Shopper Culture

FMI2012 - The Business Side of Social Media

If you are attending FMI2012 in Dallas next week, Jesse Spencer and Craig Elston of The Integer Group will be presenting some of some of the findings that we've published here recently on Untangling The Social Web. There will be a presentation and a panel discussion with some of the retailers who sit on the CCRRC Grocery Council. If you are attending, please drop by and say hello.

Virtual Pinboards Take Asia by Storm

In recent months, Pinterest has emerged as the fastest growing social network not only in the U.S. but Asia as well. Though Singapore and other other Asian countries account for <1% of traffic, volume has grown over 800% in Singapore since 2011 (Experian Hitwise).

Renren, China’s largest Facebook-like social network, has also launched a social pinboard mechanism called Renren Plaza, which adds in an e-commerce component. Most “pins” have a ‘go buy in the store’ link that takes viewers directly to the site where the product is available for purchase online.

While the role of sales is clear on Renren Plaza, all virtual pinboard sites offer unique opportunities for brands by providing consumers with a new visual forum to share product recommendations and ideas. One way for brands to leverage this platform is to curate and provide consumers constant snippets of inspiration. One great example is Whole Foods Market, which continuously feeds timely, relevant content onto its Pinterest board in the form of images and culinary ideas. How is your favorite brand visually inspiring you?  

Photo Sourced from: Yahoo Finance Singapore

Contributed by Integer Singapore

Brands and Retailers Help Shoppers Navigate a Sea of Options

Shoppers are creatures of habit and often default to tried-and-true brands or sale items. However, shopping is not always a simple task as shoppers are encountering more options, product improvements, new variants and more. To help ease the process, shoppers past and present use various in-store cues to simplify navigation and aid their decision process including color, logos, sale tags, packaging, or even location. But despite their efforts, shoppers still find it difficult to locate what they need or understand new offerings.

Many brands and retailers acknowledge the increasing complexities of shopping, and are starting to leverage natural shopper behaviors and desires to provide some assistance. From grocery items to sporting goods, brands and retailers are using color-coding, selection tips, and other simple tactics to help guide and educate shoppers.

Under Armour^® has placed point-of-sale signage for their Armour Bras^TM lineup. Clear color-coding, in addition to incremental product benefit information (including a small take-home informational booklet), aims to help women make the right choice first rather than face the dressing room.

Similarly, Target^® is providing in-aisle tips for items including light bulbs, vacuums, and home decor. While not promoting or marketing a specific brand, the retailer is advising shoppers on category benefits, selection options, and more.

This type of in-store messaging is beneficial for all parties involved. It helps ease the shopping process and allows brands and retailers to be more than marketers. It is allowing them to play a functional role in the shoppers’ journey while also demonstrating their breadth, value, or unique point of difference.

Disney Characters Come to Life in Singapore Malls

To promote the upcoming ice-skating show Disney on Ice, Disney set up interactive playgrounds themed “Let's Celebrate!” at malls throughout Singapore.

The promotion incorporated augmented-reality technology to allow children to interact with and virtually ice-skate with Mickey Mouse and other Disney characters. In addition to the augmented-reality experience, the playground also offered various activities like real-life ice-skating, dancing, and a coloring station for children to create their own Disney art.

Creating unique experiences for shoppers is a great way to not only gain immediate awareness and promote purchase but also build brand advocates—children in this case. For many parents, it is hard to resist their child’s request, and it is likely that Mickey Mouse, Disney, and Disney on Ice were topics of conversation well after this mall experience was over.

Contributed by Integer Singapore

Stayed tuned for more from Integer Singapore next week.

Sustainability Gains Traction in Southeast Asia

While going green has become mainstream practice in Europe and North America, sustainability as a mass movement has yet to catch on in Southeast Asia. However, signs of a green trend are surfacing, and
grocery retailers are leading the way.

In Malaysia, No Plastic Saturdays were launched in 2010 by multiple retailers, and have since been supported by the local governments. In Singapore, grocery chain Fair Price is implementing Bags From the Heart from April 22 through May 9, 2012, that combines sustainability with a charity angle. The initiative coincides with Earth Day and each purchase of a reusable grocery bag will result in a donation to the Rainbow Centre, a non-profit organization for children with special needs. Fair Price has a track record for supporting sustainability, as exhibited by opening Singapore's first eco-friendly supermarket,
complete with a recycling center, located in City Square Mall.

