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Online and offline lessons from retailers in emerging markets
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report looks at the lessons retailers in fast-growth economies can teach their more-established rivals in mature markets.
This event report looks at the lessons retailers in fast-growth economies can teach their more-established rivals in mature markets. Many digital pure-plays in China, for example, are transforming shopper expectations by creating virtual reality stores, encouraging social shopping and pioneering same-day delivery services. Physical retailers in countries such as Brazil, China and Thailand are also experimenting with new models, like placing shipping containers laid out like stores in smaller cities in order to assess demand, or introducing female-only departments in bricks-and-mortar branches.
The future of shopper marketing: 10 steps to shopper centricity
Kirstie Hawkes and Richard Tolley, Admap, October 2013 , pp. 28-29
Becoming shopper-centric is a mindset, not just a realignment of budgets or a department name change: this article explains 10 key areas where brands can become more shopper-centric.
Becoming shopper-centric is a mindset, not just a realignment of budgets or a department name change: this article explains 10 key areas where brands can become more shopper-centric. This requires a well thought-out strategy within a context of change through a big idea across an organisation. Shopper marketing, when correctly executed, should build mutual equity for brands and retailers.
The future of shopper marketing: The future is Omni-channel
Rachelle Headland, Admap, October 2013 , pp. 22-24
Brands need to understand how shoppers are evolving in order to develop propositions that differentiate their brands.
Brands need to understand how shoppers are evolving in order to develop propositions that differentiate their brands. The omni-channel combines reason and emotion to create a seamless shopping experience for consumers. This article explains how to achieve this, using learnings from brands that already have. Key points include the importance of all platforms working together and using data to help decision making rather than confuse.
The future of shopper marketing: Shopping for convenience
Sarah Green, Admap, October 2013 , pp. 25-27
This article describes a movement towards convenience store formats, including by grocery retailers such as Tesco and Carrefour, as consumers shop more frequently and prefer small, convenient stores.
This article describes a movement towards convenience store formats, including by grocery retailers such as Tesco and Carrefour, as consumers shop more frequently and prefer small, convenient stores. This shopper-led phenomenon results from consumer desire for stores to be close by and easier to access, and to shop more frequently to reduce waste. Retailers will need to take a holistic view of the shopper experience to create functionally and emotionally rewarding experiences.
The future of shopper marketing: Retail technology innovation
Gemma Newell, Admap, October 2013 , pp. 36-37
This article discusses the various ways in which technology is bringing a new level of interaction and entertainment to the retail environment and shopping experience.
This article discusses the various ways in which technology is bringing a new level of interaction and entertainment to the retail environment and shopping experience. Stores will continue to evolve with technology used to improve the functional shopping experience and entertain shoppers. A number of evolving uses of technology in retail stores are described, including examples from technology companies Apple and Microsoft, and retailers Walmart, Kiddicare and John Lewis. Retailers must integrate the best advances in technology into their store formats to enhance the shopper experience and drive down costs.
The future of shopper marketing: From retail to relationships
J Walker Smith, Admap, October 2013 , pp. 30-32
Retailers can no longer control the shopper context, as mobile technology means shoppers research and buy products in multiple and changing contexts: shopping now moves with the shopper through their daily life.
Retailers can no longer control the shopper context, as mobile technology means shoppers research and buy products in multiple and changing contexts: shopping now moves with the shopper through their daily life. This article explains how consumers have changed the way they make decisions, and how this is the most important change in a fluid shopper experience. Shoppers no longer travel a fixed, linear path to decision making; they now take fluid, complex and varying paths to purchase, using multiple devices and locations to research, discuss, purchase and review.
The future of shopper marketing: Connect with the Mobile Shopsumer
Ken Madden, Admap, October 2013 , pp. 18-21
This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks.
This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks. Integration of physical and digital store formats, and the proliferation of mobile devices can allow brands to engage with consumers to influence their purchase journey. Brands will need to adjust their approach to account for every part of the shopper journey and provide a seamless and coherent experience for consumers. Physical stores will become less important as purchasing locations, but will increase in importance as places for brand experiences. Mobile technology allows experiences to be personalised and advertising targeted.
Using GPS Analytics and In-the-Moment Mobile: Surveys for insight into 2012 holiday shopping behaviour
Thaddeus R. F. Fulford-Jones and Eric H. Weiss, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys.
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys. GPS technology allows companies to mine data on shoppers' location and journeys, and trigger mobile surveys for shoppers when they enter a store. However, this technology creates concerns around privacy and the correct way to invite participation. This paper examines how visit-triggered in-store mobile surveys allowed Locately to evaluate the impact of marketing activations.
Retail engagement: Macy's mixes shopping and entertainment
Stephen Whiteside, Event Reports, MMA Forum, May 2013
This report reveals how Macy's, the US department store retailer, is embracing a range of new channels and media partnerships to engage shoppers and customers in a changing retail world, with a particular emphasis on entertainment.
This report reveals how Macy's, the US department store retailer, is embracing a range of new channels and media partnerships to engage shoppers and customers in a changing retail world, with a particular emphasis on entertainment. The report is based on an address at the MMA Forum in New York by Jennifer Kasper, whose responsibilities at the company include digital and new media. Mobile initiatives began in 2011 with 'Backstage Pass', enabling shoppers to scan in-store QR codes to access hints and tips from leading designers. This has since developed to cover partnerships with brands like Bobbi Brown, the cosmetics specialist. Store staff are also equipped with mobile devices enabling customers to pay away from fixed checkouts. To leverage the multiscreening trend, Macy's has aligned itself with several TV shows. These include NBC's 'Fashion Star', during which viewers can buy the apparel on the show in real time, and TLC's What Not to Wear, during which the fashion-expert presenter answers Macy's customers' questions via social channels like Twitter, supported by a wider team of trained respondents.
The G-Local Shopper: Different markets, common needs
Danielle Pinnington, ESOMAR, CEE Research Forum, Prague, March 2013
General learnings from the world of shopper behaviour are shared in this presentation which examines the commonality that exists between markets in terms of shopper needs.
General learnings from the world of shopper behaviour are shared in this presentation which examines the commonality that exists between markets in terms of shopper needs. At a CEE level the unbranded learnings are referenced that demonstrate how shoppers' generic perceptions and needs are surprisingly similar - although activation in-store needs to reflect different contexts. The markets may be different, but there is often a common shopper language, common issues, and common shopper needs.
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