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Shopper Culture
A global discussion about the impact of shopper culture on brand strategy, supported by The Integer Group.
Interests: shopping, culture, retail, shoppers, , creativity, research, semiotics, ethnography, decision making, business, marketing, communications, channels, ideas, Disruption, Media Arts,
Recent Activity
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If you’ve ever planned a holiday, you can probably relate to this scene: You’ve chosen the dates you want to take off and are on the hunt for the perfect destination. After spending hours scrolling through images, flight destinations and reading up on travel blogs, you are at a loss for how to move forward. Google calls this the, “I-need-some-ideas” moment. In these moments, shoppers are at the early stages of thinking about what it is they want or need; they're looking for ideas and inspiration. And because most people aren't brand-committed in these top-of-funnel moments (90% of smartphone users aren’t absolutely sure of the brand they want... Continue reading
Posted 2 hours ago at Shopper Culture
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Cities thrive on the income generated by tourists, but can tourism become too much? In Amsterdam, it has. Rowdy tourists partying in the red-light city is being interrupted by city officials and the city’s motto “residents come first” is gaining momentum. Overtourism is ruining much of Amsterdam’s heart and soul. According to figures from NBTC Holland Marketing, 17.6 million people visited the Netherlands last year, which is an increase of 11 percent from 2017. Many of Amsterdam’s residents are distraught and feel helpless about the influx of tourists that grows each year. From tacky tourist shops to drunken visitors who run wild in the streets, Amsterdam’s residents are... Continue reading
Posted Jun 13, 2018 at Shopper Culture
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Our fourth and final installment of our AI study is available for download here. At the beginning there were more questions than answers when it came to AI’s collision with commerce. But as we wrap up our four-part study, we can reflect on all we’ve learned. We learned: In Part 1: that today’s shopper is curious about AI and starting to scratch the surface when it comes to AI capabilities—seeing AI as an assistant that can help with simple tasks like playing music or creating a shopping list. In Part 2: that tomorrow’s shoppers are open to letting AI make purchase decisions for “chore” transactions including everyday household... Continue reading
Posted May 29, 2018 at Shopper Culture
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The General Data Protection Regulation (GDPR) goes into effect on May 25, 2018. Created to provide more control and better privacy protection to European Union residents, the GDPR compliance regulation affects all companies that are either marketing to or collecting data from EU consumers. What US Marketers Need to Know? Even if you work on US brands, your marketing may still be reaching shoppers from the EU—in fact, the terms used in the legislation are “data subject” and “natural persons,” which include non-citizen residents of and visitors to the EU for the duration of their stay. Therefore, consider that your next email promotion could reach U.S. citizens who... Continue reading
Posted May 24, 2018 at Shopper Culture
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Brands and retailers often struggle with finding a balance between acquiring new shoppers and retaining shopper loyalty. On one hand, a loyal customer spends more per shopping trip. In fact, the average basket of an existing customer is 15—25% higher than the average basket of a new customer. Therefore, it is important for brands and retailers to build loyalty among shoppers—especially as competition intensifies and buying opportunities proliferate. On the other hand, according to Statista, today’s shoppers subscribe to 17 loyalty programs on average. Unfortunately, after signing up for a loyalty program, many shoppers forget about the advantages that initially lured them in and fail to make use... Continue reading
Posted May 22, 2018 at Shopper Culture
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As the royal wedding nears, fans are not just tuning into the coverage but also looking to own a piece of this cultural moment. Royal wedding souvenir sales for items including mugs and tee shirts are rising because they are an easy way for shoppers to participate in the event. In fact, shoppers have been buying royal wedding memorabilia for decades and in 1993, official souvenirs began being produced by the Royal Collection Trust. While the retail sector will benefit from these souvenir sales, other sectors are also set to benefit as fans flock to the event in person. Tourism, catering and pubs are also likely to see... Continue reading
Posted May 18, 2018 at Shopper Culture
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At a time when people are scrutinizing how much the media can impact perspectives (and…elections) like never before, some brands are taking the opportunity to showcase past mistakes with the hope that, by doing so, they will be able to demonstrate their commitment to rectifying past mistakes and win over shopper loyalty. The overarching sentiment is, “that’s who we were, but not who we are anymore. Trust us.” One great example of this is National Geographic’s recent race-themed issue. In it, National Geographic explores how race defines, separates, and unites us, while also taking a look at the role the magazine’s own content may have played in driving... Continue reading
Posted Apr 17, 2018 at Shopper Culture
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The Dutch chain Ekoplaza has just launched Europe’s first plastic-free supermarket aisle. Shoppers can choose from more than 700 products wrapped in biodegradable materials that look similar to plastic at no extra cost. This initiative comes at a time when the debate around reducing plastic waste from supermarkets and manufacturers is experiencing a new push, with initiatives such as the LADbible Trash Isles and the U.K. government putting the reduction of plastic waste at the heart of its environmental plan. 24% of Britons express “extreme” concern about plastic packaging in grocery stores and 42% want food and drink manufacturers to make recyclable packaging their top priority. What so... Continue reading
