This is Shopper Culture's Typepad Profile.
Join Typepad and start following Shopper Culture's activity
Join Now!
Already a member? Sign In
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
Image
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 2 days ago at Shopper Culture
Image
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 5 days ago at Shopper Culture
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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
Image
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