Tagged 'shopper marketing'

‘Nonline’ Shopping: The Next Great Digital Marketing Opportunity

Posted by Keith Trivitt on November 12th, 2012 at 11:30 am

As the 2012 holiday shopping season heats up, one trend many marketers and analysts will closely monitor is the concept of “showrooming.” Showrooming occurs when consumers try out merchandise in stores then go online to buy them, often at a discounted price.
Fifty-six percent of American consumers are expected to participate in some aspect of showrooming this holiday season, according to Mobile Marketer.
Showrooming is driving many brick-and-mortar retailers crazy as they attempt to thwart the effects of Amazon and other online retailers on their bottom line. It’s also causing several well-known global retail giants, including Best Buy, to seriously rethink the physical size and make-up of their stores.
So what’s a savvy retailer marketer to do in the wake of showrooming’s rise and dominance of commerce?
The marketing geniuses at Google might just have the answer. After surveying 1,500 holiday consumers about their shopping habits, Google has found that the “lines between online and offline commerce are blurring,” according to Direct Marketing News. Google details these findings in its recently released Pre-Holiday 2012 Consumer Intentions study.
Despite dire predictions within marketing ranks that consumers would start to skip physical stores entirely in favor of online shopping, Google’s study finds that isn’t the case. In fact,... Read more

Winning at Shelf in the Digital Age

Posted by Shaun Quigley on February 22nd, 2012 at 5:51 am

Retailers have always observed people in their stores to gain insight into how to create a better shopping experience. Where does the customer go upon entry? Can she find the right aisle?  Does she read product information or does she grab-and-go? These insights were critical to “winning the customer at shelf” – for both retailers and brands alike.
But while these insights are still relevant today, they don’t provide nearly enough value—or context—to truly bond with today’s socially-connected, location-aware shopper.
Whether it’s for electronics or egg whites, power has completely shifted to the consumer.
Industry wonks have playfully labeled this trend MoSoLoCo. That is, the effects of mobile devices, social media, and location-awareness on all forms of commerce. It’s driven by three things:

Smarter, faster technology (mobile devices)
Access to information and trustworthy opinions about anything (social media)
More relevant contexts (location-aware)

Commerce is mobile (mCommerce)
The ability to initiate or complete transactions via mobile is still in its infancy, but usage is already widespread. Oracle reports that 48 percent of consumers research and browse products and services from their handheld. And comScore says 38 percent have used their smartphone to make a purchase at least once.

When consumers are able to... Read more

The Healthcare Path to Purchase

Posted by Brian Quinn on September 7th, 2011 at 9:45 am

With the recently passed universal health care bill, and growing concern over the long-term viability of Social Security and Medicare, all US citizens are not only required to have healthcare -- they are actively seeking personal healthcare options. Individuals now have the ability to choose which provider is best for their personal needs. Therefore, insurance providers will have to cast a wider (and more effective) net to sell their products to those not covered by a comprehensive corporate plan.

Shoppers Are Looking for Love—How Can Brands Avoid Missed Connections?

Posted by Brian Quinn on May 17th, 2011 at 6:29 am

If the television commercials for online dating services like Match.com and eHarmony are to be believed, your perfect mate is out there, and can be found online. Words like “trust” and “lasting” combined with a hyperlocal approach (“meet singles in your area”) and a strong focus on “the things that matter” are prominent themes used in ads to demonstrate that these particular services provide more than just a scattershot approach to meeting someone special.
Of course, the easiest solution would be to meet other singles in the places you’re already going — the gym, a grocery store, a restaurant — but without advertising that you’re looking for someone (and appearing somewhat desperate), there’s no way to truly avoid the “missed connections.”
[As I write this, I want to add that if my wife is checking my Firefox browsing history, I swear this was just to set up the premise of this iMedia post. Honest.]
I bring this up because some of these criteria and associated challenges sound very similar to the brand / shopper courtship. With many of the dating sites, the end goal is easily defined: marriage (following an engagement). For brands, the goal is a murkier sort of “engagement” with shoppers.... Read more

From Endcaps to eBay: How Shopper Marketing is Evolving

Posted by Brian Quinn on May 3rd, 2011 at 8:21 am

With shoppers’ media consumption shifting from traditional to digital channels, it’s surprising that media buys still aren’t following this shift as closely as they should. While 28% of consumers’ media consumption is online, only 13% of media spend is online (source: Morgan Stanley).
Smart marketers recognize that the strategy is simple: Follow the consumer. With 81% of shoppers conducting research online (source: Booz & Co.) before going to the store (typically spending an hour or more researching), digital really needs to be a cornerstone of, and not just an add-on to, media plans. Digital shopper engagement is now core to a brand’s success.
There are several techniques companies use to complement their in-store promotions and endcap displays, including advertising directly on a retailer’s website. Unlike the “pay and spray” ad network approach, the new approach – referred to as “digital retail media” or “digital shopper marketing” – enables advertisers to target consumers on retail sites while they are in a very distinct shopping mindset. With retail sites now trumping search engines as the starting point for researching product purchases (source: Compete), it only makes sense to have your brand message right there, loud and clear in the online store – just as... Read more