Posted by Sheila Shayon on May 5, 2014 11:14 AM
Mirror, mirror on Selfridges’ wall, you are the fairest of them all! The so-iconic-there's-a-TV-show-about-its-founder British retailer Selfridges is known for upending tradition. Case in point: its groundbreaking (if headscratching to some) unbranded "No Noise" shopping experiment last year.
Fast forward to 2014, and the cheeky retailer is at it again. Its flagship store on London's famed Oxford Street—the second biggest store in the U.K. after Harrods—is trouncing traditional mores about how to define beauty in this era of selfies with The Beauty Project, its biggest campaign this year, and one that seeks to redefine how we define—or if we should forget defining and just celebrate—beauty. Given its socially-savvy approach, consider this a Selfieridges campaign and an effort to challenge consumers to open their minds. It's another radical approach from the brand, considering that most retailers just want consumers to open their wallets.
The massive in-store and marketing effort puts the spotlight on diversity and features curated “talks, interactive debates and immersive beauty experiences” inside-and-out, across digital, out of home, social media, and in local events. Launched May 1 and running through June 12, it’s Selfridges’s largest marketing investment of the year, and bears attention from other brands for its savvy use of social media—in particular, video and Google+.Continue reading...
Posted by Barry Silverstein on October 16, 2013 03:02 PM
In little more than a year, some retail shelves may actually be able to identify consumers who are most likely to purchase certain snacks, thanks to Mondelez International. The $35 billion global foods giant, which spun off from Kraft Foods just over a year ago with a name intended to evoke "delicious world," markets such snack brands as Cadbury, Certs, Oreo, and Trident.
In 2015, the company plans to introduce "smart shelves" with sensors designed to detect the age and sex of consumers. Then, advanced analytics will associate the right type of snack product with each consumer, and a video display will target consumers with appropriate ads and promotions.
Mondelez wants to place its smart shelves as close as possible to the point of sale—right near the checkout aisles to track and possibly encourage last-minute impulse buys. Mark Dajani, the CIO of Mondelez, told the Wall Street Journal, "When people walk by, it's a missed opportunity. We must know how the consumer behaves in the store. ...Knowing that a consumer is showing interest in the product gives us the opportunity to engage with them in real-time."Continue reading...
Posted by Sheila Shayon on September 9, 2013 06:45 PM
Checking out with the scan of a finger? Having farm fresh produce delivered to your doorstep? These are no longer futuristic ideas but real tech being applied to life's most mundane task: grocery shopping.
The latest in-aisle innovations include digital price signs, real-time promotions based on the time of day, smart shopping carts and bar code scanners on mobile devices, many of which are already being utilized by some of the world's biggest retailers like Walmart, Target and Tesco.
"You have an industry that's been kind of stuck in time," Scott Mushkin, an analyst at Wolfe Research, told the Los Angeles Times. "Grocers have to invest. Their business models have been under so much pressure, they're fighting for their lives."
And investing they are. The $518 billion grocery industry has essentially been the last retail sector to take advantage of technological innovations that have come along with the surge of mobile usage. With smarter and more informed customers, grocers are constantly being pushed to be a step ahead, offering more intuitive service and better values.Continue reading...
Posted by Sheila Shayon on April 16, 2013 10:47 AM
Social Shopper pioneer Collective Bias has iterated marketing messaging to new heights with a community of 1,400 influencers doing the heavy-lifting for brands.
“We believe that social shopper marketing is the evolution of shopper media, and supplants tired traditional media like FSI’s, retail circulars and digital display advertising,” said John Andrews, co-founder and CEO of Collective Bias. The company, founded in 2009 and headquartered in Arkansas, just received $10.5 million in funding led by Updata Partners to grow its platform where brands such as Tyson, Nestle and Smart & Final pay for their products to be covered by relevant bloggers who push that content across social media.
Named one of America's Most Promising Companies in 2013 by Forbes, their proprietary Social Fabric community of shopping-centric influencers has an aggregate reach of over 50 million, as the company claims its bloggers have an average reach of 40,000.Continue reading...
Posted by Reneé Alexander on March 21, 2013 01:46 PM
Target’s first foray into Canada, with 21 more store openings just announced, is striking some eager shoppers as off the mark.
The Minneapolis-based retailing giant surprised southern Ontario consumers a couple of weeks ago opening its first three stores north of the border earlier than expected. People lined up in anticipation of the highest-profile retail arrival since Walmart entered the market nearly 20 years ago, but once they got inside, many were disappointed.
Despite Target's efforts to embrace Canadian culture, including a design partnership with Canadiana chic brand Roots as well as an entertainment partnership with Vancouver-born crooner Michael Buble, there were a number of product shortages. This would be excusable in a newly-minted store that’s getting the kinks out—but perhaps most importantly, the low prices on which Target had built its reputation and brand weren’t there, or at least not to the extent that cross-border and online Canadian shoppers expected.Continue reading...
Posted by Sheila Shayon on December 19, 2012 12:01 PM
As the holidays are fast upon us, the brightest creative-commerce minds are devising promotions, deals and give-aways to snare the 2012 shopper wherever and whenever he or she may be.
The U.S. National Retail Foundation estimates that Holiday 2012 shoppers will spend $750 per family (up less than 1% from last year), with shopping smarter particularly important for higher-priced tech items that one-third of the population is focused on as lead gifts.
New research from Accenture shows a shift in consumer purchasing behavior and use of shopping channels, specifically online, regarding personalization vs. privacy, digital vs. in-store shopping and the rise of “showrooming.”Continue reading...
Posted by Sheila Shayon on December 6, 2012 12:01 PM
One in five consumers in 2012 switched companies they buy from including wireless phone, internet service and retailers according to new research released today from Accenture.
The Accenture Global Consumer Survey polled more than 12,000 consumers in 32 countries and found that 85% of consumers would have stayed if their provider had acted differently. “Companies need to embrace the changing dynamics of what we call the nonstop customer experience,” Robert Wollan, global managing director of the Accenture Sales & Customer Services told brandchannel.
“The traditional customer-engagement funnel—beginning with cultivating awareness and ending with securing a customer’s purchase and loyalty—has lost its relevance. After all, many of today’s buyers neither enter nor exit a channel at one single point. As long as they’re using a smartphone, tablet or Internet-enabled PC, they are continuously in the channel.”Continue reading...
Posted by Sheila Shayon on November 26, 2012 05:07 PM
We won’t know for sure until tomorrow, but according to the IBM Digital Analytics Benchmark, “all signs point to Cyber Monday being a banner year for retailers, marketers and CMOs. With sales up 24.1 percent over 2011, the multiscreen shopper is out in full force this year.”
Black Friday in-store sales were undercut by Thanksgiving Early Bird sales, as well as mobile and web e-commerce, and according to the Wall Street Journal, "Total spending for the weekend reached an estimated $59.1 billion, a 13% increase from a year ago, according to the National Retail Federation...A consumer survey conducted for the trade association by BIGinsight found that shoppers spent an average of $423 over the weekend, up 6% from $398 last Thanksgiving weekend."
Sales projections for today, re-christened ‘Mobile Monday,’ will be further fueled by smartphones leveraging a plethora of apps. "Our findings reinforce that mobile is not just another channel," Chia Chen, mobile practice leader for Digitas, told Mobile Commerce Daily. "It's a technology-driven cultural phenomenon that is changing how people are connecting to brands and commerce.” Continue reading...