Whole Foods Focuses on Fickle Millennials

‘I wish I could afford to buy good organic produce whilst
still being able to pay off my student loans.’ This is something I, as a
millennial, say to myself every time I go to do my weekly food shop. Millennials
like myself have become the focus for many retail industries due to the huge
potential that they provide and Whole Foods are looking to take advantage.
Whole Foods Market recently announced their plans to launch
a new store that is targeted specifically to millennials. The new stores, that
are yet to be named, will be complimentary to the existing Whole Foods Markets
but will provide a more limited array of foods at cheaper prices in order to
cater for the beliefs and needs of the millennial generation.
Millennials are notorious for being difficult to please;
they demand the best yet at low cost. Millennials being the highest users of
social media have been brought up using the internet to discern the best value
products by trawling reviews and forums. However when it comes to food, most
good standard products do not differ a huge amount in price. I know from
personal experience, that most of the time if I want cheap produce, I have to
take a hit in terms of quality.
Though millennials are commonly associated as being far more
concerned about ethical issues behind organic produce, the ‘boomer’ generation
account for a far higher percentage of purchasers. Millennials at the moment
may be at the start of their careers, not earning as much as boomers whilst
paying off student debts. So Whole Foods Markets, Inc. creating smaller stores,
with high quality products for cheaper prices is surely a recipe for success
within the millennial generation. By setting up these stores in areas filling
up with young professionals they will harness a huge market of food values
driven people and could create loyalty in a notoriously disloyal demographic of
consumers.
The questions on my mind that arise from such an
announcement is whether consumers may ask ‘well surely Whole Foods have been
ripping us off if they can set lower prices at these new stores’? 
Could there
be a potential backlash that sees the main stores see a huge decline in
customers? This in turn could lead to a decline in bigger stores and an increase
in new smaller ones. Will this in turn mean Whole Foods ends as a small food
store to rival Trader Joes and other similar companies? If so, will these
rivals lower these prices and cause continuous price drops that could create
profit decline across the industry? This in turn to me could mean a decline in
profit for the farmers and original producers of the food and this is what the
millennials are associated with being concerned about.
Despite my negative questions, I do believe the new stores
will be a success. Cheaper produce in up and coming areas will definitely be
popular with millennials. There are potential roadblocks that should be
addressed in a proactive fashion in order to make sure the easily bored and
brand disloyal millennials grow up into a new boomer generation who stay with
Whole Foods Market, Inc.

About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.   

This Week In Market Research: 5/18/15 – 5/22/15

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Dear Madison Avenue: Set my data scientists free

Creating Smarter Cities: How big data and the internet of things are doing just that

Three Best Practices For Executing On Big Data Strategy

Virtual Reality Is Changing Storytelling, Modern Medicine: Weighing in on how the tech will change

How To Choose The Best Marketing Toolkit For Your Budget: Increasing your ROI while staying within your budget

You Have Died of Dysentery: The Oregon Trail Generation, life before and after mainstream tech

Patagonia’s Anti-Growth Strategy: The company is seeing double digit growth with this strategy

Google Says New Store Data Help Mobile Ads: Better links between mobile ads and retail purchases

Standing Out With User Experience and Creative Affiliation: Rich media, or smart banner types, are essential to become successful

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

 

10 Ways to Be a Better Shopper Marketer

Shopper marketing sure isn’t what it used to be. The traditional
retail environment has evolved into an omnichannel space with digital and
mobile leading the way, and shopper marketers have no choice but to follow. Fortunately,
OmniShopper 2015 is addressing this
dramatic shift in shopper behavior and in turn, the shift in shopper marketing
in Chicago this summer.
Here are 10 ways to be a better shopper marketer according
to OmniShopper:
1)     
Embrace
OmniChannel:
Tony Mardegain, Director of Shopper Insights and Shelley
Christianson, Sr. Manager of Shopper Insights at The Hershey Company will
discuss shopper touch-points – how many, which ones and where to leverage.
2)     
Be
Digital:
Learn how to maximize retail opportunities in a digitally-enhanced
future landscape with Jonathan MacDonald, Trends Expert and Founder of Thought
Expansion Network.
3)     
Tell a
Story:
Participate in a Storytelling workshop led by Kristian Aloma and
Suzanne Cheves from Brandtrust. This workshop will teach you how to engage and
inspire and audience through the power of story.
4)     
Engage
through Mobile:
Learn how to engage your shoppers through mobile and
digital with Art Sebastian, VP of Category Leadership & Shopper Insights at Kraft.
5)     
Put
Influencers to Work:
Eric Rasmussen, VP of Market Research at Groupon 
and Jon Berry, VP of Consumer Trends at GfK will talk about how important
it is to understand today’s highly influential consumers and how to put them to
work for you.
6)     
Be
Empathetic:
Learn about the journey of building a powerhouse home brand
within the walls of Target with Tisha Boarman, Group Manager of Owned Brand
Strategy at Target.
A look at how Target is moving from having
a transactional relationship to a more emotional connection with the guest
through our brand, Threshold.  We will dig into how we consistently and
cohesively support this brand from Team structure, Product development,
Marketing and Guest Insights.
7)     
Utilize
Big Data:
Hear lessons from the data and digital trenches on winning with your
shoppers, suppliers and your own organization with Keith Colbourn, Former SVP
Loyalty & Analytics at Safeway.
8)     
Follow
Trends:
David Tittensor, Category Director, Warburtons Limited will discuss
shopping trends in the UK – answering the call of the omnichannel shopper
through a dynamic category strategy.
9)     
Think
Like a Millennial:
Learn how to make purposeful connections with
Millennials with Neil Howe, Best-selling Author of ‘Millennials Rising.’
10)  
Embrace
Change:
 Scott Jeffrey, Chief
Creative Officer and Lori Parrett, VP of Client Services at Interbrand
Design Forum will talk about the ‘Seamless Model’ ‘ how important it is to
evolve beyond one size fits all.
Download the brochure for the full agenda: http://bit.ly/1LgzXdB
Use code OMNI15BLOG
for $100 off the current rate. Register today:
http://bit.ly/1LgzXdB
See you in Chicago!
Cheers,
The OmniShopper Team
@OmniShopper
#OmniShopper15

