making retail happen - · pdf filehotfoot | making retail happen 7 hotfoot are resourceful,...

making retail happen

2 hotfoot | making retail happen

turning shoppers into buyers

hotfoot | making retail happen 3

Hotfoot exists to provide retailers with the best insights, engagement strategies and brand experiences to ignite shoppers’ desires and generate transactions at the till. We are here to help New Zealand retailers transform their shoppers into buyers. We are here to help ensure retail businesses become the very best they can be. And we are here to deliver the best possible results to all our clients, big and small.

Motivated by the opportunity to drive your retail performance in the right direction, we’re a one-stop shop that never sits still. Nimble and practical, we keep moving, thinking, creating, measuring, managing and transforming to keep your customers buying.

We place high value on fostering strong relationships with our clients and with shoppers – relationships based on understanding, respect, integrity and excellence.

Shoppers need and want exceptional brand experiences. So do clients. And Hotfoot delivers to both.

delivering the best results


retail wisdom (not agency wisdom)

Hotfoot doesn’t come from the mould of a traditional agency, and we often reject conventional agency wisdom in favour of our own decades of experience working in the retail space.

Big retail ideas are pragmatic, and come from a place where creative concepts and executional excellence are not at odds with each other. We employ a Store First approach, logically generating ideas from the inside out - which means we avoid the pitfalls which can prevent good ideas from working hard instore.

We believe a good retail idea is one that works right the way through your business, from the store first. If an idea doesn’t work instore, it’s not a retail idea!


retail miracles every day


Hotfoot are resourceful, well versed in retail KPI dashboards, and have a vital understanding of retail operations. Our business runs on efficient, dynamic systems and processes to deliver your projects, campaigns, promotions and communications when and where they are needed.

We also share best practice and have our own automated marketing communications suite, DO-IT, which can revolutionise your retail efficiencies. With modules for catalogue automation, web to print, ticket automation and one to one marketing, retailers have been known to hail DO-IT as a miracle.

We prefer to think of it as a much smarter way of working with – and for – our clients. Because we understand that every dollar you invest needs a positive return, and KPIs that matter to you matter to us.


extraordinary feats of retail

Transforming retail performance from mediocre to great is no mean feat, but that’s what we strive for every day. Experience tells us that what you do with your store environment will have a profound impact on your overall performance. And that’s where Hotfoot outshines the others.

We perform extreme feats of retail – transforming in-store environments and bringing merchandising and marketing strategies to life.

The results are extraordinary. Ask us about them.


our line up

Our team is in a perfect position to deliver retail excellence, with top retail thinkers and doers on board as well as specialists in retail environment, shopper insights and merchandise management.

Juanita Neville-Te Rito: CEO

An Aussie by birth and a Kiwi at heart, Juanita founded Hotfoot – and as CEO is the driving force behind the business’s performance as a smarter, non-traditional agency helping transform and build NZ retail businesses.

Armed with bags full of retail experience and insights, Juanita has held senior executive roles in the industry with multiple iconic NZ and Australian brands including: Progressive Enterprises (Foodtown, Woolworths & Countdown), Noel Leeming, Bond & Bond, Pizza

Hut, KFC, Warehouse Stationery, Sizzler International, Eagle Boys and Dreamworld. She’s also led the evolution of many retail brands and pioneered retail initiatives such as the award-winning Countdown Onecard.

Juanita’s insights and expertise from the wonderful world of retail have been drawn not only from her 20-year career in the industry, but also from her personal passion for shopping. She applies the same high levels of energy, leadership and intelligence to this as she does to business.

Hierarchy isn’t our thing, and we don’t have an exclusive ‘good ideas’ department. Each and every member of our team possesses the passion and ground-up retail knowledge required to create retail success stories, and everyone contributes their unique skills and insights.


Briar Harland: Shopper Insights

A clinical psychologist who has worked in research and advertising for 20 years, Briar’s skills and experience in strategic planning and research mean she’s always in demand.

An expert in a remarkable number of areas, Briar’s career path has seen her hold many high-profile roles including Regional General Manager at NFO (now TNS Conversa), Strategic Director at DDB, and Executive Director and Shareholder of Colmar Brunton Research.

