It is becoming ever more apparent that retailers must be ready to join the mobile revolution.
Mobile is becoming increasingly more accessible for the consumer and so should be a retailers first port of call for their marketing efforts.
In this video from the 2nd Annual International Shopper Insights in Action Event last year, Stephen Smith, Chief Marketing Officer of ASDA, discussed how the world is getting smaller by the day, habits and behaviours are converging, many brands are universal – yet every market is unique and proud.
Stephen shares his experiences, thoughts and insights about the changing customer, the impact of country culture and the role and management of marketing across the world; having been a retail CMO in these three regions: America, Belgium, and China.
Visit www.shopperinsightsintl.com to learn more about this year’s program and get involved.
Video Production by FireFilms International, sponsored by Firefish Ltd.
As e-commerce extends into mobile technologies, growing numbers of hyper-connected consumers are making smartphones a regular part of their purchasing processes.
This worldwide trend is moving fastest in certain emerging markets, where switched-on consumers are proving more apt to embrace m-shopping than are their developed market peers.
This study explores how consumers are moving on from the last decade’s relatively simple and static model of e-commerce to the more complex and dynamic systems.
The people have spoken, power has shifted away from brands and is now in the hands of consumers. Empowered consumers who are wary of institutions, who want to own part of the manufacturing process (Where seven years ago, only 10% of people were active contributors online, now it’s 77%. We’ve seen a change from passive participation to people becoming creators/makers), and shopper who are way smarter and savvier than ever before.
The Maker Movement Unleashed
The Guardian recently addressed how Toy choice has gotten wider as internet inspires playtime revolution, noting that “networked knowledge, networked contacts, networked marketing and even networked manufacturing,… the internet’s influence on the toy industry is beginning to sprout from everywhere. Suddenly more alternatives, indies, blended play and new tech enabled hybrids, toys that encourage tinkering, making and individuality are open up new doors. It’s a delightful trend and is set to continue. ”
Consumer Trends Driving Pre-Tail
Henry Mason, Global Head of Research and Managing Partner at TRENDWATCHING.COM and keynote speaker at the 2013 International Shopper Insights in Action event, who will present Tapping Into and Profiting from the Hottest Consumer Trends, taking place 5-7 November in Prague, directed us to this 2013 briefing on Pre-Tail, which examines:
1. How Crowdfunding has unleashed the GLOBAL BRAIN
2. Create a perfect market fit for nontraditional and quirky products
3. Trust is instant and knows no barriers.
4. How Pre-tail will go (from eTail to Retail) mainstream
5. Why Anything that delights (jaded, saturated, blasé) consumers needs to be on your radar.
You might want to take a look at their Consumer Trend Canvas, which is an “easy-to-follow framework that will help you not only unpack and understand any consumer trend, but also help you apply it to launch successful consumer-facing innovations of your own.”
ABOUT THE AUTHOR
Formerly a senior copy editor at Thomson Reuters, a research editor at AOL, and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at email@example.com or @Literanista.
Last month, we hosted a webinar, if you missed it, here’s your opportunity to watch it now:
It is harder than ever for brands and retailers to influence shopper behaviour as the purchase decision becomes more complex and more frequently influenced outside of the store. As a result shopper marketing spend is rising.
But there are three common barriers to gaining the true shopper insights that lead to successful shopper marketing.
The secret to success lies in the whole business becoming more shopper centric, not just the Insight and Customer Marketing departments. Discover the 10 secrets to shopper marketing that will allow you to really influence shopper behaviour and grow your business through shopper centricity.
Watch this Shopper Insights in Action Pre-Conference Webinar to:
• Understand the three common barriers to shopper marketing success
• Discover the 10 secrets to shopper marketing and how to really influence shopper behaviour
• And how to secure appropriate shopper marketing budgets
• Learn how to grow your business through shopper centricity
Steve Hildebrand, Director – Kantar Retail EMEA
Steve Hildebrand is the Managing Director of the European Consumer & Shopper Marketing Practice based in London and is also a Client Team Director on the European Board.
Steve is a Consumer & Shopper Marketing specialist with 20+ years experience of living and consulting in a diverse set of cultures across Asia, Australia, North America and Europe.
