The document discusses various trends in shopper marketing for 2016. It covers 10 topics:
1. Discounters like Lidl and Aldi are moving from being seen as simply low-cost alternatives to becoming primary players among mainstream shoppers.
2. The rise of mobile payment technologies like contactless and mobile wallet apps will influence shopper purchases through personalized experiences before and after transactions.
3. After several years of thrift due to economic uncertainty, shoppers may take more risks in 2016 and be open to premium and luxury purchases.
4. Shoppers increasingly want specialized retailers and want solutions tailored to their needs rather than one-stop shopping. They are seeking out optimized retail experiences.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
Your shoppers are evolving, is your shopper marketing? Right now you can connect offline and online advertising to create immersive shopper experiences and increase sales. We will explain how retail has become the foundation for data-driven shopper marketing and how smart marketers are leveraging this to execute true omni-channel campaigns. You’ll receive actionable insights and strategies that will help you take your marketing to the next level.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
Your shoppers are evolving, is your shopper marketing? Right now you can connect offline and online advertising to create immersive shopper experiences and increase sales. We will explain how retail has become the foundation for data-driven shopper marketing and how smart marketers are leveraging this to execute true omni-channel campaigns. You’ll receive actionable insights and strategies that will help you take your marketing to the next level.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’
Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?
In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.
Read on and enjoy!
I travelled to Ireland last week to speak at the Shopper Marketing Conference 2013 about some of the key themes held in “The Shopper Marketing Revolution” Here is the deck from the day and if you haven't got your copy yet, what are you waiting for? http://sqz.co/s7J2EeK
Integrated Marketing Communications Campaign:
- Proposed brand positioning, product offerings, and detailed implementation methods for a client's new business venture
- Completed for the course ADV4800 at the University of Florida
- The team for which I was the Group Lead/Account Executive won Best Strategic Plan
Omnichannel Shopper Marketing: the next levelBBDO Belgium
Today’s shoppers are in a state of flux. They use a variation of channels to learn about products and services, to connect with brands and retailers and to compare and purchase. That is why successful retailers take a holistic omnichannel approach to Shopper Marketing: they offer their consumers a series of seamlessly integrated touchpoints, both offline and online. It’s up to the consumer how, where and when to use them. But whatever the channel or moment in their path to purchase, these consumers experience a more integrated message.
When will you seize the Omnichannel Marketing opportunity?
Why Omnichannel Success Starts with Customer Empathy
RIS News and Cognizant examine the likes and dislikes of 5,300 shoppers to help retailers prioritize investments that range from in-store and online interactions to omnichannel integration and flexible fulfillment. The study finds gaps where retailers are underutilizing their capabilities and uncovers practical tips and methods to close them.
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Omni-channel Retail - Bridging the Digital and Brick & Mortar DivideAdrian Teo
Ok, so you have a website, facebook page, even mobile apps, but how is that helping you to engage your consumers when you need it most… when they are at your outlets!
I mean how do you drive footfall and sales from digital to your brick & mortar channels? How do you identify your consumers, personalized that engagement and get them to buy before they step out?
And we don’t mean spamming everyone with the same promotion at that outlet, but personalized according to their profiles, transaction history and location. Better yet, it’s all automated, you really don’t want to be pouring through and interpreting heaps of customer data.
In this presentation, I share the challenges faced by retailers, shop owners, F&B and mall operators in bridging the digital and brick & mortar divide. While each solution is unique to your retail business, vertical or consumer behaviours, it is about breaking down the silos that exist in your consumer touch points, enterprise solutions, best practices and how TAO OF SHOP can help you to bring it all together.
Think Retail - print's role in the retail market of todayCanon Belgium
Innovation in retail and print's role in the retail market of today
The evolution of retail
Consumer psychologies
Connected consumers
Innovation
Where’s the opportunity for print?
How can PSPs get started?
Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
The glorious summer of 2012 is over and we have all taken a collective deep breath and asked ‘so, what next?’
Post-Olympic blues, EuroZone crisis, technological convergence & EcoEthic shoppers among many other topics are weighing on our minds... but what on earth does it all mean?
In the next few slides we cut through the jumble of ideas and reveal what will really affect shoppers in the UK and Europe in the coming year and how we, as Shopper Marketers, can make the most of the future.
Read on and enjoy!
