Shopper Culture

Tourists Not Welcome!

Shopper Culture — Wed, 13 Jun 2018 14:22:28 -0600

Cities thrive on the income generated by tourists, but can tourism become too much? In Amsterdam, it has. Rowdy tourists partying in the red-light city is being interrupted by city officials and the city’s motto “residents come first” is gaining momentum.

Overtourism is ruining much of Amsterdam’s heart and soul. According to figures from NBTC Holland Marketing, 17.6 million people visited the Netherlands last year, which is an increase of 11 percent from 2017. Many of Amsterdam’s residents are distraught and feel helpless about the influx of tourists that grows each year. From tacky tourist shops to drunken visitors who run wild in the streets, Amsterdam’s residents are fed-up with the non-stop party.

“There’s a feeling that those who are left are not living in their own neighborhood anymore,” Amsterdam resident Bert Nap said. “Amsterdam is starting to look like a playground for visitors; what people call, Disneyfication,” Amsterdam is, after all, a place where people live and not a tourist museum.

The most surprising result of Amsterdam’s Disneyfication is that the city does not invest money into attracting more visitors, not even 1Euro, according to Frans van der Avert, Amsterdam Marketing Chief Executive. Rather, the city wants to improve the quality of visitors.

City officials are aware of the residents’ complaints and have developed strategies to combat overtourism, which includes limiting the number of days per year Airbnb hosts can rent their properties increasing the tourist tax. Other measures include diverting cruise ships from docking in the city center and regulating “wild” tourist attractions, such as Segways, beer bikes, and booze cruise boat rides. It’s not so much about making tourists feel unwelcome in the city, but rethinking how tourism can be a benefit and not a burden.

While Amsterdam does not invest in tourist attraction, it is investing in marketing efforts that encourage tourists to visit sites outside of the city center and in other less popular parts of the city. Amsterdam is using billboards, a multilingual website, and special promotional booklets to persuade visitors to visit 11 of the city’s districts, according to DutchNews.nl. Set to open in 2023, HollandWorld will be a non-gated theme park located next to the Schiphol Airport that showcases the best of Dutch economic and cultural sectors.

One curious question remains—What effect might this have on shopper culture? With Amsterdam no longer pursuing tourists, this could mean that the city might become more expensive, with airlines and travel agencies less inclined to offer deals. Without money being invested in attracting more visitors, tourists might also be left to their own devices when it comes to finding the correct tourist information. And there is always the possibility that they will choose another destination that entices them more. How Amsterdam responds to overtourism and its implications on the economy could be a lesson for all major European cities. Stay tuned.

Contributed By: Matthias Rauschen, Integer Hamburg & Lynn Gampert, Integer Humburg

Image Source: Hollandworld

Grocery Takes the Health & Wellness Spotlight

Megan McCaslin — Fri, 08 Jun 2018 15:38:56 -0600

When it comes to health and wellness, grocery is having a moment.

More and more shoppers are embracing food as medicine, and consequently heading to local grocery stores to meet their health and wellness needs.

Food-as-medicine is not a groundbreaking idea; the concept can be documented as far back as the Ancient Greeks (the famous quote “Let food be thy medicine and medicine be thy food” can be attributed to Hippocrates). But until recently food-as-medicine has been more of a “fringe” idea than mainstream. While the public’s faith in traditional medical institutions and treatments has crumbled and healthcare costs have continued to rise, shoppers have renewed their interest in the idea. As a result, the functional food and beverage space is exploding. And in the last year, health and wellness spending at grocery has started to rival mass and drug expenditures.

The food-as-medicine lifestyle encompasses more than increased organic and natural options. In response to growing shopper interest, grocery stores are adapting in innovative ways. They’re redesigning the grocery retail experience to accommodate wellness services and support, and playing an active role in shopper health management.

Several U.S. grocery chains have adopted a concierge culture to demystify the in-store health and wellness experience. Numerous grocery stores—including Albertsons, ShopRite and Hy-Vee—have enlisted in-store dietitians to provide one-on-one consultations for customers. These dietitians lead walking tours throughout the store, pointing out healthy alternatives and easy ways to find balance on your shopping list. ShopRite has even developed an entire line of products, “Wholesome Pantry,” free of 110 artificial ingredients; everything on the list is recognizable and easy to pronounce.

