Tag Archives: Minneapolis

The OmniShopper 2017 Full Keynote Lineup

You’ve already heard about some of the biggest changes we’ve
made to OmniShopper for 2017 ‘ moving the
event to June, away from your summer vacations and changing the location to
Minneapolis, home of the Mall of America, the retail mecca.
But, what you may not have heard about yet is the FULL
keynote lineup ‘ it’s completely different from what you’ve seen before.
Covering everything from marketing in the Trump era, the future of retail, the
human side of selling, data informed design and more:
Originals: How Non-Conformists Rule the World
Adam Grant, Professor, The Wharton School of Business at the University of
Pennsylvania, Author, Give and Take and Originals
Marketing in the Trump Age: New Rules for a New
Peter Horst, Former Chief Marketing Officer, The Hershey Company
Digital Humanism & Recoding Culture: Moving
Toward the End of Demographics, Evolution of
Psychographics and the Rise of the Individual
Edwin Wong, VP Research & Insights, Buzzfeed
CX Sells: How to Win with the Human Side of
Selling at Brick & Mortar
Bridget Brennan, CEO, Female Factor, Author, Why She Buys
Moments Matter… Make Yours Iconic
Soon Yu, Former Global Vice President of Innovation, VF Corp, Author, Iconic
Data Informed Design: How the Evolution of Data
Science Has Permeated into Product Vision & Design
Charlie Burgoyne, Principal Director of Data Science, Frog Design
Winning in Her Purse: How the Rise of Technology
has Caused Far-Reaching Disruption Even in the Most Ubiquitous Fashion and Life
Kelley Styring, Principal, InsightFarm
Panel: Shaping the Future of Retail with
Science, Technology & Consumers
Lakshmi Venkataramani, Senior Director,
Customer Insights & Analytics, Walmart eCommerce
J Lynn Martinez, Vice President & Team
Lead Kroger, Dr Pepper Snapple Group
Dr. Duane Varan, Chief Executive Officer,
View the OmniShopper
agenda for full session details:
Use exclusive
LinkedIn discount code OMNI17BL for $100 off the current rate:
Subscribe to our monthly insights newsletter, The Insighter:
We hope to see you in Minneapolis!
The OmniShopper Team


The OmniShopper 2017 Brochure is Now Available

It’s Time to Throw the Traditional Shopper “Rule Book’
Out the Window. The OmniShopper 2017 Brochure is Here!
We’ve entered a new era in retail ‘ Shopping Everywhere.
It’s not enough to just sit back and watch, we must evolve our insights &
activation strategies to remain competitive and dominate at retail.
Join the brand & retail leaders who’ve mastered end-to-end
omnichannel strategies to deliver seamless shopper experiences at OmniShopper
2017. Download the brochure: https://goo.gl/rR2V8P
OmniShopper 2017
June 20-22
Minneapolis, MN
Visit the website: https://goo.gl/rR2V8P
35+ Speakers including more retailers than ever
before ‘ Walmart, Best Buy, Stitch Fix, Amazon, Gap and more tba! Plus, we’ve
got former Hershey CMO Peter Horst, Buzzfeed’s VP of Research & Insights
Edwin Wong, and Adam Grant, Author of Originals: How Non-Conformists Move the
3 Days with the best in shopper insights,
shopper marketing and category management ‘ over 350 senior executives from
consumer goods manufacturers and retailers
40+ Sessions dedicated to helping you super
charge omnichannel insights, activate shopper marketing and uncover next gen
retail methodologies
Are you excited or what?
Use code OMNI17BL for
$100 off the current rate: Buy tickets here:
We hope you’ll join us in Minneapolis!
The OmniShopper Team


Dad’s wallet is open. His heart and mind are too.

- Kitty Hart, Capsule

Jen Drolet and Julia Eisenberg from iModerate provided a deep-dive into understanding Dads of today and what motivates them.

