Tag Archives: Shopping

Insights Interview: Q&A with Diane Powell, Conagra Brands

We sat down with OmniShopper
speaker Diana Powell who is a Shopper Insights Manager at Conagra Brands, to
discuss how retail is being disrupted.
How has retail been
disrupted?
 
Powell: In the
food industry, traditional grocers are experiencing competition no longer just
from other grocers, but from emerging channels of meal sourcing such as
subscriptions, meal kits, offline and online wholesale/club stores, and
hundreds of new delivery models.  Traditional brick and mortar stores are
having to rethink how they do retail ‘ with more ready-to-go options and
elevating the shopping experience to draw shoppers in.
How has omnichannel
impacted retail positively?
 
Powell: We’ve
been keeping a close eye on ecommerce and how it impacts shopping for
food.  Shoppers view online shopping as complementary to their in-store
experience and most don’t foresee it replacing all in-store.  Shoppers who
are buying groceries in store AND online spend more overall than in-store only
shoppers.
How is this new era
of shopping everywhere impacting shopper insights? 
Powell: We must
be ahead of the digital transformation to keep up with where shoppers
are.  It’s not enough to just send the same old surveys to mobile phones,
but we must find new ways to use cutting age big data to understand online
behaviors that consumers don’t even know they are doing. Also, with the IoT,
behavior and trends change faster than ever, so we need to update research and
findings more frequently as to not lag in our reporting.
Additionally, in the food industry, we’ve also traditionally
spent our time researching women. However, with equal proportions of men
and women millennials doing the grocery shopping, we can’t have blinders to
both genders!
How are shoppers
shaping the future of retail?
Powell: In food
ecommerce, there is a clash between the shopper’s perspective of value and the
retailers when it comes to ecommerce.  Shoppers are used to shopping
online for other categories (electronics, clothing, housewares, cleaning
supplies, etc.) and when they shop online for these products, they are
expecting to get great deals.  They have cost comparison sites and aps at
their fingertips and are quick and savvy deal shoppers.  They apply this
same thinking to their online grocery shopping and expect to find good prices
and deals. 
However, food retailers think that because of the
convenience of online grocery shopping, shoppers should be paying a
premium.  They charge fees for pickup and delivery, charge higher prices
for the same products, don’t integrate as many couponing options, and some even
ask for a tip for the person delivering.  Shoppers are not willing to pay
such a premium (only about $5) and therefore I don’t think we’re seeing the
shift as quickly as it’s happened for other goods.  It will be fascinating
to see how sites like Jet.com and amazon, which are modeled to give shoppers
great prices, will force the traditional brick-and-mortar- e-tailers to step up
their price savings game.
Why is it important
to link digital and physical shopper marketing? 
Powell: Even when
shoppers are in a physical store, they are connected digitally.  Whether
they are using their devices for shopping related activities or not depends on
the minute! A buzz from their purse or pocket triggers a look, a distraction
from the shelf, but also an opportunity to influence.  Of course, we must
be mindful of respecting the shopper’s desires for how often/what we contact
them about ‘ making sure to give the appropriate value exchange customized to
that shopper.
Where do you see retail moving in the next 5 years?
 I’m excited to see a nice balance of the tangible and intangible.  I
think retail shopping will become more immersive, experiential, and
destination-based.  Offering the benefits that are near impossible to
recreate. Perhaps even more analog, more customized. People have a
desire to disconnect sometimes, and to return to the simple. Or on the contrary,
offering high tech in-person experiences that aren’t possible in your own home
is also going to happen.  I’m also excited to see the continuation of the
tech explosion ‘ with voice search leading the way for a lot of cool
innovation.  Deliveries will be faster, subscriptions will grow, and brand
loyalty may make a comeback when shoppers spend more time speaking to their
devices versus searching through.

Don’t miss Powell’s
session, ‘Knowledge
is Power, If You Can Find It!’
on June 20th at 3:40 PM in
Minneapolis, MN. Use code OMNI17BL for $100 off the current rate:
https://goo.gl/XY25DW