Prior to joining the company in 2002 Steve spent two years with TPG (The Partnering Group) working in multiple geographies on joint supplier / retailer ECR initiatives which included 12 months consulting for Sainsbury’s Plc. He also worked for United Biscuits (Category Development Manager), TNS/KWP (Client Service Director) and AC Nielsen (Account Manager).
She started her career at Nielsen and then worked clientside at Avon and Allied Lyons before joining TNS.
With over 20 years experience as a buyer and supplier of shopper and consumer research, Pat was instrumental in establishing this global practice area at TNS, and in acquiring shopper specialists, Sorensen and ID Magasin.
Dave Evans, Red Dot Square
Dave joined Red Dot in January 2013 following 13 years within the Cadbury and Kraft businesses. Skilled in category and customer marketing as well as senior national account sales and customer/channel development.
Now as Commercial Director EMEA for Red Dot, he is responsible for the New Business and Client Management teams across the EMEA region, including the Unilever global client relationship. With an established client list also featuring Coca-Cola Enterprises, Diageo, Tesco and Heineken, Red Dot has further expanded this in H1 as VR grows in significance. New clients include Arla Foods, GSK, Akzo Nobel, Disney and SAB Miller.
What do you REALLY know about today’s media consumer? Deepen your understanding of what they do, why they do it and how you can truly engage with them across media platforms.
The Media Insights & Engagement Conference is bringing together the best minds in the media industry to challenge your thinking, accelerate new ideas and create the partnerships of tomorrow.
Features Speakers include:
Today’s Media Landscape: Separating Fact from Fiction on Today’s Media Consumer
Jack Wakshlag, Chief Research Officer, Turner Broadcasting System
Jack contrasts the findings of current best in class data vs. views based on self-reports and the views of pundits, experts and prognosticators. He will separate fact from fiction on today’s media consumer.
The Future of Social Media and TV Measurement
Beth Rockwood, SVP Market Resources and Advertising Sales Research, Discovery Communications
A panel of leading measurement companies and users will discuss their experience, debate the option and make us better understand better the social sea of possibilities.
Live, Public, Conversational: Recent Learning from Twitter Research
Jeffrey Graham, Global Ad Research Director, Twitter
Jeffrey will focus on new learning about how people use Twitter, and how companies are using the social platform to connect and engage with Twitter users.
How Digital Has Disrupted Consumer Behavior Forever
James McQuivey, VP, Principal Analyst, Forrester, Author, Digital Disruption
Find out how smart media companies are using digital tools to learn more about what consumers really want and how to assess your company’s readiness to engage in the digital disruption consumers are ready for.
Plus industry leaders from: A+E Networks, AMC, DirecTV Latin America, ESPN, Facebook, HBO, Netflix, Redbox, Viacom and more.
Save 15% off the standard rate by using your blog reader code when you register to attend: MEDIA14BL.
Tim Dorgan, Vice President eMerchandising, PEAPOD presented Anytime Anywhere Grocery Shopping: The Current and Future Impact of Mobile at the annual Shopper Insight in Action event in July. Tim discussed the impact of mobile on America’s leading Internet Grocer, Peapod which we covered here.
From the launch of its mobile apps to the deployment of “Virtual Stores”, Peapod is taking the lead in mining the potential that mobile interactions have for driving engagement and volume. Improved technology, competitive pressures, an increasingly mobile population and the time-starved nature of 21st Century living have conspired to push ecommerce to the forefront of grocery marketing.
Through its deployment of a multi-platform, multi-channel model Peapod is realizing the benefits of providing consumers with a comprehensive answer to the question; “How do you want to shop today?” Mobile is a key component of the Peapod strategy. Learn about Peapod’s current and future use of mobile and explore the ways in which anytime/anywhere shopping is impacting behavior.
This doodle was captured on site at Shopper Insights in Action 2013 by Dr. Jason Fox of Make Clever Happen, and explores . For more information, visit shopperinsightsevent.com or shopperinsightsintl.com to learn about our upcoming international event in Prague.
The Latin American digital landscape is rapidly maturing, and U.S. brands are taking notice as they plan their global expansion.