Tag Archives: Latin America

The Modern Day Shopper Podcast: Dan Mudd

Where is omnichannel going in the future? How has it
changed? How has social media affected retail? These are all questions I picked
Dan Mudd’s brain with recently in an exclusive interview for the upcoming OmniShopper 2015 Conference.
OmniShopper ‘ formerly Shopper
Insights in Action
‘ is the event of choice for the retail industry and has
been for over a decade. Experts from leading retailers and brands break down
the dramatic shifts in shopper behavior and then teach you how to re-define
your shopper strategy to win at retail.
Mudd, international director at Clorox International, who
will be speaking at the upcoming event, shared his thoughts on state of
omnichannel shopping, the biggest changes in retail, the impact of social media
and millennials on retail, and much more.  
So, what’s top of mind for Mudd regarding omnichannel shopping
this year?
‘For me, it really boils down to two things,’ he said. ‘It’s
really about reach and it’s about relevancy. What I mean by reach is that it is
really about ensuring that our brands are offered everywhere the category is
sold and also making sure our communication is at every stop in that shopper’s
journey, which we know is pretty frequent at this point.’
In the last 10 years, the biggest change in retail that he has
seen is crowdsourcing and the idea of ratings and reviews and everyone has a
view on it and the importance of that category and how that is on brand choice.
According to Mudd, the clear benefit and delivery of it at every possible
touchpoint in the shopper’s journey.
‘It has really never been more important and that’s really
the biggest change I’ve seen. Where it used to only be one point, really at
that point of decide in the store, now it’s certainly multiple points with
which a consumer interacts with your brand. That’s the biggest change that I’ve
seen,’ he explained.
Social media has also had a huge impact on retail. Product
rating, reviews and customer experience are way more public with social media. Social
media has really affected how that constant of how we talk about our brand and
how they are marketed.
Where is omnichannel shopping going in the next five years?
According to Mudd, that’s a hard one.  ‘I
could make a lot of money if I could be predictive on it. First is
customization, right? How Omni Channel sources and how they get to — who is
really good at offering the customized products and solutions? They will win in
the long term.’

Mudd’s upcoming session at OmniShopper, ‘How Clorox is
Leveraging Shopper Insights to Drive Global Retail Leadership ‘ A Study from Latin
America and the Middle East’ will take attendees on a journey that begins with
a simple idea right out to a series of step-by-step processes of how to do it. It
culminates with the partnership that is founded in both from a headquarter
standpoint to a country standpoint and then with a supplier standpoint.
Mudd added, ‘What we think about it at our core and core
values is working together to win. It’s about how we bring that value to life
and that resonates through the output.’

Listen to the full podcast
interview below:



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Dan will be presenting a session, ‘How Clorox is Leveraging
Shopper Insights to Drive Global Retail Leadership: A study from Latin America
and the Middle East’ at OmniShopper 2015 on
Tuesday, July 21st at 4:00 pm. For more information about Dan’s presentation
and the rest of the OmniShopper program, visit our website: http://bit.ly/1HKKLlc

About the Author:
Amanda Ciccatelli, Social Media Strategist at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignSTEAM Accelerator , Front End of Innovation and The Market Research Event.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Decoding the Entertainment Landscape in Latin America Across Generations

This morning at The Media Insights & Engagement Conference 2015 in San Diego Laura Berga, Director, Strategy & Programming Analysis, HBO Latin America and Danielle Escasena, Research Manager, HBO Latin America talked to us about how to decode the entertainment landscape in Latin America across multiple generations.
In order to understand the Latin American consumer, HBO conducted a study about generation Z, Y, and Z to see how they are consuming TV in Latin America in different ways. In Latin America, there is a very different adoption curve than in the United States because there are barriers in infrastructure and socio-economic restraints, so those have caused a lag in Latin America media.
According to Berga, the reality is as people are adopting new technologies through new devices, and that is affecting the way they are consuming content. Berga said, ‘We had to figure out how to bridge this gap.’
In the study, HBO studied five key markets in Latin America, three generations, seven lifestyle topics, and six technologies. A key trend that came out of the HBO study was a huge decrease in consumer demand for bundles. As of late, there is a trend towards downgrading that translates through entertainment and luxury goods. So, the consumer is demanding this and the market is really stepping up to the plate and creating offers, according to Escasena.
Another big trend that came out of the study is that a lot of this easy and often free access to watch content on mutli-devices and multi-platforms has created a demanding consumer who wants content at low cost or no cost. There has also been a big change in the players and platforms. Now, everyone is in the content game, according to Escasena.
She added, ‘Everyone has skin in the content game.’

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

NACCM 2009: From Toronto to Trinidad: Measuring Scotiabank’s Brand and Service across international Boundaries

Cathy Daniels, Director, Customer Insights and Measurement, ScotiaBank International Banking & Joseph E. Toole, Vice President, Client Services, Burke, Inc.

ScotiaBank is in 48 countries and 5.5 milion customers. They are currently expanding into Latin America to reach those who are unbanked in the Caribbean. Their core purpose is to help customers become better off. In Canada, their motto is ‘You’re richer than you think.’ This doesn’t translate correctly across regions. They’ve looked to change this in Latin America.

When you’re doing research to make your company cross borders, and create a new brand based on one that exists, you must start with a huge opening for your funnel. No one can be left out of the process.

First, one must determine the key brand attributes. What are the generalities, and also look at the little thinks that make the brand. Burke wanted to then figure out what was driving the brand, what’s differentiating ScotiaBank, and what are the key constituencies.

Concentrate on what would differentiate the bank based on missions, goals and identity. This is different from building an identity from scratch.

Lessons learned from ScotiaBank and Burke:
-The brand attribute ‘research funnel’ should have a wide opening and a narrow outlet
-Use multiple evaluation criteria for determining optimal brand elements
-Readiness assessment requires both operational and marketing components
-It is possible to arrive at common brand strengths across multiple geographies
-Well-communicated research findings can influence thinking among diverse stakeholders
-Competitive bank comparisons overcome cross country measurement concerns