Tag Archives: shopper

The OmniChannel Movement Forces Retailers to Move Faster to Keep Up with Shoppers

The dramatic changes in shopping behaviors influenced by
digital will continue to influence the future of retail.
To hear what big changes we can expect, and how to react to
them, we sat down with Alana Joy Feldman, Digital
Shopper Marketing &
E-commerce Specialist, Consumer Health Division at Bayer
HealthCare LLC.
Here’s what Alana had to say:
How has omnichannel
impacted retail positively?
Feldman: The ‘omnichannel movement’ has forced retailers
& manufactures to move faster, in order to accommodate shopper’s needs. A
true, successful omnichannel experience allows shopping to feel personalized,
as it offers each shopper an enjoyable and consistent experience, regardless of
channel or device. Entering more of these channels increases a retailer’s
reach, allowing them to touch and convert more people.
Another positive impact that stems from omnichannel retail
is the increased amount of data it provides. Although many are still trying to
understand how to harness and wield this data effectively, it will ultimately
fuel better shopper marketing and overall shopping experiences.
How are shoppers
shaping the future of retail?
Feldman: Shoppers
are shaping the future of retail by being more informed and more demanding than
ever. Access to information via technology is now the norm, which has created
an omniscient shopper who has taken control of the retail experience. Retailers
should constantly be monitoring current shopping behaviors and changing
consumer preferences as these will continue to influence the future of retail.
Why is it important
to link digital and physical shopper marketing?
Feldman: Linking
digital and physical shopper marketing is important because in the eyes of the
shopper, there is no difference. The less integrated a shopper marketing
program is, the more clunky and unnatural the experience. With technology
permeating every aspect of our lives, there is no longer much separation
between our physical and digital worlds ‘why should this be any different when
we shop?
Where do you see
retail moving in the next 5 years?
Feldman: I see
shopping automation as the ‘next big thing’ in retail. We’ve started to see this
with the adoption of auto-replenishment programs (Subscribe & Save, etc.),
as well as the development of new technologies such as Amazon’s Dash
Replenishment Service; which enables connected devices to automatically order
physical goods from Amazon when supplies are running low. Convenience,
especially in our product category (OTC medication), is a major factor driving
this behavior. As shoppers’ lives get busier and more complicated, there will
be an increasing need for their daily regimens to be automated.
Don’t miss Alana’s panel presentation ‘Reaching Shoppers
Where They Plan, Shop and Share’ at the upcoming OmniShopper conference July
10-13 in Chicago, IL.
OmniShopper, formerly the Shopper Insights in Action
Conference, is a world-class experience focused on how to translate shopper
insights into dramatic growth opportunities for your business – anticipate and
predict the future, generate fresh insights, create seamless and connected
brand experiences along the complex shopper journey and increase basket growth
at every opportunity – in-store, online and in-home.
Check out the full
agenda: http://bit.ly/25BgVNA

Use exclusive LinkedIn discount code OMNI16BL $100 off the
current rate. Buy your tickets here:  http://bit.ly/25BgVNA

