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5
May

We’ve Moved to a New Blog!

The Shopper 360 Blog is now part of The Market Research Blog – an editorial hub for all things market research and consumer insights.

The Market Research Blog delivers unique information and perspectives from the best and brightest in research every day, and is devoted to advancing the research profession and careers of market researchers. We will continue to feature specialized shopper and retail insights content on The Market Research Blog every week.

Check out our latest posts here.

For any questions about our blogs or inquiries about submitting guest posts, please contact Amanda Ciccatelli at aciccatelli@iirusa.com

Happy reading!

Cheers,

The IIR Editorial Team

@IIRUSA

1
May

This Week In Shopper Insights: 4/27/15 – 5/1/15

Apple’s Retail Strategy Is Paying Off: Number are higher than expected

8 Interesting Facts About Mobile SEO

Why Social Media Companies Want To Control the Internet of Things: Commanding attention and the importance of location

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Improving Customer Experience for Online Shoppers: 12 Ways to keep customers coming back

What Even Is A Generation Z and What Do They Want? The future of America wants your job

Research Shows Millennials Don’t Respond To Ads: The same old tricks aren’t working

One-To-One Omnichannel: Retailers converse in a more personal way

Why Your App Should Actually Be Saving You Marketing Dollars: Effective App Marketing

In-Store Beacon Marketing: ‘Swirl’ raises $18 million to attract and influence shoppers in-store

 

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

28
Apr

Do Smartphones Create More Impulse Purchases for Mobile Shoppers?

Smartphones have emerged as a vital platform for sales in the retail world. Today, smartphones allow consumers to access information more easily and give them a quick, efficient means to purchase goods. However, recent studies by Thae Min Lee of the Department of Business Administration at Chungbuk National University, South Korea have shown that this easier form of purchasing means that smart shoppers are more likely to make impulse purchases.

Due to the easy nature of purchasing on smartphones, shoppers have been found to believe they are being ‘smart’ in their purchases. The new research suggests that the ease of access on the apps and websites mean the consumer feels more in control of the experience. This sense of control leads the shopper to believe they have more knowledge than the traditional shopper who use physical stores. This illusion of control gives the smart shopper a sense of that they are saving time, effort and money. Obviously in some cases the shopper may well have gotten the upper hand on traditional shoppers by shopping on their smartphones.  Often, having that increased confidence due to the sense of getting the upper hand has been found to increase the number of purchases of unnecessary goods and luxuries.

Smart shoppers tend to feel more empowered due to the huge wealth of information that can be found online on a smartphone. Social networking sites are often responsible for the increased sense of knowledge. Social networks and forums are a huge source of information for comparative research when looking at new products. These comparative review sites are easily available to smart shoppers and this sense of thinking they know as much as possible about products can give smart shoppers the self-confidence and satisfaction that they are getting the best deals.

This self-confidence means that the shoppers will be more inclined to believe they have made a good purchase on items they wouldn’t normally purchase at a physical store. The study found this eventually often leads to purchase regret that comes after impulse purchasing.

Online platforms for retail are already seen as a vital component of company’s current retail strategies; this new information reveals that online purchasing has the potential to in fact increase sales through impulse purchases. The efficiency of the platforms must be able to give the consumer an easy and hassle free experience. By improving the ease of purchasing ultimately gives the smart shopper more confidence and satisfaction, which now has been proved to increase sales.

Learn more about the digital shopper at OmniShopper 2015 this July in Chicago! Visit the website to register: http://bit.ly/1EjtKvJ

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

24
Apr

This Week In Shopper Marketing: 4/20/15 – 4/24/15

Amazon Create Potential Edge For CPG Brands: Utilizing dash buttons

Will Apple’s Shift In Retail Strategy Be Successful? Online may not create as much buzz as store lines

Travel Retail: A new dawn for sunglasses in airports

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Price Consistency v. Discounts: Which retailers need what?

iPhone 7: Apple patents ‘flexible screen’

The Changing Face Of The U.S. Super Consumer: The new super consumer is becoming decidedly multicultural

How To Get People To Change Their Passwords: Convincing consumers to protect themselves online