I travelled to Ireland last week to speak at the Shopper Marketing Conference 2013 about some of the key themes held in “The Shopper Marketing Revolution” Here is the deck from the day and if you haven't got your copy yet, what are you waiting for? http://sqz.co/s7J2EeK
Integrated Marketing Communications Campaign:
- Proposed brand positioning, product offerings, and detailed implementation methods for a client's new business venture
- Completed for the course ADV4800 at the University of Florida
- The team for which I was the Group Lead/Account Executive won Best Strategic Plan
Omnichannel Shopper Marketing: the next levelBBDO Belgium
Today’s shoppers are in a state of flux. They use a variation of channels to learn about products and services, to connect with brands and retailers and to compare and purchase. That is why successful retailers take a holistic omnichannel approach to Shopper Marketing: they offer their consumers a series of seamlessly integrated touchpoints, both offline and online. It’s up to the consumer how, where and when to use them. But whatever the channel or moment in their path to purchase, these consumers experience a more integrated message.
When will you seize the Omnichannel Marketing opportunity?
Why Omnichannel Success Starts with Customer Empathy
RIS News and Cognizant examine the likes and dislikes of 5,300 shoppers to help retailers prioritize investments that range from in-store and online interactions to omnichannel integration and flexible fulfillment. The study finds gaps where retailers are underutilizing their capabilities and uncovers practical tips and methods to close them.
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Omni-channel Retail - Bridging the Digital and Brick & Mortar DivideAdrian Teo
Ok, so you have a website, facebook page, even mobile apps, but how is that helping you to engage your consumers when you need it most… when they are at your outlets!
I mean how do you drive footfall and sales from digital to your brick & mortar channels? How do you identify your consumers, personalized that engagement and get them to buy before they step out?
And we don’t mean spamming everyone with the same promotion at that outlet, but personalized according to their profiles, transaction history and location. Better yet, it’s all automated, you really don’t want to be pouring through and interpreting heaps of customer data.
In this presentation, I share the challenges faced by retailers, shop owners, F&B and mall operators in bridging the digital and brick & mortar divide. While each solution is unique to your retail business, vertical or consumer behaviours, it is about breaking down the silos that exist in your consumer touch points, enterprise solutions, best practices and how TAO OF SHOP can help you to bring it all together.
Think Retail - print's role in the retail market of todayCanon Belgium
Innovation in retail and print's role in the retail market of today
The evolution of retail
Consumer psychologies
Connected consumers
Innovation
Where’s the opportunity for print?
How can PSPs get started?
Shopper marketing encompasses a wide array of delivery mechanisms and promotional tactics that can be used to reach consumers along the path to purchase, from demand generation through the entire shopping process to post-purchase relationship management.
"Markets for high-value commodities in Indonesia”, presented by Wahida Maghraby, ICASEPS, MoA, Indonesia at the ReSAKSS-Asia Conference, Nov 14-16, 2011, in Kathmandu, Nepal.
'Generation SpongeBob' or Generation Z. Who these kids are and how to reach t...Dreammachine
Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
Whether we call them Generation Z, Generation SpongeBob, the Homeland Generation, the Digital Natives or Post-Millennials... children of the new generation, born after the late 90’s, are more digitally connected than any other generation of kids. Also, never before ‘kidsfluence’ has been this powerful.
For marketeers who are targeting these kids, a good understanding of the (digital) life of this generation is key. How do they think and behave? What do they like? Through what (digital) media can you reach them? How do they perceive those media? How can you reach their mums? What are the mums' preferred digital media?
These are some of the questions that are answered in this presentation.
IBM Retail | 14 Success Stories in RetailIBM Retail
IBM presents a collection of 14 retail case studies and success stories from companies such as 1-800-Flowers, Bazaar Voice and Sears. Learn how you can work smarter in retail today
Grace's articulation on Hyphen's early take into archiving and (at the same time) researching on the dioramas that Edhi Sunarso was commissioned during 1960s-2000s.
There are several speeches that intrigues me and somehow connect the things that I have been (and am currently) working on. These speeches are very powerful because these people are pretty certain of what they want (now). At the same time, these speeches are also very emotional because their future remains unknown and they know it. They are: President Sukarno's major address delivered before the 15th United Nations General Assembly (Friday, September 30, 1960); Lana Wachowski’s acceptance speech for Human Right Campaign Visibility Award (Saturday, October 20, 2012); Prof. Alice Howland’s speech as an earlyonset alzheimer from the film Still Alice (2014).
