Tag Archives: London

Key Insights from Omnishopper International 2016

By: Derya
Lawrence, Senior Analyst ‘ Services and Payments at Euromonitor International

Omnishopper
International took place in London in late November 2016, and addressed the
issues impacting the rapidly evolving retailing landscape from the perspectives
of consumers, manufacturers and retailers. This three day event brought
together some of the largest manufacturers in packaged food, electronics and
personal care, alongside grocery and non-grocery retailers and market research
providers, discussing primarily the ways in which commerce is evolving, and
providing practical examples of new methods of information collection that is
made possible through technological developments required to stay ahead of the curve.
Here are four key insights from Omnishopper
International 2016:

Strategising
for the omnishoppers
Commerce is no longer restricted to a
physical outlet. There are now a plethora of commerce facilitators, from
computers to smartphones to consumer appliances to connected cars, all enabling
new ways of shopping and paying. It is important to continuously track and
monitor shopping patterns across the online/offline split to understand how,
holistically, both channels are two sides of the same coin: Shoppers routinely
search online and buy in-store. If they see a better offer at a competitor, or
find a unique proposition at a different banner, they will take their money
there. Because of this dynamic interaction, one of the largest problems for
retailers today is the increase in consumers’ switching between channels and
banners. Thus, in order to acquire new clients, the omnichannel strategy has to
be built around fostering loyalty, through providing a new and better shopping
experience both in store and online.
Embracing
technology
In this mobile-first world, the
possibilities in terms of connecting with the consumer before, during and after
a purchase are endless, though few retailers and manufacturers do it in a
seamless manner. Merchants of all types express a desire to better connect
those dots in order to further other initiatives, such as providing more
meaningful consumer engagement. One highlight in this respect is the arrival of
Virtual Reality technology. VR can not only drive marketing strategies, but can
be used as a tool for consumer engagement for market research purposes.
Traditional research techniques, such as
consumer panels and surveys, have allowed for the collection of strong insight
on the impact of advertising or strategy on growth in specific product groups. Yet,
knowledge on where the market will be growing – and therefore where the
manufacturer should invest its time and money – can be better understood
through embracing new digital means and putting the consumers themselves in the
driving seat. On this note, one of the leading global chocolate manufacturers
shared their insights on how Online Surveys and Communities are helping them
enhance outcomes of marketing campaigns and impulse purchases by allowing
consumers to inform the manufacturers on what products work for them, when they
are more likely to consume certain goods or how likely they are to make a
purchase based on where the product is exhibited on the shelves.
Understanding
consumer behaviour
New digital
technologies allow for the advent of an increasing number of ways to create
more convenient shopping experiences for consumers. Connected appliances,
proliferation of mobile payment methods and a rapid move towards the internet of
things are all altering consumer’s in-store experiences and expectations. Omnishopper
International posed questions and answers on how this evolution impacts
shopping behaviour. If shoppers’ desire for the most time efficient and
convenient experience takes them both to online and offline channels for
different reasons, it is vital to track this behavioural rationale and gather
data for both online and offline to meet changing client expectations.
Once we have an
understanding of the purchasing habits of consumers between online and offline,
an important question is how retailers can intervene in consumer decision making
in order to align consumer behaviour with retailing strategies. For this step,
we are told that the field of Behavioural Economics – led by the likes of
Daniel Kahnemann ‘ that looks at non-rational forces and implicit biases that
condition human choices, is starting to make inroads on marketing and consumer
research. Through this key insight on how and why shoppers interact in the way
they do in a multi-channel environment, understanding the hidden drivers of
purchasing behaviours, retailers can locate the Pivotal Moments where they can make a significant and meaningful
impact on consumers’ purchasing choices.
Future of retail
Due to the
impact of technology, 21st century consumers are increasingly knowledgeable
about what they want and what is on offer. The blurring of sales channels has
contributed greatly to this as shoppers are able to navigate across the
online/offline divide to find the best product for them along the price/quality
spectrum. Now more than ever, from quality of products to pricing, smart
shoppers are more aware and are therefore increasingly purchasing with higher
expectations from retailers and manufacturers. With the availability of more information,
consumers are also increasingly less loyal. In this context, the saying, ‘the
successful retailer is the one that understands what the client wants next’ is
truer than ever.

Enter to Win 2 Free Passes OmniShopper International in London

Are you a retailer? Do you like free things? Well, submit
your information to win 2 passes to OmniShopper International taking place
15-17 November at the London Marriott West India Quay in London: http://bit.ly/2faOoLA

You will join a roster of leading retailers, FMCG manufacturers and industry
experts from all throughout the European market including:

‘ John Lewis
‘ Samsung
‘ LEGO
‘ Tesco
‘ Harrods
‘ Mothercare
‘ Dreams UK
‘ Shell Retail
‘ Coca Cola
‘ Kimberly-Clark
‘ Barilla France
‘ Beiersdorf
‘ Ferrero
‘ Fjordland
‘ Johnson & Johnson
‘ Mondelez
‘ Nestle
‘ Ontex
‘ PepsiCo
‘ Perfetti van Melle
‘ Strauss Group
‘ Swedish Match
‘ Unilever
‘ Heineken
‘ Philips
‘ And many more!

