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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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The CX revolution is underway. Transformation is happening everywhere, and service design finds itself at the center of this storm. Service Design Week starts tomorrow in Boston and Integer's own Dennis Wakabayashi is delivering a Keynote on C-Suite Centricity: The CX Impact on Enterprise Performance. This keynote address will inspire attendees to reach for higher results with their current CX programs by looking at CX at the strategy from an entirely different perspective. Dennis will unpack practical tools and methods and reveal the true connection between customer experience and your organization’s financial success. Make sure to stop by the conference or check back here to download the keynote... Continue reading
Posted 3 days ago at Shopper Culture
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Snap has announced it will test a new feature that allows users to buy whatever they come across by simply pointing their Snap camera on any product or barcode. After, a pop-up window will show the item or similar items as they are available on Amazon. With one tap, users can then buy through Amazon. This is just one more example of how social platforms are increasingly implementing commerce features, blurring the lines between eCommerce and social media. Instagram has made its posts shoppable, Pinterest introduced a similar visual shopping tool in cooperation with Target, and Facebook is rolling out augmented reality ads with a link to buy.... Continue reading
Posted Oct 2, 2018 at Shopper Culture
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The Path to Purchase Expo is happening this week in Minneapolis. Swing by Wednesday to hear about the future of shopping with Integer's very own Craig Elston. His session, The Future of Shopping: AI's Collision with Commerce, will dive into the role of artificial intelligence in the world of shopping. His presentation will be available Wednesday afternoon here, but please download the full AI study here, which has complete findings based on over 3,500 shopping respondents. Continue reading
Posted Oct 1, 2018 at Shopper Culture
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Grocery discounters are on the rise and shoppers are hungry for quality discount options. This is leading classic retailers to create more value centric options. For example, supermarket giant Tesco has launched Jack’s in the UK, a sub-brand designed to go head-to-head with the increasingly powerful discounters. With a focus on British produce and own label products, Jack’s is an attempt to stem the flow of shoppers to Aldi and Lidl—at 13%, their combined share has doubled over the past five years. Dave Lewis, Tesco CEO, has pledged Jack’s will be the “cheapest in town.” However, as prices are already at parity in Aldi, Jack’s will have to... Continue reading
Posted Sep 28, 2018 at Shopper Culture
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Food is an inherently personal thing. Everyone has their favorite dishes, flavors, and values about what's the right thing to eat. But today's shoppers are hungry for more expert and tech based and personalized solutions than ever, which is opening the door for more engaging shopper solutions for brands. For example: Nestlé has announced it will roll out a new product that builds and sells personalized nutrition plans, starting in Japan. The kit will allow people to collect their DNA at home as well as take pictures of their diet via an app. Nestle then uses this information to provide changes in diet, send personalized supplements, or recommend... Continue reading
Posted Sep 19, 2018 at Shopper Culture
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Coffee chain Costa Coffee has announced it will roll out a “chatty cafe” program in more than 300 branches across the U.K.. The program aims to facilitate more human interaction in a digitally saturated world by having designated tables where people can meet and talk to strangers. The "chatty cafe" initiative puts Costa Coffee among a group of retailers who are tackling wider issues in society’s wellbeing in addition to their core offerings. And many are doing so in a smaller, more local fashion with initiatives that support the community and give brands a supportive place in people’s lives. For example, Lidl has recently opened up a pop-up... Continue reading
Posted Sep 5, 2018 at Shopper Culture
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The rise of eCommerce has undoubtedly penetrated the APAC market, and grocery stores are no exception. While there has been success in the market for grocery eCommerce, this level of growth is not the case for everyone. The variation across APAC markets isn’t difficult to observe. South Korea leads the pack with eight percent market share of online grocery, while Japan and China follow close behind with market shares of seven percent and five percent, respectively. Other countries in Asia, however, face much lower market penetration. Hong Kong, India, and Malaysia, for example, have market penetration rates of less than two percent. To understand this variation, it’s important... Continue reading
Posted Aug 29, 2018 at Shopper Culture
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The CityLife Shopping District — opened at the end of last year — is the largest commercial area in Italy and one of Europe’s most extensive. It was designed by the famous Zaha Hadid Architects Studio and provides shoppers with a innovative shopping experience and environment. This summer, it is tapping into the power of kid request and family experiences to attract shoppers during the summer (back-to-school shopping) months, when Italians typically empty towns to go on holiday. From July through mid September, when schools will re-open, the shopping district will be offering kids and their families the possibility to discover and interact with endangered species through National... Continue reading
Posted Aug 22, 2018 at Shopper Culture
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For many years, direct-to-consumer (D2C) was the unicorn aspiration of brand and marketing managers in the western world. Having people care enough about a product to seek it out online was a tease that compelled many brands to collectively waste billions in investigating a way to have a direct commercial relationship with your customer. The goal was obvious. Cut out the middleman. Access full margin, data, and consumer information. Create a reason for that expensive, under-performing website we so lovingly built. We saw mainstream brands of all kinds, from beauty to beer, rushing to create "active online relationships" with a view to one day commercializing them through direct... Continue reading
