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This Week in Shopper Insights: 1/19/15 – 1/23/15

4 Things CPG Marketers Should Put In This Year’s Strategic Plan

Designing Powerful Customer Experiences: How the sale is the beginning of the relationship with the customer

Value Is Key For Marketers: “Outside-the-box product launches” can help bolster share growth


5 Ways to Engage Millennials With New Technology

Changing The Retail Game: Changing the accepted rules and ideas that lead movements in the industry

Why Your Fitness App Isn’t Helping You Get Healthier: Examining consumer behavior techniques in fitness apps

3 Realizations Needed To Prove Content Marketing ROI

The Millennial Consumer: 10 Findings via Forbes

Brands Go Digital For NFL Super Bowl XLIX: From online halftime shows to corwdfunding for ads


About the Author:

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




Call for Presenters: 15th Annual Shopper Insights in Action Conference


The 15th Annual Shopper Insights in Action Conference

evolves into

OmniShopper 2015: Activating Insights & Marketing Strategies at Retail

Submit your proposal by email to by Friday, January 30, 2015

From: Rachel McDonald
Re: Call for Papers: 15th Annual Shopper Insights in Action Conference
Date: July 20-22, 2015
Location: Chicago, IL
The Institute for International Research (IIR) is currently seeking presenters for:

The 15th Annual Shopper Insights in Action Conference evolves into:
OmniShopper 2015: Activating Insights & Marketing Strategies at Retail
July 20-22, 2015
Chicago, IL


For 2015, we are looking for speakers, facilitators and innovators to present NEW information on shopper research methods, shopper marketing innovations, the future of retail and more. See below for specifics. Have another idea? Let us know – anything is possible.

1. Group discussion facilitators: Much of the Shopper Insights in Action experience will be based on interactive discussions and ideation. Can you guide a conversation and help participants nurture new ideas and connect the dots?

2. Case study speakers: Have a NEW story to share and can you get it across in 40 minutes?

3. Local experiences unique to Chicago? Have a retail store, shopping district or place of inspiration you rush to every time you’re in Chicago? Do you have a Chicago based office or retail store ideal to host an interactive workshop or tour? Let’s see how we can integrate your unique Chicago experience into the agenda.

4. Workshop facilitators: Attendees will be devoting time to getting their hands dirty and tackling real challenges head on. Do you have a half day experience that could help attendees grow and learn?


ABCs of Persuasion
Daniel Pink, Best-selling Author, To Sell Is Human: The Surprising Truth About Moving Others, Drive and A Whole New Mind

Walmart’s 17 Retail Moments of Truth
Andy Murray, SVP Creative & Customer Experience, Walmart

The Power of Global Retail
Keyu Jin, Professor of Economics, London School of Economics

Digital Retail Trends
Jonathan MacDonald, Thought Expansion Network

Profiting from the Big Data Economy
David Schweidel, Author and Professor of Marketing, Goizueta Business School, Emory University

3D Printing / Maker Culture
Jenny Lawton, CEO, MakerBot

Engines of Meaning
Ben Jones, Creative Director, Google


For the past 14 years, Shopper Insights in Action has been the annual destination for expertly curated content and ground-breaking innovations to activate insights at retail. The ALL NEW conference, OmniShopper 2015, provides an expert driven platform to address the dramatic shifts in shopper behavior and the resulting disruption of traditional retail strategies to define the next generation of shopper strategy.



Through collective insight and collaboration, brands, retailers and their partners will unite to transform marketing activation strategies to drive the bottom line in the ever evolving omnichannel retail environment.

Join us for a collective experience for leaders from insights, shopper marketing, category management, digital, e-commerce, analytics, loyalty, merchandising, store design and more.


  • emerging research methods and techniques
  • future shopper segments
  • strategic application of insights
  • trends on omnishopper and omnichannel
  • shopper centricity
  • the importance of data and delivering real insights
  • shopper insights shifting to behavioral insights
  • in the moment research
  • evolving roles of shopper insights and shopper marketing
  • category leadership
  • behavioral economics
  • real time insight gathering
  • new technology
  • finding new data sources
  • gen z and millennial research
  • understanding and simplifying the experience
  • creating trusting relationships
  • consistent global messages
  • decision science
  • mobile, digital and ecommerce interaction
  • driving brand affinity
  • understanding goals and needs for the shopping trip
  • win at pos
  • optimizing in-store experience
  • manufacturer and retailer collaboration
  • new shopper marketing strategies, tactics and tools
  • trends in shopper analytics and big data
  • and more…


All vendors, consultants, research firms and solutions providers that would like to get involved should contact Jon Saxe at or at 646-895-7467.


Any Publications or Associations that would like to get involved should contact Alexandra Saland at or at 646-895-7309.