Visit the website for more information about the full program: http://bit.ly/2aWHmCx

Enter to win here: http://bit.ly/2faOoLA for a chance for you and a
colleague to join 250 like-minded retailers and FMCG manufacturers and
suppliers. Good luck!

We hope to see you in London!

Cheers,
The OmniShopper Team
@OmniShopper
#OmniShopperEvent
Themarketresearcheventblog.iirusa.com

Top 5 Reasons Why OmniShopper is Your Key to Retail Success

With the summer holidays now behind us, are you ready to
book your OmniShopper International ticket?
If you haven’t really thought about it yet, that’s ok.
There’s still time for you commit for 2016. In fact, we’ve come up with a short
list of why OmniShopper is YOUR can’t miss destination for retail success:
1.       Uncover
the Latest Shopper Research Methodologies

Emmanuel Malard, Consumer & Market Insight Manager, Samsung Electronics
details how Samsung validated the use of 360?? virtual reality immersion became
part of the research toolkit for their insights team, and what’s coming on the
horizon.
2.       Integrate
Omnichannel Retail Strategies to Connect

Kantar Retail’s Owen McCabe will provide you with an overview of the
omnichannel ecosystem, and how smart brand owners are effectively connecting
with their consumers by leveraging omnichannel for competitive advantage.
3.       Become
a Great Marketing Leader

With the guidance of Patrick Barwise, Emeritus Professor of Management &
Marketing, London Business School, you’ll learn how to maximize your business
impact and long-term career success by complementing your technical marketing
skills with a range of leadership skills. Plus, get an inside look at the soon
to be released book, The 12 Powers of a Marketing Leader.
4.       Prepare
Your Organization for the Next Data Revolution

Big Data will soon be a thing of the past, at least according to Martin
Lindstrom. What’s next, the seemingly insignificant consumer observations that
will completely transform the way businesses are built and run, soon to be
known as SMALL DATA.
5.       Embrace
Disruptive Trends & Innovations

Henry Mason will show you can get ahead of your customers’ rapidly accelerating
expectations by generating actionable foresight, and relying on the latest
trends and innovations across the retail and media landscapes.
Download the brochure for the full programme: http://bit.ly/2csCgQH
Book your ticket by
Friday, 23 of September and save ??200. Plus, Use code OMNIINTL16BL for ??100 off
the current rate ‘ Secure your spot today! Buy tickets:
http://bit.ly/2csCgQH
We hope to see you in London!

Cheers,
The OmniShopper Team

@OmniShopper

#OmniShopperEvent

Insights as a Vehicle for Influence: Every Consumer is a Well-Informed Researcher

By: Amanda Ciccatelli,
Content Marketing & Social Media Strategist, Informa
Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why next in our Insights as a Vehicle for
Influence series, we sat down with Paul Donagher, Managing Director, Market
Strategies. In our conversation, he shed some light on how omnichannel is
impacting retail, how shoppers are shaping the future of retail, where retail
is going in the next five years, and more.
How has omnichannel
impacted retail positively?
Donagher: From a
consumer perspective it has opened a whole range of researching and buying
opportunities, or ‘instants of intent’. The intent has to be on both sides of the
relationship, where both the consumer has the need and the marketer has the
opportunity to have their brand positioned perfectly with the proper
connections planning. Connections planning is really what omnishopping is all about ‘ furthermore, we
believe that the best outcomes for marketers start with a thorough
understanding of consumers both from a category and brand perspective. This can
only be achieved through properly conducted research that uses all of the
attitudinal, behavioral and neuro approaches at our disposal.
What can retailers do
better to embrace the omnichannel customer journey and experience?
Donagher: Our
research shows that the relationship from the retailer side has to meet 3 key
criteria ‘ Seamlessness, Centricity and Experience. We conducted our own qual
and quant research that really narrowed down the requirements for retailers to
these 3 broad buckets.
How are shoppers
shaping the future of retail?
Donagher: The
information is all on the Omnishopper’s
side. They are better informed than ever before’which in itself poses questions
and provides opportunities to retailers.
What are some shopper
insights lifecycle best practices you can share?
Donagher: We
spend a good deal of time trying to illuminate what we call ‘Day in the Life’.
Of course, depending upon the category, the Omnishopper journey and the
constituent path-to-purchase can be weeks or longer, however we use the notion
of a ‘Day in the Life’ to look for the key sequencing that matters to the
brand. The ‘instants of intent’ I mentioned previously have to be uncovered and
the reasons for those instants (needs, motivations etc.) have to be properly
uncovered.
Why is it important
to link digital and physical shopper marketing?
Donagher: That’s
what the Omnishopper demands ‘ the notion of seamlessness I mentioned. The
Omnishopper loves the research capabilities of digital and the in-store benefits
of in-store (shopping with friends, touching the product etc.). From the
research perspective, understanding digital is the big opportunity. We
continually look for those data sources that are ‘organically’ created for us
and were not necessarily created for market researchers. Whether it be big data
or something else, these data exist and we are uniquely placed to capture,
process and analyze them for marketing purposes
How does omnichannel
customer experience impact customer loyalty?
Donagher: We hear
a lot about the lack of loyalty among Omnishoppers. We think that is premature
but that loyalty may have to be redefined as will associated loyalty programs.
How is digital
reinventing retail?
Donagher: Every
consumer is a well-informed researcher ‘ they know what to look for and where
to look for it.
Where do you see
retail moving in the next 5 years?
Donagher: There
have to be more ways for every party in the transaction to be compensated. If I
research on one site but then buy in-store or vice-versa, each party has
performed a service. We hear a lot of discussion on how to make sure everyone
is compensated for their part in the purchase.

