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Sara Reichert
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After the overwhelming flurry of Black Friday and Cyber Monday sales this past week, a new trend is emerging to give people a reprieve from self-serving spending. Started in 2012 by a non-profit, Giving Tuesday is a national call for people to donate to charities. Last year on the Tuesday after Thanksgiving, 700,000 people participated and helped non-profits raise over $116 million (GivingTuesday.org). 88% of people believe that companies have the power to affect societal change (Stylus, 2016). Brands are leaning into this responsibility by participating in Giving Tuesday to raise awareness and help people direct their money to relevant causes. Fashion designer, Tory Burch, auctioned off unique... Continue reading
Posted Nov 30, 2016 at Shopper Culture
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This week’s announcement of Stone Brewing opening a hotel that offers guests a complete craft beer experience has me thinking about the booming experience economy. At the hotel, guests will be treated with a complementary beer and will fill their pints throughout their stay with various Stone beers on tap, including special releases and unique casks. Guests will not only have access to typical hotel amenities like room service, but will also be treated to in-room growler delivery service. Experiential marketing is not new, but the idea of making an immersive and permanent vacation-like experience is a relatively new iteration of it. The move highlights that experience, above... Continue reading
Posted Aug 22, 2016 at Shopper Culture
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Happy Fourth of July! This year, America will be more red, white, and blue than ever before. Consumers will showoff their patriotism with themed clothing and products alongside traditional celebrations like BBQs and fireworks. According to the National Retail Federation, 214 million Americans will celebrate the U.S.A.’s birthday and will spend $6.8 billion, up 1.4% from last year. The majority will celebrate with time-tested traditions like cookouts, BBQs, and picnics (64.5%) and fireworks (42.6%). America is back in style, as more Americans will wear their red, white, and blue proudly to show off their patriotism. Two-thirds of Americans own a U.S. flag, half own a patriotic t-shirt, one-third... Continue reading
Posted Jul 4, 2016 at Shopper Culture
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Brands are continuously innovating products to catch consumers’ attention. They’ve made them smaller, smarter, easier to hold, and longer lasting. But the latest round of product innovations has less to do with functionality. Instead, they’re all about buzz-worthiness, social clout, and shareability. With almost 1 million posts on Instagram, hashtags like #foodporn have set the expectation that products and services shouldn’t just be functional, they also need to be visually interesting and attention grabbing. Take Sonic’s square shakes, for example. Instead of launching the same, old expected milkshake, Sonic catered its new product to Instagram by creating beautifully artful shakes in square glasses. The brand advertised them on... Continue reading
Posted Jun 30, 2016 at Shopper Culture
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In its third installment of American-themed summer campaigns, Budweiser is going all in by changing the name on its cans to “America.” Other classic branding items from the can will also be Americanized and covered in red, white, and blue. Instead of “King of Beers,” it will read “E Pluribus Unum.” The phrase “The World Renowned,” will now say, “Land of the Free.” Even the word “Registered” will be replaced with “Since 1776.” In the midst of patriotic events and holidays like the Summer Olympics, the election, Memorial Day, and the 4th of July, the campaign’s goal is to inspire drinkers to celebrate their country and their favorite... Continue reading
Posted May 16, 2016 at Shopper Culture
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If you’ve been driving around Denver over the past month, you may have noticed a series of billboards that advertise Totino’s Pizza Rolls. With lines like “Better When Baked,” “420 Is Better on Pizza Rolls,” “Stock Up B4/20,” and “Legal in Every State. Better in Colorado” these ads are particularly memorable due to their playful reference to marijuana and the 420 holiday. The brand supported these tactics with pedicabs and food trucks in downtown Denver that handed out hot pizza rolls to city dwellers during the cannabis celebration. This is a great example of contextually relevant advertising done right. Totino’s and its parent company, General Mills, took a... Continue reading
Posted May 3, 2016 at Shopper Culture
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The past couple of weeks have been unseasonably warm here in Denver. Instead of cold, blustery weather, we’ve been breaking records with 70° days filled with sunshine. While walking my dog on one of these beautiful days, I was suddenly struck with a strong desire to go shopping. I suddenly wanted to buy everything from fresh fruits and veggies to a new dress to new running shoes. This caused me to question – do changes in weather make people want to shop more? The simple answer is yes. Like most human behaviors, it all relates back to behavioral economics and how social, cognitive, and emotional factors play a... Continue reading
Posted Mar 8, 2016 at Shopper Culture
