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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.
Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima
Rolando Arellano Cueva, Rolando Arellano Bahamonde and Percy Vigil Vidal, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru. The emergent middle classes have been under-characterised by marketers, and regarded as behaving in a similar way to traditional middle class people. Research presented here explains how the emergent middle class was characterised in Lima and how this information was used to design a shopping mall which accounted for their needs.
A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today's 'new' consumer
Maria Domoslawska and Heather Dougherty, ESOMAR, Congress, Istanbul, September 2013
This paper discusses research into consumer engagement with brands across different technology platforms.
This paper discusses research into consumer engagement with brands across different technology platforms. It explains how a single-source methodology was developed to allow advertisers to understand the behaviour and purchasing intent of digitally engaged consumers, finding that there is a discrepancy between what consumers says they do online, and what they actually do. Understanding the in-depth segmentation of consumers is important as they now expect a personalised brand message across platforms.
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.
Doordrop Media: Retail
TNT Post, 2013
This set of brief case studies demonstrates how doordrop media have been used to drive traffic in-store and online for retail brands.
This set of brief case studies demonstrates how doordrop media have been used to drive traffic in-store and online for retail brands. The featured brands are Boots Opticians, Electrical Retailer, Focus, Harveys, OKA and The Entertainer.
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.
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