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Kira Torgersen
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People (and therefore shoppers) are contradictory creatures of habit. We often say one thing and do another. This makes understanding shopping behavior complex. To better understand this inherent dual nature that shoppers possess, retail and shopping research efforts must strive to include more observation (ethnography) at every turn. So how should we approach or think through research to truly understand shoppers? This new White Paper walks through the value of digging deeper into ethnography and the value of using a range of methodologies when it comes to ethnographies to get closer to understanding the complex shopper mind. Click here to download this White Paper, The Value of Digging... Continue reading
Posted 7 days ago at Shopper Culture
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As women rally together for a Day Without Women, it won't be just employers who notice a difference. The national strike movement coincides with International Women's Day and it aims to draw attention to inequities working women face compared to men, from wage disparity to harassment to job insecurity. While the rallies are a main focus, those involved are being asked to take the day off, wear red and avoid shopping in stores and online—except for local small businesses and women-owned companies. While we have already begun to see its impact this morning with school closures it is yet to be seen how much this movement will impact... Continue reading
Posted Mar 8, 2017 at Shopper Culture
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Jet's launch of Wal-Mart's private label is like a play out of Amazon's playbook. But this news comes as no surprise since Walmart has been making huge ecommerce changes since it's acquisition of Jet.com. This is likely one of many steps that will bring Jet and Wal-Mart closer together, allowing them to answer the demands of the modern shopper who wants to shop anything , anywhere and get the best value. But it's not just Amazon that should see this as a threat. Securing distribution of Wal-Mart's private label on Jet.com is a huge threat to manufacturers not only because Wal-Mart/Jet is creating competitive products but also because... Continue reading
Posted Feb 22, 2017 at Shopper Culture
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The Urbanist highlights some interesting urban trends in shopper marketing this issue including: - Crazy shopping environments at Nike and Adidas - How Pirch appliance stores are helping ease shopper research - Frictionless shopping with Panasonic technology - The celebration of Singles Day - And a VR Wonderland Click here to read the full issue Continue reading
Posted Jan 27, 2017 at Shopper Culture
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We all know that New Year Resolutions often go unmet. And while for decades the new year "season" has been a window for certain brands to stand out, the typical New Year Resolution message is becoming less relevant to today's shoppers who are looking for realistic, longer term solutions (vs. reminder for what to do in Jan - Feb). This year some brands and retailers are changing their tune. Example #1: Samsung Samsung's new ads for their Galaxy S7 + Gear Fit2 watch. Rather than do the typical sporty spots, Samsung highlights the reality of working out. How awkward it is. How difficult it can be. And that... Continue reading
Posted Jan 6, 2017 at Shopper Culture
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2016 was an epic year filled with twists and turns. But what will 2017 have in store for us? While the future is never certain, there are a few trends I expect to continue to grow and evolve with regards to Shopper Marketing and the retail environment in the coming year. Here are a few in particular: -- Checkout Shortcuts: From the growth of store pick-up to Sam's Club's Scan & Go app to Amazon Go there seems to be no slowing down when it comes to services that help shoppers make transactions without waiting in line. It will be important for brands to understand how this affects... Continue reading
Posted Jan 2, 2017 at Shopper Culture
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The nice weather is officially gone---forcing city dwellers to retreat into their apartments. For retailers, this means looking for even more creative ways to lure consumers out to shop during this urban-hibernation season. So kick back, relax someplace warm, and see how the pros do it in this latest issue of the Urbanist. Click here to read the full issue that covers: - Dining at Ikea - Whole Foods 365 Google Express - Google Express - Target NYC Want to explore more Urbanist content? Click here to view past issues. Continue reading
Posted Nov 26, 2016 at Shopper Culture
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Over the past few years Black Friday has been a topic of debate. Some love it, others boycott it. Though its received some backlash, it still remains one of the biggest spending periods of the year among shoppers. So brands continue to find new ways to work with it. This year, we're seeing some new approaches to Black Friday that aim to please a wide range of shoppers while also expressing the brands themselves. Example #1: WALMART Walmart is using Black Friday to deliver value to their shoppers in more ways than one. The retailer is offering discounts exclusively through it's mobile app. Providing ease and super deals,... Continue reading
Posted Nov 22, 2016 at Shopper Culture