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With the opening of Samsung’s 837 store in Manhattan’s Meatpacking District, a new era of experiential retail has arrived. This “technological playground and cultural destination” ditches traditional retail in favor of an immersive brand experience. There are no sales or products to buy. Instead, the store offers various exhibits and experiences like a virtual reality tunnel, social galaxy, and a three-story screen for special events. Pretty cool stuff. As a marketer, the idea of creating “physical manifestation” of a brand that engages consumers in an authentic way is amazing. It’s an opportunity to infuse the brand into culture through one-to-one engagements, experiences, and content. It’s every marketer’s dream.... Continue reading
Posted Feb 27, 2016 at Shopper Culture
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While many major food companies are reinventing their supply chains to omit GMOs, Campbell’s has decided to take a different approach. In a convention-breaking move, it will become first major food company to voluntarily label its food as containing GMOs. There’s no scientific proof that GMOs are a health risk. Yet, despite this, consumers are hungry to know if GMOs are present in their foods. In fact, according to Nielsen, 43% of consumers say that non-GMO labeling is the most important factor when making purchase decisions. More than ever, credentials like non-GMO, serve as the gatekeepers to consumers’ shopping carts, making this move by Campbell’s seem risky. However,... Continue reading
Posted Jan 22, 2016 at Shopper Culture
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The next big trend in e-commerce has arrived. Buy Buttons are the new hot topic for social media sites like Facebook, Twitter, and most recently, Pinterest. By allowing people to buy products seemingly from social sites and apps, these buttons are the next evolution in creating more holistic shopper strategies. Social media, specifically Pinterest, offers unique benefits to shoppers, brands, and retailers when it comes to shopping. Buy Buttons have the ability to remove much of the friction surrounding a purchase. With their integration into a feed, consumers will be able to buy as part of their everyday social browsing behavior, removing the extra step of going to... Continue reading
Posted Jul 2, 2015 at Shopper Culture
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While it used to be that the majority of people, whether rich or poor, saw themselves as middle class, now, almost 40% of adults define themselves as lower-income (Iconoculture, 2014). This class shift has lead to a cultural mind-shift. Certain behaviors that were traditionally thought of as “low-income activities”, such as DIY projects and buying from dollar stores, have gone mainstream. Even pop culture has caught on with musicians shifting their lyrics from a focus on big cars and bling to thrift shops and never becoming royals. All this adds up to a surge among retailers and brands targeting this group. The discount channel is growing exponentially, with... Continue reading
Posted Aug 29, 2014 at Shopper Culture
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No more misspelled words, faulty autocorrections, or fat-finger problems. Flow, the new update to the Amazon mobile app, takes typing out of the process of searching for online products. Instead, the app uses the smartphone’s camera to scan an item’s shape, size, color, box text, and appearance to identify an exact product match. Flow is the latest effort by the online giant to challenge the brick-and-mortar channel. Shoppers can use the app at home or in store to easily search products, price compare, create shopping lists, and, possibly, choose to buy online instead of at the store. This app update, combined with reports of drone delivery and anticipatory... Continue reading
Posted Feb 13, 2014 at Shopper Culture
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Have you ever seen a picture on the Web of an outfit, room décor, or a recipe and thought, “I want that!”? With the new website and app The Hunt, users can discover the brands and products behind these pictures with the help of others in this fashion-savvy community. People start a “hunt” by uploading a photo to the site and asking other users to help them identify the merchandise in the photo by providing links to sites where they can purchase similar items. The website illustrates the next step in social media-enabled commerce. It moves beyond sharing and liking friends’ pictures to actually helping them purchase items.... Continue reading
Posted Dec 23, 2013 at Shopper Culture
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As one of the biggest spending occasions of the year, the holiday season drives unique purchasing behavior among shoppers. The Checkout: Holiday Edition takes a look at the ways shoppers define value in their holiday-shopping expenditures, the appeal of Black Friday and Cyber Monday for Millennial shoppers, and the growing trend of eRetail and “couch commerce” during the holiday season. This year, the holiday shopping experience is expected to be increasingly digital. Online and mobile tools, like smartphones, search engines, eRetailers, and brand websites have grown in influence while traditional tools, such as television commercials, magazines, and newspaper circulars are being consulted less often by shoppers when making... Continue reading
Posted Nov 11, 2013 at Shopper Culture
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What are your plans for the Fourth of July? For most Americans, this midsummer holiday offers a chance to lie low with friends and family and enjoy nice weather and a day off from work. Almost 70% of Americans, totaling 164 million people (a record high), say they will be celebrating with a cookout, BBQ, or picnic. Meanwhile, only 12% say that they will hit the road to go on vacation, despite an increase in the amount of consumers saying that gas prices will have no effect on their holiday plans (NRF Independence Day Survey, 2013). Celebrating the holiday in a basic and traditional manner allows people to... Continue reading
Posted Jul 3, 2013 at Shopper Culture
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Jun 13, 2012