How to Change Culture through Experience Design

Photo: Jack in the Box on the South Zapata Highway in Laredo, Texas, by Billy Hathorn. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

“The goal as a company is to have customer service that is not just the best but legendary.” – Sam Walton, American businessman and entrepreneur

In “It’s Time to Rethink the ‘Employee Engagement’ Issue,” Josh Bersin states that “If your people love their work and the environment you have created, they will treat customers better, innovate, and continuously improve your business.”

Want to learn how to create a sustainable culture of learning and innovation? Join Andrew Walpole, Manager of Experience Design, Jack in the Box, Inc. and Megan McGuinness, Director of Jack’s University, Jack in the Box, Inc. as they present “Your Most Important Customer is Your Employee: How to Change Culture through Experience Design” during the Total CX Leaders Conference June 3-4 in Miami, Fla.

In this session, you’ll experience a compelling and inspirational case study of Jack’s University’s transformation from a simple internal training function to a thought-leader empowered to change the company culture.

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join Andrew and Megan at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

This Week In Market Research: 5/11/15 – 5/15/15

Boosting Click Through Rates: The real value of social data

Social Network Television: The next wave of digital entertainment

The Business Case To Make Big Data Free: Treating data like a product

Catching Criminals With The Cloud: How better software can help the police

How Real Estate Uses Big Data To Track Clients: Savvy agents are buying data on clients

Cross Platform: Wunderlist announces its new public API

Biometrics And Data Security: Helpful or hurtful?

5 Ways To Enhance Your SEO With Online Coupons

Ad Tech Is Dead: Long Live Marketing Tech

Are You Addicted To Candy Crush? Marketing Needs You

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Do New Technologies Mean the Beginning of a Utopian Retail World?

New technological innovations that are increasingly flooding
the market are changing the way we live. Smart devices and the ever growing
ease at which we can shop online are continuously pushing the need for retail
innovation. Here are a few recent innovations that have caught my eye.
1.       Indoor Positioning Systems
Indoor positioning systems are
something that have come about to seemingly counteract shoppers having to waste
time searching aisle after aisle for exactly what they want. The system allows
shoppers to plan routes prior to visiting the store. It also allows for the
store to gather shopping preferences so the shopper can be sent coupons and
promotions based on their route. Personally I believe whilst this system is
good for shopping efficiency, it could detract from sales. Often shoppers see
items that they didn’t plan on buying and make impulse purchases. This comes
from browsing more of the store whilst searching for different things and
specific routes could hinder this.
2.       Augmented Reality
Augmented reality systems allow
consumers to virtually try on items that they are interested in purchasing. It
combines the physical real world content with the digital world to give the
consumer the opportunity to make a more informed decision. There are already
technologies such as a makeup mirror that allows the customer to see what they
would look like with different types and colours of makeup. There are also
systems to show furniture within homes and even 3D body-scanning technology
that gives clothes shoppers an idea of the fit as well as the look. Many of
these systems will be able to offer advice on other similar products and give
the opportunity to tweet and save pictures of how they look.
3.       Interactive Touch Screens
Touchscreens have become a
prominent part of today’s world. iPads especially are becoming commonly used
and more affordable. Retailers are experimenting on using touchscreen technology
in order to digitally enhance showrooms to serve as physical storefronts for
online retail operations. Wall mounted touchscreens free up store space and
provide consumers with a vast array of information such as price comparison,
reviews and images. It allows for purchases to be sent to the counter for
pickup or to be sent to a specific location.
Other new innovations include Virtual Reality systems that
allow to venture into digital shops and browse unlimited store items. Another
is Visual Recognition software that allows consumers to snap photos of items
and it will be recognized. The recognized item will then be matched to product
availability and pricing at nearby stores.
These new innovations mean that retail will become a lot
easier and consumers will be able to make more informed decisions. My interest
going forward in the retail world is whether the technologies mentioned could
be incorporated together. Augmented and virtual reality combined with systems
that allow to send the purchases straight to a home could spell a decline in
the need for physical stores. Shoppers would be able to shop from the comfort
of their sofa at home. However this utopian idea could still be well in the
future, but not entirely unlikely with the advancements that are continuously
being made.