In California, St. Joseph Hoag Health launched a program called “Shop with Your Doc,” which is exactly what it sounds like—physicians that accompany customers through the aisles of Ralph’s, providing grocery suggestions and answering any nutritional questions in real time. PCC Community Markets in Seattle have also taken the idea further by offering workshops on decoding food labels and wellness-themed cooking classes, including popular options such as Good-Mood Foods and Anti-Inflammatory Reset.

These efforts are no small undertakings, but they do allow for industry differentiation and present a reenergized case for brick-and-mortar locations. And as healthcare, wellness, and retail continue to merge, shoppers can trust they have a new partner in health: their grocery store.

Contributed by: Megan McCaslin

Image Source: Pexels

NEW STUDY: The Socioeconomics of AI

Shopper Culture — Tue, 29 May 2018 10:59:45 -0600

Our fourth and final installment of our AI study is available for download here.

At the beginning there were more questions than answers when it came to AI’s collision with commerce. But as we wrap up our four-part study, we can reflect on all we’ve learned.

We learned:

In Part 1: that today’s shopper is curious about AI and starting to scratch the surface when it comes to AI capabilities—seeing AI as an assistant that can help with simple tasks like playing music or creating a shopping list.

In Part 2: that tomorrow’s shoppers are open to letting AI make purchase decisions for “chore” transactions including everyday household items. But they are not ready to give up power completely. Rather, they have a desire for AI to enhance its services with a value slant toward finding deals, saving time, or offering more customized suggestions tailored to people’s specific needs.

In Part 3: that your preferred retailer can affect your desires and perceptions of AI. Tech-forward companies like Amazon and Walmart have shoppers that are more open to embracing AI for shopping, while core grocery shoppers are a tad behind the adoption curve.

In this fourth and final part of the study, we examined the data in light of the varying socioeconomic factors affecting today’s shopping culture. We explored whether attitudes toward and adoption of AI technology differed based on socioeconomic factors including household income, education levels, and region.

Click here to download Part 4 of the study Embracing The Machines, AI's Collision with Commerce—and if you missed Part 1-3 please visit Our Studies page to download all of the papers.

The Memorial Day Emotional Rollercoaster

Megan McCaslin — Fri, 25 May 2018 06:00:00 -0600

When you think of “Memorial Day,” what comes to mind first?

A) The unofficial start of Summer

B) BBQs and beer

C) Honoring the 45+ million who have served in our military during war time

D) A very welcome long weekend

E) Best time of the year to buy a refrigerator

Like most Americans, you probably had a difficult time deciding on just one “reason for the season.” Since its inception, Memorial Day has nearly always been a “tug-of-war between solemn remembrance and summertime fun." The holiday lies at the apex of tradition and seasonality. It subconsciously ushers in summer food cravings and outdoor activities. And at the same time it’s also a sacred time to recognize and pay our respects to those that have served in our military. These distinct forms of thought provide challenges for both consumers and brands.

No matter how you slice it, Memorial Day is an emotionally-charged weekend, something we shopper marketers must recognize. Emotions are powerful tools: 70% of consumers agree they will spend up to twice as much on brands they are emotionally attached and loyal to (“Loyalty Deciphered— How Emotions Drive Genuine Engagement”, Digital Transformation Institute, 2017). Particularly on a weekend like Memorial Day that is marked by an emotional range, from grief to joy to belonging, we must tread carefully and thoughtfully.

On this holiday, it’s even more important for brands to lean into their most authentic voices and align with their consumers’ and shoppers' values—whether those be honoring veterans that have served or firing up the grill.

Contributed by: Megan McCaslin

Image Source: Stock Snap

GDPR: Its Impact On Shoppers and Marketers

Shopper Culture — Thu, 24 May 2018 12:55:44 -0600

The General Data Protection Regulation (GDPR) goes into effect on May 25, 2018. Created to provide more control and better privacy protection to European Union residents, the GDPR compliance regulation affects all companies that are either marketing to or collecting data from EU consumers.

