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Brandon Fassino
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Those most adaptable to change are the ones who survive ... and thrive. To stay on top of the rapidly changing marketplace, trends help you see what shoppers are seeking, why retail is reinventing how they sell and how brands are behaving. Take a look at what Integer is looking at trendwise in 2013: 1| SHOPPERS AS SALES ASSOCIATES No longer is it just the sales associate standing between you and the shopper. You now have shoppers ready and willing to give advice, help you sell, provide input and get rewarded for doing so.How do you ensure they add value to your brand? Make sure they have the... Continue reading
Posted Jan 25, 2013 at Shopper Culture
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In a post last week, we discussed the psychology that drove shoppers to buy in increasing numbers during the Thanksgiving weekend events, from Black Friday to Cyber Monday. One of the principles discussed, fear of missing out, (FOMO) is of particular interest today; the term has been used more and more frequently to describe a behavior resulting from the growing presence of social/digital connection to our day-to-day lives. JWT Intelligence released a study uncovering the drivers and anxieties related to FOMO. We've always had a fear of missing out, but that fear is exacerbated with the onset of real-time, location-based, and social media tools. Real-time digital updates to... Continue reading
Posted Dec 12, 2012 at Shopper Culture
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Whoever said “talk is cheap” wasn’t trying to build a brand. On the contrary, talk can be the most valuable asset you have when leveraging today’s sales into even more sales tomorrow. The Complex Shopper study conducted by Integer and research partner Decision Analyst shed light on the ways shoppers engage with brands after the sale. The findings revealed that vacuum and single-serve coffeemaker shoppers are surprisingly inclined to chatter about these relatively modest purchases on social networks and to their friends and family. Among those who purchased single-serve coffeemakers, the study found that 15 percent have written an online review and 40 percent have made recommendations to... Continue reading
Posted Dec 4, 2012 at Shopper Culture
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Think about the last few “big-ticket” purchases you’ve made. Did you enjoy shopping for them? Did you relish the research process and eagerly read the online reviews? Most shoppers tend to be fairly interested in their “big-ticket” or considered purchases, no matter what product it is. However, their degree of excitement about that purchase and the enjoyment they receive from shopping for it varies widely. In our latest research report from The Complex Shopper study, Integer examines furniture shoppers and the motivations and interactions that drive them during the considered purchase process. Furniture shoppers are highly interested in and excited by their purchase, and enjoy the process. Even... Continue reading
Posted Nov 23, 2012 at Shopper Culture
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Starbucks recently announced it was competing in the red-hot single-serve coffeemaker market with its new “Verismo System.” The coffee giant said more than one out of three coffeemakers sold in 2011 was a single-cup machine and that it’s new coffeemaker would win shopper approval based on quality and technology. Starting at $199, Starbucks’ coffeemaker is priced higher than many of its competitors. But that might not matter to shoppers. Results from The Complex Shopper study by Integer and Decision Analyst suggest cost is not always the deciding factor when shopping for single-serve coffeemakers or other housewares products. Shoppers were more interested in the price/value equation of their coffeemaker... Continue reading
Posted Oct 15, 2012 at Shopper Culture
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When it comes to cars, test drives are a key moment on the shopper’s path to purchase. They often compel shoppers to visit dealerships. Knowing that opening a new store in Paris would have been too expensive, Mini France recently launched a campaign promoting the opening of 10 new “Mini stores” in Paris. The whole idea sprung from a brilliant idea: “If you don’t go to the store, the store will come to you.” The company had 10 cars acting as scaled-down, mobile stores (each one with a salesman, brochures, and hours from 9 a.m. to 6 p.m.) driving around the city and enabling passers-by to enjoy a... Continue reading
Posted Sep 17, 2012 at Shopper Culture
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The Integer Group will be participating in this year's PMA Digital Shopper Marketing Summit in Stamford, CT on September 19th and 20th. Integer's Will Clarke will be speaking as the closing keynote with 7-Eleven representative Evan Brody during the two-day event. Will will discuss The Retail Game: How Gamification, Content, 
and Search are Changing Everything, which will discuss how you can tap into the universal truths of human behavior to navigate an ever-changing sea of technology and business. If you're going to be in Stamford and are interested in attending you can visit the PMA website for a complete agenda and registration details. If you're already planning on... Continue reading
Posted Sep 15, 2012 at Shopper Culture
RED BAR: TRACKING THE TRENDS This is an exciting time for brands, retailers and shoppers. As our technological devices become smarter, so has our ability to better understand them and offer shoppers what they truly want to buy, not just what we want to sell. Consumption is no longer curated solely by arbiters of style, but also by our own previous purchase information. Here are some examples of hyperpersonalization in action: Click here to read more examples of hyperpersonalization including "Hyperpersonal Hidden Messages", a mobile app from Kraft Foods' Lacta brand: Lacta Mobile App - English from LactaFilms on Vimeo. Click here to read past issues of The... Continue reading
