Tag Archives: shopper insights

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.

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.

Shopper Insights in Action 2014 Edinburgh: Live Stream Tomorrow

Shopper Insights in Action is Live Streaming on Tuesday, November 4th

Can’t make it to the 4th Annual Shopper Insights in Action Event next week? You can watch keynotes and track sessions on Tuesday, 4 November from 9:15 AM – 17:30 PM from your home or office. Click here to register to watch live.

 Here is the Live Streaming Agenda:

9:15 OPENING KEYNOTE: MAXIMISING RETAIL OPPORTUNITIES IN A DIGITALLY-ENHANCED FUTURE LANDSCAPE:
Jonathan MacDonald, Founder, THOUGHT EXPANSION NETWORK

10:00 KEYNOTE: SUPERMARKET EXPERIENCE: WHAT WILL PEOPLE WANT?
Kevin Barrett, Director of Space and Formats, SAINSBURY’S SUPERMARKETS

11:00 KEYNOTE: CLOSING THE PURCHASE DECISION GAP THROUGH SHOPPER CENTRICITY:
Richard Tolley, Joint Consumer and Shopper Lead, KANTAR RETAIL EUROPE
Steve Hildebrand, Director, KANTAR RETAIL EUROPE

11:45 FEATURED SESSION: WINNING CATEGORY VISION: MAKING IT HAPPEN:
Anders Fisker Olesen, Global Head of Category Excellence, ARLA FOODS

14:00 MANAGING CHANNEL BLURRING:
Bryan Roberts, Director of Retail Insights, KANTAR RETAIL EUROPE

14:45 CONFESSIONS OF A SHOPPER MARKETER: PROGRESS NOT PERFECTION
James Brett, Head of Shopper Marketing, KERRY FOODS

16:00 SAMSUNG: UTILIZING MOBILE PHONE P2P INSIGHTS TO DRIVE BRAND, EXCITEMENT, KNOWLEDGE AND CONVERSION THROUGH EXPERIENCE PROGRAMS:
Kyle Rhodes, Manager, Shopper Insights, SAMSUNG
Dard Neuman, Ph.D., President of Insights, SMARTREVENUE

16:45 DRIVING CATEGORY GROWTH THROUGH ENHANCED SHOPPER EXPERIENCE:
Natasa Jovanovic??, Senior International Insights Manager, CARLSBERG BREWERIES

 

Live Stream: International Shopper Insights in Action 2014

 

 

 

 

 

 

 

 

 

 

 

 

 
 Click here to register to watch live!

While you’re streaming live, don’t miss out on the conversation, tag your tweets with #shopper360 or join us in person:

The International Shopper Insights in Action Conference 2014
November 03 – 05
Edinburgh, Scotland
Save 15% off the standard rate to attend with your Blog Reader Code ISHOP14BL

See you there!

More from #TMRE14: An Inside Look at eBay’s Shopper Strategy

Gireesh Joshi

Gireesh Joshi, Director of Customer Insights at eBay, outlined the
process behind which research-based insights are used at eBay to identify and
help the company select from strategic options around ‘where to play’ and ‘how
to win,’ respectively.

Joshi took us behind the scenes of eBay’s dilemma of whether to
remain a pure Internet play or to become an omni-channel presence, possibly by
opening eBay brick-and-mortar stores, for example.
eBay has opted for neither and is instead pursuing an ‘Internet-enabled
commerce’ focus, fueled largely by research into the role mobile plays in
shopping.
Joshi reported 62% of shoppers use their mobile devices in the
store (‘showrooming’) and 63% of all purchase journeys begin online (‘bedrooming’).
‘We
used to think consumers alternated between two parallel worlds.’

‘We used to think consumers alternated between two parallel
worlds, but they don’t distinguish between online and offline. It’s all one
journey within which the Internet is pervasive,’ he said. 