The approach Fair Price is taking is a wise one: involving shoppers in the process while encouraging them to adopt sustainable behaviors.

Contributed by Integer Singapore

 Stay tuned for more from Singapore in the next week.

Photo Sourced from Fair Price

 

 

NEW REPORT: Untangling the Social Web Part 5, The Effectiveness of Professional Social Networking

To conclude the 5 part series by CCRRC North America and The Integer Group, Part 5 of Untangling the Social Web examines a subsection of the social web, professional social networking.

Like social networking, professional social networking is nothing new. The social web has merely provided a new means of connecting and engaging with co-workers and other industry participants. However, this new means of connecting offers unparalleled benefits to professionals, organizations and especially recruiters including enhanced reach, real-time flexibility, and cost efficiencies.

Download Part 5: The Effectiveness of Professional Social Networking to learn more about the dynamics of the professional social networking landscape and how social networking impacts recruiting and the hiring process.

And if you have not already, click here to download:

Part 1: Assessing the Social Networking Landscape

Part 2: Identifying the Allure of Social Networking: Traits, Behaviors Motivators

Part 3: Social Networking Personas: A Look at Consumer and Shopper Mind-Sets

Part 4: The Value of Social Networking for Brands and Retailers

Valentine’s Day Spurs Innovative Retail Ideas in Asia

Brands looked beyond flowers and cards this year for Valentine’s Day in Asia. Kirin Ichiban beer pushed its “bro-quet,” while Lotte Japan and Coca-Cola Istanbul encouraged shoppers to show their affection.

Who says bouquets are just for girls?

Kirin Ichiban beer partnered with Singapore online florist Bloomdale to create a “bro-quet” of beer for ladies to give to the men in their lives. The bro-quets contained 10 refreshing mini cans of Kirin Ichiban beer, meticulously hand-arranged, and were available for purchase on the Bloomdale website.

Chocolate to the rescue!

To promote its chocolate product Ghana, Lotte Japan opened a “chocolate support house,” a pop-up store in the youth shopping district of Harajuku where visitors could get lessons on how to make unique gifts out of chocolate. On February 13, there was even a “rescue corner” for girls who needed last-minute help with gifts for their boyfriends. Source: The Inspiration Room

Kiss for a couple of Cokes

Coca-Cola Istanbul installed special vending machines designed just for couples inside some of the most crowded shopping malls. For the machine to work and dispense two cans of Coca-Cola, the couple had to demonstrate their commitment to each other by displaying affection. To see it for yourself click here.

Each of these brands brought a bit of fun to the sometimes stressful Valentine’s Day experience. And, in turn, it’s likely that many of those shoppers will have more affection for those brands down the line. We as marketers must remember that, while Valentine’s Day comes but once a year, it’s important to show your shoppers a little love every day with fun and innovative products and experiences.

Contributed by Integer Singapore

Photo source: http://beerbroquet.com/

Stay tuned for more posts from Integer Singapore in the next week.

Meet the Bonder: 1 of 4 Social Networking Personas Revealed by Study

Everyone is on Facebook, but is everyone doing the same things for the same reasons? Or “liking” the same brands? No.

According to research outlined in Part 3 of the CCRRC/Integer study, Untangling The Social Web, there are four social networking personas, each driven by a different motivator to engage with individuals and brands on the social web. 

Meet the Bonder. Sociable and fun by nature, this person's social networking mentality and behavior stems from the desire to connect and enhance relationships. The Bonder spends most of their time observing and absorbing content on the social web, but also wants to post and contribute content that would help cultivate relationships. Bonders are the quintessential social butterflies that are eager to get involved, be helpful and popular within their network(s).

Though personal relationships are top of mind, the Bonder values the ability to connect with brands too – which are most often food and grocery brands. The Bonder wants to create genuine connections with brands, feeling that it makes for a smarter and more efficient shopping experience (on and offline). Not only can the Bonder find perks by “friending” brands, but also uncover helpful content she can share back with her connections to help foster relationships.

To learn more about the Bonder and the role of the social web in everyday life and during shopping trips, download Part 3 of Untangling the Social Web entitled Social Networking Personas: A Look At Consumer and Shopper Mind-Sets. And remember to check out the Appendix for a more detailed profile of the Bonder.