What US Marketers Need to Know?

Even if you work on US brands, your marketing may still be reaching shoppers from the EU—in fact, the terms used in the legislation are “data subject” and “natural persons,” which include non-citizen residents of and visitors to the EU for the duration of their stay. Therefore, consider that your next email promotion could reach U.S. citizens who are traveling or spending time living abroad and be subject to this legislation.

Also keep in mind that the GDPR can apply to brick-and-mortar as well as e-commerce. For example, shoppers paying with a credit or debit card, providing personal information such as a name or shipping address, or participating in a customer loyalty program can all fall under GDPR protections.

As far as financial penalties, non-compliance can lead to a maximum penalty of 20 million euros or 4% of your total global revenues, whichever is greater.

What Can Shoppers Do?

Previous data breaches and cyber attacks have affected billions of people, generating viral media attention. According to the 2017 State of Consumer Privacy and Trust survey, 69% of consumers were concerned about security and privacy with Internet of Things devices.

With this new legislation shoppers will be able to request that their personal data be erased and no longer processed by third parties. It will be important for brands and retailers to be able to accommodate new shoppers driven requests and inquiries.

What Should Marketers Do?

To account for these changes, marketers should consider conducting an audit to ensure their current marketing platforms and initiatives are GDPR compliant. Some items to pay special attention to when determining any required changes are digital fill-in forms, proof of consent for engagements and data collection, and lead scoring.

If you are unsure of or not willing to move forward with a robust GDPR compliance plan, consider removing all EU consumer data from your databases and ensure your program collects consent moving forward.

Can I see an example?

Many companies have already responded to the GDPR, as you may have noticed when seeing new pop-ups on websites that ask for consent to collect data or when signing up for a new customer account.

Walmart Canada makes it clear to shoppers that signing up for emails is completely optional when creating an account online: see here. The form shows an active email opt-in with the word "optional" in parentheses and explains the type of content subscribers may receive. In comparison, the form on Walmart's U.S. website also shows an active opt-in, but with much less detail: see here.

Final note…

While there may be some uncertainty right now, responding to the GDPR will be advisable: Correcting bad data collection practices and enforcing transparency can enable more personalized and meaningful relationships with your consumers and shoppers, wherever they may be located.

For more information, an official PDF version of the GDPR can be viewed here: https://gdpr-info.eu/.

Contributed by: Nina Bressau, Integer Dallas

Image Source: Unsplash

Shopper Acquisition Vs. Retention—Where Should Brands and Retailers Invest?

Shopper Culture — Tue, 22 May 2018 10:00:00 -0600

Brands and retailers often struggle with finding a balance between acquiring new shoppers and retaining shopper loyalty.

On one hand, a loyal customer spends more per shopping trip. In fact, the average basket of an existing customer is 15—25% higher than the average basket of a new customer. Therefore, it is important for brands and retailers to build loyalty among shoppers—especially as competition intensifies and buying opportunities proliferate.

On the other hand, according to Statista, today’s shoppers subscribe to 17 loyalty programs on average. Unfortunately, after signing up for a loyalty program, many shoppers forget about the advantages that initially lured them in and fail to make use of the loyalty program benefits. The ultimate result is that shoppers do not stay loyal, forcing brands and retailers to continually chase after new and lapsed shoppers.

To combat this, some French brands are refocusing their marketing efforts to better communicate the unique and compelling benefits of their loyalty programs to both attract new shoppers and drive more effective usage of the loyalty program among current shoppers.

For example, French distribution company Monoprix has recently simplified its loyalty program to be more enticing. Instead of points, Monoprix will offer discounts credited directly to a shopper’s loyalty card, which they can then spend as they wish. As an additional incentive, Monoprix has also has set up a personalized website for its top 100,000 loyalty card customers. These shoppers will be able to choose three products out of 4,000, on which to receive additional discounts of 10—20%.

To promote this simplified strategy, Monoprix has also begun investing more heavily in marketing its shopper loyalty programs. Previously, its loyalty programs were only communicated in store to trigger impulse purchases. However, Monoprix has begun running numerous national campaigns—including print and TV—to communicate the benefits of its loyalty programs. These out-of-store communications not only help attract new members to the loyalty program, but also help the retailer remain top-of-mind for its current loyalty members.

