Tag Archives: Apple Inc.

The OmniChannel Movement Forces Retailers to Move Faster to Keep Up with Shoppers

The dramatic changes in shopping behaviors influenced by
digital will continue to influence the future of retail.
To hear what big changes we can expect, and how to react to
them, we sat down with Alana Joy Feldman, Digital
Shopper Marketing &
E-commerce Specialist, Consumer Health Division at Bayer
HealthCare LLC.
Here’s what Alana had to say:
How has omnichannel
impacted retail positively?
Feldman: The ‘omnichannel movement’ has forced retailers
& manufactures to move faster, in order to accommodate shopper’s needs. A
true, successful omnichannel experience allows shopping to feel personalized,
as it offers each shopper an enjoyable and consistent experience, regardless of
channel or device. Entering more of these channels increases a retailer’s
reach, allowing them to touch and convert more people.
Another positive impact that stems from omnichannel retail
is the increased amount of data it provides. Although many are still trying to
understand how to harness and wield this data effectively, it will ultimately
fuel better shopper marketing and overall shopping experiences.
How are shoppers
shaping the future of retail?
Feldman: Shoppers
are shaping the future of retail by being more informed and more demanding than
ever. Access to information via technology is now the norm, which has created
an omniscient shopper who has taken control of the retail experience. Retailers
should constantly be monitoring current shopping behaviors and changing
consumer preferences as these will continue to influence the future of retail.
Why is it important
to link digital and physical shopper marketing?
Feldman: Linking
digital and physical shopper marketing is important because in the eyes of the
shopper, there is no difference. The less integrated a shopper marketing
program is, the more clunky and unnatural the experience. With technology
permeating every aspect of our lives, there is no longer much separation
between our physical and digital worlds ‘why should this be any different when
we shop?
Where do you see
retail moving in the next 5 years?
Feldman: I see
shopping automation as the ‘next big thing’ in retail. We’ve started to see this
with the adoption of auto-replenishment programs (Subscribe & Save, etc.),
as well as the development of new technologies such as Amazon’s Dash
Replenishment Service; which enables connected devices to automatically order
physical goods from Amazon when supplies are running low. Convenience,
especially in our product category (OTC medication), is a major factor driving
this behavior. As shoppers’ lives get busier and more complicated, there will
be an increasing need for their daily regimens to be automated.
Don’t miss Alana’s panel presentation ‘Reaching Shoppers
Where They Plan, Shop and Share’ at the upcoming OmniShopper conference July
10-13 in Chicago, IL.
OmniShopper, formerly the Shopper Insights in Action
Conference, is a world-class experience focused on how to translate shopper
insights into dramatic growth opportunities for your business – anticipate and
predict the future, generate fresh insights, create seamless and connected
brand experiences along the complex shopper journey and increase basket growth
at every opportunity – in-store, online and in-home.
Check out the full
agenda: http://bit.ly/25BgVNA

Use exclusive LinkedIn discount code OMNI16BL $100 off the
current rate. Buy your tickets here:  http://bit.ly/25BgVNA

The ‘Internet of Things’ and The Future of Insights

By: Gina Joseph,
Communications Manager, inContext
Solutions
 

Renee Brandon’s afternoon session on the Internet of Things
gave attendees a moment to think futuristically. What if washing machines could
order you more detergent when you run low? What if in-store beacons could ask
you if you needed help as you walked down the aisle at a grocery store? What if
your health monitor could tell you when you missed a dose of a medication, and
could suggest a different meds to take instead?
Would these things creep you out, or do they sound like
useful technologies?
These were some of the questions posed when Brandon and her
company, Field Agent, created sample studies to find out how people would use
and respond to connected technologies just like these.
The future of
insights 

