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Casey Schoelen
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Previously, having options was something that appealed to shoppers. It was nice to be able to choose the best one for a specific need that is unique, compared to just using the same products as everyone else. But have we reached the tipping point? Are there just too many choice at the shelf? According to the most recent annual Global Brand Simplicity Index study, there may be much to gain from easing choice paralysis at retail. For the fourth year, supermarket retailer ALDI retains the top spot on this global ranking. Known for low assortment (and low prices to match), ALDI shoppers experience less choice paralysis by eliminating... Continue reading
Posted Jan 30, 2017 at Shopper Culture
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We all know the holidays can be stressful. There are lots of pain points for shoppers during the holiday season, from large crowds, out of stocks, and sheer decision paralysis. It's difficult to feel like you've found the perfect holiday gift! It can be equally difficult to feel like you've received the perfect gift. This tension has led to gift cards becoming on the top gifts requested to receive since it gives the recipient the flexibility to choose a gift of their choice. However, often the gifter feels that gifts cards are impersonal, even if their convenience as a quick and simply holiday gift is temping. This year,... Continue reading
Posted Dec 22, 2016 at Shopper Culture
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A new movie. A new song. And of course, new toys. Movie partnerships continue to be a huge opportunity for brands and retailers alike. There has been lots of buzz in the preceding months for Dreamworks' Trolls movie, featuring stars Justin Timerblake and Anna Kendrick. The return the big screen ignites a lot of enthusiasm from today's kids as well as nice feelings of nostalgia for adults, too. How are retailers capitalizing on what is speculated to be the biggest success from Dreamworks since Shrek? Macy's is featuring a fashion line inspired by the movie through a collaboration with designer Betsey Johnson as well as other movie-themed merchandise.... Continue reading
Posted Nov 4, 2016 at Shopper Culture
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It's that spooky time of year again! This year, Halloween spending is expected to reach $8.4 billion, an all-time high according to the NRF. What is it about this holiday, which is the eighth-highest in consumer spending, that makes shoppers go all out? Well, Halloween isn't just for kids anymore. While the easiest way to join in the fun is to just hand out candy and greet trick-or-treaters, which is what 70.9% of Halloween shoppers say they are doing, there is still a large portion who will do more to celebrate. Almost half will dress in costume (47.1%) or carve a pumpkin (45.5%). Even when Halloween is during... Continue reading
Posted Oct 31, 2016 at Shopper Culture
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It was announced this week that retailing giant has received approval for a patent on self-driving shopping carts. These carts will be equipped with both a motor and a video camera. While the Internet-of-Things has been a huge buzz for some time now, most of the attention at the retailer level has been focused on things like mirrors that shoppers virtually try on clothes or test out makeup without having to actually apply. Shoppers continue to be wary of smart devices that, in theory, should enhance their shopping experience. Will self-driving shopping carts also make shoppers wary? Sure, it would be nice to not have to chase down... Continue reading
Posted Sep 16, 2016 at Shopper Culture
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Some things just immediately cue summer and ice cream is most definitely one of them! But with ice cream being such a common sign of the season, how does an ice cream brand stand out? For Magnum ice cream, they married the behavioral principle of scarcity with a shopper expectation of customization and it seems to be working. This summer, Magnum ice cream created a seasonal pop-up shop in New York's trendy SoHo neighborhood. Taking over an empty retail space, they designed a premium environment that provided shoppers with an interactive and exciting experience while also connecting the superiority of their ice cream. Themed as "The Art of... Continue reading
Posted Aug 23, 2016 at Shopper Culture
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The 28th annual Shark Week event on Discovery Channel came to a conclusion this past weekend. This year featured a wealth of new marketing and promotional partners to give fans more ways to partake in the festiveness that has grown to surround the event. One of the biggest sponsors this year was 7-Eleven. In conjunction with their year-long promotion celebrating fifty years of the Slurpee, they added Shark Week to the promotional calendar this summer. Complete with Shark Week cups, shark straws, and a special shark-themed jelly-filled donut, 7-Eleven let sharks infest nearly every aisle of the store. This is a great way to bring the excitement of... Continue reading
Posted Jul 5, 2016 at Shopper Culture
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The much anticipated sequel to "Finding Nemo" finally arrived at the box office this month and along with it, lots of mega-brand promotions! "Finding Dory" continues the story of Nemo's forgetful fish friend Dory as she looks for her family. Along the way, thirteen brand partners lead the build up to opening day and everyone from Band-Aid to Yoplait GoGurt wanted in on the action. In fact, it was Coppertone sun screen's first-ever film promotion. In terms of numbers, Fandango's moviegoer poll revealed "Finding Dory" to be the #1 most anticipated summer movie and it's box-office release proved that to be true. According to Deadline, the opening weekend... Continue reading
