Last night, Pacific launched a new consumer insight approach and data proposition, Seventh Sense, at the first of a new portfolio of bespoke research events: ‘Re-Tale: A New Story’.

Hosted by Pacific’s CEO, Gereurd Roberts, newly appointed Commercial Director, Nicole Bence and emceed by Wendy Moore, General Manager, Home and Food and host of Channel Seven’s House Rules, the event brought together some of the country’s leading retail marketing experts to share their knowledge and first hand-experiences along with unique insights to help retail clients plan 2018.

“With the ability to take the data beyond the numbers and understand the real people who make up a specific target market, we are now able to unlock the full value of data to discover how to change consumer behaviour via our simple, easy to use dashboard.”

Nicole Bence, Commercial Director

Wendy Moore comments: “There’s a new story, a kind of rebirth for retail. Old ways won’t suddenly disappear, but as exciting new opportunities present themselves, publishers, agencies and clients alike are evolving their communications strategies to meet the needs of the new shopper.

“As such, we welcome you to ‘Re-Tale, A New Story’ Pacific’s inaugural exclusive agency event that shares unique insights into the latest retail trends. As retailers ourselves, we acknowledge the significant paradigm shift taking place, and the challenges in navigating the highly competitive and rapidly changing retail-sphere.”

A snapshot of 2018’s key Re-Tale trends presented include:

  • Re-Connected – adapting to the full spectrum of online, mobile, social and offline shopping behaviours with a blended retail experience
  • Re-Tailtainment – retail for the senses, adapting to the full spectrum of consumer need states
  • Re-Volved – using tech and supply chain innovation to increase the speed of retail to match the speed of consumer lifestyles
  • Re-Imagined – shopping smaller. Specialisation winning as consumers seek better service and curated experiences
  • Re-Spoke – As consumers expect to be treated like an individual they want the products they own to demonstrate an ability to adapt to their personal needs

Nicole Bence, Commercial Director, comments: “Over the past 12 months, we have re-imagined our brands and the role they play in consumers lives and how we tell stories beyond the page. Customer intimacy has always, and will always, be core to our business, building deep and powerful connections with our audiences and delivering engagement and value through powerful storytelling.

“Seventh Sense is our new consumer insight approach and data proposition, established with a core purpose to unlock the value of data and to drive business growth. Seventh Sense collects, collates and curates data to produce detailed analytics and evaluations to show why people shop the way they do, offering access to the location, social and transactional data of over 9 million unique Australians.

Dr Ross Honeywill, Social Scientist – Centre of Social Economics

“With the ability to take the data beyond the numbers and understand the real people who make up a specific target market, we are now able to unlock the full value of data to discover how to change consumer behaviour via our simple, easy to use dashboard.”

The event’s keynote speech was by futurist and social scientist Dr Ross Honeywill from the Centre for Social Economics who urged marketers to rethink an obsession on price to unlock growth. He comments: “The way brands do business continues to be disrupted from all sides as marketers face a new economic order fuelled by frictionless experiences, personalisation and autonomy. Traditional approaches to marketing such as focusing purely on price aren’t going to cut it anymore.”

Dr Honeywill discussed the results of a major new survey of 20,000 Australians which revealed peak value consumers are within the New Economic Order (NEO) – including the NEO Millennial – who account for 24% of the population but represent 93% in the top third of elective spenders adding: “Critical intensity is more important than critical mass.”

The special guest panel included Lyndall Campher, Media Director, L’Oreal Australia and New Zealand, Julie Stevanja, Co-founder and CEO, Stylerunner, Alyce Tran, Co-founder and Creative Director, The Daily Edited and Karl Winther, National Marketing Manager, Officeworks.

The guest panel debated retail themes and ideas including how best to respond to the spectrum of shifts in offline and online consumer behaviour, the polarisation between micro and macro targeting and how to innovate cost-effectively at scale.

Seventh Sense is currently in beta mode, with Pacific set to release further information in the coming weeks.

For more information, please contact:
Hannah Devereux
E: hannah.devereux@pacificmags.com.au   T: 02 9394 2886   M: 0422 003 873

Published on: 22 February 2018

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