It would be easier to make a very short list of major New Zealand brands and retailers Briar has not worked with than detail those she’s delivered insights and solutions for. Progressive Enterprises, Briscoes, Palmers, EziBuy, Fly Buys, Warehouse Stationery, Noel Leeming Group, Fonterra and Wattie’s are just a few she’s been involved with. Briar thrives on the challenges presented by FMCG and retail clients, and has an enduring passion for brand strategy and shopper marketing excellence.

Mike Hutcheson: Executive Director

Mike has been telling brand stories for as long as some advertising agencies have been around.

In fact he co-founded a number of them including Colenso BBDO, HKM and Marcoa Direct before becoming Managing Director at Saatchi and Saatchi.

Mike has worked with some great brands including Honda, ANZ Bank, BP, Mobil, Toyota, Telecom, TVNZ, Lion Breweries, Nestle and Sanitarium. He has plenty more great stories to tell, recognising that it’s only the way of telling them that changes.


Marcus Hawkins-Adams: Strategist

Marcus has been involved in the digital arena for over 20 years. Initially working with companies such as British Telecom, Apple Computers and Dorling Kindersley, he developed a keen interest in customer-centric digital marketing strategies.

For the past 10 years, he has been designing integrated communications platforms utilising all the tools and channels available - from TV advertising through to behavioural based communications. Clients Marcus has worked with include ANZ/National Bank, Air New Zealand, Fonterra, GSK, Apple and SKY.

Peter Myles: Media Strategist

Peter has an outstanding track record in the New Zealand media industry, holding many senior positions at the crème de la crème of media agencies including Executive Director of Omnicom Media Group and Media Director at Ogilvy & Mather, Mattingly and Partners and Colenso BBDO. Providing media insights and utilising sharp negotiation skills are all in a day’s work for Peter, who has retail experience with Lion Breweries, Super Liquor, Farmers, The Warehouse/Warehouse Stationery, KFC and Pizza Hut.

& a few of the players


Lisa Douglas: Retail Experience

We doubt there is anyone else in New Zealand who understands the impact of transforming the retail environment better than Lisa. With creative skills grounded in a pragmatic, business-savvy approach, she makes retail spaces work hard, creating excellent instore experiences and bringing marketing and merchandising strategies to life. Lisa has a canny ability to see the

potential in any store environment, and has acquired the strategic and tactical smarts to ensure any investment will deliver measurable results and an enduring, positive contribution to the bottom line.

Her client portfolio as senior manager and consultant is a who’s who of NZ retail, and includes Noel Leeming Group, Warehouse Stationery, Repco, Ideal Electrical, Liquorland and Farmers.

Gina Brugh: Project Manager

With the skills and experience to make running a retail business easier, Gina Brugh brings her considerable expertise in marketing and merchandise across retail, manufacturing and supplier sectors to the Hotfoot team. Currently implementing the DO-IT suite of marketing communications for our clients, Gina is a master of project management and system and procedure design.

find out about the rest of our team at

hotfoot.co.nz


Home Direct’s red mobile shops selling everyday home and living products have long been a familiar sight in many NZ neighbourhoods – but the brand was looking to secure its future with digital and direct marketing. We turned our retail industry experience to improving Home Direct’s path to purchase and increasing sales conversions – rolling out a new communications strategy, redesigning the catalogues, and introducing new signage and collateral produced by Image Print.

Our digital experts worked their magic to improve Home Direct’s website performance, with a simplified checkout process and a drive to capture new business using AdWords. Year on year website traffic doubled. Over the crucial Christmas period, following a series of TV commercials courtesy of OnDigital, year on year online revenue shot up 180%.

Client: Home Direct

some of our work


With 22 stores serving up wholesome, gourmet burger based meals, Burger Wisconsin needed to carve out a clear and sustainable position in the market.

Customer insights were used to identify opportunities to engage with customers, and push the right buttons to get them to purchase more (and more often). Challenging the position the brand was languishing

in, Hotfoot provided Burger Wisconsin with a clearly defined brand identity, a look and feel redesign, and a promotional plan which encompassed media planning, social media, all advertising and collateral, and store environment recommendations. All of which set the Kiwi brand on track to reclaim their rightful place as the originators of gourmet burgers in New Zealand.

