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Kimberly Chatman
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Did you know that March is Women’s History month? Did you know that March 8, 2016 is International Women’s Day? Everyday Google changes its homepage search bar and 3/8/16 was dedicated to women. Google is a huge brand with a ton of visibility and is making a statement about gender parity. How can your brand get involved and support this day/month? Could your brand/retailer create an event or promotion specifically for this cause? Image Source: Google 3/18/16 Continue reading
Posted Mar 9, 2016 at Shopper Culture
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If you don't know Generation Z you should start learning about them. They are a dynamic group born between 1997 to 2010 and are trying to buck the Millennial stereotypes, claiming they don’t apply to them. They make up a quarter of the U.S. population and by 2020 will account for 40% of all consumers. Understanding this group will be critical to companies wanting to succeed in the next decade and beyond as they become more powerful shoppers. Below is a list of traits that apply to this group: Gender differences don’t exist nor do boundaries; they see grey versus black and white Practical Pragmatists Planners, seek change... Continue reading
Posted Feb 9, 2016 at Shopper Culture
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I just read a research headline by ThinkNow Research, “The Most Affluent Millennial – Asians.” This instantly peaked my interest, mainly because my research rarely focuses on the Asian audience. As marketers, we have been focused on African Americans, Hispanics, Moms and Millennials. According to this research article, Asians were 30% more affluent than the nearest group, non-Hispanic Whites, was more financially conservative and more likely to research deals in advance. It also stated that they were less likely to drink beer, more likely to shop at specialty food stores and more likely to call themselves “Foodies” than their non-Asian age cohorts. These few data points paint a... Continue reading
Posted Feb 3, 2016 at Shopper Culture
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Did you hear that Girl Scout Cookies are now available online? I am a Girl Scout Cookie supporter and annually I look forward to a colleague pushing these indulgent moneymakers. Every year, I purchase multiple boxes of cookies and a part of me feels a little guilty. When I heard the news that one can purchase cookies online, I was super excited, because now I can purchase my cookies without shame or guilt for not supporting every colleague that has a Girl Scout. For me the online portal has a lot of appeal, because I will no longer have a name/face associated to every cookie I consume. With... Continue reading
Posted Feb 2, 2016 at Shopper Culture
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Everyone jokes about Whole Foods and its nickname 'Whole Paycheck'. But nowadays, this nickname has been substantiated by various monitor groups, like the Department of Consumer Affairs. Recently, in California and New York, W.F. was in violation of mis-matched pricing; the actual weight of a pre-packaged product was lower than the marked price tag therefore customer did not receive what they paid for. According to spokesman Michael Sinatra the Texas-based chain "never intentionally used deceptive practices to incorrectly charge customers." Regardless of what did or did not happen, this act tarnishes Whole Foods reputation and it needs to figure out a way to combat the fact that shoppers... Continue reading
Posted Jun 25, 2015 at Shopper Culture
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According to Integer's I&S Behavioral Economics report, 80% of shoppers’ time in store is spent navigating the store, not considering or buying items. And according to POPAI 2012 Engagement Study, 76% of decisions are made in-store. Thirteen percent of shoppers enter the store without a list and over 70% of shoppers make impulse purchases. The 2014 American Pantry Surveys notes that 60% of consumers say sale prices are the #1 driver for at-the-shelf impulse purchases. So why do shoppers allocate so little time to product consideration and so much to store navigation? What is causing this time delay and frustration? How do you break through the noise? What... Continue reading
Posted Jun 15, 2015 at Shopper Culture
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Did you know that high quality fresh foods are the #1 reason a consumer goes to a store. Items from the fresh food categories are mostly purchased on every shopping trip. Given the importance these categories, retailers and brands need to better understand how their product selection, prices, placement in the store and displays influences consumers and consumers psychological needs and expectations of fresh foods. Did you also know that in our society there are markets that most retailers viewed as food deserts, places where for profit reasons they chose to pay less attention? These markets have limited retailer selections, low income shoppers and tends to receive lower... Continue reading
Posted Jun 12, 2015 at Shopper Culture
