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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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
In order to be competitive among tech-driven shopping trends and provide shoppers the experiences they crave, many legacy brands and retailers are experimenting with branded engagement as a new approach to selling. Continue reading
Posted Oct 16, 2017 at Shopper Culture
In true Saturday Night Live style, the season premier featured a comical ad about Levi's "new" Woke jean line, that brings to light just how funny advertising can be. But humor doesn't just sell ratings, it can sell products too. With so much happening in the world around us and so many buzzwords getting the limelight it's no surprise that we are seeing more novel products pop up like the following: — The Dadbag: A man Bod inspired fanny pack that is intended to look like a hairy belly. — Adidas Muchen Oktoberfest Sneakers: these new sneakers feature a special DPBR (durable puke and beer repellent) coating to... Continue reading
Posted Oct 4, 2017 at Shopper Culture
In this fast paced world, we all wonder how Artificial Intelligence (AI) is impacting shoppers lives and decisions. Today, Integer's Craig Elston joins Microsoft's Purna Virji, GE's Jeff Patton, and @Walmartlabs' Laurent Desegur at Advertising Week in NY in a panel that discusses this very topic drawing on industry learnings as well as an anticipated research study by Integer of over 3,500 respondents. Eager to learn more? Click here to download the panel presentation that teases findings from Integer's soon to be released study, Embracing the Machines: AI's Collision with Commerce. Click here to sign up to receive the study once it's published straight to your inbox. Continue reading
Posted Sep 25, 2017 at Shopper Culture
In New York City this week attending Advertising Week? Make sure to stop by a few events featuring Integer's own Craig Elston, Ben Kennedy and Patrick Sullivan. Monday Sept 25th: Second Self: How E-me Is Influencing Preference Tuesday Sept 26th: Healthcare Marketing Summit Thursday Sept 28th: Modern World Multiverse: The Physical & Digital Convergence Continue reading
Posted Sep 24, 2017 at Shopper Culture
Apple and Google have both recently announced the launch of AR platforms that will enable developers to build AR apps, games and services for iOS and Android devices. Retailers are now realizing the potential to transform their brand operations by using this technology to deliver more relevant and engaging customer experiences, such as enabling store surfaces to become an environment for virtual storytelling. Even more, eye-tracking, facial recognition and artificial intelligence are being integrated into AR apps to enable even more personalized experiences. “[Apple's ARKit] will change how we do business, how we live and how we do retailing.” – MICHAEL VALDSGAARD, LEADER OF DIGITAL TRANSFORMATION, IKEA The... Continue reading
Posted Sep 20, 2017 at Shopper Culture
Recently, the department store Nordstrom announced that it's preparing to roll out an innovative new line of stores without merchandise called Nordstrom Local. The small-format space is centered around personal shoppers and services. Is this a reinvention of retail or a complete rebirth of a brand’s commerce model? Since the 1950s, traditional retail has been the foundation of consumer spending and still holds 90% of all volume, even as technology and human behaviors shift toward faster and more convenient methods of consuming. Over the past decade, retailers have tried to adapt and stay ahead of trends to combat the shrinking traditional retail model by delivering alternative solutions, driven... Continue reading
Posted Sep 15, 2017 at Shopper Culture
Today I am Kate Middleton. And after a few jabs of my finger, I have three people running around after me making my breakfast—and I couldn't be happier. I'm not at the Palace or one of the Royal country retreats, but in a Tossed store downstairs from the office. It's been the third time in a row I've been there and all because they identified and solved their biggest problem—ordering my food. For those who haven't been to a Tossed before, it's a place that sells healthy food that isn’t boring. Or so that brand tells you. But the way you buy the food is a little more... Continue reading
Posted Apr 27, 2017 at Shopper Culture