Want more on this topic?
Attend OmniShopper International this November in London, England. Learn more
here: http://bit.ly/2aSfoLS

Earn a Free Pass to OmniShopper Intl in Paris by Becoming a Guest Blogger

Do you want to learn, network, and meet iconic shopper
insights industry leaders for FREE? You can earn a free all-access pass
to OmniShopper International 2015 this
fall by serving as a Guest Blogger at the conference taking place November
11-13th in Paris, France.  
OmniShopper 2015 is the evolution of the Shopper Insights in
Action Conference the industry has grown to love. Year after year, brands,
retailers and their partners from around the world have selected this
conference to be their annual meeting place for new insights, inspiration,
retail innovation and a source of collaboration and connectivity to increase
shopper loyalty and drive business growth.
The shopper journey to purchase is a lot more complicated
than it was ten years ago, and one of the things that knits it all
together is technology. Technology continues to advance at a rapid pace and
shopper preferences are constantly changing. Creating a true end-to-end omnichannel
customer experience is absolutely key for companies operating in today’s
market. OmniShopper 2015 is a call to action for all the key players in the
shopper ecosystem to come together to find out how to thrive in this new retail
world.
As a Guest Blogger, you’ll have access to BPI’s comprehensive
agenda attracting attendees from all functions and disciplines shopper insights.
Whether you are in shopper insights, consumer insights, market research,
shopper marketing, and more, OmniShopper International has something to meet
your needs. Learn more about the conference here: http://bit.ly/1JXA3EB
Your 3-day conference pass includes breakfast, lunch, and a
cocktail reception every single day, 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 writing one post
per week for The Market Research Blog between now and the conference and
attending assigned sessions at the event and blogging live or same day.
Additional blog post guideline include:
‘                    
Blog Posts must be original content or a list of
curated resources not easily found elsewhere.
‘                    
Titles ideally should be provocative and about 6
words in length.
‘                    
Post must contain at least one large image or
rich media (logo, shutterstock, video, etc.,) and credit must be given.
‘                    
Content must be practical, entertaining,
informative and timely but must holdup over time (does not need to tie-in to
any event).
‘                    
Ideal length is somewhere between 300-500 words
or a 5-7 minute read.
‘                    
Must include an author byline with bio, contact
and photo add credibility to each post.
‘                    
Please share your posts with your own networks
and LinkedIn groups.
‘                    
No promotional or selling, marketing content
ever ‘ A quick tie-in at the byline or editor’s note level is okay but we don’t
to use our platforms as a marketing channel, instead we want to offer thought
leadership and informative POVs.
Guest Bloggers are responsible for their own travel and
lodging.
If you are interested, please contact Social
Media Strategy Amanda Ciccatelli at aciccatelli@iirusa.com.

4 Key Trends for 2015: From Consumer Insights Canada to TMRE 2014 via Trendhunter

For those of who may not know the lovely Shelby Walsh, she is President at TrendHunter and soaks up trends for breakfast, lunch and dinner. We had a chance to catch up with her and her team at the Front End of Innovation Toronto and Consumer Insights Canada event last week.

Here’s what she told us:

How did you find the experience at FEI Toronto & Consumer Insights Canada?

The experience at FEI Toronto was fantastic. The breadth of sessions everyone had to choose from was incredible — from the Internet of things, to the mind/body connection and authenticity. 


On top of the takeaways from all of the sessions, there was an impressive array of individuals in attendance, which made breakfast, lunch and networking breaks all of the more interesting. 

