Mobile usage across a number of retail touchpoints continues to gain popularity. But most shoppers have yet to adopt it or only think of using their mobile to price check in store. How do we bridge mobile commerce and retail?
At AdvertisingWeek starting September 29th, a panel of speakers including Integer's own Morgan McAlenney and Jill Anderson will go over how the shopper is interacting with their phone before, during and after shopping, discuss technologies being used to bridge mobile and retail, and show examples of what is and isn’t working.
Some of the technologies being used allow smartphones to “tap” against another object to trigger action or
Health and wellness is not only a dynamic category but also a topic of growing importance to shoppers today. Expo East, an annual conference that features cutting edge trends and products in the health and wellness space, was held last week in Baltimore.
At the conference, Integer's own Lesley Loftis shared some research conducted by Integer on the health and wellness shopper. It discussed how they view health,
You want something — you take it. You don’t like something — you change it. Because that’s what pirates do.
September 19 is national Talk Like a Pirate Day. In honor of this oh-so honorable holiday, we thought we’d take over the Pulse and challenge the status quo. After all, some things can’t get better if you don’t blow them up (figuratively speaking only — no cannonballs, please).
Sometimes, acting like a pirate allows you to break out of the everyday and do something radically different. At Integer, we find it useful to invite our clients to “piratize” certain projects. Why? It removes the rules that sometimes limit risks and rewards you with the freedom to learn, to iterate, to innovate. And, surprisingly, they ARRR more willing than you think. So shiver me timbers and grab some grog, here are some ideas on how you can seize the day, save the ship and steer your creative in a new direction.
With all eyes on the launch of the iPhone 6 today, it's safe to say that interest in mobile development is still going strong.
Not only are manufacturers continuing to make advancements in mobile functionality and features but businesses and shoppers are advancing the way they use mobile phones—including using them for simple chores like grocery shopping.
Today's mobile shoppers can not only make their list on their mobile phone but also buy their groceries.
Instacart is one of several companies that use the power of mobile to make every grocery shopper's dream comes true—the dream of having your own personal grocery shopper and delivery service.
Through the Instacart app you can request items that a "personal shopper" will hand pick from select stores and deliver. The company recently expanded its offerings beyond Costco and Kroger and teamed up with Whole Foods. It even has Instacart personal shoppers embedded in the stores to make delivery times faster—a key differentiator for shoppers looking to ease the grocery shopping process.
While Instacart is only active in select cities, it will be interesting to see how it resonates with mobile shoppers and shoppers in general. Will shoppers trust an app to select their produce the way they trust their iPhone to manage their schedule? We'll have to wait and see.
The Precision Planner epitomizes the informed Chinese shopper. He tends to spend more money on fewer items, because he has done the research and focuses on premium brands, product quality, source, and the integrity of ingredients.
Impulse buys are a foreign concept to him, and he is 233% more likely tan other segments to stray from a purchase simply because he could not find the exact product and brand that he had planned on buying. Sales promoters, bundle-packs, and even free samples aren’t likely to convince him to buy. He knows what he wants, and will not have it any other way. To learn better about how to influence his decision making, download the study, Checkout China, here.
While it used to be that the majority of people, whether rich or poor, saw themselves as middle class, now, almost 40% of adults define themselves as lower-income (Iconoculture, 2014). This class shift has lead to a cultural mind-shift. Certain behaviors that were traditionally thought of as “low-income activities”, such as DIY projects and buying from dollar stores, have gone mainstream. Even pop culture has caught on with musicians shifting their lyrics from a focus on big cars and bling to thrift shops and never becoming royals.
All this adds up to a surge among retailers and brands targeting this group. The discount channel is growing exponentially, with stores such as Dollar General expecting to open as many as 700 stores in 2014. Check checking and payday-loan stores, which often serve the financial needs of low-income consumers, outnumber Starbucks and McDonalds. Even brands that have traditionally targeted high-income consumers are changing their tune. American Express has done a great job expanding what was once an exclusive membership to include low-income consumers through its prepaid card products like American Express Serve or Bluebird by American Express and Wal-Mart.
American Express is an example of a brand that approaches the low-income audience the right way. From offering straightforward and convenient prepaid card fees that appeal to the audience’s desire for simplicity to leveraging the greater community through short-films like Spend, the brand is making an effort to connect with low-income consumers in a real way. What are some other ways that retailers and brands have appealed to low-income consumers?
The Experience Lover is the only segment of Chinese shoppers that spends more than the overall average. The Experience Lover is the most valuable Chinese shopper segment at RMB 12.5 Billion a year. She spends more time and more money per trip than any other segment, and that’s because shopping is her hobby – and she loves it. It’s both a way of relieving stress and getting her fill of fun for the day.
She loves promotions, and she’s 14% more likely to stray from her original purchase to another brand that offers a promotion than the other archetypes.
Sensorial effects that combine everything, sight, smell, sound, taste, and feel, provide the key to gaining her patronage, as just under 50% of her purchases are impulse buys. To get to know the Experience Lover, download the study, Checkout China, here.
The two experiential shopper archetypes now collectively constitute 54% of China’s Fast Moving Consumer Goods (FMCG) category. A vital reason for the failure of many brands to engage shoppers comes from this disrupting new shift from rational to experiential.