Leading Trends in Retail Innovation by Brian SolisBrian Solis
Leading digital analyst, anthropologist and keynote speaker Brian Solis shares insights from his research into the most progressive retailers changing the innovation game.
Work with Brian on research, advisory/strategy or have him speak at your event or with your executives. brian@briansolis.com - www.briansolis.com
To understand the state of retail innovation, Brian interviewed 12 top retail executives at some of the industry’s most-recognized brands. He set out to learn how leading retailers are responding to digital disruptions — and staying ahead of them. We also aimed to uncover the challenges they face and the strategies that are making an impact.
His interviews and third-party research showed that retailers engage in these five strategies:
Constantly map the customer journey to create smooth cross-channel customer experiences.
Engage in deep consumer research.
Prioritize innovations that target the connected consumer.
Invest in formal innovation programs.
Cultivate the necessary digital skills across the organization.
The insights from some of the most successful retailers can offer guidance on how to stave off disruption and keep pace with an evolving retail landscape.
To understand the state of retail innovation, we interviewed 12 top retail executives at some of the industry’s most-recognized brands. We set out to learn how leading retailers are responding to digital disruptions — and staying ahead of them. We also aimed to uncover the challenges they face and the strategies that are making an impact.
Our interviews and third-party research showed that retailers engage in these five strategies:
Constantly map the customer journey to create smooth cross-channel customer experiences.
Engage in deep consumer research.
Prioritize innovations that target the connected consumer.
Invest in formal innovation programs.
Cultivate the necessary digital skills across the organization.
The insights from some of the most successful retailers can offer guidance on how to stave off disruption and keep pace with an evolving retail landscape.
This report marks the 20th year of identifying
the 250 largest retailers around the world and
analyzing their performance across geographies,
sectors, and channels.
Over the last 20 years we have seen a seismic shift
in retail and the customers that retailers serve.
Consider that in 1997, the inaugural year of this report,
today’s average Amazon Prime customer was just
16 years old, AOL was pioneering social media, and
handheld virtual pets were the hottest-selling toys.
Today, handheld (or wearable) digital devices are
ubiquitous and a younger, social customer has come of
age. We are living in an era where customers are in the
driver’s seat more than ever before and they are craving
authenticity, newness, convenience, and creativity. We
are living in the customer-driven economy.
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
What a year it promises to be! The digital revolution continues and is opening a world of options for shoppers, brands and retailers. Coupled with an increasingly positive economic outlook and a couple of massive sporting events, we can expect an increasingly positive year in the shopper world. Look into the Mars crystal ball and let's follow some shopper trends we have our eye on.
Remodista RetailSource Paper - Mobile Conversion MadnessRemodista
An Executive Snapshot on Improving Mobile Conversion Rates - Our interactive team of experts gathered collaborative research and analysis focused on improving mobile conversion rates with customers who are seeking transactional experience on their mobile device.
This report highlights the increasingly competitive nature
of the retail market, identifying changing consumer
behaviour as a key driver behind this. Consumers today
own much more ‘stuff’ than previous generations, making
it more difficult to persuade them to purchase additional
products. Consumers are also time-pressured, so convenience
and speed has taken priority.
All these factors, combined with supply side considerations - more intense focus on price, a deflationary retail environment and even greater choice - means retail growth will be much harder to achieve over the next ten years. For this reason, it is vital that retailers secure customer loyalty.
Understanding consumers’ behaviour, wants and needs is essential to build this loyalty. This isn’t just about knowing what customers want to buy, but truly understanding how and where they want to buy, their motivations and what they expect from their overall shopping experience.
This also means that retailers need to re-evaluate how to reach customers and reappraise traditional marketing techniques – many of which are still relevant, but are less impactful and influential in today’s environment. This deeper understanding will ultimately help retailers secure loyalty in the era of the unfaithful consumer.
Success at retail is about creating great experiences. Just like dating.
