Shopper Culture

Listening Is Not Only Polite, It's Strategic

The tremendous impact the social web can have on a brand or retailer these days is amazing. The social web can make something an overnight sensation or negatively affect someone or something's reputation in a matter of minutes. Therefore, it is important to listen.

Social listening is a critical step when it comes to building a social strategy. There are many options when it comes to social listening. But, when you break it down, there are narrow and broad listening tools. Broad listening tools help you harness long term insight while narrow tools help you keep a pulse on every tweet and post so you can respond and engage in the moment.

How to use social listening to not only determine but implement a social strategy is outlined in Part 6 of the Integer/CCRRC white paper, Untangling the Social Web. Click here to download Part 6 or visit the Other Studies tab to explore other sections of the 7 part series. 

Mother's Day: Celebrating All the Mothers in Your Life

Mother’s Day has traditionally been thought of as a day to celebrate your mom. But increasingly, consumers are seeing the day as a chance to show their appreciation for all the special women in their lives who are mothers. Mothercare, a UK-based retailer, created a Facebook video showcasing the average mom’s point of view of the special day:

“It is a day set aside to dedicate and honor the women that give us so much love.”

This expansion of celebration is evident in shopper behavior and spending. According to Forbes, 23.5 percent of Mother’s Day spending will be on wives, 10.5 percent on daughters, 8.5 percent on grandmothers, and 8.2 percent on sisters. 

Retail is responding to this shift. For instance, while Ann Taylor Loft touts its Mother’s Day Must-Haves, they also remind shoppers of all the special women in their lives. As greeting cards are a common gift, retailers are expanding their collection to offer options for different recipients (e.g., aunt, sister, goddaughter). As marketers, we have to consider for whom shoppers are buying when we message around Mother’s Day.

 

Contributed by Jillian Kyle and Molly Paskal

Turning Up The Lights May Turn Up Sales

I recently came across an interesting study released on the Social Science Research Network by an academic team led by Kyle B. Murray of the University of Alberta in Canada. The study reports that the weather affects shoppers' moods and ultimately their spending habits. For instance, shoppers that were questioned while being exposed to a sun lamp were willing to pay more (21% to 56% more for some items, in fact) compared to shoppers that were questioned in settings without a sun lamp.

Now, this got me thinking. How does this play out in the retail setting? We cannot control the weather but we can control the retail environment. Perhaps retailers can boost sales by bringing "good weather" inside. The research team susggests that installing bright lighting may help brighten shoppers' temperament (and spending). Or to push that thinking even further, perhaps retailers could install large windows or fake good weather inside with natural elements. We see nods to nature in retail settings today from soft curves to organic materials and bright colors. In fact, the Retail Design Institute noted that biomimicry was a major trend in retail design this past year during their presentation at GlobalShop. Another trend; monochromatic. We see a lot of all white spaces. It really helps brighten the room and make the product pop.

So, in a world of retail renovation and innovation, consider what you could do to bring the "good weather" indoors. It may boost your sales.

Photo Source: Retail Design Institute

Bourjois Opens Its First Flagship Store In Paris

After a first attempt to install a pop-up store at the Galeries Lafayette last year, Bourjois will open its first flagship store in Paris. The store will introduce a critical turning point for the brand’s brick and mortar strategy, for it will be the very first shop owned by the makeup and beauty brand since 1923. Bourjois is thus moving from a strictly B2B2C model to a direct-to-consumer model, which will enable the retailer to showcase its whole range of products and services and freely highlight its brand equities.

Built in an all pink and bright boudoir-chic atmosphere, the shop’s layout will leverage the Parisian brand personality and offer new services such as the Bourjois Jolie Room, dedicated to eye makeup and manicures, and the nail bar, which offers cheap and colorful samples of nail polish. The store is a smart way to celebrate 150 years of expertise in the world of beauty. 

Contributed by Integer Paris

Collecting Shopper Data for the Shopper

73% of smartphone owners are concerned about personal data collection. 55% are wary of sharing information about their location. (NielsenWire.com)

That’s a lot of people who, in good faith, are limiting the data they choose to share, therefore limiting the potential of having better shopping experiences. In the world of big data and data collection, it’s critical that brands and retailers continue to push forward and use the information they collect to not only drive sales, but to improve and maintain positive relationships with shoppers.

The Checkout: Hispanic Edition

The latest issue of The Checkout: Hispanic Edition takes a deeper look at how these shoppers compare in the aisle to general market. This growing audience presents unique challenges and opportunities for marketers. Understanding their shopping behaviors and attitudes is paramount to generating long-term loyalty and revenue.

Hispanic shoppers seek out experiences in-stores and leverage their mobile devices to find information at the shelf. In addition, we saw differences when it comes to seasonal shopping periods and types of products they are buying, which includes when they prioritize name brands versus private label. More details along with other key characteristics about Hispanic shopper behavior can be found in this latest edition. 

