The Challenge

 Manhattan Associates wanted to strengthen its position in the Australian retail and supply chain sectors by uncovering new growth opportunities in a challenging consumer environment. While most retailers focused their marketing efforts on younger shoppers, Manhattan saw an opportunity to highlight an often-overlooked demographic (baby boomers) who represent one of the country’s highest-spending consumer segments. The challenge was to demonstrate this opportunity and bring it to life in a way that would resonate with retail leaders and the media alike.

The Solution

Mulberry developed a bespoke research campaign that surveyed 500 senior Australian shoppers to understand their buying habits, retail preferences and motivations for choosing one store over another. The resulting insights revealed how retailers could better engage older shoppers through improved in-store experiences, personalised service and trust-building measures. The research was translated into a compelling media story and press materials showcasing the commercial opportunity of catering to the baby boomer demographic. Mulberry then executed a targeted PR campaign across business, retail and marketing media to amplify the findings and position Manhattan Associates as a thought leader in retail intelligence and customer experience innovation.

Impact

The campaign achieved coverage across all major retail and business media outlets in Australia, generating more than 30 media clippings and an audience reach of 6 million. The research helped Manhattan Associates cut through a crowded market, delivering strong brand visibility and positioning the company as an authority on shopper behaviour and retail strategy.