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Craig Elston
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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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
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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
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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
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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
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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
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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
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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
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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
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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
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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 shopperculture.com 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