To find out more, click here to download the latest edition of The Checkout. Or here to explore past issues of The Checkout.

Lagerfeld’s Concept Store Provides Holistic Digital Experience

March 2013 saw the Kaiser of Fashion unveil a brand new concept store in Paris that offers ready-to-wear collections for men and women, along with a selection of limited-edition accessories, design, and photography books.

The 200 square meter black and white shop cleverly mixes baroque-inspired and state-of-the-art digital features, paying tribute to the off-the-wall personality of the high-profile fashion designer.

Value Is in the Retailer

While I was recently on shopalongs spanning different CPG categories with female shoppers, there was one universal finding: value was associated with the retailer more than with the actual product. In marketing, value is defined as what you get for what you pay. However, when shopping certain categories, such as diapers or laundry detergent, many shoppers didn’t want to sacrifice performance to pay less. In those instances, it was all about where they chose to shop. They shopped at Target to feel good about receiving a free $5 Gift Card, or went to Walmart believing they’d find good prices on the brands they love, or bought their diapers from www.diapers.com to receive free shipping and five percent back. Value for these women was a product of the store and, therefore, factored less into their brand decision. It’s important for us to understand how different shoppers define value so we can overcome purchase barriers and effectively close the sale.  

Photo Source: www.allthingstarget.com

Oh, And Buy The Way…

Yesterday after work I accidentally wandered into a boutique fashion store, Lavish & Squalor, in Toronto. Without any prior knowledge or anticipation (I did not pay attention to any signs outside), I was surprised when I walked upstairs to discover a cafe. Yes, a cafe in the middle of a fashion store, with bar seating and a few tables with black tablecloths. On the way out, I checked their signage. Subtle, but clear: espresso bar upstairs. 

Pretty cool. And then I started thinking about the kind of shopper are they trying to lure in. Do they want shoppers who will later tell their friends “I stopped by for a coffee, oh and by the way I got this $300 blazer, too”? Is it for the companions of actual shoppers? Either way, it was a pleasant surprise, a very comfy environment, and I might go back soon. Maybe just to chat with the bar staff, but I might happen to buy something along the way. Just “buy the way!”

2013 Trend Sighting—Interactive Retail

Back in January, we posted about some of the top trends you would see in shopper marketing this year—one of which was interactive retail. Retailers and brands are not only striving to bring fun to the shopping experience through interactive retail but also efficiency. Case in point, the recent installation of Me-Ality (a self-billed "digital sizing station") in five Bloomingdale's locations. 

These installations aim to solve the chronic shopper problem of finding the right pair of jeans in the right size. I know from experience that trying on jeans is one of the most daunting shopping tasks. It requires the right mindset, knowledge, selection and setting to achieve the goal (buying the perfect pair of jeans). If even one thing goes wrong that can result in a no sale situation (which is not good for retailer or brand). That said, I would take the 10-15 seconds to give Me-Ality a shot. It appears to offer a fast and efficient way to get some knowledge (size and style recommendations) to aid the ever-daunting jean shopping experience.

Have you encountered other examples of interactive retail that have helped make your shopping process easier and more efficient?

Photo source: Mashable.com

Understanding Shoppers Around the Globe; An Integer Presentation

The Path to Purchase Institute's Shopper Marketing Summit wrapped yesterday in Schaumburg, IL. Integer's own Craig Elston was one of many speakers at the conference. Click HERE to download his presentation on Shoppers Around the Globe: The Impact of Culture and Context. The presentation explores insights from Integer's original shopper study conducted across five global markets—the U.S., India, the Nordics, the Middle East and Canada—including key global shopper similarities that allow for global efficiencies as well as how differences in shopper attitudes and behaviors are vital for developing effective shopper marketing programs.

Click HERE to visit Shopper Culture's presentation hub and explore other conference presentations.

DOOH and the Omnichannel Shopper—What You Missed at the DSE 2013

Integer's own Amy Vollet attended the Digital Sign Expo this past February and lead group discussions on:

Cultivating Connections with Today's Omnichannel Shoppers 

Digital Out Of Home (DOOH) and The Changing Media Landscape

The presentations is available for download on the presentations tab as well as other presentations from fellow Integerites.

Enjoy!

PMA 2013 Starts Today!

The Integer Group will be attending and participating at the PMA/BAA Annual Marketing Conference in Chicago, April 2-4.

Our very own Martin Ferro will be leading a discussion on Marketing to the Multi-Cultural Consumer with MillerCoors' Leonardo Torres Lizana on Wednesday, April 3rd from 4:05 to 4:55. Martin and Leonardo will discuss the latest trends and research as well as how to reach the Hispanic consumer and the insights that translate to changing shopping behavior. Come listen in and say hello!