Joshi pointed out that 90% of commerce still happens in the
physical store, despite the fact that shopping online is more convenient and
the same items sold online frequently cost less. 
Why? Because people don’t like to pay for shipping, as a matter of
principle, and they don’t like to delay purchase gratification. 
‘The starting point for shopping has moved from the
brick-and-mortar store to the computer or mobile device, but we end up at the
store,’ Joshi said, noting 52% of shoppers have now bought online and picked up
their purchase in the store.
eBay’s Click & Collect service capitalizes on this
growing trend.
The service
launched in the UK last year and has been so ‘amazingly successful’ that eBay
is planning a global rollout. 
Joshi also talked about the intriguing research eBay is conducting
around the discovery leg of the purchase funnel. (Nugget: eBay found the
discovery process for women shoppers differs from that of men.)
He noted manufacturers and retailers tend to focus on the
selection and fulfillment aspects of shopping today, while the critically
important process of discovery remains poorly understood by everyone, including
consumers, themselves
‘How does a consumer find what they want when they often don’t
know what it is they want’? Joshi explained.
This work’with some inspiration from Pinterest‘has led to eBay’s ‘Follow It. Find It‘ initiative to harness its 150 million users as ‘collection curators.’

Editor’s note: Gireesh Joshi was also featured in
TMRE’s Research Insighter interview series, in which he discussed how eBay
realized a NINE-FIGURE ROI on a predictive modeling-based approach that combined
behavioral data and survey research. Check it out here!

ABOUT THE AUTHOR
Marc Dresner is IIR USA’s sr. editor and special communication
project lead. He is the former executive editor of Research
Business Report
, a confidential newsletter for the marketing
research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Technology Takes Toll on Consumer Psyche

By Marc Dresner, IIR
Last week at my nephew’s Little League game I saw two
pedestrians nearly collide in the adjacent park.
Neither of them was watching where they were going because
they were engrossed in their mobiles. (One of them was pushing a stroller. Not
relevant. I just found it amusing.)
The incident reminded me of an anecdote consumer
psychologist and author Kit Yarrow shared at a speech I attended awhile back:
She compared browsing the Farmer’s Market to riding the bumper cars at an
amusement park.
Comical, irritating, a bit sad, perhaps, nonetheless our fixation
with our devices seems harmless enough.
Kit Yarrow
But Yarrow, a Golden Gate University professor and author of
Decoding the New Consumer Mind: How We Shop and Buy,’ thinks otherwise.
Yarrow says the increasing mediation of rapidly advancing technology
in our lives is having a deep and profound psychological impact on people.
It’s not about what we’re doing with technology, she notes,
but what technology is doing to us.
People today think
differently
‘People today think
differently,’ Yarrow said.
Specifically, our attention spans are shorter, we’re less
focused but we’re more adept multitaskers, and we require an increasingly
higher level of novelty and stimulation.
Our brains, Yarrow said, are also being programmed to perceive
better visually and to prefer ‘visual snippets.’
This explains why photo links receive 85% more clicks than
text and why Pinterest ‘pins’ are 100 times more viral than tweets, she noted.
What’s more, Yarrow says our increasing penchant for visuals
lends itself to heuristics we use to make decisions.
Accordingly, images, symbols, and even colors have
unprecedented communication potency. For example, waitresses wearing red
receive 16-24% higher tips from men.
Technology has also made us more autonomous, but left us
feeling more isolated.
We’re more ‘connected’ than ever, we
don’t ‘connect’
Yarrow points out that although we’re more ‘connected’ than
ever, we don’t ‘connect’ with people they way we did in the past.

We may have more ‘friends’ thanks to social media, but the
nature and quality of our relationships and interactions with people, by and
large, have suffered as a result of technological mediation.
For example, more and more of our communication occurs digitally
and not face-to-face today. The former, a pretty recent development, is
displacing the preferred mode of human communication for thousands of years!
We don’t even use our phones to talk as much anymore; we
use them to text one another.
Consider the implications when as much as 93% of face-to-face
communication may be non-verbal (body language and vocal intonation).
What is being lost and how is it affecting us?
‘We are responding to shifts with our limbic brain
that we don’t understand.’
‘We are responding to shifts with our limbic brain that we
don’t understand,’ Yarrow said.
Something as seemingly insignificant as a dearth of eye contact
engenders feelings of rejection and invisibility, which Yarrow says has among
other things contributed to a rise in disrespectful, rude and rancorous
behavior.
So, the fact that our heads are always glued to our devices isn’t
just causing us to occasionally bump into one another; it’s actually affecting how
we are socialized.
‘We’ve had the same
basic human needs since caveman days’the need to belong to a community for
safety, security and procreation, the need to love and be loved, the need to
have a purpose in life, etc.,’ Yarrow explained.
‘But as the world has changed, the ways we go about getting
those needs satisfied has also changed. Our brains are malleable. Our
psychology adjusts,’ she said.
‘Our brains are malleable. Our psychology adjusts.’
Due to a variety of factors’uncertainty, the pace of change,
lack of a sense of ‘tribal security,’ etc.’Yarrow says our collective anxiety
as a society is up.
‘We’re in a near state of fight-or-flight. We act like a
bear is chasing us,’ she said.
And trust has been declining precipitously with each
generation. Yarrow noted Gen Y is particularly wary and guarded.
The net of these intertwined shifts, according to Yarrow:
- We have powerful new cravings
for human connection.
- We acquire perceptions, process
information and make decisions in new ways.
- Trust disappointments color
everything.