Move Over Clash of Clans: America has a most lucrative app, DoubleDown Casino

How Carlsberg Drives Results Through Shopper Marketing: targeting shoppers at point of purchase

Reputation Management Is A Necessity: On the go brands must embrace it or they will lose brand value

 

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

 

20
Apr

This Week In Shopper Insights: 4/13/15 – 4/17/15

GasBuddy Brings Digital Coupons To C-Stores: New portal tries to drive in-store traffic and sales

Apple Forgoes Long Lines With Latest Retail Strategy: Pre-ordering online is the way of the future

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5 Cost-effective Ways To Increase In-Store Traffic

How To Get Big Box Retailer Buyers To Carry Your Product: Using FOMO to open doors for your product

Designing A Great Customer Experience: 5 Questions to help you develop one

Dirty Social Media Data: Be wary as it may misguide your consumer behavior tracking

Using Big Data And Machine Learning To Enrich Customer Experiences: Customer interaction for the mobile

FourSquare Announces Social-Ad Platform Called Pinpoint: Defining consumer based on where they go

Why Marketing Clouds Make No Sense: Managing the shift in the industry

Adapt Or Fail: Can mobile meet the hype

 

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

 

8
Apr

SoundCloud Innovates Customer Experience

Retail companies today are constantly looking to create a more unique and personalized customer experience through innovative strategies. In a recent poll by FastCompany, the 50 top innovative companies at present were decided. The company that stands out the most for me is SoundCloud.

SoundCloud is currently now is now the world’s largest single audio platform used by DJs, musicians and other creators. It has 12 hours of content being uploaded every minute and is a revolutionary platform for upcoming artists to publish their work in the hope that it may be discovered. It is not just for DJs and music specific artists either; podcasts, audiobooks and many more are uploaded. There is even a page by NASA that plays audio clips of what’s happening in space.

The audio company has designed itself to make sure everything is catered for the convenience of the user. Personally, as someone with a huge enthusiasm for music and new artists I find SoundCloud is a great platform for exploration within different genres. With a Soundcloud profile I can see trending music which people are enjoying at that time and can ‘like’ them so I can listen to them anytime on my profile. There is also an option when listening to the song to add to a personal playlist for others to listen to and share in your musical preferences that may not have heard before.

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The sharing component of SoundCloud is what I believe sets it apart from other audio platforms. The sharing is key both on and off the site. On the site, it is a great tool for sharing new music and a feature that I believe is key when putting out new music is people’s ability to comment on it. However the comments are not just at the end of a song but comments can be made mid song, at different times. So for and up and coming artist they can put out new material and if people dislike certain bits the artist can go away and rethink which is incredibly useful in producing new music.

Sharing on social media using SoundCloud is also much easier than with other audio sharing platforms. Soundcloud clips can be embedded into social media posts such as tweets or Facebook posts and so can be played with one click without being taken to a new webpage. Recently, SoundCloud introduced ads, which now gives artists an opportunity to share in the money from the ads that play before some audio clips. This gives more popular trending artists revenue as well as exposure on the site.

SoundCloud has expanded massively since its creation and now has apps available so it can be accessed on the move and for premium users, offline as well. The audio platform provides users with a way of not only finding music they love but collecting their favorites to be listened to and shared with each other in playlists. Audio is a huge medium for people’s enjoyment and Soundcloud’s innovative design is convenient and useful for customers. I believe it will continue to grow, dominate it’s field and help discover new talents.

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com

6
Apr

This Week In Shopper Insights: 3/30/15 – 4/3/15

Walgreens

Walgreens (Photo credit: Wikipedia)

Predicting Shopper Behavior Outside Surveys: The problem with surveys is they find out how shoppers want to spend vs. how they actually spend

How To Choose The Best POS System: A 4 point guide

Walgreens’ Brick-And-Click Retail Strategy: Reaching consumers in as few clicks as possible

GameStop Rethinks Store Strategy As Gaming Changes: Mobile gaming is disrupting the industry

The Top 5 Ecommerce Trends You Should Look Out For

Playing To Win: 5 Questions With Dick’s Sporting Goods VP Ryan Eckel

Consumer Psychology: Most people can’t draw the Apple logo from memory

Using Data Insights: Building Stronger Apps

Gen Z And Millennials Want Different Things From Brands: The younger generation is more tolerant of digital ads

Making Big Data Fast: Comparing data to a candy conveyor belt

 

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

 

 

 

 

 

 

 

31
Mar

Facebook Messenger Now Promotes Shopper Convenience

When it started out, Facebook simply was a photo directory with basic information about the user. It now has over one billion users and is still expanding. The most recent news to come from Mark Zuckerberg is that Facebook is broadening its messenger service in order to promote shopper convenience and help to optimise yields for advertisers and publishers.