In more emerging markets, such as France’s highly competitive on-line banking sector, customer acquisition and retention are major hurdles to overcome. In the Fintech marketplace it is not rare for shoppers to receive multiple offers from competing banks with increasingly tempting benefits such as 100€ for opening a new account, no bank fees etc. To retain shoppers after the initial sign-up some banks then require shoppers to use their Bank Card more than fifteen times a year, or sign up for additional bank services such as a saving account or financial advisement.

In a digital world where promotional offers are a part of our daily lives, a loyal customer is more valuable than ever before making loyalty programs particularly important. As brands and retailers face an increasingly competitive market, they must devise creative and strategic solutions to drive both acquisition and retention equally.

Image Source: Pexels

Contributed By: Jeanne Le Barbenchon, Integer Paris

Buying a Piece of the Royal Wedding

Shopper Culture — Fri, 18 May 2018 11:41:20 -0600

As the royal wedding nears, fans are not just tuning into the coverage but also looking to own a piece of this cultural moment. Royal wedding souvenir sales for items including mugs and tee shirts are rising because they are an easy way for shoppers to participate in the event. In fact, shoppers have been buying royal wedding memorabilia for decades and in 1993, official souvenirs began being produced by the Royal Collection Trust.

While the retail sector will benefit from these souvenir sales, other sectors are also set to benefit as fans flock to the event in person. Tourism, catering and pubs are also likely to see a burst of sales as fans look to be part of the big event.

It is cultural moments like these that captivate consumers' hearts and have the power to turn them into shoppers. But it is important for brands and companies to find an authentic and meaningful way to connect with and sell to shoppers. For example, offering items or services that offer access to the experience, capture the memories, or enhance the moment are in the interest of the shopper and likely to be well received. Will you tune in and buy a piece of the royal wedding?

Contributed By: Kira Walstrom, Integer Denver

Image Source: Royalty Free Shutterstock

CXpert Panel: Analytics to Action

Shopper Culture — Fri, 18 May 2018 05:27:00 -0600

Creating shopper centric programs that connect with shoppers in relevant and meaningful places is key to building the bridge between brands, retailers and shoppers today.

Are you curious to learn more about CX analytics and action, customer-centric culture, organizational adoption and accountability? Then stop by the CX Talks: The Customer Experience Summit happening in Dallas on May 21st and 22nd. Integer's own Dennis Dennis Wakabayashi, VP Digital and Commerce Integration, will be speaking on the CXpert Panel: Analytics to Action, led by Diane Magers, CCXP CEO, CXPA and Founder, Customer Experience Catalysts.

Stop by at 1pm for the CXpert Panel: Analytics to Action if you are in town.

Image Source: CX Talks: The Customer Experience Summit

Taking Back Control of the Omnichannel Purchase

Shopper Culture — Thu, 03 May 2018 07:40:20 -0600

We’ve moved beyond the age of eCommerce as being a separate entity from brick-and-mortar retail. Increasingly, the two are becoming one and the same, influencing decisions across channels and even individual retailers. Shoppers no longer think of eCommerce and in-store as separate experiences or merely transaction points, and as marketers, neither can we.

We can see this in recent statistics concerning Click-and-Collect (or buy online, pick up in store) shopper behavior, which shows that after making selections online, 69% of shoppers will purchase additional items in store when picking up their online purchase.

Or consider mobile search in store, which we’ve seen develop as a standard shopping behavior over the past several years. As Bloomberg reported this past holiday season, 49% of shoppers will first turn to Amazon.com for a product search. From our research, we know these searches often happen in conjunction with an in-store experience when shoppers are in the aisle.

It might seem challenging to start meeting shoppers everywhere at every touch point with relevant content to move them to transaction. However, there are two fundamental steps brands are taking to ensure they’re guiding today’s eShopper in just the right moments.

1. Enhanced Content

Amazon started incorporating a more advanced version of its “A+” manufacturer content this year, which includes enhanced content like engaging videos, beautiful imagery, and other immersive content that allows product pages to feel like native brand experiences.

