This is Armand Parra's Typepad Profile.
Join Typepad and start following Armand Parra's activity
Join Now!
Already a member? Sign In
Armand Parra
Recent Activity
Image
Reading this article on Slate, around the drastic difference between the Foodie population we read about constantly and the average American kitchen really hit home for me. Working in the insight game as a marketer is a constant balancing act between ensuring you are aware of and riding the trend waves as they roll through the market, while at the same time always trying to keep an eye on reality. And the two are more often than not, very different. I get that writing repeated articles outlining how the mass market is, well, doing the same ol' things wouldn't sell a lot of subscriptions. However, often that's the... Continue reading
Posted May 13, 2016 at Shopper Culture
Image
The recent Holiday Shopping issue of the Checkout told us that 26% of Americans planned to do MOST of their holiday shopping online. I, on the other hand, did all my holiday shopping online; from my mobile phone actually. But not only did I shop, I wrapped and shipped all my presents to another city where I like, 41% of Americans1, planned to book travel to. While I certainly qualify as an early adopter of most tech and have been a loyal Amazon Prime member for years, we've already seen Americans adopting these behaviors. Likely, this is fueled by the fact that The Checkout also found that 35%... Continue reading
Posted Dec 23, 2014 at Shopper Culture
Image
As a gamer and a shopper marketer, I loved opening my Amazon yesterday and seeing this. What do you do if you're a web-only retailer... deliver a great web experience that couldn't be created in cardboard, plastic or metal and put in brick 'n' mortar stores. Bring real-time news to gamers from the E3 floor and sell the games that are making news or drive pre-order of the better stuff to come later in the year. Thank you Amazon. Continue reading
Posted Jun 11, 2013 at Shopper Culture
Image
As marketers see the proliferation of mobile behaviors and devices, the natural reponse seemingly is to start integrating mobile into everything possible. Every campaign, promotion, tool, etc. Unfortunately, everyone isn't always asking the questions... "Is mobile right for this?" or "What mobile tools are right for my audience?" or "How am I going to know if mobile is successful if I don't know what to expect?" As a part of our on-going shopper study, The Checkout, we have asked about mobile marketing interaction and found some interesting differences that clearly illustrate the need to dig into mobile behaviors specific to our audiences, because like the rest of marketing,... Continue reading
Posted Feb 25, 2013 at Shopper Culture
Image
I was reading an article on Mashable today discussing 3D printing, which has been gaining more and more recognition for potential mass marketability recently. The article explained how the technology allows you to turn your childrens' drawings into three dimensional creatures. As a planner in the promotional space, this got me thinking about how this technology could become a game-changer for our industry. Imagine if we could take the "prize out of the box". The crux of many promotions are often some tanglible piece of tchotch that shoppers can find in pack, or more often than not, send away for. What happens when we can have shoppers print... Continue reading
Posted Jan 23, 2013 at Shopper Culture
Image
As we saw in the 2012 Back-to-School Issue of the Checkout, price is becoming parity across retailers and the demands of shoppers are evolving. Interestingly, we saw the age of parents driving a lot of difference in shopper preferences. While 35 percent of 35-to-44 year-old parents think of back-to-school shopping as a chore, only 15 percent of 25-to-34-year-old parents do. Younger parents are more apt to find enjoyment in back-to-school shopping through high-quality items and experiential shopping trips than older parents are (see Figure 1). Younger parents are also 18 percent more likely than older parents to look for experience in their trips. And, even though they are... Continue reading
Posted Nov 5, 2012 at Shopper Culture
Image
Shoppers in the US have evolved significantly in the past few years in the realm of digital shopping tools. So much so, that the term "The Digital Shopper" has effectively lost meaning as about half of all shoppers in the country have adopted some type of digital behavior to aid in their shopping. As many of the tools in this space are related to the boom in smart phones, mobile shopping tools are of special interest. In this issue we take a look at many aspects of mobile and other digital shopping behaviors across different shopper segments to understand which shoppers are adopting what tools and how they... Continue reading
Posted Jun 4, 2012 at Shopper Culture
Image
Now that Parts 1 - 3 of Untangling the Social Web have laid the critical foundation of understanding the social landscape and its different types of users, we begin to outline the value of brand engagement in Part 4. While brands and retailers alike have begun to participate in social web, there isn't a long tradition in this space as there are in other media channels, which means that rules and guides are still being formulated and broken everyday. This is a very exciting time, but also an intimidating time. In this section we seek to remove some of the intimidation by identifying the benefits for the user/shopper,... Continue reading
Posted Mar 27, 2012 at Shopper Culture
Image
Social networking has surpassed email as the top online activity and it has fundamentally changed how we create community and with whom we connect. Through the social web, individuals can have direct connection to not only their family and friends but also favorite retailers and brands. Businesses are able to observe and engage with the public and offer real-time promotional perks and discounts – the number one driver for social networkers to engage with a business in the social web. This is the world we live in today, but why is social networking so addictive? And what motivates us to spend so much time social networking? Simply put,... Continue reading