Free Webinar: Data Analytics in the Retail Store of the Future

Marketing Analytics & Data Science speaker Dave
Bhattacharjee, VP of Data Analytics for Stanley Black and Decker, was
unfortunately unable to be at the conference last month, but he still wanted to
share his presentation with our community digitally.
In Dave’s upcoming webinar ‘Data
Analytics in the Retail Store of the Future
‘, he will outline the
challenges for brick and mortar retailers and their use of analytics to improve
their business and create the retail store of the future. Brick and mortar
retailers are going through a period of unprecedented change. To remain
competitive, retailers are focused on omni-channel and the use of the retail
store as a competitive advantage for both customer experience and order
fulfillment. The focus for this presentation will be the innovative use of
sensor and video technology, machine learning and the use of blended data to
improve customer lifetime value, marketing analytics, sales lift and margin
optimization.  
Dave will cover topics such as data acquisition and store
instrumentation leveraging the internet of things. He will discuss advances in
video analytics that enable retailers to better understand customer engagement,
experience and behavior. And, he will also discuss the use of blending
unstructured data to enable retailers to better assess promotions and their
impact on sales and margins.
Save your seat for
the webinar on Wednesday, May 31st at 2:00 PM EST: http://bit.ly/2p11Lye
About the Presenter:

Dave Bhattacharjee is the Vice President of Data Analytics
for Stanley Black and Decker. In this role, Dave is responsible for monetizing
Stanley Black and Decker’s data assets. His current projects include analytics
applications for physical security, retail, healthcare, smart factory and
marketing.    
Prior to Stanley Black and Decker, Dave was at Cisco Systems
where as Managing Director, Dave managed and led Cisco’s consulting services
for analytics and big data in the Americas. He has also held leadership
positions at IBM and PriceWaterhouseCoopers where Dave worked with the Fortune
500 on large scale initiatives designed to create business value through data
and technology. He has an MBA from the University of Texas at Austin and a
Bachelors in Computer Science and Engineering from Arizona State University.
  
Cheers,
The Marketing Analytics & Data Science Team

4 Best Practices for Optimizing Packaging for E-Commerce

This post
was originally published on PRS IN VIVO’s blog.

How a new design system is introduced in market can
significantly influence sales.  Here are four ‘best practices for
minimizing risk:
1. Foster Brand
Recognition (via Visual Continuity)

First and foremost, shoppers are looking for reassurance
that they are buying the same product (online) that they know/trust from the
‘brick-and-mortar’ store.  So while pack images may be simplified for Web
‘thumbnails,’ it is important that they retain the brand’s core visual equities
and appearance.
2. Ensure High-Quality
& Informative Visuals

Simply put, some packages ‘ particularly white packs and/or
those that rely on foil, holograms and other tactile elements ‘ do not always
translate well to e-commerce environments and need refinements.  In
addition, a range of images (primary vs. secondary packaging, etc.) may be
necessary to illustrate the functionality and benefits of new packaging
formats.
3. Clearly
Convey/Reassure on Quantity

In the digital context, size impressions can be very
misleading.  Therefore, it is very important to provide clear reassurance
on pack sizing and quantity, particularly to highlight larger sizes.
4. Leverage
Digital Capabilities to Illustrate/Inform 

Perhaps most importantly, the e-commerce context provides
opportunities to inform/educate shoppers that are typically unavailable in
physical environments.  For example, one click can provide a clear explanation
of a full product line, helping shoppers find the right product for their needs
‘ or link to a video illustrate use of a new product.
For more information
about adopting packaging for e-commerce, please read this article here
Or contact PRS IN VIVO to
learn more about our research on the intersection of digital and physical
shopping.

How the Internet of Things is changing the face of retail

By: Ali Newton

This article was originally published on SmallBusiness.co.uk

There hasn’t been an advancement in retail as drastic as the
IoT revolution since the Industrial Revolution. The Internet of Things (IoT) is
the idea that everyday objects can be connected in the same way that computers
are today. And, with consumer adoption of IoT devices on the rise, now is the
perfect time for retailers to get informed and capitalize on the IoT.
Whether it is to improve their overall customer experience,
or to create new revenue streams, the IoT truly is changing the face of retail.
Here are three ways the IoT could be integrated into every aspect of retail ‘
from store displays, to storage equipment, to the shop floor.
1. Smart shelves
Panasonic is currently developing a product called the Powershelf. These shelves
have built-in sensor technology that keeps track of inventory in real-time,
saving businesses thousands of pounds in paid hours that they could reinvest elsewhere.
However, Powershelves also have the potential to be
extremely useful on shop floors, as they can collect data about shoppers based
on the products that they have chosen. In addition, these shelves give
customers real-time prices that are based on demand. The shelf labels are
wireless and can update prices based on the quantities that are left. The
shelves can also detect when the products are about to go out of date, and
alter the price according to this information too.
Jobs like stock counting, market research and stock
replenishment can take human workers hours. Alternatively, they could be
automatically performed by Powershelves talking to each other via the IoT.
2. In-store beacon tech