Growing planned store visits for increased wallet share

By: Sam
Elphinstone, Group Head, the numbers lab, Firefish’s quantitative

Researching retail is fascinating.  Whilst always a dynamic and exciting category
it has recently become even more so, as brands seek to seamlessly join their
digital and non-digital offers.  The ultimate
aim is to present customers with a slick and enjoyable experience, minimising
the opportunities for customers to disengage and maximising share of wallet.
Whilst preventing people from leaving the
purchase funnel is of huge importance, there are some other considerations
identified from research carried out specifically around fashion retail that
can play a significant role in whether or not a sale is achieved.
Chief amongst these considerations is increasing
the likelihood that shoppers will plan a visit. 
Across both digital and physical stores, if a visit is planned, a sale
is 2??x more likely.  Furthermore, planned
visitors are 2 times as likely to visit again in future.  Interestingly, this is irrespective of how
close the shopper is to the brand initially.
Planned visits tend to be in the minority
(around 20% of shoppers), with the majority of decisions around visiting a
particular store or site made on an ad hoc basis, whilst browsing online or
wandering through the mall.  Obviously,
converting these ‘floating’ shoppers with a clever media strategy that
interrupts them at the most opportune time is essential, especially as there is
probably a limit to the number of planned visits that can be achieved.  However, given the role they play in maximising
the aforementioned share of wallet, growing the 20% of planned visits is a
proven way of achieving growth.
So how can we drive shopper planning?  Some of it comes down to old-fashioned top of
mind awareness and saliency in what can be (especially in the world of fashion
retail) a very crowded landscape.  How we
drive those metrics should come as no surprise; traditional ATL and BTL
communications designed to hit a broad audience allied with more tailored
digital and social media campaigns with a more emotional connection in
mind.  CRM can also play a crucial part,
tailoring the engagement and rewarding loyalty.
What may come as a surprise is the extent
to which the ‘basics’ mentioned above aren’t done correctly or often enough,
meaning that awareness is subject to peaks and troughs which, in turn, affect
the extent to which visits are planned. 
In recent conversations with clients, we are also seeing marketing spend
diverted from those ‘basics’ into other areas, such as the blending of digital
and non-digital customer experience mentioned earlier in this article. 
The former issue can be addressed by taking
a slightly more radical view of brand impact marketing, perhaps by adopting an
‘always on’ strategy which substitutes big, infrequent and expensive campaigns
with a cheaper more agile alternative that maintains a more consistent
The latter is
about understanding priorities.  Getting
the customer experience right across all of your properties is essential,
however, it should not come at the cost of driving planned visits impacted by
more traditional metrics like awareness and saliency.  For the health and wellbeing of retail there
needs to be room for both.
Sam Elphinstone is Head of Research at the numbers lab, Firefish’s quantitative
business. His expertise focuses on
understanding how brands
interact with consumers. He is a specialist in consumer experiences, how people
react to them and their subsequent impacts on behavior.

OmniShopper 2016 Brochure Now Available

The OmniShopper 2016 Full Agenda is Now Available
With the constant threat of new, innovative categories and
retail formats emerging as fierce competitors in an already cluttered
omnichannel world, established brands and retailers are forced to take more
risk in their approach to developing insight and activation strategies that
define the future of commerce.

The 2016 agenda is designed to elevate total store shopability – be that
on-line, in-store or in-home – in order to stay relevant in today’s tech and
shopper driven retail landscape.

the 2016 agenda: http://bit.ly/1QgkLzb
Check out these NEW experiences at OmniShopper 2016:
Meet Daniel Kahneman, Nobel Prize Winning
Psychologist and Best-Selling Author, Thinking, Fast and Slow.
Personalized Input From Legends and Leaders
Digital Chart Challenge
Retailer and Manufacturer Exchange
Immersive Learning Experiences: Pre-conference
workshop, storytelling workshop, offsite field trips.
Join us to collaborate with key shopper stakeholders and
take home new insights and activation strategies to champion the next best
practices at your organization.
Use code OMNI16BL
for $100 off the current rate. Get tickets now: http://bit.ly/1QgkLzb

Hope to see you in Chicago this summer!