Sources:
1. 2011 Rightnow Customer Experience Impact Report
2. Harbor Industries: Industry Trends and Insights
3. Kissmetrics - The Price of Bad Customer Service
4. Forrester / The Business Impact of Customer Experience, 2012
5. Dr4ward / What is Social Currency and How Does it Effect Social Commerce? Infographic
The key is digitally retooling the store experience to deliver on consumers’ social shopping preferences and desire to feel valued across every touchpoint.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
2. 1
2
3
4
5
6
7
8
9
10
LIFE IN THE MAINSTREAM FOR DISCOUNTERS
REACH SHOPPERS ALONG THE MO’TA’WAY
THE SEVEN YEAR ITCH FOR PROSPERITY
SEEKING SUPER SPECIALISTS
FIRST THEY CAME TWO-BY-TWO
ROCKSTAR SHOPPERS WANT BRAND GROUPIES
RETAILER FRAGMENTATION NEEDS RENEWED FOCUS
WLTM... THE REAL YOU
GLOBAL OPPORTUNITIES IN A LOCAL WORLD
MEANINGFUL CARE DEFINES A BRAND’S PURPOSE
SHOPPER
MARKETING
TRENDS
2016
3. Attitudes continue to change towards the likes of Lidl
and Aldi who between them now have a combined
greater UK market share than Morrisions, proven
further by the ever-increasing number of families that
include them in their regular shopping repertoire.
Their confident and purposeful repositioning realigns
shoppers’ perceptions of them from simply being a
low cost, inferior alternative to moving to a primary
player among regular main shop missions. Perhaps it’s
now time to re-categorise this super sub-set of retailer
challengers from Discounters to Price Champions.
This closer paralleling to the established grocery
retailer landscape creates more ubiquity, not less,
which will forcefully encourage retailers, supported by
their brand suppliers, to find a broader range of
differentiating reasons to visit, centred around quality,
format, pricing (of course) and experiences to lure
already spoilt for choice shoppers. In turn, this also
creates new headroom for the Pound & Euro Store
players.
realigns shoppers’ perceptions
of them from simply being a
low cost, inferior alternative to
a primary player
1 2 3 4 5 6 7 8 9 10
LIFE IN THE MAINSTREAM
FOR DISCOUNTERS
4. In 2015 contactless tap-and-go purchases grew by
600% driving billions of everyday transactions. The
comfort with the mechanics of this technology has
now embedded a trust foundation and rendered it
normal behaviour across most shopper groups.
However beyond the excitement in technique, the
reality is this new transaction habit has made little
impact on the decision of WHAT is being purchased.
As shoppers welcomingly step-change their payment
behaviour in 2016 and begin Mo’Ta’ring (mobile
tapping) with Android and Apple payment platforms,
the experiences that will emerge immediately before
and after the clinical transaction will be infinite and a
major force in influencing decision as location and
recognition systems open the potential for
instantaneous messaging, incentives and rewards.
experiences that will emerge
immediately before and after
the clinical transaction will
become infinite
1 2 3 4 5 6 7 8 9 10
REACH SHOPPERS
ALONG THE MO’TA’WAY
5. Back in 2008, few mere mortals could have
envisaged the severity of the biggest global turndown
in a century. Whist the ‘R’ word echoes less across
news and social media, there remains nervousness
on a global economic basis about what is actually
going to happen next.
Whilst these unpredictable grey clouds serve as a
cautious reminder to political and business leaders,
human nature is driving the common man to reprise
his you’re-a-long-term-dead instinct coupled with the
ever-present desire for betterment. This will lead to
taking the plunge 7 years on from self-imposed thrifty
behaviours, even in light of amassing more debt.
This mild caution to the wind attitude can be
leveraged by brands to up-sell and premiumise
regular shopper behaviours and attract new buyers to
more hard-to-reach luxuries.
shoppers take the plunge seven
years on from self-imposed
thrifty behaviours
1 2 3 4 5 6 7 8 9 10
THE SEVEN YEAR ITCH
FOR PROSPERITY
6. The refocusing – and in several cases returning to core
offer – of the many large scale retailers is testament
to the both ever-aggressive competitive landscape
and the decreasing demand by shoppers for the need
to find everything all under one roof. And this
phenomenon is not restricted to bricks and mortar
stores.
Shoppers are now expecting and actively seeking out
retail experiences, across all commodities, that give
them the optimised solutions they require, which in
turn is reframing the value equation away from a
price-only differential.
Driven by extreme category know-how, brands will
need to identify and prioritise how to support both
the likes of Amazon and Walmart as they create
distinct sub-sets to prove their fields of expertise as
well as the smaller specialists that shoppers naturally
gravitate to.
shoppers are actively seeking
out retail experiences that give
them the optimised solutions
they require
1 2 3 4 5 6 7 8 9 10
SEEKING
SUPER SPECIALISTS
7. The looming global wave delivering The Internet of
Things is undeniably unstoppable but within the
momentum there’s a reality surrounding the gap
between the passive or connectable and the truly
OmniConnected. Only a small number of devout (and
deep-pocketed) early adopters will one-stop refresh
their tech room-by-room.