Posted Apr 10, 2018 at Shopper Culture
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Millennials can make for tough customers. Especially when it comes to the pharmaceutical industry. Most millennials distrust “big pharma,” with a whopping 59% opting for alternatives to medication. So, it is not particularly surprising that the average pharma marketing budget allots a mere 9-12% for millennials. But why leave such a market untapped when it’s so rife with potential? According to the MM&M/KNect365 Millennial Pharma Marketing Study 2017, 73% of millennials would rather be “healthy than wealthy.” So, what do millennials want from pharmaceutical brands? Authenticity. Transparency. Accessibility. For millennials, patient-centricity translates to authenticity. One brand that has this down pat is vitamin start-up Care/of. From a quick... Continue reading
Posted Mar 19, 2018 at Shopper Culture
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Virtual reality, augmented reality, mixed reality… Technologies are being multiplied with one common promise: to help us live enhanced experiences. Virtual experiences can be highly beneficial in many ways. For example, they can help cultivate untapped imaginary territories, provide immersive learning experiences, or simply provide a new dimension of entertainment. These experiences are dependent, however, on fictional devices that are limited by time and space. The technological equipment and materials needed to provide a virtual experience are physical obstacles in the way of total immersion. And the cost of such deployments as well as ensuring these technologies are accessible to a wider audience can further complicate matters. Due... Continue reading
Posted Mar 15, 2018 at Shopper Culture
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The P2P Summit is in full swing in Chicago and Integer's own Craig Elston was there live to discuss AI's impact on shopping leveraging insights and learnings from our study, Embracing the Machines: AI's Collision with Commerce. Based on inputs from over 3,500 shopper respondents, Craig's presentation addresses issues like: - How comfortable consumers and shoppers are with AI and allowing machines to make decisions that affect their everyday lives. - Consumer and shopper expectations for AI and how the anticipated benefits and drawbacks differ among demographic groups. - What marketers, brands and retailers need to consider in regards to AI when planning future strategies. Click here to... Continue reading
Posted Mar 13, 2018 at Shopper Culture
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Most brands and retailers today are trying to gain favor with the ever elusive and appealing Millennial target. Marketers hope that by engaging this unspecifically broad group, they will be able to rejuvenate their brand by earning the sort of virality, fame and success that Gucci made with this group over the last few years. But the focus on younger generations often overshadows a growing target group that is hardly mentioned in industry case studies – seniors. While the 50+ crowd may not seem as desirable as younger groups they do represent a tour de force that should not be ignored. In the U.S. alone, 80 million people... Continue reading
Posted Mar 7, 2018 at Shopper Culture
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The need for brands to adopt an omnichannel marketing approach is essential in a world where shoppers are increasingly living in the digital space and constantly on the go. The variety of channels and media used by these shoppers makes it challenging to map a shopper’s journey, as the starting point could be unintentional and/or solely based on convenience to the shopper at the time. Though the path to purchase is more complex today, there are a few tips to consider that may help marketers better understand how and where to connect with shoppers. Tip 1: Experience the journey yourself Conducting research and speaking with shoppers allows marketers... Continue reading
Posted Mar 7, 2018 at Shopper Culture
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Amazon is testing “free 2-day delivery” using its own shipping service in Los Angeles, signaling even further displacement of online retail by shifting more control of the shopping experience and e-commerce channel to Amazon, which already owns 43% share of the market. What many do not realize is that this is not a new initiative. Amazon started developing this latest enhancement in shipping capabilities two years ago in India with the goal of lowering costs and relieving warehouse backups. Even more importantly, the move not only gives Amazon greater control over more of the touchpoints affecting customer experience, but also provides wider options to merchants using the platform... Continue reading
Posted Mar 6, 2018 at Shopper Culture
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At its core, the Olympics are about pushing the boundaries of human limitations. The primordial elements that cement the Olympics in our hearts and minds center on perseverance, competition, achievement, and even defeat. It’s the rugged path to Olympic victory, often requiring seemingly superhuman skills, that captures viewers’ attention across the globe for two straight weeks. It’s a powerful ethos and brands jump at this opportunity. A lot of the advertising during the Olympics attempts to harness the triumphant spirit of the event and is ultimately designed to pull at our heart strings. Brands do this to create an emotional bond with their viewers, establishing a deeply rooted... Continue reading
Posted Feb 26, 2018 at Shopper Culture
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Artificial Intelligence, or AI, is a hot topic and its infiltrating our daily lives and even our shopping. Finding a lack of pre-existing consumer or shopper research, The Integer Group undertook an extensive study in the U.S. with over 3,000 consumers to understand how shoppers feel about using AI today and how willing shoppers are to have machines shop for them today and in the future. The result, a four part series, Embracing the Machines: AI's Collision with Commerce. Today we release Part 2 of the study, AI Tomorrow, in which we examine how shoppers perceive their interactions with AI will evolve in the next five years and... Continue reading