Due to the high volume of submissions, only accepted proposals will be notified. For consideration, please email with the following information by Friday, January 30, 2015

• Proposed speaker name(s), job title(s), and company name(s)
• Session title
• The topic your session would cover
• Which format you’d like to present
• Please indicate what is NEW about the presentation
• What the audience will gain from your presentation (please list 3-5 deliverables)


This Week In Shopper Insights: 12/15/14 – 12/19/14

Adopting Holiday Shopping Preferences for a Winning 2015 Retail Strategy: Consumers expect a consistent customer experience

Walgreens’ Loyalty Strategy Drives Behavioral Change: Building lifelong loyalty is difficult but not impossible

‘Frozen’ Mania Helping Disney Outpace Retail Industry: $4 billion consumer products arm outpacing the industryshutterstock_112302047

Why Is It So Hard To Find A Good Retail CEO? The difficulties of replacing a CEO

Are Sears and Staples More Valuable Online? Staples’ online revenue is nearly double Netflix’s TTM revenues

Drones, Phones and Experience Stores: A look into retail in 2015

Getting Personal With Mobile Strategy: How PhotoBox is personalizing online photos

When Weather and Retail Collide via Bloomberg

Why Investors Should Avoid Discount Retailers Five Below and Dollar General In 2015: Why offering products as at a loss to increase revenue isn’t working

Web Retailers Push Delivery Boundaries: Many hope t shave 2 days off last year’s 8 day average


About the Author:

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



This Week In Shopper Insights: 12/8/14 – 12/12/14

Can FMCG Be An Indicator of Stock Performance?

Predictive Analytics Startup Framed Data raised $2 million to predict consumer Behavior

Emerging Loyalty Trends That Are Changing The Travel Industry

The Psychology Behind Impulse Buying: Are impulse buyers a dying breed?

“Pretargeting” Can’t Work On Interfaces Alone: Probabilistic data doesn’t go far enough into targeting consumers

Marketing to Moms: How to win over the gatekeeper of the family

Shoes With Selfies On Them? Millennial influenced retail strategy

The Price Is Wrong, Bob: Retails big game

Supermarkets Forced To Reinvent Traditional Model: Predicting grocery trends for 2015

How To Decrease Online Purchase Abandonment: How to retarget those that have abandoned


About the Author:

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


This Week In Shopper Insights: 11/17/14 – 11/21/14


Aisle of a Costco Wholesale warehouse in South...

Aisle of a Costco Wholesale warehouse in South San Francisco, California, in this case for bread products. (Photo credit: Wikipedia)

2 Successful Holiday Strategies for Online Retail

“Opening on Thanksgiving” Good Strategy for Retailers?

4 Ecommerce Basics to Put the Jingle Into Your Holiday Sales

Building the Future of Digital Retail: 7 Brands That  Think Big by Going Small

Millennials and Bitcoin Will Change the Retail Industry: How the technology will develop in the future

The Psychology of Colors and Images In Email Marketing: What colors mean when trying to convey a message

Seniors Use Extra Brain Power for Shopping: Older Adults need more brainpower especially with memory purchases

Shipping Wars Start As Retailers Fight for Holiday Shopping Dollars: Strategies to beat out other companies such as Amazon

How Costco Wholesale Jumped 13% In One Month: Their strategy and how they achieved the jump

5 Ways to Inspire Impulse Buys


About the Author:

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



This Week In Shopper Insights: 11/10/14 – 11/14/14

Innovation In Alcohol: Making non-aloholic beer non-awful

The 5 Biggest Trends Within FMCGs In The Next Five Years

Tracking Everything Everywhere: How the Internet of Things is Changing Logistics and In Turn Retail

Is Black Friday Obsolete? According to data and consumer behavior, almost half of consumers don’t rely on Black Friday deals

Consumer Psychology, Selling Beauty Products To Men: The growing category of men’s beauty products

5 Ecommerce Trends Retailers Can Profit From This Holiday Season If They Prepare


Satisfied vs. Delighted: Raising the Customer Experience Bar

How Mass Communication is Delivering On It’s Long Promised Rewards: creating unique pieces that can be termed “designer”

Top 5 Holiday Shopping Trends

New and Old Models in Grocery: Delivery Service Models


About the Author:

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



This Week In Shopper Insights: 11/3/14 – 11/7/14

Grocery App Gains Funding: CheckoutSmart delivers cashback offers for various groceries and FMCG from leading brands to a consumers phone

Value For CPG Brands As Cultural Entertainers: 5 Entertainment Codes to Follow

PoweRanking Survey Show: Retailers want to anticipate trends and have their CPG partners address current and future needs of customers

Why Online Retailers are Opening Brick-and-Mortar Stores: 3 Key Benefits to having a physical location

Disruptors, Social Stars, and Redefiners: Young Startups are disruptive in different ways

Gaining Attention: Standing out on 12 different social networks

5 Tips to Sell a Service Your Customers Won’t Admit They Need


About the Author:

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





#Shopper360 Video: The 4th Annual Int’l Shopper Insights in Action Event Quick Peek

The International Shopper Insights in Action Conference 2014 took place on November 03 – November 05 2014, Edinburgh, Scotland. We compiled this short video of the experience during the course of  the past two days!


