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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
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
Shoppers want more and more every year. More transparency, more value and more connection to the brands they like. This year, Starbucks opens its doors for connections and creativity from its consumers. Their iconic holiday cups are back and this year the company co-created the famous red cups with input from fans. Thirteen holiday themed cups are adorned with artwork from over 1,200 individual submissions, according to the company website. The cafe I visited this morning had this dynamic three-dimensional display highlighting all thirteen designs. Definitely starts to get you in the spirit of the season! Image Source: Integer ShopPicTM Continue reading
Posted Nov 14, 2016 at Shopper Culture
Shopping lists are a highly talked about topic in the retail space. Retailers and brands alike seek to have their products put on a shopper’s list. This all starts with understanding the planning and list-making process. But it should also include an understanding of how to drive impulse when you don’t actually make it onto the list. In fact, our most recent study found that, though shoppers use shopping lists to help guide their purchases, almost all shoppers still make at least one impulse-purchase decision while shopping. This study also looks at who is actually doing the shopping. Traditionally, shopping, especially household shopping, has been viewed as a... Continue reading
Posted Sep 19, 2016 at Shopper Culture
Passwords. They're a pain, so we use the same password for just about every online account we own. Meaning once someone uncovers your password, all of your accounts are vulnerable. But what if you didn't need a password? What if you could selfie yourself to authentification? That's what MasterCard is trying to do. At least from an online-purchase perspective. What's interesting is that MasterCard is seeking to leverage a common behavior of today's modern tech-savvy individual, the selfie, as a new name for what is traditionally known as facial recognition. More than likely this is being done to increase it's appeal, share-ability, and stickiness. It will be interesting... Continue reading
Posted Feb 23, 2016 at Shopper Culture
Many companies exist to fulfill shoppers’ needs, but what if a company really mattered to them? Stood out in their mind as the company and had an impact on their daily lives? Integer and The ShopperCulture team are proud to be part of Peter Sheahan’s new book, Matter: Move Beyond the Competition, Create More Value, and Become the Obvious Choice. In this latest book, he explores how companies have elevated themselves above their competition to become an obvious choice in their markets. The book is the result of an extensive research study undertaken by Peter and his writing partner Julie Williamson looking at companies both large and small... Continue reading
Posted Jan 11, 2016 at Shopper Culture
This Thursday POPAI is hosting its West Coast Show, the only event that takes place on the West Coast to honor point-of-purchase activity. The event features The West Coast POP Show Awards, which includes a competition, showcase and awards ceremony featuring the most creative and dynamic POP and packaging executions sold, produced or marketed on the West Coast. The show also includes a panel conversation, titled "Branding at Retail: Now more than ever", moderated by Roberta Perry (Fresh Juice Global and Edwards Technologies, Inc.). Integer's Craig Elston will one of the panelists taking part, along side Stephen Bosch (Brand Truth, LLC), Pete Beck (IDL Worldwide) and Giovanna Dottore... Continue reading
Posted Sep 22, 2015 at Shopper Culture
Chinese consumer confidence has decreased over the years yet prices continue to increase, because of this reality, marketers have to work harder to get a share of an increasingly smaller basket size. Gaining a better knowledge about the way people shop is more crucial than ever if brands and retailers want to exceed. This new study uncovers the complexities of Chinese shoppers by using a range of variables including spending habits, shopping attitudes and the key drivers behind purchases. With this, four different shopper archetypes were identified: the ‘Experience Lover’ who loves shopping and looks for unique experience; the ‘Precision Planner’, who is detail-oriented and willing to spend... Continue reading
Posted Jul 7, 2014 at Shopper Culture
Integer's own Sara Manke, Kylee Decker and Sonia Ratto recently presented at the Health and Beauty Association Conference in New York. With several smaller beauty brands in attendance, the Insight & Strategy team helped attendees understand what nimble beauty and personal care brands can do to reach and convert a shopper at the very moment when she becomes receptive. Based on proprietary behavioral research conducted by The Integer Group, the session covered specific triggers that motivate beauty shopping and provided recommendations on how agile brands can turn consumers into buyers. Specifics included: What are the trigger points for beauty and personal care purchases and how can marketers capitalize... Continue reading
Posted Jun 16, 2014 at Shopper Culture
FMI Connect takes place in Chicago next week. FMI Connect is the new FMI show "redesigned to connect the industry and inspire the future of food retail." With over 15,000 attendees, it is one of the most important shows for anyone interested in the culture of food shopping. Our own Craig Elston will be presenting at 9am on Thursday 12th some of the key findings from Untangling The Social Web, Part 8, on behalf of the Coca-Cola Retailing Research Council. Along with Michael Sansolo, Research Director of the Council, Jerry Golub (Price Chopper Supermarkets) and Lori Younquest (Knowlan's Super Markets, Inc), they will discuss some implications the research... Continue reading
Posted Jun 6, 2014 at Shopper Culture
Digital is so engrained in our daily lives that it creates rather large waves when things are not running properly. The past few days the site has been down due to issues on Typepad, the platform host. It took several days to resolve and during those frustrating hours, Typepad went to Twitter to help support their clients. Similarly, Twitter became a resource and outlet for avid Instagramers when Instagram went down recently. And when Target was remedying the credit breech in December, Twitter became a customer service outlet as well as a sentiment monitor for the retailer aiming to gain back the trust of customers. While digital... Continue reading
Posted Apr 24, 2014 at Shopper Culture
To further simplify list making and ordering with Amazon Fresh in the U.S., the company has just launched Dash, a device that workd on your home Wi-Fi network to further automate the shopping process. So the instant you discover you need something you instantly place it in your shopping basket. It's a great compliment to any on-line grocery service. Continue reading
Posted Apr 8, 2014 at Shopper Culture