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From eBay with love: How research helped put the sparkle on eBay’s Christmas planning
Suzanne Lugthart and Ruth Noble, MRS Awards, Winner, MRS Awards, December 2013
This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany.
This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany. The company had found that its Christmas trading peak ended earlier in December than its competitors, and that this was due to fears about item delivery times and suitability. A 'Sunday Spectacular' promotion was developed, with deals on a limited amount of stock. The research described here established that toys were eBay's biggest growth opportunity, men did not shop as had been previously thought, and 50% discounts are effective in converting sales. The findings have led to eBay's 2013 Christmas marketing campaign being more rationally based, with an extension of 'Sunday Spectaculars'.
Chinese ecommerce: How brands are exploiting the O2O trend
Low Lai Chow, Warc Exclusive, December 2013
This article looks at the fast expansion of online commerce in China, which has been supported by widening internet access and an underdeveloped physical retail environment.
This article looks at the fast expansion of online commerce in China, which has been supported by widening internet access and an underdeveloped physical retail environment. Traditional retailers are being forced to adopt an "O2O" model, that is, offline-to-online and online-to-offline. This model is particularly relevant to the automotive category. Penetration of ecommerce does vary depending on the city, but despite low internet penetration and limited infrastructure, third, fourth and fifth tier cities still have vast potential for brands. Mobile commerce is also gaining ground, with the demand for mobile payments high. Examples of brands leading in ecommerce include Tmall, the online retail site, Burberry, the luxury goods manufacturer, and adidas, the sportswear retailer.
The future of customer loyalty: Insights from Nectar
Andrea Sophocleous, Event Reports, ADMA Engage, November 2013
This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing.
This event report draws on insights from Nectar, the loyalty card programme, into how the relationship between consumers and brands is changing. In order to retain the trust of shoppers in the digital age, marketers need to emphasise four areas: transparency (particularly regarding data collection and use); added value (ensuring customers get a fair exchange for providing their personal information); control (by allowing shoppers to opt in or out); and trust (building confidence in a company's privacy credentials). While most brands have improved their capabilities in the areas of choice, value and convenience, they also now need to enhance the experience on offer, reflecting the personalised service that shopkeepers provided in the 1950s.
Busting "myths" about China's low-income consumers: Learnings from P&G
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day. The firm discovered that quantitative studies can sometimes be misleading, as shown by the gap between the number of people who own a washing machine and those that had a water supply allowing them to use it. Further "myths" included the assumptions that cheap products would automatically be preferred, that authority figures lacked influence, and that low-income consumers would have a limited input when it came to talking about potential innovations.
Innovation in market research: Examples from Ericsson, Heinz and HP
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups.
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups. On its part, Heinz built an online community in the Netherlands, which has come to serve as a vital source of information for its brand and innovation teams. Elsewhere, HP sought to understand consumer attitudes towards printed materials by removing them from the everyday lives of its research panel for two days, encompassing everything from their passport to the letters on a keyboard and personal photos. It uncovered a number of "human truths" as a result.
Point of view: Serendipitous wobble
Byron Sharp, Admap, December 2013, pp. 7-7
This article suggests that consumers have fairly stable brand loyalties, but that their purchasing behaviour can appear random as various serendipitous factors influence it.
This article suggests that consumers have fairly stable brand loyalties, but that their purchasing behaviour can appear random as various serendipitous factors influence it. This means that analysis of data over a short period of time can be misleading, and make the classification of heavy and light users difficult. Even tracking purchasing behaviour over a year can be misleading as many consumers purchase in a given category infrequently, allowing one missed or additional purchase to change their classification. Serendipitous factors will continue to make it difficult for marketers to target individuals, even with the development of Big Data.
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.
MasterCard evolves ‘Priceless’ campaign with QR code based shopping app
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign.
This event report describes how MasterCard, the financial services company, has created a shopping app in an evolution of its 'Priceless' campaign. The app allows users to scan QR codes at a location and pay for goods through the app, and has been used in coffee shops, cinemas and sports stadiums. The app makes purchasing easier and more rewarding for the consumer. It is not designed to drive sales, but to enhance the customer's experience and therefore build an emotional connection with the MasterCard brand.
Tesco focuses on “shopper missions”
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report addresses how Tesco, the supermarket chain, drew on shopper insights to fundamentally change its in-store format, design and product assortment across the UK.
This event report addresses how Tesco, the supermarket chain, drew on shopper insights to fundamentally change its in-store format, design and product assortment across the UK. Research by the company found that three main "missions" informed visits to its stores: buying food for now, buying food for later and "topping up" on essentials. Rather than divide its assortment by category, Tesco thus regrouped products to better serve consumers undertaking these tasks, a model to be applied to stores operating under its Express and Extra banners.
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