All the best,

The OmniShopper Team

OmniShopper 2016 Keynote Line-Up Just Announced

Generate Fresh Insights & Predict the Future of the
Retail Industry
The OmniShopper Conference
is the industry’s annual meeting place to uncover new techniques and
methodologies, generate and activate insights and develop shopper driven
marketing strategies to transform retail. Uncover next best practices and
ensure insights remain at the heart of YOUR business.
OmniShopper 2016
July 11-13. 2016
Radisson Blu
Chicago, IL
Discover what’s new in how consumers plan, shop and share
in the OmniChannel world.
Here is the OmniShopper 2016 Keynote Lineup:
Understand What Shapes our Choices, Judgements
and Decisions
Daniel Kahneman, Nobel Prize in Economic
Sciences, Best-Selling Author, Thinking Fast & Slow
Innovate the Physical Retail Space with Emerging
Jill Renslow, SVP Marketing, Mall of
The Future of Retail, a Retailers Perspective
Sumaiya Balbale, VP of Marketing, Jet.com
Top Trends in Marketing and Selling to Women in
Bridget Brennan, CEO Female Factor and
Author, Why She Buys
In the midst of a rapidly evolving omnichannel world, a rock
solid understanding of shopper behavior and their evolving expectations has
never been more critical.

All New Experiences Maximize Networking, Learning & Fun

Immersive Learning Experiences
Pre-conference workshop
The Shopper Insight Lifecycle:
Best Practices from Generation to Application
Retail Manufacturer Exchange
Define the value of insights and total
store shopability
Interactive Keynote Q&A’s
Personalized input from legends and leaders
Digital Cart Challenge
Shop each booth and the biggest basket wins!
And much, much more!
Want to be the first
to know when the OmniShopper 2016 full program is released? To request a
brochure, click here: http://bit.ly/1Rq3o3h
Use code OMNI16LI for
$100 off the current rate. Buy tickets here: http://bit.ly/1Rq3o3h
We hope to see in Chicago this summer!

The OmniShopper Team

Answering the Call of the Omnichannel Shopper through a Dynamic Category Strategy

This afternoon at OmniShopper International 205 in Paris,
France, Duncan Tyrrell, Category Strategy Controller at Warburtons Limited
talked to us about reaching omnichannel shoppers through a dynamic category strategy.
We are in a time of transitional change in grocery. This
could be an inflection point for the industry, according to Tyrell.
There has been a shift of control from the retailers into
the hands of the shoppers. The source of omnichannel shopping comes from three
places: societal change, technology revolution, and new business models. The way
the societal change is manifesting itself is the way of the main shop is changing
and diminishing in size.  ‘Little and
often is becoming the norm,’ said Tyrrell.
In the next 5 years, super stores will become less popular
and the growth will be in convenience stores and online. For example, large stores
like Tesco are buying a successful smaller store called Giraffe in the UK.
Warburtons translated the omni shopper change into action in
order to adapt to that market. The company learned to understand their
omnichannel environment to unlock category growth by implementing the following
Provide a language for internal alignment
New Opportunities for thought leadership
A common purpose for retailers and suppliers
Now, Warburtons retailers in the UK are looking for a path
to growth because they need new and disruptive business models in the market.
Tyrrell said, ‘We will look back on this time and realize it
was around this time that things really began to change.’

About the Author:
Amanda Ciccatelli is a Social Media Strategist at IIR USA where she manages social marketing
strategy and content marketing across the business. She a background in digital
and print journalism, covering a variety of topics in business strategy, life
sciences, innovation, law, marketing, and technology. Amanda is the Editor at
Large for several of IIR’s blogs including Next Big Design,  Front End of Innovation and The Market Research Blogs.
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. 

Your Future Shopper: Predictions for the Future of Shopping

This afternoon at OmniShopper International in Paris,
France, James Llewellyn, UK Head of Shopper, GfK, shared four predictions for
the future of shopping that has come out of their recent research. ‘Sometimes
it can feel chaotic to understand shoppers in the real world,’ he began.
According to Llewellyn, some key insights include:
Nothing has changed: Execution has changed
dramatically, but retail fundamentals are unchanged.
But you need to get faster: When retailing you
need to be fitter, more agile.
Loyalty is dead: Loyalty. If it ever existed in
a pure form, has been left behind.
In the last 2,200 years there have been four retail
innovations. The first is the creation of the first chain of stores in China
called Lo Kass. Next, came catalogue based mail order in Europe. Third, the
first department store opened in Paris, France called Le Bon Marche. Finally,
self-service was created in the U.S. known as groceteria.
‘Retailing is not about inventing new stuff,’ said
Llewellyn. ‘Take comfort, the fundamentals remain unchanged.’
So, how should we understand the future consumer? Live in
the jungle, ask shoppers, and observe shoppers. Retail is not as it once was.
The door is open to experimentation. For example, Amazon selling via
Waterstone, Tetely and Nestle collaborating to sell to need states, and stores
sneaking to communicate through entertainment.
Convenience, choice, price, and experience are the four
pillars of retail that haven’t changed, but now the new retail battlegrounds
have been added to the mix. Is it the end of the queue? There are many new
mobile apps that are accelerating the queue.
‘My mobile device is quickly becoming my most important
shopping tool,’ said the majority of the world in a recent GfK survey.
Being convenient has been essential since retail began. To
create attraction from the moment of trigger you must be continuously
available, according to Llewellyn.