It’s important to note that this content trend isn’t limited to Amazon. Online search is now a key experience point in shopper journeys, and retailers across the board are taking note and asking themselves, “How can content keep shoppers on a retailer's or brand’s site and eliminate the need to jump to platforms shoppers usually rely on for visual information like YouTube, Instagram, etc.?”

The key is developing enhanced content that serves the shopper first, beyond functional product descriptions and images. What is it about your product shoppers want to know more about? How can you, as the brand, help?

The most successful brands—take Dove, for example—are starting with the shopper’s “why?” and developing content to meet those needs.

2. Store Locators

Shoppers now expect the ability to move from everyday experience to purchase in seconds. Due to experiences with Amazon or Instagram’s expanded shoppable photo functionality, we are now living in an age of hyper-convenience and frictionless commerce.

And what we’ve observed through our studies on eCommerce behavior, is that convenience-minded shoppers don’t necessarily care where they purchase a product, further blurring the lines between retail experience decisions.

If we, as marketers, also break down the walls between retailers and focus on simply helping shoppers purchase products, store locator technology will play a central role in meeting that need. However, directing shoppers to stores has moved beyond simply stating “Available at These Retailers” at online touch points.

Brands like Gerber have taken a more sophisticated approach, embedding options for online purchase within product content pages on their website. Shoppers are served multiple online retailers along with pricing, so they can move to purchase via the experience of their choice with a simple click.

Advanced store locator functionality also works for driving shoppers to physical locations. For example, Facebook and Instagram ad units now leverage location-based data, serving directional maps within visually appealing carousel units, guiding shoppers to the nearest brick-and-mortar location.

By reconsidering where and how shoppers are served store or product location information, brands begin to take back control of the omnichannel purchase journey from a place of helpfulness to shoppers.

Image Source: Burst.Shopify.com

Contributed by: Elizabeth Lowe, Integer Dallas

Growing Up Alpha: A Look Into Parennial Upbringing

Shopper Culture — Thu, 26 Apr 2018 12:13:15 -0600

In a world where there’s no shortage of information or opinions, Gen Alpha stands to reap an entirely different upbringing compared to generations before them thanks to a growing segment of “Parennials” (16 million Millennial women are now mothers, aged 24—37, with 10,000 more children being born each year). Whether trying to compensate for their own upbringing or simply taking advantage of the volume(s) of information available, Parennials are caught in a self-inflicted conundrum: radically balancing the old with the new.

Knowing the pitfalls and mistakes of their own upbringing (hello, helicopter parents and labels of entitlement), Parennials are trying to buck previous conventions. The result? Straddling the line between a host of new decisions: under- vs. over stimulation. Outdoor playtime adventures and tech-focused software tools/classes. Confidence and humility. Grit and vulnerability.

The list goes on.

From the rise of co-parenting to celebrating differences, the beliefs and value systems of Parennials will undoubtedly pave the way for their children’s behaviors and preferences. So while time ticks on, how will Generation Alpha’s shared values (ones which are leaning toward: inclusivity, positivity, and diversity) shape future purchase decisions? While it’s too soon to tell, there are a few key guideposts marketers can employ now.

Step 1: Talk to Dad. One in five Dads now play the role moms have traditionally played, and 88% feel it is somewhat important to be the “perfect dad.” At the same time, they are consistently underrepresented in marketing.

Step 2: The apple doesn’t fall too far from the tree. Generation Alpha will co-opt some of the behaviors and preferences of their parents; recognize this extension and strategically incorporate it into communications.

Step 3: Proudly improvise. Acknowledge that we can’t be everything to everyone (parents and brands), but we provide support along the way.

Contributed by: Kristina Ford

Image Source: Unsplash

Earth Day Reminds Shoppers to Make a Change

Shopper Culture — Tue, 24 Apr 2018 09:43:42 -0600

When it comes to changing people's habits, sometimes seeing is believing. But what if you cannot see the problem? What if it's so glacier in nature that it goes unnoticed or is downgraded in the minds of the people? Environmental issues such as pollution, are one such thing. They often go unnoticed by culture and are accepted as the status quo.