Client: Burger Wisconsin

BEEFCHICKENCrumbed breast fillet – or you can choose fresh breast tenderloins

SPECIAL

BUILD YOUR OWN

CHOOSE A SIDEpotato fries 3.9 7

seasoned wedges 4.9 8

kumara fries 4.9 8

crispy crumbed onion rings (10) w dipping sauce 5.4 7

tempura chicken nibbles (5) w dipping sauce 6.9 8.5

ADD A DRINKreal shakes (chocolate, strawberry, banana, vanilla, raspberry, lime, caramel) 4.9

phoenix organic drinks 4

ADD A DIPfresh garlic mayo rocket fuel & mayo 1.5

blue cheese mayo chilli jam & mayo

indonesian satay tomato sauce

sour cream mint cucumber yoghurt

SIDE DISHES

MAKE IT A COMBOCHOOSE A SIDE+DIP+PHOENIX

ADD THE EXTRAS AND SAUCES

YOU LOVE

chicken avocado & bacon fish coriander & lime love me tender venison & otago plum

crumbed NZ catch fish fillet & fries 6.9

tempura chicken nibbles (3) & fries 6.9junior beef & cheese burger – w/o salad 6.9junior chicken burger – w/o salad 6.9

JUNIOR MENU

= less than 5g of sat fat

GRAND PETITE

beef avocado & baconanguspure beef w fresh avocado & middle bacon

12.9 11.4

rocketanguspure beef w middle bacon, melted cheddar & sweet spicy rocket fuel sauce

13.9 12.4

beef & cheeseanguspure beef w melted cheddar

10.9 9.4

pestarellaanguspure beef w basil pesto & melted italian mozzarella

13.4 11.9

beef & hot chilli tomato salsaanguspure beef w spicy tomato salsa

10.4 8.9

kiwi classicanguspure beef w bacon, melted cheddar, NZ beetroot relish & a free range egg

15.9 14.4

beef & garlicanguspure beef w fresh garlic mayo

10.4 8.9

beef mushrooms & blue cheeseanguspure beef w grilled mushrooms & blue cheese mayo

12.4 10.9

the full montygo all the way with double (2) anguspure beef w bacon, melted cheddar & fresh garlic mayo

16.9

GRAND PETITE

chicken avocado & baconchicken w fresh avocado & middle bacon

13.4 11.9

chicken camembert & cranberrychicken w camembert & cranberry sauce

12.9 11.4

chicken satay chicken w spicy indonesian peanut satay

10.9 9.4

chicken chilli jam & cheesechicken w sweet chilli jam & melted cheddar

12.4 10.9

big islandchicken w grilled pineapple, middle bacon & melted cheddar

14.4 12.9

love me tender fresh grilled breast tenderloins w fresh avocado

11.4 9.9

chicken tandoori chicken thighs marinated & grilled in tandoori spices

11.9

gluten free chick fresh grilled breast tenderloins w hummus & fresh avocado, on a gluten free bun, w/o mayo or relish

13.9

GRAND PETITE

venison & otago plum marinated lean venison strips w central otago plum sauce

14.9

minted lamb marinated & lightly grilled lamb leg w mint cucumber yoghurt

14.4

fish coriander & lime NZ catch fish fillet w tangy coriander lime mayo

11.9 10.4

vegetarian deluxetoasted falafel w indonesian satay, camembert & fresh garlic mayo

13.4 11.9

mccartneytoasted falafel w hummus & caramelized onions

12.4 10.9

GRAND PETITE

fresh chicken breast tenderloins 9.9 8.4barn raised crumbed chicken breast 9.9 8.4anguspure ground beef 9.4 7.9marinated lean venison strips 13.9tandoori spiced chicken thighs 11.9marinated lamb leg 12.9seasoned crumbed NZ catch fish fillet 10.9 9.4toasted vegetarian falafel 9.4 7.9

fresh avocado 1.5grilled fresh mushrooms 1.5caramelized onions 1.5trimmed middle bacon 2camembert 2blue cheese 2gluten free bun 3

cheddar cheese 1.5mozzarella 2cream cheese 1.5sour cream 1.5grilled pineapple 1natural hummus 1.5free range egg 2

mint cucumber yoghurt 1.5indonesian satay 1cranberry sauce 1spiced apricot sauce 1chilli jam 1rocket fuel sauce 1hot chilli tomato salsa 1

beetroot relish 1otago plum sauce 1wholegrain mustard 1blue cheese mayo 1.5coriander lime mayo 1fresh garlic mayo 1basil pesto 1

ASK ABOUT OUR GLUTEN FREE OPTIONS

kiwi classic

COMBO

on sourdough bun w fresh salad, mayo & relish1 CHOOSE YOUR BASE 2 ADD EXTRAS 3 ADD SAUCES

choose your base

add extras

add sauces

In addition to the Helpful Expert wall and fixture statements, a set of wobblers have been created to support key service and offer messages on shelf.