About the Author:
Amanda Ciccatelli is a Social Media Strategist at IIR USA where she manages social marketing
strategy and content marketing across the business. She a background in digital
and print journalism, covering a variety of topics in business strategy, life
sciences, innovation, law, marketing, and technology. Amanda is the Editor at
Large for several of IIR’s blogs including Next Big Design,  Front End of Innovation and The Market Research Blogs.
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. 

Understanding In-Store Package Size Perception and Preferences

This morning at OmniShopper International 2015 in Paris,
France, Pierre Chandon, The L’Or??al Chaired Professor of Marketing-Innovation
and Creativity and Director, Sorbonne Behavioral Lab, INSEAD, took the keynote
stage to discuss in-store package size perception and preferences.

‘We are often acting mindlessly because of how our brain and
emotions work,’ he said.
Because of this, most people don’t look at the information on
packages or labels, according to Chandon. In fact, of all the information shown
on the package, the information about the size is completely neglected (only 16%
of people pay attention to it).
The bottom line is, at the point of sale, in-store or
online, they just get an impression of the size of the package about how much
is inside of the package.  The
environment is impacting the impression customers get about the size.
‘Our perception of size is relative,’ he said.  The environment can shape what we define as ‘regular.’
We spend a lot of time thinking about what we want to eat, and very little time
about how much we want. In general, we know that we want a ‘regular’ but we don’t’
know what regular really is these days.
We underestimate the change and the increase in package
size. Additionally, people underestimate supersizing, especially when all three
dimensions change. In conclusion, you should supersize only in one dimension so
that customers notice, according to Chandon. On the other hand, downsize in 3D
so customers don’t notice.
When you think about sizes, according to Chandon, you have
to think beyond ‘is this the right size’? and think about if you are branding
it the right way.

About the Author:
Amanda Ciccatelli is a Social Media Strategist at IIR USA where she manages social marketing
strategy and content marketing across the business. She a background in digital
and print journalism, covering a variety of topics in business strategy, life
sciences, innovation, law, marketing, and technology. Amanda is the Editor at
Large for several of IIR’s blogs including Next Big Design,  Front End of Innovation and The Market Research Blogs.
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. 

Your Opportunity to Connect with Client-Side Shopper & Retail Executives in Paris

Breaking News – 83% Client-Side Attendance at OmniShopper International 2015!
In just 3 weeks, the best in retail and shopper strategies
will gather in Paris at OmniShopper International. We have some exciting
news to share with you about the event – the highest client-side attendance to
date, with an astounding 83% of participants coming from client-side

So what does that mean for you? Even MORE opportunity to get in front of the
real decision makers in organizations like Ferrero, Tesco, Johnson &
Johnson UK, LEGO, Mondelez International, Coca-Cola, SABMiller and more.
It will be a room filled with real purchasing power. Download the brochure for more information: http://bit.ly/1LBURFR

These companies have already invested in insights by registering to attend -
and now they are looking to invest in their next great partner:

Almeer Group
Arla Foods
Atria Plc
Beiersdorf AG
Boston Consulting Group
Campofrio Food Group
Colgate Palmolive Ltd
Edgewell Personal Care
Engage BBDO
Fazer Group
Fazer Leipomot Oy
Hakuhodo Inc
Harvard University
InContext Solutions
Instore Power Provider SRL
John Lewis Plc
Johnson & Johnson Consumer UK
Kantar Retail
Market Strategies International
Metro SA
Metsa Board International
MindSpark Research International
Mondelez International
NORM Research & Consulting AB
Ogilvy & Mather Africa
Pagen AB
PepsiCo International
Perfetti van Melle
Plzensky Prazdroj (a SABMiller plc company)
Procter & Gamble Europe SA
Publicis Belguim
Quotus Research
Red Bull GmbH
Relish Research
Shell International
Societe des alcools du Quebec
Swedish Match
Tesco Czech Republic Slovak
The Lavin Agency
Vaselic doo
Vivid Brand
Warburtons Ltd
WD- 40 Company Zweigniederlassung
Webb deVlam
William Grant and Sons Distillers Ltd
Windsor Leadership Group
As a valued reader of
our blog, you get an exclusive $100 off the current rate when you use code
OMNIPAIS15BL. Register here: http://bit.ly/1LBURFR
We hope to see you in Paris!
The OmniShopper Paris Team


Free Webinar: Virtual Reality – The Key to Understanding Shopper Decisions

In the CPG and retail industry, analyzing shopper decision
trees are important for both strategic and tactical decisions. Traditionally,
they’ve either been created from historical purchase data (household panel
data, for example) or attitudinal surveys (card sorting, attribute rankings, or
But that is no longer the case! Virtual reality has changed
the way shopper research is done. Traditional methods are integrated with data
from virtual shopping simulations, providing a deeper understanding of both the
attitudes and behavior of the shopper.
Join InContext Solutions’ Rich Scamehorn and Liz Cox for
their webinar to learn the latest trends and applications of virtual reality
research, and how virtual technology is allowing retailers and manufactures to
optimize assortment and eliminate traditional decision tree barriers, such as:
Hard-to-track categories (e.g., instant
consumption products, products without UPC codes)
Hard-to-track channels (e.g., Liquor stores,
Low purchase frequency categories (e.g.,
cosmetics, consumer electronics)
Retailer-specific data 
Occasion-based decisions
Register for this free webinar here: http://bit.ly/1LvvQgP
Liz Cox, Group Vice President, Insights, InContext Solutions

Scamehorn, Chief Research Officer, InContext Solutions

Liz has a passion for turning data into insights for
clients. Prior to joining InContext Solutions, Liz spent over 25 years in
shopper and consumer insights roles at IRI and Ipsos. Liz is now bringing
together her primary areas of expertise, virtual testing and shopper decision
trees, into an exciting new research offering. Liz holds a MS in Marketing and
Strategic Management from Purdue University’s Krannert School of Management.
Rich co-founded InContext Solutions in 2009, and serves as
Chief Research Officer. He has over 20 years of market research experience, and
began his career at Rockwood Research and Market Resource Associates, two
start-up research suppliers. He moved to the client side with Tennant and
General Mills where he introduced virtual store testing as a faster, cheaper
method providing great cost savings to the company. Rich holds a bachelor’s
degree from Macalester College in mathematics and a master’s degree from the
University of Minnesota in statistics.
Save you seat for
this webinar: http://bit.ly/1LvvQgP
Want more on this topic? Attend OmniShopper International
next month to see InContext Solutions present a session called, ‘The Latest
Trends and Applications of Virtual to Research.’ OmniShopper Intl is taking
place November 14-16 in Paris France. AS a valued member of our LinkedIn
community, you get $100 off the conference rate when you code OMNIPARIS15BL.
Learn more or register here: http://bit.ly/1W2eIG7

The OmniShopper International Team 

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
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
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
If you are interested, please contact Social
Media Strategy Amanda Ciccatelli at aciccatelli@iirusa.com.