A study was done with 2,500 dads with kids living at home. They were asked about what they put in their cart, what they see in retail, who is with them and how they felt. Interesting to see that statistics show dads are becoming the new “regular” shopper. In fact, 80% of millennial dads are becoming the primary shopper or at least equally sharing the responsibility.
Well, we always knew dad was a softy, but the research definitely put some insight behind this theory. 
Dad’s wallet is open as are his heart and mind. 
In a snapshot, the study shows dad is brand loyal, adventurous, convenience-driven, less phased by price and seeks information. While mom seeks value and deals, dad is actually less concerned with price. See, we’re not always the spenders.
The findings support the fact that he is primed for impulse purchases. So what circumstances lead to these purchases? What can retailers do to motivate dad? To answer these questions, research needed to uncover how dad feels.
Using the Luminoso text mining tool iModerate was able to dig into the language they use to describe their experiences.
Why do dads impulse buy?
They have cravings. They want to reward. Dads love convenience and they love to treat and/or indulge their loved ones as well as themselves. Dads are brand loyal so if they see a trusted brand come forward with something new, they are apt to try it. And, dad will impulse buy if he sees a good deal. 
We are all kids at heart. 
Part of the study included a look at how impulse purchases differ when dad is alone versus with kids. Well, well, well. Check this out. When dad is alone, he fills his cart with ice cream, chips, beef jerky, beer, tools and electronics. Wait, was the study done on adults or teenagers? 
When dad shopped with kids in tow, the impulse purchases included less beer, fewer tools, toys, DVDs, candy and games. Dad rocks!
Research showed that dads feel amazing, appreciated, proud and accomplished when they can treat or indulge their kids. But don’t worry, there is also some conflict here about spoiling or creating ungrateful kids. As with everything, it’s another example of a need for balance. 
One brand doing a great job in speaking directly to these dads of today is Cheerios and their recent #HowToDad by Cheerios campaign. 
If this spot doesn’t make you want to be a super-hero dad, there’s something wrong with you.
So, how can brands tap into dad’s open wallet?
Within the store environment, prompt dad in the following ways. Create opportunities to treat his family, to share experiences, to make memories. Helping dad reminisce about his childhood and helping him embrace his status as a parent are highly motivational. Dad wants to feel cool, successful and have great feelings about his kids in general. 
So dads, let go of the macho persona. We know you’re all just big teddy bears.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.

Moving Beyond the Bullseye: Building a Powerhouse Home Brand within Target

-Kitty Hart, Capsule

Tisha Boarman, Group Manager Owned Brand Strategy from Target drew a crowd. Everybody loves Target insights, right? Right.

In 45 minutes we got the cool, inside story on how Target took a hard look at HOME, one of their original owned brands, and decided it was time to rebuild.

Target knew they needed engage in a more authentic way. Consumers are more connected today than ever so they knew they needed to leverage their brands as a connection to guests. With this in mind, they made a commitment to the philosophy of relationships first, transactions second.

Expect more, pay less.

But the question remained, how do we get our owned brands to stand on their own? And further, how can we get the owned brands to actually contribute to the master brand? Wouldn’t it be great if Target’s owned brands were actually trip drivers?

So, the new goals established included:

Move from “labels” to loved brands.

Engage the guest beyond the product.

Maximize owned brands for the future.

They went to work on HOME because this once flagship brand had been declining in sales. They needed to know why. A comprehensive process began with data mining. They also engaged Target loyalists and got them talking. Core Target team members collaborated in work sessions to generate ideation and then again, loyalists were engaged to provide feedback and insights. The major finding? The brand lacked a point of view. The brand no longer resonated with guests.

When Target spoke with guests during the exploratory research, they learned something very important. When the guest shopped, she wasn’t just thinking about products. She’s busy and wants her home to be a reflection of her. Her desire is to unlock the home’s potential. The HOME brand had not delivered on this.

The brand was rebuilt from the ground up. Brand position and framework informed name ideation generating 8,000 potential names. Once they landed on Threshold, the identity was designed along with a whole new product line.

Again, thinking about relationship first, transaction second, they saw great opportunities for launching the new brand. They now had an opportunity to bring guests and designers together. This was the birth of the Threshold Design Event in select markets.

While social media had done great things for bringing consumers closer to brands, this concept would take engagement to a whole new level. Guests came to Target with drawings, notes, photos, ideas and dreams. Designers conducted workshops first and then offered one-on-one sessions with designers to bring their visions to life.

Huge success. The Threshold brand is now aligned with the guest and delivering on established goals. But the effort doesn’t stop there. The questions now focus on scaling the effort and continuing to push the brand. This is just the beginning.

Tisha closed with one of her favorite quotes from Scott Bedbury. “A great brand is a story that is never completely told.”