These come in sets and should be located on shelf with the use of a decko spring:

Helpful Expert Wobblers

Section: 17


With the aim of becoming the market leader in beer, wine and spirits retailing; Liquorland appointed Hotfoot to review all aspects of their brand (which was perceived as old and increasingly irrelevant). Revved up by a challenge, we set about reviewing and rebranding – conscious of the need to re-engage customers and deliver market growth.

New creative positioning was developed, governed by consumer insights and market

Client: Liquorland

analysis, and subsequently applied to every aspect of the brand from instore to advertising. Stores were remodelled, and a new promotional programme embraced radio, print, TV, online and SMS.

The results speak for themselves. Liquorland has demonstrated and sustained year on year growth. Not known for resting on our laurels, we’re now working in partnership with Liquorland on the next phase of growth.

& here’s a bit more

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best of

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New low-alcohol (& surprisingly

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Dummies’ guide to NZ craft brews

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Wattie’s ‘Food in a Minute’ had been running for over 15 years, and hadn’t changed much in that time. Hotfoot was appointed as the strategic lead to work with Wattie’s and launch a national multi-channel campaign influencing the entire shopper journey.

In the past, Food in a Minute was not framed as shopper marketing, but Hotfoot created

Client: Wattie’s Food in a Minute

an approach that connected above-the-line and through-the-line with instore to increase awareness, conversion and product preference.

The new look was crafted as a way to rise above the pack, while still providing the fundamental core of meal delivery to address the problem of ‘what’s for dinner?’

Use this productin great recipes at...

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The perfectPie

Other quick & easy ideas• Tocreateeasyhandheldpiesline

jumbomuffintinswithpastry,fillandtopwithpastry.Bakeuntilgoldenbrown.

Crispy puff pastry• Alwaysputpastryintoahotoven,thiswillensurethatthepastryrises.

Reducingtheheatafter10minutesorsowillenablethefillingtoheatthroughandavoidthepastryburning.

• Makeslitsinthepastrytoallowsteamtoescapeandhelpcreatetheperfectcrispypastrycrust.

Glaze it!• Brushingthetopofthepastrywithmilkoregggivesthepietopaniceglaze.

Avoid shrinkage• Bychillingthepastryafterrollingandbeforebaking.• Trynottostretchthepastrywhentransferringittoabakingpan–foldingit

looselyovertherollingpinwillhelpavoidthis.

• Great ideas • Helpful tips • Q&A

Helpful steps

Make 2 cuts in the top of the pastry.

Wet edges of dish with a little cold water and lay over the rolled flaky puff pastry, enough to fit your dish and leaving a 2cm overhang.

Press the pastry down on the side of the dish rim.

Roughly fold the overhang pastry back onto the pie top creating a rustic double edge finish!

Brush the top with a little milk or beaten egg to glaze.

Beans ‘n Cheese PieRusticMince,

Q: How do I avoid a ‘soggy bottom’ on my pie?

A: Here are some easy tips:

• Use glass, dark or matte finished metal pans for cooking pastry as they absorb the heat.

• Ensure filling is cold before spooning into the pastry base. A hot filling will melt the fat in the pastry before it has time to cook.

• Ensure the filling is not too wet.

• After baking, place the pie on a cooling rack to allow the air to circulate.

• Don’tforgetthealwayspopularCottagePieforatastyalternative!

WANT TO SEE MORE?For the full recipe & step by step, scan or join us at www.foodinaminute.co.nz

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Pea Puree:

1 cup Wattie’s frozen Baby Peas 10g butter 2 Tbsp chicken stock or waterRisotto:

2 ½ cups (625ml) chicken stock 1 small leek, trimmed, sliced and washed 1 cup risotto rice (Carnaroli or Arborio) ½ cup (125ml) dry white wine 1 cup Wattie’s frozen Baby Peas Zest and juice of ½ lemon 50g traditional feta, crumbled

Pea Puree:

1. To make the pea puree put Wattie’s frozen Baby Peas, butter and stock in a microwave proof bowl. Cover.

2. Microwave on high for 2-3 minutes, until peas are hot. 3. Place peas and cooking liquid into a food processor or

blender and process until smooth. Set aside.Risotto:

1. Heat chicken stock until almost boiling. Set aside.2. Heat a dash of oil in a large saucepan. Add sliced leek and

cook over a medium heat until leek starts to soften but not brown. Add rice and stir until the grains whiten.

