Tag Archives: E-commerce

4 Best Practices for Optimizing Packaging for E-Commerce

This post
was originally published on PRS IN VIVO’s blog.

How a new design system is introduced in market can
significantly influence sales.  Here are four ‘best practices for
minimizing risk:
1. Foster Brand
Recognition (via Visual Continuity)

First and foremost, shoppers are looking for reassurance
that they are buying the same product (online) that they know/trust from the
‘brick-and-mortar’ store.  So while pack images may be simplified for Web
‘thumbnails,’ it is important that they retain the brand’s core visual equities
and appearance.
2. Ensure High-Quality
& Informative Visuals

Simply put, some packages ‘ particularly white packs and/or
those that rely on foil, holograms and other tactile elements ‘ do not always
translate well to e-commerce environments and need refinements.  In
addition, a range of images (primary vs. secondary packaging, etc.) may be
necessary to illustrate the functionality and benefits of new packaging
formats.
3. Clearly
Convey/Reassure on Quantity

In the digital context, size impressions can be very
misleading.  Therefore, it is very important to provide clear reassurance
on pack sizing and quantity, particularly to highlight larger sizes.
4. Leverage
Digital Capabilities to Illustrate/Inform 

Perhaps most importantly, the e-commerce context provides
opportunities to inform/educate shoppers that are typically unavailable in
physical environments.  For example, one click can provide a clear explanation
of a full product line, helping shoppers find the right product for their needs
‘ or link to a video illustrate use of a new product.
For more information
about adopting packaging for e-commerce, please read this article here
Or contact PRS IN VIVO to
learn more about our research on the intersection of digital and physical
shopping.

It Takes a Village to Help Brands Through their Omnichannel Journey

By: Owen
McCabe, Group Solutions Director, Kantar Retail
There’s a well-known African saying that it
takes a village to raise a child ‘ i.e., that a child has the best chance to
grow and become a healthy productive adult if the parents allow their extended
family, neighbours and broader community to contribute to its rearing. I always
liked this saying.  Growing up in small
town Ireland, with lots of relatives living nearby, and local sports clubs
playing such a big part in the community, it rang true to my own experience.
It’s also a saying that rings true when I
reflect on Kantar Retail’s experience over the past 4 years of helping brand
owners take the next step on their Omnichannel/ecommerce journey. Put simply,
the winners tend to be those who have understood that in order to grow and
integrate their infant ecommerce channels, they need to not only upgrade their
parenting skills but also actively allow others to help.  The corollary is also true, all too often, we
find the go-it-alone companies among the strung-out ‘parents’ at the back, overwhelmed
with responsibility for a whole new set of competencies that their companies do
not understand or appreciate (Digital Asset Management, On-Site Media, Search
Optimisation, etc).

In next week’s Omnishopper International
Conference, I will go into more detail on this as well as share some examples.
However, in the meantime here are some of our key observations.
Firstly, the brand owners who are doing the
best job of upgrading their in-house parenting skills are the companies that
aren’t afraid to totally reinvent their marketing and channel management models
to do a better job of engaging with the next generation of connected shoppers.  The common feature across these new models is
the centricity of their focus on the connected shopper journey.
Secondly, the brand owners who are making
the largest omnishopper impact are those who are purposefully forming their own
Virtual Village to raise their eCommerce Child. 
These companies are augmenting or replacing their singular
supplier-buyer relationships with cooperative ecosystems of specialist partners
to better influence conversion across the connected shopper journey.  These specialist partners include the
retailers’ own media groups but also include 3rd parties covering disciplines
such as Content Management and Distribution, Data Analytics, Search Marketing,
Programmatic Advertising, and Digital Shelf intelligence.  At the same time, we see that those who stick
with the status quo are starting to realise that the deck is stacked against
them ‘ that trade relationships without reciprocity are not really
relationships at all. 
In the future, it probably won’t take a
village to raise a child – either in society at large (we already see parents
using iPads as a surrogate babysitter) – or in Omnichannel terms.  We already see companies investing in becoming
more centred and self-sufficient in their focus on the connected shopper
journey.  However,  in
the short term, life on the Omnishopper savannah is a race for Brand Owners to
form their own purpose-built eVillage with the right partners to allow them
survive and thrive in the post-digital world without becoming someone else’s
meal.