Posted Feb 13, 2012 at Shopper Culture
Image
Five years ago, as Thomas Friedman put it, “‘Twitter’ was a sound, the ‘cloud’ was in the sky [and] ‘4G’ was the name of a parking space.” It is apparent that the world of social networking is rapidly evolving but it is also fundamentally changing the way individuals and businesses interact. Today, individuals can have real-time communication with their favorite brands, earns special perks for following a retailer, and receive job updates from companies they dream to work at. This is a space that businesses can no longer ignore. Therefore, the Coca-Cola Retailing Research Council (CCRRC) partnered with The Integer Group(R) to provide a five-part series on the... Continue reading
Posted Jan 31, 2012 at Shopper Culture
Image
Year after year, as shoppers begin to prepare for the new year, brands and retailers flood the scene with resolution-themed marketing and promotions. But how do resolutions affect shopping behavior? This issue of The Checkout explores who will make resolutions, what type of resolutions they will make, and how they shop in pursuit of their goals. A majority of shoppers will make a New Year’s resolution as they see the new year as a time to concentrate on their health and wellness goals. Top trends for resolutions are similar among men and women, but do they result in similar behaviors? With resolutions primarily focused on leading a healthier... Continue reading
Posted Dec 29, 2011 at Shopper Culture
Image
When asked their preference of entry mechanisms, most consumers prefer a method that is quick and easy. The top two preferred entry mechamisms were entering a code online and in-pack instant wins (Figure 4). When looking at these results in conjunction with the barriers to entry also uncovered (low likelihood or winning and too much information required) its apparent consumers clearly desire promotions that are easy to enter, offer realistic odds, and come without any strings attached. Read more in the the latest issue of The Checkout, where we looks at shoppers' involvement in Sponsorships and Promotions, how these programs influence purchase, and drivers to increasing participation. You... Continue reading
Posted Nov 21, 2011 at Shopper Culture
Image
The Nordic Checkout was conducted by Integer Nordic and Research Insight Finland in the spring of 2011. The idea was to deepen our knowledge and insight on the Nordic consumer. We wanted to find out what motivates them, what affects them, how attitudes have changed and which channels are used currently. We aim to re-conduct the study on a yearly basis as well as produce smaller follow-up studies. In this presentation we will be concentrating on six specific areas that we think you might find interesting and most of all, useful. The study was conducted in Finland, Sweden and Denmark. Click here to download the Know the Nordics... Continue reading
Posted Sep 1, 2011 at Shopper Culture
Image
The site of another food truck meandering through Times Square this past Cinco de Mayo may not have seemed interesting at first glance. However, this was not your typical roach coach. Roaches were definitely not the on the menu. True to its name, the Dos Equis “Brave Taco Truck” offered daring participants samples of tacos filled with either ostrich, cow tongue, veal brain or grasshopper. “Everything we did from the truck branding to the taco fillings is about being truly “interesting”, said Senior Brand Director Paul Smailes for the Mexican beer. “We tested a lot of recipes and samples but settled on the ones we did because it... Continue reading
Posted May 25, 2011 at Shopper Culture
Image
Are you wanting to increase trial of your product? Some new coupon results in from the Knowledge Networks report that digital couponing may be the way to go. According to the report, digital coupon users were 35% more likely to be prior non-buyers than traditional coupon users. Not only that, but digital coupons drove more unsolicited purchases than traditional coupons. Kantar Media released a report in February mentioning that digital coupon events were up 33% from 2009-2010 while manufacturers using digital offers only increased 17%. While penetration of digital couponing is still low, the demands – and the effects – seem to be spiking! Could this be the... Continue reading
Posted Apr 26, 2011 at Shopper Culture
Image
In the latest issue of The Checkout: Coupons Report, shoppers rank brands and retailers that have the best coupons. Last year, Bed Bath & Beyond took the no. 1 spot, with the retailer hanging its hat on the frequent distribution of high-face-value coupons to their existing customer base via direct mail, where the likelihood to return to the store is high. Fast forward to today, after cutting direct-mail spending this past year, Bed Bath & Beyond fell to no. 9 on the list. Meanwhile, JCPenney managed to jump from 15 last year to no. 3. While Bed Bath & Beyond may have dropped the ball with couponing, JCPenney... Continue reading
Posted Apr 5, 2011 at Shopper Culture
Image
I have recently fallen in love with ever-growing trend of discount and exclusive online wine clubs. One in particular, mywinesdirect.com, recently solicited my opinions in a survey, but more importantly, in the invite email, they demonstrated how they have been actively responding to the feedback they have received. As you can see, they note where they are working on some areas (i.e. a loyalty program), have directly acted to others (i.e $0 shipping) and in cases where changes can't be made, they offer an explanation (i.e. point 6 about merlot selections). After reading this, I realized that immediately it made me think of them in comparison to other... Continue reading