In the wake of Earth Day, environmental concerns remain high despite ongoing efforts to educate people and encourage sustainable and eco-friendly purchases. Beyond big facts and stats, people are looking for new ways to raise awareness and hopfully prompt people to change how they live and shop for the good of the planet.

Recently, British artist Michael Pinsky created an installation of five geodesic domes, or pollution pods, in London intended to replicate the atmospheric conditions in Beijing; São Paulo, Brazil; London; New Delhi; and Norway’s Tautra Island by recreating the air using safe chemicals. The installation put the spotlight on the issue of pollution and helped people truly see and experience air quality across the globe. The reactions he received proved that sometimes it takes seeing an issue in a new light to really make an impact.

As cultural awareness about pollution and other environmental issues rises, we can only hope that it will affect change not just in perception but in habit and action. Shoppers readily have access to eco-friendly products, plastic alternatives, diverse commuting options and more. But it will take ongoing efforts to truly change shopping habits with the environment in mind. How can we help shoppers see the impact they can make on the world when they are at shelf?

Contributed By: Kira Walstrom, Integer Denver

Image Source: Unsplash

It’s Prime Time for Brands to Air Their Dirty Laundry

Shopper Culture — Tue, 24 Apr 2018 08:00:00 -0600

At a time when people are scrutinizing how much the media can impact perspectives (and…elections) like never before, some brands are taking the opportunity to showcase past mistakes with the hope that, by doing so, they will be able to demonstrate their commitment to rectifying past mistakes and win over shopper loyalty. The overarching sentiment is, “that’s who we were, but not who we are anymore. Trust us.”

One great example of this is National Geographic’s recent race-themed issue. In it, National Geographic explores how race defines, separates, and unites us, while also taking a look at the role the magazine’s own content may have played in driving our ideas about race. To do this, National Geographic recruited historian John Edwin Mason to analyze its photos and articles published over the past 130 years. Mason found that subjects of color were typically depicted as “savages,” and bare-chested women were often photographed to entice male readers. In Mason’s words, National Geographic promoted the view that the “black and brown world was primitive and backward and generally unchanging.”

This content is running in National Geographic current issue because—in its words—“For decades, our coverage was racist. To rise above it, we must acknowledge it.”

Several other brands are making moves to come clean about their past as well. For example, Brazilian beer brand Skol recently hired female illustrators to rework its sexist ads. Meanwhile, Lancôme recently rehired 63-year-old model Isabelle Rossellini, who the company had fired 20 years ago for being “too old.”

Brands evolve, and a necessary part of that evolution is shedding norms that, in the light of new generations, show their age. The problem is, people raised in an information age aren’t likely to just forget brands past missteps. In addition to asking "what do you value?", today's shoppers ask "how do you show it?" What brands like Nat Geo, Skol, and Lancôme are doing now puts them on the right path toward building what will ultimately become a collective history of who they are. However, it’s what they do next that will cement their sincerity.

If there are skeletons in a brand’s closet that need addressing, can they do it in a way that showcases the values they hold now? If so, it might be a good time for them to come clean.

Contributed By: Reaghan Roche, Integer Denver
Image Source: Adweek.com

The Vegan Shopping Revolution

Shopper Culture — Mon, 16 Apr 2018 06:05:00 -0600

One of the most striking food trends of 2017 was flexitarianism, with one in three people saying they were trying to reduce their meat intake. But in 2018, the vegan food revolution is sweeping the U.K. and becoming a mainstream movement that affects not only what shoppers buy but also how retailers approach their product mix.

According to The Vegan Society, more than half of U.K. adults are now adopting “vegan buying behaviour,” while the number of full-time vegans has grown fourfold in the past 10 years. Veganuary—a pledge to not eat animal products during January—is one example of this growing trend, and we are seeing supermarkets across the U.K. embracing it.

For example:

— The Wicked Kitchen, the largest supermarket-owned brand of 100% plant-based meals, from crispy carrots pastrami to sourdough pizza, went on sale in January in 600 Tesco stores.

— Online grocer Ocado has added 90 products to its dedicated vegan site.

— Manufacturers are responding to the growing interest in plant-based diets with successful NPDs like the vegan Baileys Almond, which was released in major U.K. supermarkets this year.