FEI Toronto - Consumer Insights Canada
Can you share the biggest takeaway from your Trendhunter partner and fiancee, Jeremy Gutsche’s talk? 
The biggest takeaway from Jeremy’s Better & Faster talk was that we need to focus on overcoming the psychological traps that are blocking successful people everywhere from realizing their potential. 

We need to awaken our “inner hunter” and instead of “farming,” creating only incremental change, we need to be open to destroying in order to create breakthrough innovation. 

Jeremy’s keynote was very personal and touched on drawing inspiration from his dad and how he proposed to you, as a social media strategist I know there can sometimes be a fine line between what you share and what you keep private. I understand the video he shared is up on YouTube, can you tell us a bit about the proposal, the video and sharing it online.
I personally never share anything that could put me in an unprofessional light or is negative about other individual or brands. Social media is supposed to be a great way for people to connect with others and a lot of times, celebrate the most interesting parts of our lives. 

I didn’t hesitate to share our engagement video to over 20,000 of our closest friends because the way Jeremy proposed was creative and very Trend Hunter-esque. It was an authentic expression of who we are and a touching moment that we wanted to share with others who’ve felt the same or hope to one day!
We had planned a field trip to tour your Trendhunter headquarters but received such an overwhelming response, we decided it made more sense to open it up to everyone and do a cocktail mixer instead. Can you tell us a bit about the research you shared during the tour and gives a bit of insight into how your office environment inspires your innovative culture?

Trend Hunter had a blast hosting a cocktail mixer for FEI! Our office space lends it well to the creative environment we have, as well as events like this! People loved our bar complete with Trend Hunter marquee lights, our London telephone booth and our open-concept, brick and beam space. 

It’s a great environment to let ideas flow!


The 4 key trends discussed during our Trends in 2015 presentation include

Beacon – This burgeoning technology has been utilized by those on the cutting edge in the art, retail and charity worlds. The next generation of these location-responsive devices will make communicating with consumers even more customized, interactive and ultimately, effective.

Makeshift Luxury – Retailers are turning to pop-up events that are super lavish. These temporary luxe shops and consumer experiences are the next evolution in brand marketing that’s more experimental and temporary.

Meta-Marketing – Millennials are approaching peak purchasing power, and marketers are keen to capture their attention by creating ads about ads that self-mock and have a focus on being authentic.

Flavor Reversal – Bacon beer cupcakes and avocado donuts are just a couple of examples of how sweet and savory are being experimented with creatively to create buzz and appeal.

FEI Toronto & Consumer Insights Canada 2014
FEI Toronto & Consumer Insights Canada 2014
FEI Toronto & Consumer Insights Canada 2014FEI Toronto & Consumer Insights Canada 2014


We’re looking forward to joining you, Jeremy, and the rest of the Trendhunter Team at The Market Research Event stateside in Boca Raton. Fl. Later this month. Can you give us a little preview into what we can expect? 

We work with brands creating custom monthly reports to help identify consumer needs and track emerging market trends. These reports are based off of a 100,000,000 person virtual focus group and over 2 billion views of data. For those attending TMRE, we’re offering some reports on the house, so make sure to find us at the event! 

Just as exciting, there has been a lot of talk recently about Oculus Rift — a platform that allows for one to experience augmented reality like never before and other cutting edge virtual reality applications that tap into 3D gaming, simulations, and rich immersive experiences. Now, I can’t give away what Trend Hunter will be doing, but I can tell you that it will be an experience you don’t want to miss out on

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

What You Missed in Market Research This Week: 7/28 – 8/1

This is what has been going on the past few days:

Big Data is More Than Technology: More and more companies are embracing big data

Is Big Data Really Necessary: Big data does not translate into every industry

Redefining Big Data: Understanding numbers in context may not be apparent in numbers

Big Data DIY: The hype phase is over… what is next?

Voice of Consumer Analytics: Customer feedback is the most type of communication an organization can receive.

Challenges of Real-Time Social Media Analytics: 5 Challenges that plague analysts.

Confirmit Launches Confirmit Genius: Software solution for text and social media analytics

Infusion Appoints Alexander Liss as Director of Analytics and Insights: Liss brings over ten years of experience as a global innovator and technology solutions leader. 

The Value of Social Media: Thinking of social media as “relationship building”

Changing the Marketing Research Playbook: Using online communities to observe insights

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.

Facebook as a research community

Social Media Today’s blogger Matt Rhodes recently pointed out something very significant. Facebook is not a great tool for market research. Yes, it’s a community where individuals come together and discuss certain topics (as the article points out, there are 34 groups in London alone that are based around Starbucks), but you can’t get the most out of the research experience. There’s a certain amount of research and insight you can’t attain on Facebook because you’re not in control of the conversation.

Do you agree with Matt? Have you found great ways to use Facebook to collect research for your company? What do you think?