Posted Aug 20, 2018 at Shopper Culture
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Diverse and inclusive advertising has been a hot topic in the industry for a few years now. Today, brands that do not show diversity of age, gender, color, or body type, etc. often face backlash from shoppers. The trend, however is going one step further with brands and retailers exploring new ways to embrace inclusivity. It is no longer enough to show inclusive imagery; the brand must also talk the talk. Fashion has been one of the most active categories so far, launching new initiatives to make shopping more inclusive. Fashion e-tailer Asos has started to add photos of different size models wearing the same clothing to help... Continue reading
Posted Aug 15, 2018 at Shopper Culture
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The menswear company, Eison Triple Thread, just released an app that recommends its users’ clothes based on the music they listen to. The app connects to a user’s Spotify account and analyses their ‘most liked’ music genres and favorite artists. With this information, the app claims to understand the emotions behind a user’s style choice with the ability to recommend the best possible fashion style for them. This is just one of many ways personalized commerce is manifesting in the world. As personalization continues to grow and evolve in commerce, people will expect services to create individual experiences. Accor Hotels used traveller’s biometric data to suggest their ultimate... Continue reading
Posted Aug 12, 2018 at Shopper Culture
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This year, each back-to-school shopping household is expected to spend $685. While back-to-school shopping often evokes a lot of excitement, it can also evoke a lot of financial stress because many families face difficulties getting the supplies and support they need for their children. LeBron James helped shed light on this issue this week when he announced the opening of the I Promise School designed to "help some of Akron’s most challenged students with education and support." And last year, Chance the Rapper made headlines when he donated to Chicago Public Schools. Their celebrity status is helping raise awareness about the financial difficulties that schools and families face... Continue reading
Posted Aug 9, 2018 at Shopper Culture
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Nike has just opened its first “Live” store that merges a brick-and-mortar location with its online community. The store will strongly integrate its membership platform NikePlus and shoppers using nike.com, using location based data from users close-by to inform what products to stock, allowing users to reserve products for in-store or trial or pick-up. The app also allows direct communication with in-store staff to ask for tips, reservations or any other questions. While localizing stores and embedding them within a community's codes and language is nothing new, Nike takes it a step further by fusing digital, local community data into its physical store. They also remove friction buying... Continue reading
Posted Aug 8, 2018 at Shopper Culture
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Trailblazing an on-site social commerce model, the beauty company Glossier has broken the conventional rules of online shopping. Where traditionally most retailers and brands have focused their eCommerce ecosystem on breadth of choice, Glossier has brought a consumer-centric experience to life, offering breadth of connections. A New Method to Lure the Customer Taking the good of the in-store shopping experience, accounting for the bad, and adjusting to build the best place for customers to visit, learn, engage and shop in the world, Glossier has taken their brand out of the equation. Glossier's business model empowers customers to share their knowledge with other customers. Why? Because what a brand... Continue reading
Posted Jul 27, 2018 at Shopper Culture
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Deals have always been a way to win with shoppers. But with rising price transparency and the expectation for low prices among shoppers, the deal has become just part of the equation for success. Today's promotions need a twist or a spin that makes them alluring to shoppers. Here are just two examples of promotions that have amped up the deal to drive a successful promotion. 1) Scarcity Inspired Promotions Amazon has made a cult-like following for its once-a-year Prime Day promotion. Building steam and sales over the year in part because it only comes once a year, but also because what's on sales during Prime Day is... Continue reading
Posted Jul 13, 2018 at Shopper Culture
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There are over 11 million smokers in Italy. According to the OSSFAD of the ISS National Center for Dependency and Doping, that means over 22% the population in Italy lights up regularly. World No Tobacco Day—which started in 1987 and is intended to encourage a 24-hour period of abstinence from all forms of tobacco consumption—occurs annually worldwide on May 31 and has been met with both enthusiasm and resistance around the globe from governments, public health organizations, smokers, growers, and the tobacco industry. This year, in Italy, the Veronesi Foundation launched several initiatives for World No Tobacco Day including the return of the giant cigarette installation in the... Continue reading
Posted Jul 12, 2018 at Shopper Culture
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Never one to shy away from a new endeavor, fast-fashion giant H&M just released its latest brainchild: Afound, an omnichannel discount fashion retailer. Afound will feature external brands (alongside H&M’s own labels) at a reduced price, offering shoppers a premium brand experience with discounted prices. “Our vision is to be a deal-hunting paradise, giving our shoppers greater access to discounts alongside amazing new brands,” says Afound’s Managing Director, Fredrik Svartling. “We want to make [shopping] easy for our customers by being where they are, whether it’s digitally or in selected physical stores, and by offering a range tailored to local demand. We will be offering a large number... Continue reading
Posted Jun 26, 2018 at Shopper Culture
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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 Jun 22, 2018 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