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Research on Warc
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10 trends in holiday shopping
India Wooldridge, Warc Trends, December 2013, pp. 40-41
This article describes ten trends in Christmas shopping, and argues that the holiday period offers marketers an opportunity to demonstrate the value of consumers sharing their data by providing functional benefits.
This article describes ten trends in Christmas shopping, and argues that the holiday period offers marketers an opportunity to demonstrate the value of consumers sharing their data by providing functional benefits. The ten trends discussed include: the increase in hint-dropping about desired gifts; the differences in how shoppers in developed and emerging markets regard holiday shopping; one third of consumers, and particularly younger consumers, would like to out-source shopping; and many consumers feel that stores that hold their personal data will be better placed to help choose gifts. Additionally, most holiday shopping will be in-store, with only 5% globally on mobile; two thirds of people think brands could make their shopping experience easier; while 57% of consumers are annoyed by how early Christmas marketing begins. In developed markets consumer spend continues to experience slow-down, whilst consumers in emerging markets are more confident.
Understanding the new generation of Black Friday shoppers
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report describes how Purchased, the market research firm, is using new technologies to gain a better understanding of consumer behaviour.
This event report describes how Purchased, the market research firm, is using new technologies to gain a better understanding of consumer behaviour. By combining mobile apps, real-time purchase data, GPS and techniques such as discrepancy analysis, the organization is able to monitor all aspects of the entire customer experience. A study from Black Friday in 2012 identified eight different consumer segments, provided hour-by-hour feedback on shopping trends, and showed why consumers' plans did not always match up with their actual behaviour.
GFK, Experian and eBay: Shopper insights from the 2013 IAB UK Retail Forum
Joseph Clift, Event Reports, IAB Retail Forum, July 2013
This event report discusses how retailers in the UK are responding to the changing consumer climate following on from the economic downturn.
This event report discusses how retailers in the UK are responding to the changing consumer climate following on from the economic downturn. Many are making more of an effort to link their online and offline services. Successfully doing so, however, requires solving complex problems related to measurement and attribution. Rapid-response, flexible and dynamic ads are also gaining ground, as are content marketing and attempts to tap the second screening trend.
Global Powers of Consumer Products 2013: Engaging the connected consumer
Deloitte, April 2013
This global report identifies the 250 largest consumer products companies in the world. The report analyses industry performance and explains changes in the industry landscape.
This global report identifies the 250 largest consumer products companies in the world. The report analyses industry performance and explains changes in the industry landscape. It also assesses the impact of increasingly digitally empowered consumers on the industry, arguing that this changes how consumers interact with brands. This effect is not limited to developed economies as consumers in emerging markets increasingly adopt technology.
Why retailers are keeping it fresh: Fresh foods not spoiled by inflationary heat
Nielsen, March 2013
This article examines global differences by region in fresh food consumer purchasing patterns, and priorities when choosing a retailer.
This article examines global differences by region in fresh food consumer purchasing patterns, and priorities when choosing a retailer. Fresh foods comprise 30-60% of total grocery spending with sales holding up despite inflationary pressure. The availability of a wide variety of good quality fresh produce attracts consumers and boosts spend not just on fresh food, but other products too. This article also emphasises the importance of friendly and trustworthy staff in consumer choice.
How marketers should tackle mobile advertising and "showrooming"
Geoffrey Precourt, Event Reports, BRITE, March 2013
This article discusses research related to mobile advertising and the uptake of "showrooming" among consumers.
This article discusses research related to mobile advertising and the uptake of "showrooming" among consumers. In the former case, a study covering 750 mobile campaigns and 39,950 people found that ads on this channel worked best as a reminder rather than as a primary form of message delivery. Turning to the latter area, some 21% of shoppers in the US, Canada and UK now engage in "showrooming", and retailers must consider appropriate targeting, offers and loyalty schemes to tap this habit in stores.
The Future Shopper: How changing shopper attitudes and technology are re-shaping retail
Lloyd Burdett, J. Walker Smith, Andrew Curry, Bryan Gildenberg and Steve Mader, The Futures Company Trends, Future Perspectives with Kantar Retail, March 2013
This report examines how shoppers and shopping are changing and how retailers should respond. It breaks down the combination of digital technologies, consumer expectations and socio-economic change that is transforming shopping.
This report examines how shoppers and shopping are changing and how retailers should respond. It breaks down the combination of digital technologies, consumer expectations and socio-economic change that is transforming shopping. Consumers are now looking to businesses to provide value, assurance, mental space and quality; retailers can meet them by reinventing convenience, redefining loyalty, re-imagining experience and repositioning value. The report also looks at the use of customer tracking and lays out nine rules for rethinking the shopper proposition.
Shopper marketing: The schizophrenic shopper
Michelle Whelan, Admap, February 2013, pp. 21-23
A new shopper survey targeted 13,000 shoppers across the US and mainland Europe and a further 5,000 in the UK.
A new shopper survey targeted 13,000 shoppers across the US and mainland Europe and a further 5,000 in the UK. The PeopleShop study identified six key archetypes, all of whom have very different paths to purchase, with two distinct areas. The first of these differentiators suggests that shoppers are either Thinkers, Feelers or Doers. The second differentiator is price-sensitivity. This article, using Tesco's wine section as one example, explains how that as individuals, shoppers are different archetypes and express different shopper behaviours dependent on the category in which they shop. However, there is a pattern that marketers can learn from.
Retail emotional affinity
Tim Pearson, Admap, February 2013, pp. 18-20
Many bricks-and-mortar retailers are teetering on the brink of failure, thanks to the length of the recession and the onslaught of e-tail competition.
Many bricks-and-mortar retailers are teetering on the brink of failure, thanks to the length of the recession and the onslaught of e-tail competition. Marketing budgets are being scrutinised, often based on the need to drive immediate sales in the short-term, and therefore the focus is put on tactical offers and price-driven promotions. In this article, the author outlines four of the most common brand behaviours being successfully deployed by retailers across the globe. He uses the example of Uniqlo's 'wake up' alarm clock app as a retail brand going beyond its core remit of selling clothes and moving into the area of Brand Butlering, by offering an additional service that its customers find useful and how John Lewis changed perceptions of its brand almost overnight when it introduced emotive advertising.
Global powers of retailing 2013: Retail beyond
Deloitte, January 2013
The 16th annual Global Powers of Retailing report identifies the 250 largest retailers around the world for the 2011 fiscal year.
The 16th annual Global Powers of Retailing report identifies the 250 largest retailers around the world for the 2011 fiscal year. It also examines pressing trends for retailers to consider as they plan their growth strategies, provides a global economic outlook for retail, and discusses 'Q ratio' – a way of drawing inferences about the future performance of retailers by examining current financial information. As consumers seek an integrated shopping experience across channels – and in some cases across geographies – retailers are being put to the test. How can they find a path to success that not only addresses the needs of their customers today, but is also flexible enough to continually evolve with rapidly evolving customer interest and expectations?
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