Nowadays, it seems like every week I learn about another retailer having its credit card information hacked. The most recent victim was Supervalu, the owner of Cub Foods, Shop 'N Save, and three other supermarket chains. This growing crime spree has a significant impact on the retailer, the shopper and the financial institutions. As a result, shoppers are opting to use good old-fashion cash, financial institutions are starting to switch to chip-and-pin cards, and retailers are trying to regain shoppers’ trust. I am sure these events will have a significant impact on shoppers’ behaviors and emotions, and what that will be, we have yet to discover. Continue reading
Posted Aug 19, 2014 at Shopper Culture
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Today, I saw a stat on Good Morning America stating that 36% of respondents would visit an in-store medical care center. This information was shared in the context of an announcement that Walmart will be opening Care Clinics in rural areas of South Carolina and Texas. These clinics will provide affordable medical treatment to residents/shoppers who cannot afford treatment and/or do not have access to care because of their remote locations. A visit will cost clients $40; and after the visit, prescriptions can be picked up at the pharmacy where Walmart offers a 30-day supply for only $4. An additional perk is the fact that shoppers can coordinate... Continue reading
Posted Aug 13, 2014 at Shopper Culture
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On August 1, I walked into a store and immediately had a sick feeling in my stomach. All I saw were rows and rows of Christmas decorations. My first response was, Are you serious? This is horrible. Children are still on summer break, and we have a number of holidays before this one, e.g., Halloween and Thanksgiving. So why has this retailer chosen to put out Christmas decorations? Because I am a curious shopper and like to know the reason behind a behavior, I asked a store associate and was informed that the Christmas products arrived in May and that this year’s arrival is later than last year,... Continue reading
Posted Aug 6, 2014 at Shopper Culture
Enjoy reading The Checkout but wonder why we haven't written about a specific topic? Now is your opportunity to provide suggestions on 2014 shopper marketing topics. Click here to provide suggestions on shopper marketing topics we should write about. After all of the suggestions have been tallied we will post a poll, so you can vote on the most desired topics. The winning topic will become a 2014 Checkout. Thank you for your continued support. The Checkout Team Continue reading
Posted Nov 19, 2013 at Shopper Culture
You might not know that Kroger® is expanding. The company recently announced that it agreed to purchase Harris Teeter Supermarket Inc®. I don't know if Harris Teeter® will maintain its banner name like other acquired chains have (Ralphs®, Food4Less®, Fred Meyer®, Smith’s®, Dillon’s®, Fry’s®, King Soopers®) or change its name. The announcement did state that the new division will continue to operate out of North Carolina. This structure is similar to the existing nonbanner stores that maintained divisional offices versus having Kroger’s® general office in Cincinnati run everything. I don't foresee existing Harris Teeter® shopper profiles changing, but if they do, I think they will skew toward a... Continue reading
Posted Jul 9, 2013 at Shopper Culture
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Today, June 21, 2013, marks the first official day of summer and the longest day of the year. Summer is the time period when most families plan vacations and according to TripAdvisor 22% of people said their favorite thing about summer is spending time outdoors, 22% prefer the extended daylight hours, and 18% appreciate the warmer weather. TripAdvisor also reported that this summer 86% of people are planning a leisure trip and three out of four will be traveling by car. Unfortunately, the month of June has experience an uptick in average gas prices, (according to www.eia.gov thus far June’s average gas price is $3.64 versus last year’s... Continue reading
Posted Jun 21, 2013 at Shopper Culture
According to the National Retail Federation, in 2012 Americans spent $50 billion on retail via credit/debit, which equates to $427 in transaction fees per household. If shoppers were fully aware of the hidden fees bank/credit card companies imposed upon retailers; 2% of each credit card transaction, would we see a shift in shopping behaviors? If retailers were required to post the fee amount, would people stop shopping at stores with high fees or use a different form of payment? A number of small businesses, boutique retailers and restaurants around the country have shifted to cash only or set minimums for credit card transaction. For example, the famous steakhouse... Continue reading
Posted Jan 17, 2013 at Shopper Culture
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The 2012 Super Bowl Commercial by Telaflora featured Adriana Lima saying, “Guys, Valentine’s Day is not that complicated. Give and you shall receive.” It has been classified as sexy and effective. Why? Because it features Adriana Lima, but also because it targets men, a group that spends up to $200 on Valentine’s Day gifts with the number one gift being flowers, the main offering of Telaflora. According to Big Research’s January 2012 study, men are not just spending money on flowers. They plan to spend, on average, $200 on jewelry and $100 on clothing with a preference to shop at department stores. The amount women plan to spend... Continue reading
Posted Feb 9, 2012 at Shopper Culture
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Nov 29, 2011