Consumer experience is a big talking point for retailers and is seen as vital in improving customer loyalty. The new positioning of the messenger service will give the user a seamless journey that helps to give new monetization capabilities. Facebook has now developed in a way that will allow users who have made a web purchase to communicate and receive updates with the company. Facebook is a place where many people spend a lot of time online already, so it is only natural for users to be able to use the site for their retail needs too. The key feature that comes from this development is that interactions will be now in a unified single thread that is ongoing between the user and the business, which creates a streamlined customer experience for the consumer journey.

Additionally, Facebook has recently made another big announcement – they are aiming to optimise and have better management for their advertising operations in order to gain the most revenue possible whilst not diminishing the overall in-app experience for the user. This will stretch to mobile in-app experience as well in order to address mobile monetization challenges. Creating advanced controls will mean that publishers will soon be able to run real time reports, get suggestions for the best inventory pricing, block certain advertiser categories for brand safety and prioritize buyers.

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This move means that advertising will become more target specific as now the right ad can be delivered to the right person at the optimum time. This also means a better ROI for advertisers by cutting wasted delivery that in turn means more effective selling of inventory. This will be aided by recent improvements in connected devices and multi-screen media consumption.

The recent plans to improve Facebook’s messenger service show how social media, especially Facebook, are seeking to become the go to source for information. Michael Barris, a staff reporter from Mobile Marketer, New York, sees the recent developments as the latest step in eroding the dominance of Google. David Serfaty, the Vice President of Matomy is in no doubt that the Messenger service will ‘develop into a platform for Ecommerce business to facilitate personalized shopping experiences and process transactions’.

Facebook’s steps to create a more seamless retail experience shows the steps being taken to improve customer experience in today’s retail world. By creating more targeted and personalized experiences through advertising and customer interactions will mean that consumers won’t need to change between sites in order to receive updates and purchase information thus making a more seamless experience. The question for me is whether this will mean Facebook really does start to erode global powers such as Google and if so, how will Google respond?

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.  

30
Mar

This Week In Shopper Insights: 3/23/15 – 3/27/15

How Packaged Goods Companies Use Location to Market on Mobile: Their audience is spending most media consumption on mobile

The Omnichannel Debate: Whats in a name?

Can Data Save the Mall? Smart malls aim at enhancing shopper experience

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Is This The Next Big Market for e-commerce? ASEAN is a market growing rapidly

Importance of The Phone in Omnichannel Retailing: The value of voice

Inside Look at Gap’s New Retail Plan: Regaining Reputation

Video: Advertisers Mining Consumer Behavior Through Big Data

Measuring Your Omnichannel Success: 4 Areas that you should evaluate

How Adidas Aims to Get Its Cool Back: Becoming more shopper centric

Gen Z Making its Entrance Into The Workforce: Candidates are unlike any that have come before them

 

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

 

 

23
Mar

This Week In Shopper Insights: 3/16/15 – 3/20/15

First Ever ‘Google Shop’: Looking into Google’s retail strategy

Retail Mobile Strategy: Engaging customers and strategies that will help

Consumer Behavior: Do gas prices influence consumers when buying cars?

Mobile Commerce Is Changing: How cryptocurrency is considered more secure than mobile wallets

Shopper Marketing: Spending has doubled over the last two years

5 Disruptive Tips That Will Revolutionize Retail for Marketers 

The Omni-Retailer’s Future: What several retailers are doing to bridge the gap between physical and online shopping

Effective Brand Management: Consistency is key in a socially connected world

Neuroscience Is The Key To Effective Outdoor: Establishing the most powerful moments in ads

How In-Store Marketing Delivers: Keeping shoppers focused on the product

 

About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.