Posted Jun 28, 2016 at Shopper Culture
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CPG products are often among the items that consumers use every day. They are the staples, the go-to's, and the ones that are trusted to make it through the day. However, that often means that when consumers become shoppers, they forget the true value of those products and how they impact their lives. American Standard, a manufacturer of bathroom and kitchen fixtures, has tapped into this notion with their latest faucet campaign. Faucets are used every day but purchased once in a while. They are expected to work all day, every day. But when shoppers are picking them out, are they thinking about the emotional benefits of a... Continue reading
Posted May 25, 2016 at Shopper Culture
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When it comes to understanding why shoppers do things, it is often difficult to get the real truth as shoppers are known to say one thing and do another. They can't always articulate the "why" behind the behavior, especially when it comes to some of their decisions, behaviors, and habits. The retail landscape is ever evolving and, as it changes, shoppers’ habits change with it. Their shopping lists can include everything from snacks to household goods to alcohol, and they have priorities in how they like to shop, where they like to shop, and how much they are willing to spend. How does this behavior vary across top... Continue reading
Posted Apr 28, 2016 at Shopper Culture
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We’ve all been guilty of it–answering “Yes, of course” when asked if your household recycles when in reality, the recycling bin in the garage hasn’t been emptied in months because it isn’t even close to being full. Earth day, April 22, is a day when shoppers are reminded that everything we do impacts the environment and that we should all try to be a little better. So why is it that the average American household recycles just 34% of its waste every year? Well, first, it has to be clear. A third of consumers are unclear on what is actually recyclable and another 20% admit to placing an... Continue reading
Posted Apr 22, 2016 at Shopper Culture
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St. Patrick’s Day is upon us. We wear green, drink green, and perhaps cook up a green dish. No longer a day just for the Irish, consumers across the board will enjoy some good St. Paddy’s fun this year. In fact, 82% of Americans plan on wearing green. The National Retail Federation expects this year’s holidays to have a $4.4 billion impact on the economy, which is good news. But who and what will be the biggest sales drivers? According to Finder.com, the biggest St. Patrick’s Day shoppers are Millennials, who spend 75% more than other consumer groups on this holiday. This is not shocking if we consider... Continue reading
Posted Mar 17, 2016 at Shopper Culture
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Even though much of the country has experienced a day or two of unseasonably warm temperatures lately, many are still caught in the cold winds of winter. We know spring is coming but it’s still a little out of reach. Yet, I find myself feeling spring fever in full swing. And I’m not the only one. According to Google Trends, searches for “swim suit” pick up again in February and March as shoppers begin to wistfully think ahead. Based on recent communications finding their way to my inbox, this shopper behavior appears to be something brands and retailers are well aware of and are prepared to take advantage... Continue reading
Posted Mar 2, 2016 at Shopper Culture
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If you’ve somehow missed the bevy of pink and red decorations taking over retailers everywhere, it’s Valentine’s Day on Monday. According to the National Retail Federation, spending this year will reach a record high of $19.7 billion. This will be driven by the 54.8% of shoppers who will celebrate the holiday in some way this year that will each spend an average of $146.84. The growth of the value for this retail occasion is heavily influenced by consumer prioritization of experiences over material objects, which can easily lead to greater spending. This year, 38.3% will treat their special someone to a dinner out, tickets to a show, or... Continue reading
Posted Feb 12, 2016 at Shopper Culture
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When Amazon first released the Amazon Echo, also known as Alexa, it was one of the first smart products brought to mass consumers. What some might say is just a fancy, wireless speaker, Alexa behaves like an assistant who can make consumers’ lives easier. For example, Alexa can add products to a virtual shopping list, helping drive ecommerce through Amazon.com. She can also be configured in a smart home to turn the lights off when you say “Alexa, go to bed.” Now, she can also plan your Super Bowl Party. For CPG products, ecommerce has been a hot topic when it comes to shopper strategies, however the code... Continue reading
Posted Feb 5, 2016 at Shopper Culture
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We have long known that shoppers are predictably irrational. Sometimes shoppers say and do different things and then can’t explain why they behaved that way. However, few examples make this shopper truth more undeniably obvious than when the weathermen call for inclement weather. There’s hurricanes, severe storms, or lots of snow and suddenly, the grocery stores are essentially battle zones with shoppers fighting to get their carts down the aisles or fill their baskets as fast as possible. Most notably, the bread, milk, and egg aisles are mad houses of irrational behavior. The sense of urgency and fear of running out drives shoppers into frenzies. But why? It... Continue reading
