas Consumer Brands and Mihira Kulatunga the Marketing Manager of Hair & Beauty Care Unilever Sri Lanka. The Moderator was Dr Rohantha Athukorala who brought out some interesting insights of the top brands in the engagement with Shopper Behavior.
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