Posted Sep 5, 2012 at Shopper Culture
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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 North America Coca-Cola Retailing Research Council (CCRRC) partnered with The Integer Group(R) to provide a five-part series... Continue reading
Posted Aug 3, 2012 at Shopper Culture
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There’s no shortage of support for social media. It’s no longer a question of “Should we?” but rather “How should we?” When people talk about social media they often focus on two things: content and Facebook. Both are drivers within this medium, but ultimately, who’s really in the driver’s seat? Your audience. That’s why you need to keep their desires, wants and needs at the center of your marketing strategy and understand how that relates to their shopping behavior. LISTEN... DON'T JUST POST Click here to read more on Beyond Content and optomizing social strategies in the latest edition of the Integer Pulse. Continue reading
Posted Feb 29, 2012 at Shopper Culture
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Nearly seven out of 10 home improvement shoppers say they are not brand loyal when it comes to buying big-ticket items, according to The Complex Shopper™ study conducted by The Integer Group® and research partner Decision Analyst. The study is designed to reveal the motivations that drive the considered purchase process – those infrequent, big-ticket items ranging in price from $100s to $1000s. Discover why shoppers turn to new brands when it’s time to replace or upgrade, and how you can increase their loyalty and continue a relationship with them after the purchase by downloading our newest report, “Revealing the Motivations that Drive Home Improvement Shoppers.” This report... Continue reading
Posted Feb 29, 2012 at Shopper Culture
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The Complex Shopper is an annual research and analysis project conducted by The Integer Group and Decision Analyst to reveal the motivations that drive the considered purchase process – those infrequent, big-ticket items ranging in price from $100s to $1000s. One outcome from the study was identifying four distinct shopper types – Fretting Frugals, Experience Lovers, Passive Purchasers and Social Adventurers. In our last post we defined Patricia, the Experience Lover. Today, we’ll study no-nonsense Dale, the Passive Purchaser, who represents about 25 percent of all considered purchase shoppers. Let’s get this over with Dale will never be accused of being an emotional buyer. In fact, across all... Continue reading
Posted Feb 24, 2012 at Shopper Culture
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The Complex Shopper is an annual research and analysis project conducted by The Integer Group and Decision Analyst. It is designed to reveal the motivations that drive the considered purchase process – those infrequent, big-ticket items ranging in price from $100s to $1000s. One outcome from the study was identifying four distinct shopper types – Fretting Frugals, Experience Lovers, Passive Purchasers and Social Adventurers. In our last post we defined Gary, the Fretting Frugal. Today, we’ll identify Patricia, the Experience Lover. A confident shopper who embraces the process Patricia was born to shop! She absolutely loves the shopping process. She knows what she wants and can visualize how... Continue reading
Posted Jan 16, 2012 at Shopper Culture
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Last week we launched The Complex Shopper, an annual research and analysis project designed to reveal the motivations that drive the considered purchase process – those infrequent, big-ticket items ranging in price from $100s to $1000s. One of the outcomes of the study was the identification of four distinct shopper types – Fretting Frugals, Experience Lovers, Passive Purchasers and Social Adventurers. Over the next few weeks, we’ll dive a little deeper into each type revealing more about their behaviors, concerns and actions. This week, meet Allison, the Social Adventurer – the shopper who wants your attention Our first deep dive takes a look at Allison, representing the Social... Continue reading
Posted Dec 13, 2011 at Shopper Culture
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The Complex Shopper™ Study is an annual research and analysis project undertaken by The Integer Group to reveal the motivations that drive the considered purchase process – those infrequent, big-ticket items ranging in price from $100s to $1000s. This week, we are launching the results of the initial study conducted in partnership with Decision Analyst. It reveals the complex motivations that drive shoppers during a considered purchase decision, such as shopping for furniture and automobiles. Not only does it uncover the reasons why shoppers buy, it also identifies how they think about – and interact with – the chosen company after the purchase. In addition, it unveils four... Continue reading
Posted Dec 1, 2011 at Shopper Culture
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The Integer Group's Director of Mobile, Ben Kennedy, recently spoke at the PMA's Digital Shopper Summit. Focusing on the ways marketers can strategically approach the mobile channel and establish a long term dialogue with their consumer base, Ben presented Dating The Mobile Shopper, a framework to contextualize the mobile investment. Click here to download the presentation and read more. Continue reading
Posted Sep 24, 2011 at Shopper Culture
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Leclerc, a French hypermarket banner, has long been known as the cheapest non-discount hypermarket in France. Their website allows shoppers to compare the prices of nearly every product sold in their stores with the prices of the same product at their competitors. The data for the website is provided by Leclerc’s employees who regularly visit hypermarkets of every banner throughout France. Michel Edouard Leclerc, the popular and talkative CEO of Leclerc, had the idea to crowdsource the data for the website thanks to smartphone technology. He launched an iphone app that allows shoppers to scan products while they are shopping at competitors stores. It allows them to know... Continue reading