See you next week!

Top 10 Reasons to Attend OmniShopper 2016

This summer hundreds of research & insights
professionals in the retail industry will
join together in Chicago to shape the future…
Will you be a part of it?
Take a look at just a few of the reasons why OmniShopper 2016 is a can’t miss for you and
your team:
??        
Industry legend Daniel Kahneman, Nobel Prize
in Economic Sciences & Best-Selling Author, Thinking, Fast and Slow leads
a conversation with you to better understand what shapes our choices,
judgements and decisions
??        
Transform your category by using virtual
reality – Riddhish Kankariya, VP of Strategy & Insight, Happy Family
Brands will share how they used a virtual store to optimize the brand’s
products on shelf, and how you can take existing concepts and update them to
resonate with the shoppers’ changing needs
??        
Examine multiple methodologies used to
generate shopper and consumer insights – from qualitative to quantitative -
and when and how to apply them with best practices from SmartRevenue, The
Hershey Company, Capre Group and Wrigley
??        
Get behind the science of presentation
excellence as William Greenwald, Founder & Chief Neuroleaderologist,
Windsor Leadership Group, Author, Be A Mindsetter leads a workshop on The Art
of Storytelling 
??        
Explore how gut vs. data will lead to
renaissance in marketing as we connect back to the fundamentals and emotional
engagement through human truths with Jessica Hendrix, President & CEO,
Saatchi & Saatchi X 
??        
Uncover how you can leverage shopper insights
to drive effective path-2-purchase executions to drive category growth like
Heineken USA with Haley Rubin, Digital Shopper Media and Shawn Fitzgerald,
Director, Shopper Intelligence  
??        
Dan Seymour, Director, Shopper Marketing Dell,
reveals how to convert a confused and uncertain shopper to a purchaser and
build loyalty with a more satisfying learning and shopping experience 
??        
Drive faster and more impactful insights with
online insights communities with best practices from Red Bull North America,
who was able to build dynamic and ongoing relationships with their
consumers 
Bayer Consumer Care, The Hershey Company and Campbell’s
soup come together to share how you can reach your shoppers where they plan,
shop and share, taking a closer look at the impact of technology, digital and
eCommerce
Collaborate with retailer and manufacturer leaders – check
out who’s already signed up to attend:
Ace Hardware
Alcon
ALCS
Alter Agenda
Amax Inc
American Greetings
Arc/Leo Burnett
Asics America
AugustineIdeas
Bayer Animal Health
Bayer Consumer Care
Bellomy Research
Brandtrust
Burke
C+R Research
Campbell Soup Company
ChaseDesign
Clorox
ConAgra Foods
Conair
Design Phase
Directions Research
Energizer Personal Care
Estee Lauder Companies
Excel Displays & Packaging
Explorer Research
FCB
Foresight ROI
Georgia Pacific
GfK
Google
GutCheck
Happy Family Brands
Hallmark
Hanesbrands
Harbor Industries
Heineken USA
Horizon Media
InfoScout
Indiana University
Kelley School of Business
Jarden
Jet.com
Kellogg Company
Kimberly Clark
LEGO
Litehouse
Logitech
Lowe’s Home Improvement
Mall of America
Maple Leaf Foods
Mars Inc.
MetrixLab
Mission Foods
Moet Hennessy
Murphy Research
Nestle Purina Petcare
ORC International
OtterBox
P&G
PepsiCo
Philips Design
Publix Super Markets
Red Bull
REMWorks Sleep Store
Sargento Foods
Seismic Group
SmartRevenue
Smucker Foods of Canada
Smurfit Kappa The Americas
Southern Arkansas University
The Hershey Company
The Integer Group
The Marketing Arm
The Mars Agency
True Value Company
Tyson Foods
Univ. of Arkansas Little Rock
US Cellular
USC School of Cinematic Arts
Vista Outdoor
Walmart
W5
Welch’s
WPP
Wrigley
Yanhaas

And more!
Use code OMNI16BL for
$100 off. Don’t miss out: http://bit.ly/1TWyTEH
We hope to see you in Chicago this summer!
Cheers,
The OmniShopper Team
@OmniShopper
#OmniShopperEvent