In-store beacons were set to become very popular for a
while, but they haven’t quite caught on as previously anticipated. Beacons rely
on customers coming within proximity of a shop, at which point they can be sent
a message or an email to encourage them to come into the store ‘ provided that
the shop already has their contact details.
Still, it’s a solid idea in principle. A ’10 per cent
offer when you buy today’ push notification could be sent to the consumers’
mobiles as an incentive to lure them into a shop if they’re nearby.
The issue with beacon technology is that it relies on Bluetooth,
which many consumers don’t have switched on as it is known to drain battery
power. In addition, customers usually need to have the brand’s app downloaded
too. This places several obstacles in the way of the retailer before it can
contact the customer directly.
Despite these obstacles, many brands are using proximity marketing to help drive their retail sales.
3. Smart shopping carts and cashless stores
IoT is a powerful tool for brick and mortar shops to compete
with eCommerce stores that are taking over the retail world. Walmart recently
began to develop shopping carts that can drive themselves to help customers
find their way around its shops. It is also working on a technology that allows
customers to order online and get their shopping delivered by a driverless cart
directly to their car, or Uber, in the car park.
Similarly, Amazon’s Seattle shop has no checkouts. Customers
simply enter the shop, pick up the items they need off the store display, and
leave. Sensors around the shop record the items that customers pick up,
removing the need for them to check out.
Whether or not any of these ideas will become an integral
part of retail’s future remains to be seen. Predicting the future is always
difficult and businesses and individuals are right to be skeptical of anyone
telling them that the future is going to be radically different because of the
IoT.

However, just because people should be skeptical about the
idea that the IoT may change retail entirely, it doesn’t mean that they should
write the idea off altogether. One IoT development is unlikely to change retail
on its own, but as more of these technologies enter the market and they become
more affordable, a greater impact will begin to be seen throughout retail.

Using Geofencing to Observe Shopper Behavior

This post was originally published on the Research Now blog.

It is widely discussed that mobile opens up incredible
opportunities for researchers. It is perhaps equally widely discussed that
mobile provides challenges for researchers ‘ especially those most reticent to
part with, let’s say, more traditional approaches. I could think of a number of
examples of this two-sided coin, but I’ll leave all of those, save one, for
future discussions.

One that the industry needs to tackle head on is the use of
geolocation for understanding shopper behavior. So much opportunity! But
logistics and analysis is so hard (for many rooted in market research)! The
notion of using geolocation itself for research is no longer new. Geofencing
has been used to target people for research for several years ‘ with the most
commonly used methodologies centered around delivering a survey to someone when
they are in a specific location or after they have left. In many cases this is
a viable approach to understanding shoppers ‘ and getting feedback close to the
point of experience.
Personally, I’m a fan of targeted and efficient research
engagements that ask people to recall their shopping behaviors before they
forget them. But I am also a fan of not having to ask what we don’t really need
to ask, for example who they are, where they shopped, and when. With this idea
in mind, and wanting to piggyback on prior years of researching Americans’
Black Friday shopping habits, we looked to explore how geofencing could be
effectively utilized to understand shoppers with minimal active engagement from
them. So, last Fall, we brainstormed with Placecast and their savvy team of
location-focused researchers on how we could shed new light onto shopping
behaviors around this critical time period for retailers.
While we did end up asking some questions directly of people,
we managed to glean a lot by matching our panelists’ location data with
existing profiling attributes. We discovered, for example, that the most
affluent Walmart shoppers came to the store on Black Friday when compared to
days leading up to and following that day.

The most affluent shoppers also proved to shop early in the
morning in the days immediately prior to and following Black Friday.
Understanding who shops where and when is crucial
to retailers and advertisers as they try to craft relevant messaging and
promotions for holiday sales. Combining geolocation data and associated
advanced analytics with known profiling attributes creates a compelling story
about shopper behavior, one that can be layered with surveys and other data
sources to provide actionable insights.

The industry has an opportunity here ‘ to use geolocation
data in a smart way and one that alleviates much of the survey burden often
placed on participants.