Live from #shopper360 day 2

Barry Lemon starts with a glimpse in the future of retailing, which is going to be more personal and more customised. An increase of information will be targeted towards shoppers, they will only opt in if it is relevant and personalised.

Jonathan MacDonald of the Thought Expansion Network gives food for thought, amongst which a great H.G. Wells quote: adapt or perish. Blockbuster and Kodak resented change, we should recognise the signs in ourselves when we say ‘and’ and ‘so what’ to new ideas. The future of retailing is about less intermediaries, people will go the direct route. People are now the media themselves, they arrange the funding themselves and they have the same computer power. The speed and reach of personal social networking can build or ruin a reputation of a brand faster than any traditional media. He is using the Stairway to Brands Heaven or Hell to illustrate. Brands can choose to build a will against it or use it as building blocks to build their own business. asked if traditional retail still has a future he says the return of the artisan, real shops where things made by real people are sold by real people.
Kevin Barret of Sainsbury’s predicts the share in the UK food market of supermarkets will go down from 7% to around 50% in the coming decade. Serving customers will evolve more around being genuine and trusted.A simple box of chocolates surprised and maintained customers of Sainsbury’s bank on the 10 year birthday because it was genuine and unexpected. Sainsbury’s has spent too much focus on food and not enough on other offering like clothing. Shops on Highstreet that were seen as too small and complicated are now seen as opportunities and are transformed into active community hubs. Of course a lot of investment goes into on line and convenience which is where growth is.
Sainsbury ar looking at where shoppers dwell to see if these are potential pick up points for groceries. mobile checkout is looked into it. Shops need to be de-cluttered.
Kantar’s Richard Tolley.
The traditional funnel does not work anymore, building awareness and consideration does not guarantee purchase at all. Finally the shopper research industry is acknowledging that 75% of purchases is NOT made at POP but before that. Which is exactly where we need to start influencing the path to purchase.
Anders Fisken Olesen of Arla shared the powerful insight that shopper marketing is a capability, not a department. When soft drinks are competing more with very different categories like dairy, this way of thinking is needed to survive.  one case showed how they introduced a more efficient range and a shopper based segmentation in store in the middle east across three countries and all major retailer. Another interesting case for cheese is they took a step back and found out barriers in Castello specialty cheese purchase in the pre purchase phase. The solution was found in pop up stores for cheese in non traditional store locations. Lead people back to feel smell and tasting cheese. They did the same in the wine section of supermarkets with a dedicated cheese cooler n the wine section.
Warburtons David Tittensor tells how even in his birth town Wilmslow retailing has changed. The pace of the change has even increased dramatically in the last 5 years. Omnichannel in food retailing is including online, discount, convenience and al other emerging channels. using category drivers such as filing your lunch box and better for you Warburtons is designing their category strategies for all these channels. We are not shopping more but via more channels. Smart shopping is what shoppers are trying to achieve. Value is a key concept there. Bakery as a category has a limited impact on shoppers mission and channel choice. Main shop, replenishment, for tonight and specific journey are 4 shopper missions. How can we align our products around these missions? The big finding was that the main shopping trip was only a small part of their business, and half of sales comes from replenishment. This has changed the packaging strategy to for example premium wrapped rolls.
James Brett of Kerry foods is refreshingly choosing to share mistakes rather than success stories. An interesting learning is that greater empowerment of shoppers leads to less loyalty to retailers and brands. They improved based on insights in the on line search for their products in tesco, based on what shoppers are searching for ie mash is a popular search category so this description needs to be added to meatballs that might fall in this category. Great compliance of in store media versus good compliance delivers a much better ROI.
Kim Brown and Daniel Plimmer of Sainsbury’s are painting the historic picture of retailers growth over the last 30 years by investing in big box formats outside city centers, where now growth has reversed in decline and the whole trend is pointing in the opposite direction. Going to previously socially less acceptable retailers like Primark has now become mainstream accepted. They found the range was confusing and difficult to shop, promotions were too complicated 3 for ten, 2 for 7, save ten pence. How to improve the category across 1200 stores split in three regions, the North dominated by discounters, the South by Tesco and Waitrose. Last review of MFP category was 10 years ago, 11% of sales. 45 week process, start insights. 4 regions 6 customer groups 14 store sizes. key change is moving to sloping shelving., clear category signage, simplify the promotional strategy.
Natasa Jovanovic of Carlsberg shares the challenges in the declining beer market. How to drive shopper spending in a declining market. study found that beer was NOT a destination category but low interest and low involvement. Also the conversion rate was much lower than for wine or cheese categories. Type of beer was pre-decided more than brand which was another eyeopener.Consumer archetypes linked to category drivers such as grey gold, special occasions, health. Beer for women cannot have a non macho profile but it does need that taste. The resulting beer presentation in store is now by type and communicates characteristics on different in store locations based on shopper types and occasions using color coding and guides to different taste experiences.
 All in all a very interesting day where people showed willingness to transparently and openly share the progress that is being made across markets and categories in the field of shopper marketing.