There are, of course, marketing implications here, but I’ve got research on the brain.

I cannot help
but wonder how what we’ll see and hear at The Market Research Event next week ‘techniques, innovations,
insights’will exploit and/or address these trends.

Looking forward to seeing you in Boca Raton!

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Visa Canada’s Head of Mobile Talks Canadian Shopper Culture

Not long ago we may have been able to argue that retailers
thought that Big Data was just a bunch of hype that didn’t actually lead to
better returns, but we’ve come a long way since then. In fact, a recent survey
reveals that 73 percent of retailers consider shopper insights to be very important or
essential to the performance of the departments in which they work. In addition,
76 percent think leveraging insights is important to the performance of the
company as a whole.
I recently caught up with speaker Derek Colfer, Head of Mobile at Visa
Canada and speaker at the upcoming Consumer Insights Canada conference in Toronto, to discuss how Canada’s shopper culture is unique to the rest of North
America.
Here’s what Colfer had to say:
IIR: What
makes insights ‘strategic insights’?
Colfer: I
think all insights are strategic; however it’s their application to a specific
opportunity that makes them meaningful and impactful.
IIR: What is
the key to using the power of consumer insights to make smarter decisions in
business?
Colfer: Consumer
insights can help businesses evaluate the success of current products and are
especially important when entering the product development lifecycle. The gaps
in between product awareness, intent and usage can help businesses understand
the needs of their customers. Visa recently utilized consumer insights with the
design of Visa Checkout, a payment service that enables consumers to pay for
goods on any device with just a few clicks. We know consumers are using their
phones for more these days but that mCommerce can be onerous on small devices,
leading to low conversion rates from cart to checkout. With Visa Checkout, we
addressed issues like too many fields of information in the checkout process
and big thumbs on small screens to ensure an easier online shopping experience.
IIR: How are
shopper insights unique in Canada compared to the rest of North America?
Colfer: Canadian
shoppers are savvy with a very high propensity for loyalty. A 2014 Maritz (Bond
Brand Loyalty) report found that 90 percent of Canadians are members of at
least one loyalty rewards program. We have also quickly embraced online
shopping and have a high penetration of mobile usage. Almost 80 percent of
Canada’s addressable population owns a mobile phone, according to a 2014
eMarketer report. These factors, along with companies like Starbucks and Tim
Hortons who have tied loyalty to mobile payments, are helping to drive Canadian
comfort levels with mobile payment adoption.
IIR: Where
do you see the shopper culture in Canada five years from now?
Colfer: Canadians
will continue to use their mobile devices in a hyper accelerated manner. What
we refer to as eCommerce today will become more of an omni-commerce experience,
blurring the lines between various channels (in-store, desktop, laptop, tablet,
mobile device, wearables, etc’) as consumers use more than one channel and form
factor to search, compare, apply loyalty and purchase. 
Image via
www.fortune3.com