Posted Jan 31, 2018 at Shopper Culture
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For some time now, brands and companies have focused their strategies on reaching younger audiences including Millennials and, most recently, Gen Z. While everyone seems to be targeting Millennials, many of them have grown up. The Millennial family and kids are now in the spotlight, and brands are looking for ways to win not only with the parents but also with the kids. As a result, there have been a lot of kidification strategies in the marketplace; the ones below are just a few examples we’ve observed. Online Kids: Fun for Kids, Safe for Parents Kids are online in a whole new way nowadays. This became very apparent... Continue reading
Posted Jan 26, 2018 at Shopper Culture
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As artificial intelligence (AI), continues to impact the way we consume information, make choices and navigate the world, it seems our daily use cases for AI will continue to increase. AI has already embedded itself in multiple facets of shoppers’ everyday lives and is becoming crucial to brands and retailers. However, not not all shoppers see the benefits of AI the same. The variation in views on AI might have everything to do with household incomes. In a byline article published in The Huffington Post titled, ‘Why Artificial Intelligence Will Widen the Wealth Gap,’ Integer’s Colin Simonds, Senior Planner, and Jacquelyn Ethredge, Director, Insight & Strategy speak to... Continue reading
Posted Jan 24, 2018 at Shopper Culture
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Ringing in the New Year offers a fresh opportunity to pause and reflect each year. As campaigns vie for the attention of consumers everywhere who are looking to get fit, read more, and practice better self-care, the question begs to be asked: what can we, as marketers, do better? Surely there are plenty of existential answers to be explored, but quite simply, are we reaching our shoppers where they are, emotionally as well as physically? A quick review of 2017 reveals many shifts in the way consumers experience content. Instagram allows for multi-photo compilations, Twitter loosened its character limit constraints, and photo filters continue to evolve across platforms.... Continue reading
Posted Jan 8, 2018 at Shopper Culture
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Think about all the shoppers you want to reach. Are they all the same? Sure, lots will fall into a socio-economic bucket or age group. But within that group are different races, abilities, first languages, backgrounds, sexual orientation, the list goes on. To speak effectively, true understanding is key. Having attended the 3% Movement “Beyond Gender” conference in New York this month, it’s more top of mind than ever. The solutions presented were not earth shattering, but they were eye-opening. The big takeaway for shopper marketing: Speak authentically. Shoppers can sniff “fake” a mile away. They need to feel that you “get” them. Only when they relate to... Continue reading
Posted Nov 29, 2017 at Shopper Culture
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Some premium brands are facing increased competition from low-end brands that win consumers with attractive discounts or added-value promotions. More often than not, consumers fail to recognize the difference between one brand and another, and choosing to buy the lowest-priced option seems to be the smartest way to shop. For example, Glenlivet is taking a new approach to increase the perception of value, both on-premise and off-premise, by letting shoppers experience the brand through all their senses. The brand is rolling out new aroma stations that serve to educate consumers about the properties of the brand’s product lineup, and the attributes that elevate the Glenlivet experience. Glenlivet leverages... Continue reading
Posted Nov 20, 2017 at Shopper Culture
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Data is truly the new buzzword of our generation and a tool we have to master. Because it shows us new way to bring interest into customer’s life and meet their true expectations. Yet, many only used as a way to justify an idea, as a strong proof of an intuition, rather than to illuminate or guide a creative solution. It seems like we deal with data on the one hand, and creativity on the other hand. But, what if data and creativity were processed and thought at the same time in order to be both pertinent and inventive? It seems that Spotify took this path when the... Continue reading
Posted Nov 15, 2017 at Shopper Culture
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Artificial Intelligence, or AI, is a hot topic. Whether people realize it or not, AI is changing the way we consume information, make choices, navigate the world, and shop. AI has already embedded itself in multiple facets of shoppers’ everyday lives and is becoming crucial to brands and retailers as a predictor for both market and shopper behaviors. Finding a lack of pre-existing consumer or shopper research, The Integer Group undertook an extensive study in the U.S. with over 3,000 consumers to understand how shoppers feel about using AI today and how willing shoppers are to have machines shop for them today and in the future. The findings... Continue reading
Posted Nov 6, 2017 at Shopper Culture
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Smart brands and retailers are trading linear modes of ‘mission shopping’ for contextualized inspiration by deploying an increasingly advanced range of both physical and digital multi-sensory tools to emulate consumer experiences pre-purchase. Continue reading
Posted Oct 23, 2017 at Shopper Culture
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The conventions of shopping have been disrupted. Everyone is a shopper. At all hours, day and night. In every imaginable place. So, as marketers we must take the labels we’ve latched onto for so long and throw them out the window. Continue reading
Posted Oct 18, 2017 at Shopper Culture