Traditionally, Chinese shoppers have exhibited rational thought processes and behavior when it comes to spending their money. However, with increasing disposable income, shoppers require more than just the excitement and functionality of the products they buy. They also want their shopping experience to be entertaining and fulfilling.
This rise in the experiential Chinese shopper is driven by growth of the Experience Lover (27%) and Precision Planner (27%) archetypes and the decline of the Time Saver (25%) and Strategic Spender (21%) archetypes. Discover the insights about these four Chinese shopper archetypes by downloading the study, Checkout China, here.
It's no surprise that coupons and deals are a big reason for shoppers to follow their supermarket on the social web. In fact, it is the number one reason according to a recent study, Untangling The Social Web Part 8—a study on social media's impact on grocery shopping.
While more and more shoppers that follow their grocer are exploring other benefits including finding out about events, recipes, news and even customer service, there are many that have not even tapped into this connection with their grocer. In fact, the study found that 32 percent of Facebook users, 72 percent of Twitter users, and 79 percent of Pinterest users do not follow their primary grocer on the social web, with top reasons being that it simply "never occurred to them" or that they find that information elsewhere.
How can grocers connect with these shoppers and support these connection with more than coupons? Afterall, shoppers can find those in many places, what can they get from connecting online?
The #icebucketchallenge has gone viral, reaching our family, friends, neighbors and celebrities a like. Even some companies are getting in on the action, including Integer.
Supporting causes not only resonates with us as people but also as shoppers. It can help shoppers choose between brands at shelf and increase brand affinity.
For decades, brands have been using causes in shopper marketing to sway shopper decisions. But could this recent #icebucketchallenge change the way brands view cause marketing? Instead of donating money or product for every shopper purchase, could brands invite shoppers to participate in their donation efforts? And in turn would that affect shoppers' decisions?
Nowadays, it seems like every week I learn about another retailer having its credit card information hacked. The most recent victim was Supervalu, the owner of Cub Foods, Shop 'N Save, and three other supermarket chains. This growing crime spree has a significant impact on the retailer, the shopper and the financial institutions. As a result, shoppers are opting to use good old-fashion cash, financial institutions are starting to switch to chip-and-pin cards, and retailers are trying to regain shoppers’ trust. I am sure these events will have a significant impact on shoppers’ behaviors and emotions, and what that will be, we have yet to discover.
Today, I saw a stat on Good Morning America stating that 36% of respondents would visit an in-store medical care center. This information was shared in the context of an announcement that Walmart will be opening Care Clinics in rural areas of South Carolina and Texas. These clinics will provide affordable medical treatment to residents/shoppers who cannot afford treatment and/or do not have access to care because of their remote locations. A visit will cost clients $40; and after the visit, prescriptions can be picked up at the pharmacy where Walmart offers a 30-day supply for only $4. An additional perk is the fact that shoppers can coordinate their medical visit with their grocery shopping trips, maximizing their time and transportation.
So how is this different from what Walmart already does? Well for starters, Walmart does not run the existing medical clinics; it hosts leases with local hospitals. These new clinics will be fully owned and operated by the company and branded explicitly as one-stop shops for primary care. In addition, the clinics will be open longer and later than competitors: 12 hours per day during the week and another 8-plus hours per day on weekends. This format is similar to what Walgreens currently offers in its retail stores.
So why is this a big deal for shopper research? This concept is being offered when medical care is a big issue, and it provides shoppers with more power and control over how and where they spend their money in a market that is controlled and restrictive. Also, this concept overlays efficiency and expands on one-stop shopping. We should monitor how this influences shoppers’ behavior and how it changes the landscape.
Building on a trend from last year, in 2014 there will be even fewer shoppers planning to shop for back-to-school products and promotions with 36% of reporting they will not shop for back-to-school this year, up 5% from 31% in 2013. With fewer shoppers to compete for, retailers and brands have to outperform the competition and focus their programs and promotions on the factors that shoppers care about most. Of course, the leading factor is finding the lowest price, but two other factors are growing in importance compared to last year: finding the highest-quality products and having fun while shopping. And these two factors are a bigger opportunity for retailers and brands to truly differentiate themselves and capture more traffic and sales.
To learn more, click here to download the latest issue of The Checkout including 2014 Back-to-School shopping trends, the growing importance of digital, and the difference in shopper behaviors across ethnic groups. Or click here to explore past issues of The Checkout.
On August 1, I walked into a store and immediately had a sick feeling in my stomach. All I saw were rows and rows of Christmas decorations. My first response was, Are you serious? This is horrible. Children are still on summer break, and we have a number of holidays before this one, e.g., Halloween and Thanksgiving. So why has this retailer chosen to put out Christmas decorations? Because I am a curious shopper and like to know the reason behind a behavior, I asked a store associate and was informed that the Christmas products arrived in May and that this year’s arrival is later than last year, when the store had decorations out in July. I understand that there is a population of people who plan their Christmas celebrations well in advance and look forward to seeing row after row of decorations, but I do not. I would like to manage the holidays one at a time and in order of their occurrence. How many shoppers are buying Christmas products in August? Are there enough to justify the retailer’s May product arrival and storage and July/August stock date? How many shoppers are turned off by this behavior?