Australian retailers ring in rewards with digital insights from Effective Measure
The Australian retail industry is armed to take advantage of online spending trends and growth in a strategic partnership with global online measurement specialists Effective Measure.
In a landmark deal for the retailing sector, the Australian Retailers Association (ARA) is working with Effective Measure to offer its diverse membership industry leading measurement solutions to assist in leveraging the best ROI from their online retail assets.
The ARA is the peak industry body representing Australia's A$243bn retail sector and serves 5,000 independent and national retail members throughout Australia.
Effective Measure is an Australian-founded and developed digital measurement and research specialist that provides audience profiling and rich data to publishers, ad agencies, ad networks, advertisers and researchers internationally.
"Online retailing continues to reshape the Australian market and re-define the way that traditional retailers operate and compete in the vibrant industry. With online retailing anticipating around 30% annual growth it is essential that retailers of all sizes, whether traditional, online or a hybrid have the most advanced tools to assist in taking advantage of the growing and changing dynamics," said ARA Executive Director Russell Zimmerman.
According to recent studies [*NAB Jan stats] online retail sales rose to an estimated A$13bn in the year to January 2013 and now represents the equivalent of 5.8% of traditional bricks and mortar sales.
Members to benefit
"The ARA's partnership with Effective Measure will benefit our members in a range of ways. From supplying them with data that helps them understand their shoppers in new ways to gaining a deeper understanding of how studying digital consumer behaviour will assist not only in regard to online transactions, but offline as well. We are delighted to be putting this initiative in place with Effective Measure," Zimmerman added.
Under the alliance, Effective Measure will offer all existing and new ARA members with free tagging of their websites. Being tagged will allow retailers access to detailed usage and demographic data from their sites via an individual dedicated dashboard which can be accessed 24/7.
Australian retailers will be able to leverage sophisticated age, gender and consumption based demographics across their sites allowing them to create a more detailed profile of their online clients whether they are engaging in online transactions, browsing or comparative online shopping.
A key component of the Effective Measure service is the survey feature, which gives retailers the opportunity to launch surveys that collect a range of demographic and/or behavioural information as required by the organisation. This data proves invaluable as a tool to assess online consumer appetite, propensity to spend and industry trends.
Free to all ARA members
The Effective Measure solution will be free to all ARA members for six months, irrespective of the size of the retailer. Following the initial six months period there will be an option to maintain that level of access if overall monthly impressions are less than 1 million.
"The retail sector is being transformed by online shopping engagement. By being part of the Effective Measure platform, retailers will be empowered to take control of their own online consumer data and use it in sophisticated ways to increase transactional opportunities," said Effective Measure MD - Australia & New Zealand, Ben Sharp.
The Australian Effective Measure platform already profiles over 150,000 online users. "We are very excited about the ARA taking the industry lead in Australia and look forward to working with them and their extensive membership to bring a new level of insight to the retail sector. Effective Measure has a wealth of knowledge and experience working with industry bodies, having also most recently gained endorsement from the Pakistan Advertisers Society (PAS), demonstrating the diversity and extent of our reach," said Effective Measure Group Director - Brand and Data Insights, Tony Eustace.
About Effective Measure
Effective Measure is a leading provider of media planning and audience profiling solutions in the emerging markets, bringing best practice online measurement data to premium publishers, ad agencies, ad networks, advertisers and researchers. Our solutions offer media planners invested in Oceania, South East Asia, Middle East North Africa and South Africa, a clear insight into the state of the Internet and the ever-growing Internet population.
About The Australian Retailers Association
Since 1903, the Australian Retailers Association (ARA) has been the peak industry body representing Australia's A$243bn retail sector, which employs over 1.2 million people. The ARA ensures retail success by informing, protecting, advocating, educating and saving money for its 5,000 independent and national retail members throughout Australia.