Posted Jan 25, 2016 at Shopper Culture
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What happens when you combine the behavioral economics principles of scarcity and social proof? It can help brands become unstoppable forces. SoulCycle is said to have revolutionized indoor cycling, also known as spinning. But not everyone knows that because SoulCycle is only currently in select U.S. cities. Even if you don’t have a SoulCycle studio in your city, odds are good that you’ve heard of them…most likely because those who have joined SoulCycle studios are not shy about sharing why it’s amazing. If spinning is your thing, doesn’t it make you feel like you’re missing out? To mitigate the FOMO (fear of missing out), and to create killer... Continue reading
Posted Jan 13, 2016 at Shopper Culture
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The new year is a time when consumers rethink their goals and consider what they want to improve in their lives. Almost half of consumers make resolutions every year yet, only 8% actually achieve them. Why? Are we thinking too big? Are we just not committed? Or does life simply get in the way? According to a GOBankingRates survey of 2016 resolutions, money-related goals were less important this year than in the past. Instead, consumers are choosing to focus on life and lifestyles. The top resolution stated by respondents was “to enjoy life to the fullest,” followed by “to live a healthier lifestyle.” In fact, the first financially... Continue reading
Posted Jan 11, 2016 at Shopper Culture
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The Checkout: Beauty Edition explores the latest trends when it comes to how shoppers approach the beauty aisle. This issue reports on where and why shoppers choose to shop the category, what triggers the decision to make a beauty purchase or to try something new, as well as how Hispanic shoppers engage with the category. In addition, this year’s survey explores male beauty shopping habits. Surprisingly, men self-reported purchasing a beauty item for someone else in their household in every category incorporated in the study, including more personal beauty categories such as cosmetics, skin care, and hair color, meaning that men are a growing presence in the beauty... Continue reading
Posted May 4, 2015 at Shopper Culture
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When Target® released the news that Lilly Pulitzer® was bringing an exclusive collection to Target stores this spring, shoppers were instantly thrilled and quickly memorized the look book to build their wish lists. The news of this limited-edition spring line was released with plenty of time to build up the anticipation. Complete with TV spots, Target® wasted no time emphasizing the limited-time aspect of this collection. What many shoppers did not notice in their excitement was that, along with being available for a limited time only, this collection would be available only while supplies lasted. So what did that mean for yesterday’s launch day? At many Target® stores,... Continue reading
Posted Apr 20, 2015 at Shopper Culture
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As shoppers and consumers become increasingly overwhelmed with commercial messages, the struggle for an authentic brand connection is very real. In addition to the sheer number of marketing communications shoppers see daily, they are equally distracted by the devices at their fingertips. Whether they are checking the latest email blast from their favorite store or checking into their location on Facebook with their mobile phone, the opportunity to switch into the shopping mind-set can happen in an instant. But being contextually relevant in that instant is a tough nut to crack. Tinder, a location-based dating app, is currently opening its doors to go beyond just dating and serve... Continue reading
Posted Feb 6, 2015 at Shopper Culture
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It is often said that a picture is worth 1,000 words. Social media platforms such as Facebook, Instagram, and Snapchat have all left their mark on how shoppers integrate photos into their lifestyles. Brands are capitalizing on this sharing obsession, and, even on Snapchat where photos are seen for a maximum of 10 seconds, they are seeing successful engagement with their audiences. Taco Bell was the first major brand to leverage Snapchat as a point of communication with its target audience. In May 2013, they used the platform as a way to tease customers about the return of the infamous Beefy Crunch Burrito. Fans who added Taco Bell... Continue reading
Posted Oct 7, 2013 at Shopper Culture
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Our dependence on mobile devices for nearly everything in our daily lives continues to grow. The ability to access information where we want and when we want is becoming an expectation across all areas of the shopper journey. Who is most dependent on mobile devices as shopping aids? Are certain generations using smartphones in different ways compared to others? The Checkout: Mobile Edition takes a look at how mobile devices are impacting the shopper journey and how shoppers are leveraging technology to enhance their experiences, both in and out of brick-and-mortar locations. Mobile devices have changed the way shoppers seek and consume information, whether they’re used to find... Continue reading
Posted Sep 30, 2013 at Shopper Culture
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