The Co-op in Nuriootpa is about to embark on a major strategic alliance with the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia’s Business School, world-famous for its research into marketing.
The Ehrenberg-Bass Institute delivers scientific knowledge discoveries to corporations all over the world, including well-known names such as Coca-Cola, Unilever, Procter & Gamble, just to name a few.
Graeme Longmuir, chief executive officer of The Co-op said, “This collaboration is unique for the Barossa Valley, and a fantastic opportunity for The Co-op to be associated with the world’s leading marketing organisation.
“To have access to such experts will be a solid foundation for The Co-op and other retail businesses in the region into the future.”
The long-term collaboration will offer The Co-op access to world-class knowledge about marketing, have high quality researchers better understand The Co-op customers, use more evidence-based marketing and business practices, as well as tap into leading education in retailing, pricing, branding for staff and the wider Barossa business community.
Dr Svetlana Bogomolova, senior research associate with the Ehrenberg-Bass Institute said, “Not only will we be assisting with evidence-based marketing and help understand The Co-op customers, we will also be collaborating with them in building the skill base and facilitating education workshops to help other businesses with their marketing.”
The Co-op and the Ehrenberg-Bass Institute will also be working together with the marketing of the planned new supermarket development.
“We will be finding out what The Co-op’s customers really want in their new supermarket, by bringing the voice of the consumer to the business via evidence-based research - we don’t work on assumptions,” Svetlana said.
The first research project collecting members’ views about what services and facilities they want to see in the new store and mall will start in August.
Depending on the nature of each research project, shoppers may only see a few researchers wearing UniSA t-shirts, or a whole team positioned at the front of the store inviting shoppers to take part in the survey or to test an impressive piece of equipment, for example, eye-tracking equipment.
“All participation in the research is totally voluntary, and any information collected will be kept strictly confidential,” Svetlana said.
Graeme said The Co-op is looking forward to building the relationship with the Ehrenberg-Bass Institute, helping businesses with their marketing, becoming leaders in their field and building a centre of excellence in the Barossa Valley.