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
Reality
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
Advantage
??        
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
Accessory
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,
MediaScience
View the OmniShopper
agenda for full session details:
https://goo.gl/EqFq4h
Use exclusive
LinkedIn discount code OMNI17BL for $100 off the current rate:
https://goo.gl/EqFq4h
Subscribe to our monthly insights newsletter, The Insighter:
http://bit.ly/2m9UIoG
We hope to see you in Minneapolis!
Cheers,
The OmniShopper Team
@OmniShopper

#OmniShopperEvent

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
World
??        
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:
https://goo.gl/rR2V8P
We hope you’ll join us in Minneapolis!
Cheers,
The OmniShopper Team
@OmniShopper

#OmniShopperEvent

7 Ways Technology is Changing the Way Consumers Behave In-Store

By: Phillip Adcock
The retail landscape is constantly changing and the only way that
stores can keep up is by constantly evolving. But how?
Modern day consumers use technology in a way that is
completely different to consumers earlier in the decade. These changes have
altered the way shoppers navigate stores and shop. So how should shops be
following these changes ‘ or even anticipating them?
 1) Shoppers Are Using
Their Phones to Research and Buy Products In-Store
You might think that a customer browsing in your store is
giving your products their full attention ‘ 
but you may be wrong. Many shoppers are combining trips to the store with trips online,
comparing and contrasting price and quality. While you can’t always compete
with online stores, it’s worth seeing which products are competing with yours.
2) Amazon Dash Has
Given Consumers the Ability to Buy with the Push of a Button. How Are You
Competing?
Amazon is trying to corner the market in next-day
consumables with its new Dash button. A Dash button
automatically orders a set product for next-day delivery when pressed, with
products ranging from toilet paper to lemonade.
Amazon knows that one of the key things retailers need to do
to compete in the current market is to make shopping as quick and easy as
possible ‘ and make the process so simple, a child could do it (which is
potentially why one of the Dash buttons available orders a round of Play-Doh).
3) Overseas Importers
Offer Prices That Are Nearly Impossible to Beat. So What Other Advantages Can
You Offer?
One of the main types of retailers you’ll find online in
stores such as eBay and Amazon are importers. Importing products from China
allows them to source vast quantities of a product extremely cheaply, allowing
them to sell at a very low price, with many items at 99p. How can you be
expected to compete with those prices?
Answer: you can’t. Rather than cutting your profit margins
to try and match importers, make sure your business outshines theirs in ways
they can’t hope to compete. Instead, provide services that they cannot, such as
fast delivery and great customer service.
4) Modern Shoppers
Want to Speak Directly to You as a Company. Are You Easy to Reach?
One of the ways you can offer the level of customer service
that modern customers expect is to communicate with them directly on the
platforms they use. Consumers now expect to be able to do everything online, so
to provide strong customer service, you need to make yourself available to
them. Facebook and Twitter make it easy to interact with your customers, but
beware: companies can easily fall into traps on social media.
5) Every Store Needs
to Have a Mobile and App Equivalent. How Functional Is Yours?
As customers have evolved to be fully phone-reliant, the
market for mobile apps and mobile sites has increased. These days, having a
website without a mobile equivalent is a foolish move and may lose you sales. A
mobile site should be as functional as your regular site and an app should
function on a similar level.
6) Virtual Reality Is
Growing in Popularity. Are You Ready to Make It Work for You?
IKEA recently launched a new Virtual
Reality feature
, allowing users of the HTC Vive to explore a kitchen
(and throw meatballs into open spaces). Although this particular application is
fairly low-function, virtual reality has revived and is well on its way to
being the big sales tool of 2017 and beyond. Do you have the ability to allow
your customers to use VR to interact with your store in a meaningful way?
Whether it’s navigating a virtual store or trying out new furniture in an
existing space, virtual reality is set to become a staple.
7) Free Delivery: A
New Standard
One thing that stores forget is that yesterday’s exception
becomes today’s norm and tomorrow’s rule. As consumers become more and more
used to convenience, what would have seemed exceptional when online shopping
began ‘ for example, free next-day shipping ‘ becomes expected. Shoppers will
now potentially abandon a sale because of a lack of next-day shipping and will
frequently choose a deal containing free shipping, even if it works out to be
more expensive.
It’s worth remembering that consumers love the word ‘free’.
Whether it’s ‘free shipping’ or ‘buy one get one free’, shoppers will always
gravitate towards those deals.
It’s hard sometimes to keep up with new retail developments.
If you’re concerned about being left behind, remember: what consumers want, and
have always wanted, are high-quality products for prices that are good value.
Although it is beneficial to follow the latest technological trends, providing
value for money is, and always will be, the best way to appeal to your
customers.
About the Author: Phillip
Adcock is the founder and Managing Director of the shopper research agency
Shopping Behaviour Xplained Ltd ‘ an organisation using consumer insight to
explain and predict
retail shopper
behaviour
. SBXL operates
in seventeen countries for hundreds of clients including Mars, Tesco and
B&Q.