While the above scenarios may sound sci-fi, they are the
kinds of technological capabilities that are coming our way 10 or 15 years down
the road, maybe less. So learning how the Internet of Things will affect
consumers and shoppers, and what types of insights can be gleaned from these
technologies, is imperative to planning how store experiences will work down
the road.
When Field Agent conducted studies related to these
connected futuristic scenarios, there were certain considerations they wanted
to measure:
??        
The appeal of the technology (how consumers
viewed the benefits of being connected)
??        
The comfort level associated with having to
answer surveys triggered by the technology (Brandon referred to this as the
‘creepiness factor’)
??        
And their likelihood to actually respond to a
survey
Field Agent came away with some insightful results. When it
came to a connected home’a house where connected thermostats and light sensors
regulate your homes temperature and energy usage while you’re away’sample tests
showed a strong appeal to the usefulness of that type of technology. However,
when respondents were asked whether or not they would be comfortable with
surveys asking about where the homeowners are going on vacation, or for how
long, the correlation was low’only 37% were comfortable with that kind of
personal information being asked.
In contrast, being able to be connected through health
monitors and receiving notifications about medication refills and doctor
appointment suggestions also had a strong appeal as well as a high comfort
level’the takeaway being that consumers are more likely to answer survey
questions about their own personal health in order to maintain a healthy
lifestyle.

This kind of data on the Internet of Things and the insights
they will produce is still in an early phase. But more and more, these kinds of
data sets and technologies will become the norm, and we need to make sure we’re
ready for them. 

Emojis: A Powerful Tool for Gathering Consumer Insights

We’ve come a long way from using :) or :s when trying to use
visual language in social media communication. Emoticons were adopted across
pretty much all the leading communication platforms and have evolved into what
we now know as emoji.
Emojis have evolved rapidly and now provide the opportunity
to let brands use custom emoji as a way to connect with consumers. They even
provide an opportunity to create huge PR buzz as was shown by Microsoft who
announced their new ‘flipping the bird’ emoji that will please grumpy people
across the world. The lewd gesture will come in all skin tones that will
appease those calling for diverse emojis and also is quite literally putting
the middle finger up at competitors, most notably Apple.
Emoji such as the new middle finger emoji show the shift
that has occurred that lets users replace words with visual language. Instagram
have tracked the massive increase in usage of the past few years and noticed
that certain slang terms are not used as much due to corresponding emoji being
adopted more regularly. The emotive implications and language that are implied
through emoji cross traditional language barriers and appear to be globally
understood. Understanding subtle nuances such as sarcasm in written language
can be tricky; visual language seems the natural answer to that problem. There
are such a wide range of emoji available that people can use simply only emoji
to create whole phrases or sentences such as shown below. Understand any of
them?
About six billion emojis are sent every day and are becoming
a powerful tool for gathering insights for brands. They represent every day
behavior and can reveal trends. Brands can track the language and emoji used in
relation to their products or industry in order to get a direct view of their
consumer’s opinions. Tracking emoji can capture people’s emotional connections
and behavior to give brands insights into their customers. This allows the
brand to feel more in contact with their customers.
Tracking emojis on platforms such as Instagram can give
incredibly up to date information on consumer opinions which can be used for
future consumer targeting. Emoji then could be another step forward in the
future of market research and consumer insights. However this still could be
aided by further development of emoji. There may be many already but a further
maturing could help to give more detailed insights. The range of expressions
can be expanded and a consistency of meaning is vital in the future of this
innovative idea. The tracking across multiple platforms will need to be updated
with technological advancements in order to get a broader understanding of
emoji usage.
The end result could mean a new way to follow the exchange
of ideas and feelings, that ultimately will bring brands closer to the people
they want to reach. 
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.

Earn a FREE Pass to InsighTech 2015 in San Francisco – Become a Guest Blogger

Earn a complimentary all-access pass to The InsighTech Conference 2015 by serving
as a Guest Blogger at the event. As a Guest Blogger, you’ll have access to the
event’s comprehensive agenda attracting the best in insights from around the
world, right in San Francisco, California in May.
InsightTech
Innovations in Research Methodology &
Technology
May 4-6, 2015
Intercontinental
San Francisco, CA
You’ll get a free pass to InsighTech
plus exclusive access to a networking community and on-demand webinars, to help
you grow and learn throughout the year.
Guest Blogger responsibilities will include submitting one
post per week to The Market
Research Blog
between now and the conference and attending specifically
assigned sessions at the event and blogging live or same day.
By participating as a Guest Blogger leading up to and at the
event, you’ll receive an all-access pass for the entire event, taking place May
4-6, 2015 at the Intercontinental in San Francisco, CA. In addition, Guest
Bloggers are responsible for their own travel and lodging. Learn more about the
event by visiting our website:  http://bit.ly/1d4bTQm
Apply today by sending your name, title, company, short
biography and links to your blog or writing samples, along with a few sentences
about why we should choose you to be our 2015 Guest Blogger to Amanda
Ciccatelli at aciccatelli@iirusa.com. We will review your submission and
contact the chosen Guest Bloggers directly with more details.
We hope to have you join us in San Francisco!
All readers of our
blog receive an exclusive $100 off the current registration rate with code TECH15BL. Register
here: http://bit.ly/1d4bTQm
Cheers,
The InsighTech Team
@TMRE
#InsighTech15

