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Sonia Ratto
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June 2017 marks the tenth year of Shopper Culture, a global discussion about the impact of shopping culture on brand strategy. Over the past decade, Shopper Culture has captured thousands of observations, comments, insights, and predictions that represent just a fraction of the changes that have taken place in the dynamic and ever-evolving world of shopping. To celebrate the past decade of Shopper Culture, we are thrilled to launch a special white paper that takes a look at several behaviors and trends in the vast world of shopping culture that have come, gone, or simply evolved. And, while many things have changed, some things truly do stay the... Continue reading
Posted Jun 28, 2017 at Shopper Culture
Although Thanksgiving Day festivities are now past us, the shopping frenzy is far from over. According to Forbes, this Cyber Monday is expected to be the largest shopping day in history. Overall, Cyber Monday is getting bigger and bigger with a CAGR of 16.8% between 2005 and 2015. The NRF's Cyber Monday Expectations Survey conducted by Prosper Insights & Analytics over the weekend showed that 122 million Americans plan to shop online for Cyber Monday, an increase from the 121 million who planned to shop in 2015. 28 million, or roughly 23 percent of Cyber Monday shoppers, plan to shop from their mobile devices, compared to 29.6 million... Continue reading
Posted Nov 29, 2016 at Shopper Culture
Sleep is becoming a new concern for shoppers in pursuit of a healthier life. The Better Sleep Council reported in 2015 that U.S. adults spend more than $5 billion each year trying to compensate for poor sleep. Sleep deprivation has become a growing problem across the globe, and it’s now considered a public health epidemic. “People are beginning to see sleep as a performance enhancement.” says Arianna Huffington in her new book The Sleep Revolution, published in April 2016. A growing number of brands embraced this movement to create a new generation of products designed to help shoppers solve their sleep problems. As an example, the SleepNumber it... Continue reading
Posted May 12, 2016 at Shopper Culture
This is a coming trend: The sushi of tomorrow called poke, pronounced “poh-key’. The word refers to diced fish. Poke is a raw fish salad served as an appetizer in Hawaiian cuisine. Traditional forms are aku (an oily tuna) and he’e (octopus). Increasingly popular ahi poke is generally made with yellowfin tuna. The hip food of 2016 is revisiting the concept of poke. The idea is simple. One marinates raw fish in soy sauce, sprinkles it with sesame seeds. and serves it over rice. It can be topped with avocado, kale, fresh tomatoes, soy bean sprouts, sea lettuce, small chili peppers, macadamia nuts, mango, ginger, or coriander, depending... Continue reading
Posted Apr 6, 2016 at Shopper Culture
Revealed at the last CES 2016 in Las Vegas, Sentio’ s emotional tracker, called “Feel” is wearable tech that is supposed to help wearers keep track of their emotional wellbeing and make recommendations. The objective of “Feel” is “Hack Happiness.” Throughout the day, “Feel” gives advices on healthy habits that promote happiness and positive feelings. This type of device raises several questions. Do we need to track our emotions? Do we need a device that tells us that we are under too much stress or that we didn’t get enough exercise? Do we need a device to understand how we feel? It is part of our journey as... Continue reading
Posted Mar 3, 2016 at Shopper Culture
A new generation of chefs is leading daring and innovative culinary associations beyond traditional food pairings. Foodtail is the science of creating surprising and refined associations between delicate food ingredients such as mushrooms, butternut squash, oysters and mandarin orange with spirits including Gin, Cointreau, Absinthe, Martini, Champagne. Foodtail is a source of inspiration for brands in search of product innovations or new brand’ s partnerships. And for shoppers craving for novelty and expertise, foodtail offers ways to discover new flavors and surprising brand's associations. Photo Source: Lox Loaded, Buffalo & Burgen, Wasghinton, DC, USA - NellyrodiLab, Paris, France Continue reading
Posted Jan 23, 2016 at Shopper Culture
More and more brands are complementing their e-tail strategies, based on analytics and previous buying behaviors, with experiential programs rooted in more human impulses and the desire for unexpected rewards and surprises. In new neuroscience research, Dr. Gregory Berns, assistant professor of biomedical engineering at Emory University in the U.S, and Dr. Read Montague, associate professor of neuroscience at Baylor University, suggest “the brain finds unexpected pleasures more rewarding than expected ones, and it may have nothing to do with what people say they like”. Recent advances in virtual reality tools have helped brands recreate online the randomness and surprise consumers experience when they enter a store in... Continue reading
Posted Oct 1, 2015 at Shopper Culture
It’s always a challenge to create a disruptive seasonal event. Among shoppers', retailers’ and brands’ agendas, how do you find the sweet spot and create a program that will excite retailers and shoppers and significantly boost sales? For its summer promotion in 2014, Coty’s Rimmel brand disrupted the conventions of the beauty category by promoting an upscale London look, targeting young Millennial women, who seek products with attitude. These Millennial women are more likely to make impulse purchases when products are associated with a place they perceive as stylish and cool, like London, and they are looking for new styles in summer to complement their tan. Recipe for... Continue reading
Posted Apr 2, 2015 at Shopper Culture
As we saw this past weekend, Black Friday is still a thrill for many shoppers. In the first hour of its stores’ opening, Target, based in Minneapolis, sold 1,800 TVs and 2,000 video games every minute. However, Black Friday has become increasingly “gray”, as more and more shoppers avoid the day’s craziness. Why stress out when you can enjoy the same deals before or after Black Friday in store or online? This year, U.S. shoppers spent $9.1 billion at stores on Black Friday, a drop of 7% compared to last year. At the same time, in-store sales on Thanksgiving Day jumped 24% and online sales rose 6.4% from... Continue reading
Posted Dec 5, 2014 at Shopper Culture
In store, displays obviously play a fundamental role in “stop-hold-close.” For beauty, displays must do more. They must tell a seductive story to capture the shopper. Beyond the key visual, every element including graphics, materials, shapes and lighting are carefully thought out and combined to express the brand territory and personality. “God is in the detail” could be the mantra of any shopper marketer or designer when they conceive a display for Beauty brands. On the “I love Dior” display, for example, the use of the black and gold colors, the subtle mix of sophisticated materials, the reinterpretation of the key visual with the curved shape and the... Continue reading
Posted Oct 23, 2013 at Shopper Culture
Have you ever gone to a store and after 5 minutes escaped from it because of the noisy atmosphere? I am sure it has happened to you at least once. I remember the first time I visited the Abercrombie and Fitch flagship store in Paris. The music was so loud that my survival instinct pushed me immediately out of the store. In a world where we are constantly over stimulated by images and sounds, we all have felt at some point a feeling of saturation and overdose. Quiet… Silence! In January 2013, Selfridges launched the No Noise initiative that includes a silent room, a tranquil lounge space inside... Continue reading
Posted Jun 14, 2013 at Shopper Culture
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Jun 13, 2013