IGA marketing leader: Purpose and personalisation are critical to competitive success

GM of marketing for independent supermarket retailer network discusses the importance of data insights and brand purpose as it faces off a rise in competitors

Purpose and personalisation are critical to IGA as its strives to put the heart and soul back into Australia’s grocery shopping market and experience, the supermarket giant’s GM of marketing says.

Speaking on her role and the brand’s ongoing transformation journey during the latest episode of AANA’s Marketing Dividends program, Madeleine Fitzpatrick said providing local retailers with store-level insight, data and support that allows them to truly localise is making a real difference to the future of its independent store owners in an increasingly competitive supermarket landscape.

IGA’s parent company, Metcash, is now two years into its transformation plan aimed at creating a sustainable future for independent businesses in Australia. It’s a program of activity that stretches from digital investment through to expanded private label and third-party product lines that are also tailored to catchment areas, more competitive pricing and data utilisation.

Fitzpatrick highlighted a number of strengths at IGA, including the ability to provide retailers and customers with a tailored offer, to partner with local suppliers, and to be active in the local communities it serves.

Purpose lies at the heart of all of these activities, she continued, and she pointed out the shared goal is to be shopper led and improve the customer experience.

“We feel that grocery shopping is a fairly soulless experience in Australia,” she said. “But when you combine competitive prices, through IGA’s Price Match promise, a great quality range, balanced with a tailored store offer and a local store owner who is passionate about customer experience and is involved in their community, that’s a more enjoyable shopping experience.”

Being a challenger brand also gives the IGA marketing team more freedom to be brave, as they have both more to gain and less to lose, Fitzpatrick said.

“Working for a challenger brand allows real issues and opportunities to be addressed because there is no bureaucracy driving protection of market position,” she claimed.

At the same time, supporting a network of independent retailers means marketing must be completely on top of its game, Fitzpatrick said.

“It makes your far more accountable as a marketer, as every initiative we put forward will come under scrutiny,” she said. “We have to really button down in terms of our data and insights, but it’s also important that we understand how the P&L, operations and running of a store work. We are not just one part of the solution, we’ve got to think about the whole solution and look at things from their perspective.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in