IIR: What’s your advice on effective ways to reach
Canadians on the path-to-purchase?
Colfer: There are
various technologies available for businesses to engage and interact directly
with their customers on more than one device throughout any given day. One
challenge for merchants is to ensure content and offerings are universally
available across all channels so that consumers can shop in the channel that
best suits their purchasing patterns.
IIR: What’s
the best part about shopping in Canada?
Colfer: Canadians
are incredibly loyal and the Canadian brands and merchants that we frequent
tend to reward loyalty in a very innovative manner. The most notable recent
example is the CIBC Tim Hortons Double Double Visa Card with a pioneering
two-button technology that enables users to switch between paying with their
Visa card with built-in loyalty, and the redemption of their earned Tim Cash
rewards. I think we’re going to see a lot more of this type of innovation and
loyalty tied to apps as we move forward and it’s going to positively impact
Canadian adoption of mobile payments.
IIR: How is
technology empowering the always-on shopper today?
Colfer: Technology
is incredibly empowering for Canadian consumers. It’s not uncommon to see a
consumer take out their mobile device, open up an app and scan a barcode on a
product in-store. That mobile app can provide access to an array of product
reviews and ratings and it can also drive the consumer to make a purchase
in-store with a profile driven incentive. Conversely, that same app can prompt
a consumer to leave that particular store and purchase the product online or in
a competing merchant down the street. Consumers remain at the center of the
commerce lifecycle, however technology is empowering them today in ways we
could not have imagined five years ago.
IIR: How do
you embed a culture of customer experience at Visa Canada?
Colfer: Every
digital product we build and put in market has been built with the lens of a
consumer. 
Visa’s aforementioned Visa Checkout is a great example of this, and
so is Visa payWave. Visa payWave allows a consumer to wave their card in front
of a payment terminal to securely and quickly make payment, reducing time in
line and at the cashier, improving the point-of-sale experience. This same
technology provides the foundation for NFC mobile payment apps, which are
gaining popularity in Canada and are available to consumers through Visa
issuers like TD, CIBC, RBC, Scotiabank and Desjardins. Our Vision at Visa, to
be the best way to pay and be paid for everyone, everywhere, prioritizes
consumer behaviour and drives every product innovation.
IIR: What
have you learned about Millennial shopper insights in Canada working at Visa?
Colfer: Millennials
are early adopters of technology and are an important segment to consider in
mobile payment adoption. According to a 2013 eMarketer report on age-based
digital behaviour, Millennials are the prime demographic for digital adoption
as they were born and raised during the emergence of the internet with an 80
percent adoption of mobile.
However, while Millennials are an important segment to
consider with regards to mCommerce and mPOS, there are also other demographics
with interesting behaviours that shouldn’t be forgotten. Gen X’ers lead all
other age brackets in ecommerce purchases for family staples and are the most
likely to transact on tablets and smartphones, according to an Ipsos Reid study
cited in the same eMarketer report, and Baby Boomers have shown the strongest
interest in loyalty programs. Sometimes I think we put too much focus on the
current consumer insight trend rather than being strategic with more than one
group.
IIR: How do
you see mobile affecting the future shopper in Canada?
Colfer: Canada is
already very advanced in contactless payments, but NFC payments will become far
more ubiquitous. Visa was the first payment network in Canada to pilot NFC in
2010 and we were the first payment network to commercially deploy with CIBC
back in 2012. To date, TD, CIBC, RBC, Scotiabank and Desjardins all offer
various NFC mobile payments to their clients that run through the Visa Network,
providing Canadian consumers with many accessible options.
Canadians love their mobile devices and I think they will
become more comfortable using them in-store to make purchases quickly and
securely. New technologies like Host Card Emulation (HCE), where consumer data
is secured in a cloud, will help to increase consumer usage. Visa’s new cloud
based payment specifications allow our banks to offer the same
interoperability, scalability and security to consumer’s phones that they trust
with plastic cards today.
If you’d like to hear
more from Derek, don’t miss him present at Consumer Insights Canada. The
event is taking place this September 29-October 1, 2014 in Toronto,
Canada. For more information about the event and to register, click here: http://bit.ly/XPjI56

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. 

Inside Insights: Kelly Harper

In our next episode of the Inside Insights Podcast series
brought to you by Consumer Insights Canada,
I am fortunate to sit down with Consumer Insights Canada keynote speaker Kelly
Harper, who is the Director Customer Experience Learning at BMO INSTITUTE FOR
LEARNING, to discuss how the power of consumer insights help to make smarter
decisions in business.
Consumer Insights Canada is a conference that showcases the
local Canadian culture in its storytelling. With new entrants like Target
Canada, rapid changes in technology and increasingly discerning customers, the
Canadian retail industry is in a constant state of change, challenging players
to adapt strategies and tactics to remain relevant.  This conference was created for our insights
community that focuses on the power of insights in motivating smarter decision
making and shines a particular lens on the local flavor of shopper insights in
Canada.

Check out the full
interview here: 

Download this episode (right click and save)

If you’d like to hear more from Kelly, don’t miss her keynote session, ‘How to Embed a Culture of Customer Experience in your Organization’ at Consumer Insights Canada on Tuesday, September 30th at 10:15 am. The event is taking place this September 29-October 1, 2014 in Toronto, Canada. For more information about the event and to register, please visit our website: http://bit.ly/1khTaTJ