We look forward to future chapters.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.

Private Label brand quality : I’d serve that to company!

- Kitty Hart, Capsule

There is always place for conversation about private label brands, no matter the conference. This category continues to grow so it was great to hear from Peggy Davis today, a pioneer in the space.

Facilitated by my friend Chris Durham of My Private Brand, Peggy shared her experiences with the birth of private label and her career.

Have you been around long enough to remember this brand?

Back in the 1970s, Why Pay More? was Laneco’s entry into the private label brand business. Laneco was a grocery chain in eastern Pennsylvania and northern New Jersey. At the time Peggy was starting her career in grocery and was instrumental in helping Laneco explore this new path. Through trial and error, new product categories were explored and the concept stuck. Surprisingly though, back then, quality didn’t matter. It was all about price. Well, no wonder many private label brands have a bad reputation.

In 1985, Peggy made her way to Daymon Worldwide and Wegman’s, one of my favorite premium grocers on the east coast. Wegman’s had just started exploring private label, a big step in the premium space, and asked Peggy to lead the way. Creating some disruption, Peggy pushed the team into categories they hadn’t considered before. They went into the space of private brands conservatively but have embraced it fully. Continuing to focus on building the premium reputation of the Wegman’s brand, the product had to meet quality expectations if it was going to take shelf space inside this beloved retailer. Customers expected quality no matter the brand. This expectation was met and Peggy could confidently say that at no time would you hear any Wegman shopper say, “I wouldn’t serve that to company.” 30 years later, Wegman’s continues to embrace their private label family of brands and likely has one of the best selections in the country. 

Peggy has done great things as a pioneer in this space. And while she pleads for more women to enter this traditionally male dominated category, she is proud to be the only female inducted into the Private Label Hall of Fame. Peggy continues her career today as VP, Vegetable Business Unit and Industrial Sales for McCain Foods.

If you’re female and working in the grocery and/or private brand space, I encourage you to get involved with WISE – Women Impacting Storebrand Excellence. You can learn more here. Womeninstorebrands.com

Peggy, thanks for paving the way.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.

OmniShopper Day 1: The blades of a windmill – my new favorite metaphor

- Kitty Hart, Capsule

For 15 years, retailers and brands have gathered at this conference for jam-packed
days of shopper insight education. Obviously, the world was different 15 years
ago. So it was quite appropriate
that Shopper Insights changed its name to OmniShopper. The growth of the
internet and technology in general have driven all brands to consider new
channels and a need to focus on all channels consistently.

Ah, music to our ears. The philosophy of engaging through multiple channels and all senses when possible is what we’ve preached ourselves over the past 15
years ourselves. So I settled in this morning to hear about approach and tactics. And I’ll
admit, I made sure I was fully caffeinated. Sometimes these conversations can
be a bit dry.
But it looks like this week’s line-up of speakers and topics
will bring new thinking, practices and insights into the conversation. From
this morning alone, I’m jittery from Jonathan MacDonald’s windmill blades. Understanding modern
context, leveraging opportunities in disintermediation and managing perpetual change is the driving energy behind business success or failure. No more talk about the third leg of the stool. I’m digging this new metaphor.
MacDonald’s rundown of the evolution of discovery,
investment, ownership, design, energy, connectivity, relationships, experience,
presence, touch, banking, production, information and more was fascinating. You
see, we’re writing a book on the physics of brand. We’re intrigued with the
topic of why and how brands exist in our lives. How can the intangible manifest
and hold such significant grip on our hearts? Well, when MacDonald talked about the technology that travels through your bloodstream to carry information to your brain, I knew we were in for a ride.
MacDonald set the bar pretty high on this first day. He is
not a Futurist. He is a Now-ist. His message of ‘managing perpetual change’
could probably be translated to ‘get off your asterisk and make sure you have
disruption inside your organization.’
We are off to an aggressive start here in Day 1 of
OmniShopper. So enjoy the plush surrounds of the Radisson Blu while you can. When you
get back to your office you’ve got some disrupting to do.

Kitty Hart

I am the HartofCapsule, caring for our clients, friends, colleagues and partners. When I’m not deep in strategy and design thought, I dream of belting out Diana Krall tunes in the blue haze of a nightclub. Until that dream is realized, I help Capsule’s clients understand and rise above business challenges through designed conversations.