3. Pour in wine and allow to reduce by half. Add 2 cups of hot stock and stir. Bring to the boil. Reduce heat. Cover and simmer for 15 minutes, stirring halfway through cooking.

4. Stir in Wattie’s frozen Baby Peas. Continue cooking for a further 5 minutes, adding extra stock if necessary, until rice is tender. Carefully stir through prepared pea puree, lemon zest and juice and crumbled feta. Season to taste.

Serves 2-3

Prep time 15 mins

Cook time 25 mins

Risotto Perfect Pea and Feta learn step by

step how to make this dish

Made with

average cost

$2.99 per serve*

IngredientsMethod

Try adding smoked salmon, chicken or prawns for tasty variations.

Quick tip

*All prices are approximate and may vary according to supermarket, region and seasonal price fluctuations.*All prices are approximate and may vary according to supermarket, region and seasonal price fluctuations.


above–the–linecommunications

below–the–lineactivation

photography

design &production

experiential marketing

shopper insights

TVproduction

digital strategy

reporting

search optimisation

mediabuying

mediaplanning

channel strategy

digital mailers

POPactivation

strategicplanning

retail & brandcreative

storeenvironment

media planning & buying

what we do...

We’re a nimble one-stop shop, with everything you need from a retail partner under one roof. We harness the best retail brains

and experience from within our group to seamlessly deliver smart strategies and effective solutions every day.


& who with

We’re extremely proud to work in partnership with some of New Zealand’s smartest retailers. Businesses with varied needs, but a shared desire to deliver

retail excellence. If that sounds familiar to you, we’d be delighted to have the opportunity to prove ourselves.

FOOD PROCESSING SOLUTIONS


Hotfoot may be small, but we burn brightly and belong to a cluster of energetic and experienced communications specialists, the Image Centre Group (ICG).

We share a building, ideas and when it makes sense, resources.

As a group, ICG has over 200 employees, 8 brands and one vision, to redefine full service with creativity, commitment and an eye to the future.

the brightest star


FuLL SERvICE AGENCy

A full service agency specialising in integrated campaigns and truly uniting all of the disciplines of print, digital, video and content creation.

OFFSET PRINT PRE MEDIA

One of NZ’s largest independent print companies, with exceptional capability in pre-press production as well as on-site sheet fed print and finishing.

GRANDé FORMAT DIGITAL PRINT

An award-winning digital print company specialising in large and grandé format, Boston Digital also offer full vehicle wraps and car graphics, within a custom-built installation area.

DIGITAL SIGNAGE

A single-source interface between advertisers, agencies and networks, Ngage delivers digital signage platforms across a number of environments, platforms and technologies – providing clarity in the fragmented digital out-of- home environment.

DIGITAL PRINT ON DEMAND

With expertise in digital, offset, digital screen, sign and display printing – plus a dedicated team of creative individuals ready to bring concepts to life – Dpod print fast, print with precision, and produce great work every time.

CONTENT PRODuCTION

A multi-platformed content production company, OnDigital deliver expertly crafted video content to a broad range of clients across relevant channels.

RETAIL ADvERTISING

A specialist retail agency established and run by experienced retailers, Hotfoot delivers the full range of communications and retail solutions – from in-store environments to promotional activity.

MEDIA PuBLISHING

Award-winning publishers of Dish, Good, NZ Fishing World, NZ Rugby World, NZ Weddings, Habitat, Idealog and NZ Marketing, Tangible is home to experts in publishing strategy, advertising, sales, design, print and distribution – and their staff are also award-winning content creators in their own right.


Hotfoot is a specialist retail company. We exist to provide New Zealand retailers with the best insights, engagement strategies, communications and brand experiences to open up shoppers’ hearts, minds and wallets.

In short, if you’re a retailer, it’s worth putting us on your shopping list.

your path to purchase

Juanita Neville-Te Rito, CEO

[email protected] 768 07309 358 8200 www.hotfoot.co.nz

contact us

www.hotfoot.co.nz

making retail happen - · pdf filehotfoot | making retail happen 7 hotfoot are resourceful,...

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