Knect365 Cyber Week Special: $200 Off 2017 Insights Events & 40% TMRE Digital

Although Black Friday and Cyber Monday are over, Cyber Week
continues with $100 off our 2017 insights events and 40% off TMRE Digital.
For a limited time only, the Knect365 Cyber Week Specials
include:
TMRE Digital
With TMRE Digital you can access 27 Sessions from the
World’s Leading Insights Event TMRE from the comfort of your own home or
office.
Learn more and download it for 40% off: http://bit.ly/2fRBgt7
The Media Insights
& Engagement Conference
January 31 – February 2, 2017
The Ritz-Carlton, Fort Lauderdale, FL
Use code MEDIA17BL for an additional $100 off
Learn more and buy tickets: http://bit.ly/2gJ4vx4
Marketing Analytics
& Data Science
April 3 – 5 2017
JW Marriott San Francisco Union Square, San Francisco, CA
Use code MADS17BL for an additional $100 off
Learn more and buy tickets: http://bit.ly/2gJdpKS
OmniShopper
June 20-22, 2017
Hyatt, Minneapolis, MN
Use code SHOPPER17BL for an additional $100 off
Learn more and buy tickets: http://bit.ly/2gybsk2
TMRE: The Market
Research Event
October 23-25, 2017
Rosen Shingle Creek, Orlando, FL
Use code TMRE17BL for an additional $100 off
Learn more and buy tickets: http://bit.ly/2gVLDO9
Don’t miss out of this cyber week special only available
until Friday!
We hope to see you at our 2017 insights events!
Cheers,

The Knect365 Team

It Takes a Village to Help Brands Through their Omnichannel Journey

By: Owen
McCabe, Group Solutions Director, Kantar Retail
There’s a well-known African saying that it
takes a village to raise a child ‘ i.e., that a child has the best chance to
grow and become a healthy productive adult if the parents allow their extended
family, neighbours and broader community to contribute to its rearing. I always
liked this saying.  Growing up in small
town Ireland, with lots of relatives living nearby, and local sports clubs
playing such a big part in the community, it rang true to my own experience.
It’s also a saying that rings true when I
reflect on Kantar Retail’s experience over the past 4 years of helping brand
owners take the next step on their Omnichannel/ecommerce journey. Put simply,
the winners tend to be those who have understood that in order to grow and
integrate their infant ecommerce channels, they need to not only upgrade their
parenting skills but also actively allow others to help.  The corollary is also true, all too often, we
find the go-it-alone companies among the strung-out ‘parents’ at the back, overwhelmed
with responsibility for a whole new set of competencies that their companies do
not understand or appreciate (Digital Asset Management, On-Site Media, Search
Optimisation, etc).

In next week’s Omnishopper International
Conference, I will go into more detail on this as well as share some examples.
However, in the meantime here are some of our key observations.
Firstly, the brand owners who are doing the
best job of upgrading their in-house parenting skills are the companies that
aren’t afraid to totally reinvent their marketing and channel management models
to do a better job of engaging with the next generation of connected shoppers.  The common feature across these new models is
the centricity of their focus on the connected shopper journey.
Secondly, the brand owners who are making
the largest omnishopper impact are those who are purposefully forming their own
Virtual Village to raise their eCommerce Child. 
These companies are augmenting or replacing their singular
supplier-buyer relationships with cooperative ecosystems of specialist partners
to better influence conversion across the connected shopper journey.  These specialist partners include the
retailers’ own media groups but also include 3rd parties covering disciplines
such as Content Management and Distribution, Data Analytics, Search Marketing,
Programmatic Advertising, and Digital Shelf intelligence.  At the same time, we see that those who stick
with the status quo are starting to realise that the deck is stacked against
them ‘ that trade relationships without reciprocity are not really
relationships at all. 
In the future, it probably won’t take a
village to raise a child – either in society at large (we already see parents
using iPads as a surrogate babysitter) – or in Omnichannel terms.  We already see companies investing in becoming
more centred and self-sufficient in their focus on the connected shopper
journey.  However,  in
the short term, life on the Omnishopper savannah is a race for Brand Owners to
form their own purpose-built eVillage with the right partners to allow them
survive and thrive in the post-digital world without becoming someone else’s
meal.

See you next week!