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In shopper marketing there is a short game and a long game. The short game is filled with programs that abide by convention, fulfill known shopper needs and the like. But the long game is where things get interesting. The long game is where you can rethink what shoppers need, innovate and change the game. While big innovations do not happen all the time, it can be a game changer for shopper marketers looking to win with shoppers. This past weekend, Saturday Night Live (with the help of Benedict Cumberbatch) parodied the classic Apple commercial to launch a "new Kohler toilet." While the Koohl toilet might seem absurd–and... Continue reading
Posted Nov 7, 2016 at Shopper Culture
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Shoppers are not as brand loyal as we'd like to think. That is why it's even more important for brands and even retailers to be in the right place at the right time. That's because shoppers need solutions in the moment in ways that fit their mindset and their needs. Lately, several brands and retailers have been taking new approaches to reaching shoppers at the right time and place. For example, Amazon continues to think outside the internet and is venturing into the convenience store space as well as curbside pick-up. Amazon has realized that the online grocery industry is slow to accelerate and that people rely on... Continue reading
Posted Oct 12, 2016 at Shopper Culture
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The sharply-dressed mannequin in its first-day outfit. The pristine binders already organized with color-coded tabs. And the display placards, alphabetized and hung with care. This month's Urbanist is giving you a retail refresher course in back-to-school spirit. This issue includes: - Shopping Under The Influence, Retailer incorporation of adult beverages - Beat Your (Previous) Best, Nike's Unlimited Stadium - Brick and Mortar Built with a Wall of Sound, the Sonos flagship Store experience - World Trade Center: The Mall Click here to read this issue or explore the website for past issues. Continue reading
Posted Oct 10, 2016 at Shopper Culture
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Like an ice cream truck rolling through your neighborhood, this month's Urbanist is dishing out refreshing retail treats to get you through the dog days of summer. In this month's issue you can read about: - Hong Kong's Stock Market Inspired Beverage Pricing - Ford's New Test Drive Experience - Lululemon's New Store Format, The Lululemon Lab - MikMak Minimercials, The Evolution of The Infomercial - KFC's Watt Box Click here to read this issue or browse past issues on The Urbanist hub. Continue reading
Posted Aug 17, 2016 at Shopper Culture
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Every year, back-to-school (BTS) seems to be the same old routine but at the same time it also seems so very different. This issue of The Checkout examines the recurring themes and nuances of the BTS shopping season. The study defines price to be the season's table stakes. Price is not only a recurring table stake for the season but it is a desire and focus that has molded many retailer and shopper behaviors. But that does not mean that all shoppers are the same nor that price is the way to win–it is just the cost of entry. The study also outlines the nuances of how men... Continue reading
Posted Aug 8, 2016 at Shopper Culture
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It's summer, which means that brands are firing up their most sultry retail innovations, and sweating for every consumer's attention. But like a fire hydrant turned into a makeshift water fountain, the Urbanist is here with a refreshing stream of retail knowledge. In this issue: – New Numbers Game in Vegas: How MGM is evolving consumer data – Sip Coffee, Stare at Art, Don't Buy The Cadillac: Cadillac's new showroom experience – Coming Soon: The latest appliance innovations – Public Displays of Detection: What's new in OOH advertising – and more Click here to read the latest issue Continue reading
Posted Jul 13, 2016 at Shopper Culture
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Making healthier choices on what to eat can be difficult. Whether you know what is "Better For You" or not, a little helpful reminder in store can go a long way. At shelf, temptation hits and that can often mean choosing deluxe mac-n-cheese over rice or cookies over raisins. But simple shelf signage can help shoppers make better last minute decisions and avoid the temptation of more indulgent options. A grocery cart study from several years ago found that a simple cart divider that read "place fruits and vegetables in front of this sign, and other groceries behind it," helped shoppers buy twice as much produce as they... Continue reading
Posted Jun 22, 2016 at Shopper Culture
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One reason many manufacturers and retailers are concerned about eCommerce, especially for CPG, is how much it might reduce impulse purchases. No end caps or palettes to grab attention, no checkout lanes to entice shoppers. While the issue of impulse online isn't solved yet, Integer has conducted original research and curated case studies which provide some answers. It turns out that capturing impulse online is only one solution. Another less-obvious answer is to replace classic impulse behaviors and items with new ones that are unique to the eCommerce shopper journey. Click here to download the latest presentation from Dr. Ethan Decker at the P2Pi League of Leaders meeting.... Continue reading