Posted Mar 4, 2011 at Shopper Culture
Image
When it comes to online engagement with brands, online coupons were the most used interaction by shoppers; higher even than visiting brand Web sites. Within this category, Food brands led the surveyed categories with 21 percent of shoppers saying they had downloaded online coupons. Interestingly, a mixed bag of categories (Entertainment, Household Products, and Apparel) follow closely behind—showing that the Web-savvy shopper is looking for discounts across the board. Where Does Social Media Fit In? Increasing brands’ presence within the social media space is the cost of entry for many manufactuers, so it’s interesting that only 6 percent of consumers overall reported following a brand via this channel.... Continue reading
Posted Jan 31, 2011 at Shopper Culture
Image
At the 2011 Consumer Electronics Show (CES), an unlikely retail player emerged. Fulton Innovation, using their eCoupled technology, showed a surprising transformation to packaged goods: eCoupled is a wireless power solution. Fulton quickly realized that their technology has infinite uses: from charging devices to heating food to making your packaging more eye-catching – they created these custom-lit cereal boxes for pennies on the dollar. As we all look for ways to make our goods pop off the shelves into people’s carts, I can see this being the next wave of in-store marketing. While it might not increase trial of familiar products (new look, same great taste), this could... Continue reading
Posted Jan 25, 2011 at Shopper Culture
Image
You may have noticed the intersection of brand, retailer and shopper is no longer limited to the store aisle. Shoppers now demand immediate gratification beyond your product offering in the form of information, entertainment, coupons and special deals from their mobile devices utilizing location-based services. According to a survey of 1,000 U.S. adult consumers conducted by Luth Research in March 2010, nearly one-third of cell phone owners utilize location-based applications (most frequently to "locate nearby points of interest, shops or services"). What does this mean for brands? Smart location-based applications provide more intense, ongoing relationship with the prospective shopper and can collect a new spectrum of data to... Continue reading
Posted Oct 26, 2010 at Shopper Culture
Image
I updated my iTunes today and was finally presented with Ping as an option. For those who aren't familiar with the service is, Steve Jobs described it as a tool for "social music discovery". So, I excitedly clicked and set up my Ping profile. However, much like Alexander Graham Bell with the first telephone, I had no one to call. With no friends on Ping and no ability to connect to Facebook where the rest of my social network exists, I wasn't sure where the "social music discovery" is going to happen. Not to be deterred, I started my own exploration, "follow"ing artists I like. However, I had... Continue reading
Posted Sep 9, 2010 at Shopper Culture
Image
Who doesn't love a bargain these days? For those shopping on a budget, Ann Taylor has recently changed what it means to earn a discount by launching a Foursquare campaign for customers within the New York City area. Shoppers who check into one of eight stores in New York will receive 15% off, while holding a mayorship will get you a whopping 25% off. New York is currently designated a trial for the promotion, of which the company hopes to expand nationwide across all Ann Taylor stores. While the idea of using FourSquare for a shopper promotion still feels somewhat novel, Ann Taylor is not the first retailer... Continue reading
Posted Aug 3, 2010 at Shopper Culture
Image
Monoprix, a French supermarket chain, recently launched a glossy in-store magazine and, with an ever expanding private label portfolio, it is interesting they have chosen to call it “Brand’s”. Perhaps even more interesting is the headline that graces the launch issue: “Les marques, elles font quoi pour vous aujourd’hui?” which roughly translates: Brands, what have they done for you lately? The associated article consists of an interview conducted by a “Consumer Psycho-Sociologist” with Olivier Geradon de Vera, Vice President of IRI, a French consultancy specializing in retail trends and tracking. The interview’s conclusion: “La marquee reste une vraie necessite pour les consommateurs…” Brands remain a true necessity for... Continue reading
Posted Aug 2, 2010 at Shopper Culture
Image
In general, it appears that most shoppers perceive coupons as rewards for products they typically buy as well as incentives to try new or alternative brands or products. Convenient and useful, coupon consumption is largely geared toward spending less money overall rather than buying a larger quantity of products except for attached-coupled (married; living with partner) and lower-income households (below $50,000 annual HHI). Female shoppers are more likely than males to use coupons as a gateway to trying new brands and products. In fact, women are twice as likely to say they ‘always’ use coupons as a means for trying new brands. For more coupon usage data and... Continue reading
Posted May 31, 2010 at Shopper Culture
Image
I was recently on vacation in Marina Del Rey, CA staying at the Ritz-Carlton. One morning while waiting at the valet for my car, I saw this amazing scene. In the picture to the left, you see a woman packing up her shiny black SUV with a number of bags from Walmart. Something about the Ritz luggage cart covered in Walmart bags first made me laugh, then think. What is the future of these nouveau Walmart shoppers? Due to the economy, many shoppers have shifted their behavior. We have read about this a number of times. However, now that things are stabilizing, who will be the first ones... Continue reading
Posted May 26, 2010 at Shopper Culture