The show welcomed Madeleine Fitzpatrick, Metcash GM of Marketing at independent supermarket network,Independent Grocers of Australia (IGA), to discuss the challenges of operating in such a highly competitive sector.

Fitzpatrick discusses how IGA goes about creating a sustainable future for independent businesses in Australia against a highly competitive supermarket landscape with new entrants rumoured to be coming to Australia shores and how providing local retailers with store level insight and data that allows them to truly localise is making a real difference.

Fitzpatrick also believes ‘purpose’ is critical.  “It comes back to IGA’s purpose, which is to put the heart and soul back into grocery shopping – we feel that grocery shopping is a fairly soulless experience in Australia.  But when you combine competitive prices, through IGA’s Price Match promise, a great quality range, along with a tailored store offer and a local store owner who is passionate about serving their customers and community, that’s a more enjoyable shopping experience,” Ms Fitzpatrick said.

The current episode is part of the second series of the show intended to profile the broadening remit of marketers as drivers of business growth.



The show is jointly hosted by James Hier, CEO MEC and Nadine Blayney, Deputy Business Editor at SKY NEWS BUSINESS. The full episode, in addition to previous episodes, is available on the AANA YouTube Channel.