This Week In Market Research: 8/17/15 – 8/21/15

To begin summarizing this article I am compelled to share the first couple of lines from the article itself because they are too great not to share:
‘If you order Man Crates’s $49.99 “Snack Sensei” gift box, it will arrive in a cardboard box that contains a sealed plywood crate, a mini crowbar, and a card that says, “If at first you don’t succeed, pry, pry again.” It will not be easy to open. And by the time your boyfriend, father, brother, or other male-person gift recipient has actually applied the necessary amount of force, he will have created “a scene.” A crowd of coworkers will be gathered around his desk (because, let’s be real, you’ve sent this potential spectacle to the office), and splinters of wood will sit scattered on his carpeted cubicle floor like small monuments to his middle-America brand of manliness. Hammers will probably be involved.
Inside, he’ll find an array of Japanese candy. And Man Crates founder Jon Beekman is basically already giggling as he winds up to tell me, “The candy guide also comes in Japanese, so you have no idea what you’re actually eating!”
This hysterical lead-in introduces the main topic of the article of how personality of a small business can counter Amazon and its grip on e-commerce. The company being described above, Man Crates, was founded by Jon Beekman in 2011 after discovering the ‘gift baskets for men’ category. The foundation for this organization’s competitive strategy is to give personality to the online shopping experience once it reaches your door. As far as market research goes, 70% of the purchasers are women buying the gifts for men. Clearly this ‘personality tactic’ is reaching a particular audience and appealing to women online shoppers.
This week, the Sioux Falls Business Journal sat down with Erin Healy, a consumer insights specialist at Lawrence and Schiller. Throughout the piece, Healy gives advice to businesses hoping to use consumer insight effectively as well as discussing the most interesting and exciting parts of her market research job. ‘Something that any business can do is to truly know your customers. Consumers search for both rational and emotional reasons to use your business or brand. Consumer insights dives into how consumers think and helps people understand why that consumer choice was made in the first place. If businesses can understand why their customers use their services and products, it will be easier to establish and build meaningful relationships with them.’ Healy also explains how a ‘good insight’ take a lot of effort and time and that finding that insight is very gratifying at the end. She concludes the interview by stating ‘you know you’ve got a great insight ‘ when you realize it’s not necessarily a complex answer.’

Technology mixed with learning in schools is excellent right?? Well according to some skeptics and market researchers in the field of technology and its ‘return on learning,’ technology and education may not be correlated positively. Rob Mancabelli, the cofounder and CEO of Bright Bytes, claims that ”Over $10 billion is spent on technology every year in the U.S., and the majority of it does not benefit learning outcomes.’” In his conclusions, the data that they have gathered from the effectiveness of multimedia in learning remains very incomplete at its best. This is very interesting analysis as we see many schools and even organizations trying to incorporate multimedia into the learning process. What do you think?
Being an Entrepreneur is hard; it’s even harder if you fall into myths associated with the title. Entrepreneur released an article this week that discusses common myths that can hold an entrepreneur back and not be able to reach full potential. A few of the myths listed include thinking you’re ‘the boss’ and that you’ll be able to set your own salary. ‘As boss, you do get to set the agenda. However, you’ll also be on call and accountable to a range of different people, including employees, customers, the IRS, venture capitalists, angel investors and partners.’ The article also explains that while you may be able to adjust your salary, the cash flow is essential for any small business when it’s starting. In other words, many new entrepreneurs can’t afford to pay themselves much money in order to keep the business going. Read more about the common myths that may hold an entrepreneur back here.

Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com 

This Week In Market Research: 3/16/15 – 3/20/15

Making The Most Of Your Data:  How digital advertisers can get out more than they put in

How To Have Effective Brand Management in a Socially-Connected World

Good User Experience is The Most Overlooked SEO Strategy 

Where Big Data Projects Fail: How failure can happen and how to prevent it

Emailing With The Customer In Mind: Leveraging data and email in order to address customer needs

Reasons Your eCommerce Needs Mobile App Smarts: Mobile visits account for one-third of the traffic on top eCommerce sites

Does Anyone Have Customer Experience Figured Out? 5 takeaways from SXSW

Why Data Scientists and Marketing Technologists Are The Hottest Jobs: Analyzing data is the future

Big Data or Fast Data? Which Do We need More

The Big Data Supply Chain is Hungry: Driving insights to feed the beast

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.