About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.  

Customer Privacy in the World of Big Data

Photo: L’int??rieur des Galeries Lafayette (Berlin) by dalbera from Paris, France. This file is licensed under the Creative Commons Attribution 2.0 Generic license.

“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.” – Donald Porter

In “7 Myths About Big Data Dispelled,” David Zaleski says “it’s time to dispel some glaring misconceptions about this form of measurement.”

Are you ready to learn about what big data really is and how to protect your customers’ personal data? Join us for “Customer Privacy in the World of Big Data” during the Total CX Leaders Conference June 3-4 in Miami, Fla.

In this session, you’ll learn how to:
- Clarify consumer concerns and expectations
- Develop and provide transparent data privacy policies
- Build trust and brand loyalty across all customer segments

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join us at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

This Week In Market Research: 5/4/15 – 5/8/15

2015: The Year Big Data Becomes Agile

3 Of The Year’s Best Integrated Marketing Programs

Marketing Your App: Planning ahead and making you’re app easily discovered

Incredible Inbound Marketing Statistics: The cold hard facts

Content Marketing: Bringing emotion to b2b

Australia Is Leading The Way In Digital Marketing: Leading the world in proficiency

De-Buzzing Buzzwords: 10 Content marketing terms explained

3 Ways Mobile Is Impacting Your Marketing Right Now

How Big Data Could Reshape The Workforce: Thinking predictions

Hiring Data Scientists is Like Hiring Unicorns: Data scientists are rare

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

TrenzWalk – Getting Out Of the Office to Explore Global Trends

Market Researchers constantly look for trends in data, but today to close out the InsighTech 2015 experience we went in search of a different kind of trend.

Mikel Cirkus looks for trends on TrenzWalks, hitting the streets on foot to focus on global themes in street art, and San Francisco has some of the most vibrant street art around. He led our group today and introduced us to the work of artists like CrayoneBode, and Nate1. We even got to hear from Lisa Brewer, who encourages and provides a safe space for these artists to create by donating her time and money to support their work as well as encouraging local landlords to allow murals to be painted on their walls.

A few of the murals on the TrenzWalk during InsighTech 2015
Obviously street art trend spotting is a good barometer for what themes are becoming “cool” in underground culture, but the reality is these themes will eventually bubble up to many people (also known as consumers) in all walks of life. I must admit, knowing what is cool in street art might not seem immediately relevant to brand insights work, but training ourselves to recognize visual and cultural themes across the globe certainly is. (And it is also TONS of fun)

The Future of Retail is Here

Is your shopper strategy prepared to win in this new
emerging retail landscape?

At OmniShopper 2015 you will be granted unscripted access to content,
experiences and learnings that will fast-forward your understanding of total
shopper behavior and prepare you to win in the new retail world.  Download
the brochure to see how: http://bit.ly/1by3kfh

OmniShopper 2015
July 20-22
Radisson Blu, Chicago, IL
Think Differently About Retail And Prepare For What’s Next:
??        
How well do you know the new A (Attunement), B
(Buoyancy), Cs (Clarity) of selling?
Daniel Pink, Best-selling Author, To Sell Is Human: The Surprising Truth About
Moving Others, Drive and A Whole New Mind
??        
What is the hidden potential in modern
technologies that present the greatest retail opportunities?
Jonathan MacDonald, Trends Expert and Founder, Thought Expansion Network
??        
What will the retail world be like when all
college students have grown up with 3D printing?
Jenny Lawton, CEO, MakerBot
Brands, Retailers and their Partners share stories to
prepare you to thrive in the new and future retail world: Walgreens, Unilever,
The Hershey Company, Zappos, Heineken USA, Kraft, Red Bull, SAB Miller, Clorox,
Chobani and more.

See all the 2015 keynotes and speakers
in the OmniShopper 2015 brochure: http://bit.ly/1by3kfh

Experiences designed to disrupt your day job to uncover
valuable insights that will benefit the future business:  Introducing The
Retail Safari & Trend Trek. Join us for a hands-on ethnographic journey that takes you
outside the conference walls and into the vibrant streets of Chicago to explore
current marketplace trends, discover buzzworthy brand endeavors and interact
with insightful experts to uncover the next big trend you need to know
about.  Space is limited so be sure to register early. 

Join us at OmniShopper 2015: Tap into experts to get their opinions on the key
trends shaping the future and gain practical and applicable examples of how you
can revolutionize your shopper strategy to be prepared for the future of
retail.
Use code OMNI15BL for $100 off the current rate. Register today: http://bit.ly/1by3kfh
See you in Chicago!
Cheers,
The OmniShopper Team
@OmniShopper
#OmniShopper15