What Role Should Retailers and Brands Play in Social Media?

Though the social web is an ever-evolving, complex space for brands and retailers to play; there are some guidelines for success. The Integer Group, in partnership with the North American Coca-Cola Retailing Research Council, recently released the final two parts of its series Untangling the Social Web. These final parts offer step-by-step tips for creating social media strategy for external communications (Part 6) and internal operations (Part 7).

Though internal and external strategies have their differences, the study indicates that both require a brand or retailer to truly understand their social role—that sweet spot where their own values and the values of their connections intersect. After all, the social web is a place that thrives on two-way dialogue. What's your contribution to the conversation? 

Download Part 6 or Part 7 to read more about how to define your own social role as well as how to activate it in the social web. 

New Integer Pulse: What's Heating Up in the Kitchen?

What’s at the heart of most homes? The kitchen. And in 2013, anything goes as long as it makes sense for the homeowner and their style of living. Below are five intriguing kitchen trends from Susan Serra on Countertalk and our thoughts on why they should matter to your business.

Modernizing classic styles: A good example of a classic reinterpretation is the new country kitchen. Forget the ducks with red ribbons. New modern country design elements include natural finishes, such as slate or matte, and engineered stone to bring an authentic look into the space. Those who are still into modern and austere will add antiques in small collections, oversized statement pieces or a touch of an urban/industrial vibe here and there to soften and warm the modern edge. Putting it in perspective: By making ads, displays and products topical to this trend, we can sync with shoppers’ design desires.

Click here to read more in this issue or here to read past issues of the Pulse.

New Shopper Insights for Download: Integer's Latest Conference Presentations

Hungry for some fresh insights about the current state of shopping? Download the latest presentations Integer has shared with the industry including:

• P2P Institute: Are We Still Shopping Smart Post-Recession?
• POPAI: Shopper Pulse
• P2P Institute: Shopping Perspectives on Health and Wellness
• IIR Shopper Insights In Action: The Emotional Shopper Journey: How Research on Shoppers' Feelings Enables You to Understand and Influence Their Behavior

Or click here to check out other presentations.

Burberry Introduces Smart Personalization for Shoppers

For the launch of its new Fall/Winter 2013 womenswear collection, the London fashion house Burberry created a seamless digital shopping experience. Following a similar principle to the Topshop “Enter the Catwalk” campaign, which provided viewers with live-streamed footage of the show and customization features, The Burberry smart personalization allows shoppers to browse and shop for items they like straight from the catwalk via their mobile devices.

Once an order is placed, shoppers receive tailor-made outerwear and bags with personalized, engraved nameplates. Shoppers are also invited to virtually

H&M Gets London's Oxford Street Buzzing

Oxford Street was abuzz, but the queue strangely quiet as H&M kicked off their four day launch extravaganza for the newly refurbished 6-floor Oxford Street flagship store at 1pm Thursday March 14th. 

Traffic was disrupted as the staff performed the Harlem Shake in front of the store shortly before the doors opened. The red carpet was rolled out, DJ's span discs and staff kept the energy and pace of the launch at around high-octane level. 

Lou and Nova greet shoppers and set the tempo.

Are You Buying Spirit for St. Patrick's Day?

I agree with NRF President and CEO Matthew Shay when he says,“St. Patrick’s Day is the perfect reminder that spring is right around the corner, and given the type of winter many Americans have had, it’s safe to say consumers are ready to shake off their winter blues with a little green.” 

But for most, St. Patrick's Day is not just about blowing off the winter blues by wearing green (and drinking green), it's also about spending green. According to NRF’s St. Patrick’s Day Spending Survey conducted by BIGinsight, the average person will spend $35.27 on green attire, décor for their home and office, and festive food and drinks. Though younger consumers may be the age group planning the most celebrations (77.3%), 35-44 year olds will be the ones spending the most at an average of $41.68. 

Knowing people are eager to spend, brands and retailers continue to market specifically to this holday and have already flooded the market with festive messages to push their products. What do you predict will be the biggest seller this year?

Are Your Shoppers Actually Connoisseurs?

Have you noticed that your friends have recently transformed into "experts" on everything? They demand the best in all their purchases, from craft beers to video games and running shoes to food carts. Having an endless supply of information at our fingertips has resulted in everyone becoming "experts on" everything with a minimal time investment. We're looking to fast-track our way to Gladwell's 10,000 Hour-Rule. A recent New York Times article explored this phenomenon that has resulted from a simple equation: consumerism plus information equals the rise of the connoisseur.

Consumers, overwhelmed by choice, are looking for the “best” of everything. Time and money constraints have made the traditional road to connoisseurship too difficult for most; however,