Themarketresearcheventblog.iirusa.com

Uncover Google’s Impact on Market Research at InsighTech

“The biggest disrupting factor in market research is the emergence of behavioral data.” – Joris Merks-Benjaminsen, Head of Digital Transformation, Google
Will behavioral data replace the need for ‘classical’ questionnaire based research? Or for qualitative research? According to a recent interview with Joris Merks-Benjaminsen, Head of Digital Transformation at Google, behavioral data is good at uncovering the ‘what’, but not so good at delivering the ‘why’. It’s a combination of the more traditional quantitative and qualitative data sets, blended with behavioral data that delivers deeper insights into consumers.
Click here to read InsighTech’s exclusive interview with Joris: http://bit.ly/1Bpb09r
As researchers, we know that traditional research methodologies alone are not enough. But how can these new methodologies and technologies be successfully implemented into your existing processes? Joris will share during his keynote Digital Transformation for Data Driven Professionals at InsighTech, taking place May 4-6th in San Francisco.
Innovations in Research Methodology & Technology
May 4-6, 2015
Intercontinental
San Francisco, CA
Click here for more on Joris’s participation at InsighTech: http://bit.ly/1EVLsmf
Mention code TECH15LII & Save $100 off the current rate. Register today: http://bit.ly/1EVLsmf
We hope to see you in San Francisco!
Cheers,
The InsighTech Team
@TMRE
#InsighTech15
Themarketresearcheventblog.iirusa.com

Is the Internet of Things the Future of Customer Experience?

Retailers are constantly looking for ways to improve their customer experience and the increasing move from the physical world to the online world means the Internet of Things (IoT) is becoming the future of customer experience. The IoT is a network of objects, products and services that are digitally interconnected and can communicate with each other without human interaction. Without sounding too utopian, it means that maybe in the near future your watch could soon communicate with your television which in turn could control how much water your vegetable garden gets. In essence it makes our lives a lot easier.
These advances in smart technology mean that everything we do can become more programmable and personalized, which is a huge benefit for retailers and customers alike. The IoT means that real time analytics will be able to give customers a better and often more efficient retail experience. For example, Internet technology such as Bluetooth beacons will be able to connect with smartphones as customers enter a store and check their movements. When compared to the customer’s purchases, it can help to create an idea of what the optimum layout for the store should be, which in turn will aid the retailer’s future revenue. In terms of customer aid, in one French clothing store Kl??pierre, there is an ‘inspiration corridor’ that means the customers can receive information and images of recommended clothes using a Microsoft Kinect body scanner. The clothes will come up on screen and they can pick and choose what they like and the whereabouts of the clothes are linked with their smartphones so they can easily be found. These in time analytics help to create an easier and more unique experience for the shopper and retailer.
Zebra Technologies have found that almost 96 percent of retail decision makers are prepared to implement the changes in order to utilize IoT technologies. It was found that 67 percent have already implemented IoTand 26 percent planning to use it within the year. More than half of the firms surveyed expect IoT to give them greater information about the condition and whereabouts of items which will lead to a better customer experience and new revenue streams. Already technology such as RFID has given benefits to retailers such as 99 percent inventory accuracy and a 2-7 percent sales increase. Research firm Gartner believes that by 2020 we will have 26 billion smart and connected products in use (around 3.3 devices per person, not including smartphones and tablets).  
However, there are drawbacks – Zebra Technologies found that 56 percent of the companies said integration challenges were a big problem to adopting the IoT and 47 percent were concerned about security and privacy. There may be a lot of people who would not like to have their likes and locations constantly tracked and analyzed.
The Internet of Things does seem to be the future for retail. This divergence of the physical and digital world means retailers will be increasingly providing a service as well as just a product. By providing a better service and improving the consumer’s experience will ultimately result in higher revenue and keep customers coming back.

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.