Posted Jun 20, 2016 at Shopper Culture
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Read the latest issue of The Urbanist to find out the latest in urban shopping including: – 47 Reasons You Don't Need to Shop Above Ground in NYC – Great News For Lazy Americans: Postmates Teams Up With McDonalds – Grande Change From Starbucks: App Changes – Live Mas Quicker: Slack and Taco Bell Click HERE to read past issues. Continue reading
Posted Jun 3, 2016 at Shopper Culture
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Standing in line at Whole Foods, I noticed an intriguing San Pellegrino 12-pack that simply read "Are you a foodie?" Why was this intriguing to me? I think in part because it made me question my own level of foodie-ness. I love food, I love sparking water, but am I a real foodie? So naturally, I followed the clear and simple call to action to "find out at sanpellegrino.com." There, I found an abundance of information (from guides to pictures, recipes and more) about food as well as chef profiles and limited edition San Pellegrino bottles. Turns out this campaign is San Pellegrino's first digital campaign where food... Continue reading
Posted May 27, 2016 at Shopper Culture
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Hot off the virtual press is our latest issue of The Urbanist. Filled with all kinds of fun, urban retail stuff that will stick to your brain. So kick back and enjoy. In this issue: – Barbie's Ken Doll Gets a Makeover – 3 New Ways to Top the One Night Stands – The Latest VR Trip – Why to Visit the Amazon Store Click here to explore past issues Continue reading
Posted May 2, 2016 at Shopper Culture
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This month's issue of The Urbanist discusses the latest shopping trends including: — Big chains going small — Car companies going off road — Redoing retro — The intel in store. Click here to read this month's issue or explore past issues at urbanist.integer.com. And don't forget to follow The Urbanist on Twitter for even more urban retail news updates. @_The_Urbanist Continue reading
Posted Mar 30, 2016 at Shopper Culture
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I often find myself living in two shopping worlds. One that is entirely mass and mainstream–grocery shopping at King Soopers, hitting up Target, Nordstrom Rack and Starbucks or the occasional Friday's in the airport. The other is more niche, local in nature–consisting of finding the best new restaurant, cool boutique, pop up flea market and more. I feel I am not alone in this as local has evolved and spread its reach, more shoppers are spanning two shopping worlds and shopping mindsets. Having been to my fair share of crowded flea markets, 1-hour-minimum wait restaurants and high priced bars, it seems as though local is an everyday occurrence... Continue reading
Posted Mar 22, 2016 at Shopper Culture
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In CPG marketing, a "big idea" can seem as elusive as Bigfoot. And in activation, even a strong idea can become manipulated beyond recognition. In this presentation from the Path to Purchase Summit, Starbucks and The Integer Group illustrate how they've approached the creation, activation and sustaining of a campaign idea using the recent "My Starbucks Is" work as a case study to discuss the strategic vision for “At Home Coffee” (heart to cart) and how the work came to life in the marketplace, from TV to retail. Click here to down the presentation: Campaign Architecture, How Big Ideas Are Guided Through-the-Line. And click here to download other... Continue reading
Posted Mar 16, 2016 at Shopper Culture
If you are at the Path to Purchase Institute's Shopper Summit is this week make sure to come say hi to some of our very own shopper experts at Integer. Among many other presentations, consider checking out: Campaign Architecture — How a Single Idea Comes to Life Through the Line: Integer's own Sara Manke (Insight & Strategy) and Starbucks' Bruce Katsman (Channel Brand Management) will be presenting Wednesday. Click here to read about the session. The Power of Social Media at Retail: Leveraging Digital Influencers to Deliver Sales at Brick and Mortar: Integer's own Matt Silvestri (Account Leadership) and Kellogg's Kevin Hoppe will be presenting Wednesday. Click here... Continue reading
Posted Mar 15, 2016 at Shopper Culture
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The Path to Purchase Institute's Shopper Summit is this week in New York. Among many other presentations, Integer's own Sara Manke (Insight & Strategy) and Starbucks' Bruce Katsman (Channel Brand Management) will be presenting Wednesday on the topic of Insights to Activation. Their presentation Campaign Architecture — How a Single Idea Comes to Life Through the Line will: — Explore the difference between diagnostic insights and creative insights. — Discover how to create frameworks that help maintain consistency while allowing for flexibility. —Learn how to refresh a campaign without reinventing it. To read more about the session or register click here. And stay tuned later this week as... Continue reading
Posted Mar 14, 2016 at Shopper Culture
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Checkout the latest issue of the Urbanist. This month's issue examines: – How cold impacts shoppers – Evolutions in makeup shopping – Retail design for men – Girl Scouts adoption of eCommerce Click here to read the full issue or here to explore past issues. Continue reading
Posted Mar 1, 2016 at Shopper Culture