Posted Aug 18, 2011 at Shopper Culture
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It is critical that brands and retailers understand their Hispanic shoppers; how their shopping attitudes and behaviors are different from general market shoppers; how they are similar, and different, among themselves; and how their behaviors vary based on the context in which they find themselves. During what times of the year are Hispanic shoppers purchasing more? When is convenience more important than value? How are their brand loyalties are shifting and why? What type of tools they are using at point of sale and what is the new role for retailers? As retailers and brands make the effort to understand Hispanic shoppers and their key drivers, the better... Continue reading
Posted Jun 1, 2011 at Shopper Culture
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The Integer Group's Morgan McAlenney, Senior Vice President/Digital Czar, will be speaking at this year's Shopper Marketing Live Conference in Sydney, Australia. Morgan will be presenting The Convergence of Digital and Retail: Using Digitail® to Drive Retail Sales, during the Thursday, May 19, session of the conference. Morgan's timely subject-matter expertise is dissecting an Integer practice called Digitail® - as brands/manufacturers and retailers continue to wrestle for marketing and messaging control in clean-store environments at the point of decision or purchase, how does the shopper maintain and manage control of her in-store decisions? How do innovative shopping technologies influence and guide pretail™ selection, retail purchase behavior, and post-tail™... Continue reading
Posted May 16, 2011 at Shopper Culture
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The idea of a coupon app is anything but groundbreaking today. However, the idea of combining the power of a television commercial with the power of a digital coupon is intriguing. According to the Lempert Report, IntoNow is a new social networking tool that enables users to see what TV programs their friends are viewing in real time. Similar to audio apps like Shazam, IntoNow picks up the audio feed from your TV and quickly identifies the program on your display screen. The newest feature of these audio apps is their ability to connect you with your friends by letting you know who else is watching the same... Continue reading
Posted May 5, 2011 at Shopper Culture
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While shopping recently at Best Buy I saw a kiosk for Bose headphones advertising “noise canceling” capabilities. With one week remaining before a vacation involving a long flight, I was intrigued. Shoppers are instructed to put on a pair of headphones and hit the large, red play button. A video of a pianist begins on the screen. The video asks shoppers to listen to the pianist while a voiceover describes the headphones’ features and benefits. Then, the voiceover asks shoppers to remove the headphones. I was perplexed by this, but complied. Once the headphones were removed, I could hear a loud noise emanating from the large speaker at... Continue reading
Posted May 2, 2011 at Shopper Culture
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Shopper marketing revolves around shopper insights. Obvious, right? But what shoppers say is often not what they do. How do you go beyond the surface to better understand what’s motivating their behavior? Capture what’s in their heads, hearts and hands. Ask yourselves: What are they thinking (heads) at all stages of the purchase path? How do they feel (heart) about shopping, the store experience, the brand and the product? Finally, what do they walk out with (in their hands)? BUILDING A BODY OF KNOWLEDGE Sometimes creating a life-size visual of your body of knowledge helps your team quickly see what makes your shoppers tick. Flesh them out with... Continue reading
Posted Apr 22, 2011 at Shopper Culture
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The Integer Group's Craig Elston, Sr. VP, Insight & Strategy, and Martin Ferro, Sr. Account Planner, Velocidad, recently spoke at this year's PMA Conference: Game Changers, in Chicago. Click here to download their presentation, Hispanic Shoppers: How This Audience's Path to Purchase is Evolving. Continue reading
Posted Apr 18, 2011 at Shopper Culture
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The Integer Group's Craig Elston, Sr. VP, Insight & Strategy, and Martin Ferro, Sr. Account Planner, Velocidad, will be speaking at this year's PMA Conference: Game Changers, held in Chicago, this Wednesday, April 6. Craig and Martin will be presenting their white paper titled Hispanic Shoppers: How This Audience's Path to Purchase is Evolving. Please stop by and say hello if you going to be in attendance. Click here for more information and a schedule of events. Continue reading
Posted Apr 4, 2011 at Shopper Culture
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We all know the important role sales staff can play in-store, but ensuring they are informed and educated about product offerings has often proved difficult. When we first saw this holographic sales tool last year we were immediately excited by the possibilities. Now, London’s Luton Airport has rolled out holographic staff members to remind passengers of critical necessities as they approach security checks (laptops, liquids, etc.). While the information delivered is relatively benign, delivering it in a dynamic way may get people to take note, and, in turn, speed up the security process. The outcome is a more pleasant experience at the airport and an uptick in passenger... Continue reading
Posted Mar 30, 2011 at Shopper Culture