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.
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
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.
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!”
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?
The Path to Purchase Institute'sShopper 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.
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!
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.
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.
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.
an order is placed, shoppers receive tailor-made outerwear and bags with personalized, engraved nameplates. Shoppers are also invited
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.
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?
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,