Live from #shopper360: Day 1

Duncan McConnol, CEO of Kantar retail Europe started the day with some mind searching slides about the state of shopper marketing based on the Kantar Retail Shopper Power survey. Some very interesting insights are shared, still only 33% of companies acknowledge that they have integrated shopper marketing, two thirds acknowledge they have no professional way of approaching the topic. Also interesting is that one of the key barriers is lack of clear kpi’s, which I have to admit we see a lot in our daily practice. we can do a lot better making them more focused around solving barriers and raising conversion in store. I also like the 7 steps to customer centricity, most companies are only scratching the surface by covering only one or 2 of those.
Phil Barden, author of ‘Decoded, the science behind why we buy’ is explaining us how our brain tries to make a trade off between pain and reward and how this can actually be predicted, and how this helps understand why shoppers prefer a menu price sign that says 10 above one that says 10 Euro and how a lot of brain activity is not necessarily a good sign, most of processing in our brain is done when we are faced with unknown brands or over complicated shelves.
Also very interesting was his TIC promo checklist, tangibility, immediacy,certainty. Shockingly few of our  promotions fulfill these criteria.
Crawford Davidson, customer director of Morrisons shared the workings of their brand new loyalty system Match & More which has been launched last month.The system compares for you at checkout the actual price difference of all items you have in your trolley with other key retailers including Lidl and Aldi and gives you a voucher of rthe difference in price if any. As opposed to ASDA’s EDLP and Tescos loyalty system this is a very direct and powerful give back to shoppers who are hurting in current difficult retail times. Morrisons on stage also  introduces their new agency Precima who shows us how price elasticity of an item differences greatly by type of customer so they can tailor promotions to your primary customers. This is crucial since Morrisons high value shoppers only spend 60% of their grocery spend with  them.
Christina Keibler of Pacific Etnography shared her presentation: scare the bejesus out of your customers.
Apart from convincing her audience that contains some of the best brains in the European market research industry that, yes you do need that degree in psychology before you can talk about qualitative research. Then moved on to explain how the type of plants and grasses that grow in Manhattan were telling her where to put a furniture store. Although she lost me a bit in the start she made it more interesting showing what underlying cultural indicators across neighborhoods they used to unravel the structure of a large and complex urban area from a retail perspective.
Nathalie Nahai, author and holder of the new profession of web psychologist shared with us  the secret psychology of persusasion. Interesting learning here was her view that the web , compared to real store environments is is a ‘flat place’ i.e. has no physical cues and hence how we need all the cues we can get. Some of those include sex, using food images, the power of motion and contrast to make sites more interesting and score significantly higher results. How the peak end rule (positive experience at the end of a web visit) changes the whole experience, and how sites like ebay and booking com use the perception of scarcity (only 1 room left!) in this context.
Interesting was also her insight how the path to purchase can be very different for for example men and women, using the example of a woman calling a friend to find out what camera to buy whilst her husband would spend 5 hours online to come to the same conclusion. Good retail needs to cater to both of these paths.
In the afternoon, Nick Melnyk of Sanofi shared an international study showing how big the overlap has become between what used to be very different product categories consumer health, pharmacy and cosmetics. How to actually use this in store is hopefully part of his next presentation.
Coca Cola US shared an interesting Walmart case showing how to drive sales inside Walmart restaurants via the concept of Effortless Meals. Using what sounds like a century old idea of combining a meal with a drinks offer but relentlessly executed apparently led to 5 million new deli shoppers in Walmarts.
Rob Johnston of Marriott International is sharing their knowledge of the path to purchase for the hotel business. A better understanding of this led to great insights such as how the possibility to check in a hotel online is hugely popular because it allows customers to skip the desk. The crucial step in hotel booking is really online search and Marriot is offering a better experience than the online travel agencies by customising the experience. A hotel website in Brasil needs to offer a payment plan, in Russia, they don’t use postal codes. The adaptation of the online booking across all Marriott’s markets needs to take into account all of these differences.
Whilst Heath Willis of Coke had a Coke in his hand while presenting, Irish Michael Doran of Heineken UK gets on stage with a beer in his hand, and with that he shared how they used the findings of their insights journey to really inspire the Heineken organisation. Just like the Coke guy, he never touched his drink though.