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Colin Simonds
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It probably won't come as much of a surprise that the top Google search regarding Mother's Day is "when is mother's day." For the record: it's the second Sunday in May, which in 2017 happens to be this Sunday, May 14th (you're welcome—go buy your mother a card). No doubt the shifting date of the holiday contributes to much of the forgetfulness, along with the fact that it is an occasion more likely to be celebrated with a card, flowers, and a phone call rather than a trip home. This doesn't mean, however, that brands should sit out the holiday: in 2016, the NRF estimated that U.S. consumers... Continue reading
Posted May 12, 2017 at Shopper Culture
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Shoppers' migration to private label goods following the 2008 recession wasn't much of a surprise: they offered a cost-cutting option for commonly bought goods where there wasn't a perceived difference in quality (e.g., milk, paper products, OTC's). The prevailing wisdom was that when shoppers started spending more freely, they would switch back to name brands. Instead, retailers started expanding their private label offerings—new categories, product variety, tiered offerings—and shoppers' perception of name brand superiority declined. It now seems as though there is a new normal when it comes to CPG that involves more private label goods in the basket. In fact, 32% of shoppers say they are currently... Continue reading
Posted Mar 28, 2016 at Shopper Culture
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One of the many links uncovered by Integer's trip type research, presented today at the Path to Purchase Institute Shopper Marketing Institute, was between a shopper's approach to a trip and how they felt about their purchases. E.g., when shoppers thought to bring a friend along they typically felt excited or happy about overspending (figure 1). However, when shoppers go it alone they're more likely to feel guilty or annoyed by the same behavior of buying more than they planned (figure 2). Figure1: Figure 2: With these emotional influencers it's no surprise that the more social modes also saw more impulse purchases. For more insight on how Shopper... Continue reading
Posted Mar 18, 2015 at Shopper Culture
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Mobile shopping isn't going away: 35% of consumers now say that they make purchases on their mobile phones, and signs point to an increasing rate of growth in coming years. This prevalence also creates responsibilities for brands and retailers. Making a purchase on a mobile device isn't just a different format for commerce, it's a different way of shopping. E.g., the majority of purchases made on smartphones are made within an hour of discovering the product. Younger generations use mobile more to find the best quality item rather than for price checking (66% and 59%, respectively). Succeeding in eCommerce will increasingly become not just about the availability of... Continue reading
Posted Oct 2, 2014 at Shopper Culture
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Dec 11, 2013