— Mintel research also highlights potential for vegan chocolate across Europe. More than half of chocolate eaters in Spain (55%), France (53%), and Poland (53%) are interested in vegan chocolate. Vegan confectionery is also slowly being introduced into the U.K.: in 2017, 8% of chocolate launches in the U.K. were vegan.

— Restaurants menus are getting a vegan makeover, like Pret A Manger, which introduced a range of vegan pots, or Pizza Express and Pizza Hut both offering pizza with vegan-friendly cheese.

The demand for vegan and cruelty-free makeup also continues to rise. In 2017, Superdrug launched its own-brand vegan make-up range and opened its Little Vegan Pop-Up in east London in March.

Veganism is not a passing fad. There is great potential for retailers to meet shoppers’ demands with more options that have vegan credentials. As more shoppers (especially a core younger demographic) seek more nutritious or ethical choices, there are opportunities for brands and retailers to engage shoppers with solutions like “free from” aisles, plant-based alternatives, or innovations that support a more balanced and healthier lifestyle.

Contributed By: Laurence Poichot, Integer London

Image Source: Unsplash

Genderless Beauty On The Rise

Shopper Culture — Wed, 11 Apr 2018 06:33:00 -0600

The face of beauty today is vastly different than where we've been. And as culture embraces the many faces of beauty, we are seeing genderless beauty become mainstream. Unisex cosmetics, skincare, razors, fragrances and more are hitting the market with bold, simple design and that suits the needs of the consumer regardless of gender.

For example, Mio Skincare's 'Gym Kit' is does not target men or women but rather health conscious consumers who love fitness.

Similarly, companies like Basik are offering genderless razors and other household items. The founder of the company explains, "I learned that there, in fact are physical differences in the razors for men and women. Though, these differences are related only to the function of the product, which isn’t always related to the gender of the consumer. For example, the blades are different for shaving beard than for shaving legs, but this doesn’t mean that they should be marketed only towards one gender.” Basik reflects this sentiment through design stating that the company "sees gender-neutral packaging as a factor that can encourage gender equality and create a more sustainable world."

As gender norms continue to evolve, we expect to see more beauty products align with needs and benefits rather than gender. Shoppers are reacting positively to these new offerings, embracing unisex options that have sleek modern design. But with genderless brands on the rise will classic brands and retailers have to reconsider their communication? Their aisle configurations and shelf sets? Or how they think about beauty overall?

Contributed By: Kira Walstrom, Integer Denver

Image Source: Hellsten

Prepare for Plastic-free Shopping

Shopper Culture — Tue, 10 Apr 2018 12:27:49 -0600

The Dutch chain Ekoplaza has just launched Europe’s first plastic-free supermarket aisle. Shoppers can choose from more than 700 products wrapped in biodegradable materials that look similar to plastic at no extra cost. This initiative comes at a time when the debate around reducing plastic waste from supermarkets and manufacturers is experiencing a new push, with initiatives such as the LADbible Trash Isles and the U.K. government putting the reduction of plastic waste at the heart of its environmental plan.

24% of Britons express “extreme” concern about plastic packaging in grocery stores and 42% want food and drink manufacturers to make recyclable packaging their top priority. What so far has been an issue for a niche audience of committed environmentalists has grown to become a concern for the mainstream shopper. Fueled by small “zero-waste” or “plastic-free” stores popping up all around the U.K. and the fact that recent findings revealed that U.K. supermarkets produce around 1 million tonnes of plastic waste each year, the issue has slowly been picked up by brands.

British frozen food retailer Iceland is the first U.K. supermarket committing to remove all plastic packaging from its own products within the next five years. This pledge shows that retailers can only be half of the solution; manufacturers have to commit as well. As an example, Evian wants to become “circular” by 2025, using its materials in a closed recycling loop.

With 33% of consumers choosing to buy from brands they believe are doing social or environmental good and 80% of shoppers willing to endorse a supermarket that goes plastic-free, retailers and manufacturers are challenged to find solutions. Backed by government support, this fight against plastic is not going to end any time soon.

Contributed By: Lukas Quittan, Integer London
Source Image: Pixabay.com