In 2016 however there will be a movement towards
future-proofing, as new appliances, systems and
gadgets are scheduled for replacement. The resulting
buying behaviour will initially see tech-pairing
between important systems such as internet
connectivity and domestic utilities and security, later
followed by the duelling of mobiles and life-engaging
platforms delivering convenience, efficiency and
entertainment.
This will allow brands to explore and early-test
alliances in this space without the unrealistic
investments required for all-in engagement from the
get-go.
there’s a reality surrounding
the gap between the passive or
connectable and the truly
OmniConnected
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FIRST THEY CAME
TWO-BY-TWO
8. Whilst direct-to-consumer and personalisation have
been coveted buzz strategies over the past three
years, the reality of applying these to practical
execution for most mass market brands has been
difficult to achieve.
There is an increasing number of like-minded social,
lifestyle or attitudinal groups that are looking for
products and services that have been considerately
developed and adapted, not personalised, for people
like them.
This re-focus will increasingly allow brands to shape
credible brand extensions and bespoke product
solutions, marketed by heavily colloquial
communication, to micro-segment shoppers without
the implausible effort of delivering absolute
individualism at scale.
shoppers are looking for
products that have been
considerately developed and
adapted for people like them
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ROCKSTAR SHOPPERS
WANT BRAND GROUPIES
9. The increasing number of smaller retail operators
emerging online, in niche high streets and within the
movement for pop-ups has led to the accelerated
splintering of where and when shoppers can chose to
find the products they want. This is further
exaggerated by the complex feel-good desire by
shoppers to sometimes buy from a less corporate
facia.
The challenge this represents for brands is how best
to deploy their customer and channel marketing
efforts in gaining the best chance for exposure on
everyone’s shelves, not just the big retail players’.
The opportunity now exists for brands to take
evolutionary steps against the traditional via-
wholesaler model and create direct brand hubs
specifically for small sized retailers to gain the
tailored, format-specific insight and selling support
for the benefit of their shoppers.
the opportunity now exists for
brands to take evolutionary
steps against the traditional
via-wholesaler model
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RETAILER FRAGMENTATION
NEEDS RENEWED FOCUS
10. After a decade in the omni-channel space race, all
serious brands and retailers that want to be present
in their respective multi-channels are there (albeit for
many a work in progress) OR have learnt that being
everywhere is not the necessity to trade successfully,
returning to marketing 101’s go where your shoppers
are, not where they’re not.
The preoccupation of WHERE my shopper sees my
brand has, for many, understandably taken precedent
to HOW shoppers see their brand and, in 2016, being
differentiated will be more important than ever in the
competitive stakes.
In 2016, shoppers will be seeking brands and retail
experiences that explicitly empathise and match up
to the complexities of their own lives and will again
be basing their purchase decisions beyond multi-
channel availability – A facet now considered a
hygiene factor – as shoppers Would Like To Meet
brands that see the world as they do.
in 2016, being differentiated
will be more important than
ever in the competitive stakes
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WLTM...
THE REAL YOU
11. It is now common convention that the internet has
provided shoppers everywhere with access to global
goods and services, but the reality of how this has
changed shoppers’ buying behaviour is largely driven
by localised scarcity or price competitiveness in other
geographies.
Shoppers ultimately have used the practicality of
web-based purchasing to garner brands that they
already have affinity with. Driven by an established
cycle of over-familiarity, the thrill of regularly
shopping online has now become the norm for most
people.
In 2016 shoppers across the world will begin to
further explore the net and seek new solutions from
both established and developing global cultures,
meaning brands need to properly focus an element of
their channel strategy on fulfilling geographically-new
consumers’ desire for their brands.
shoppers ultimately have used
the practicality of web-based
purchasing to garner brands that
they already have affinity with
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GLOBAL OPPORTUNITIES
IN A LOCAL WORLD
12. The closer-to-home nature of humanitarian
responses to ongoing world events is reawakening
the desire for people to want to contribute – and be
consulted – in reaching realistic, serious solutions in
helping those less fortunate than themselves.
Better-off people have also raised their expectations
of scaled organisations’ attitudes and responsiveness
to these difficult and complex realities and judge
them both positively and negatively depending upon
their actions.
Brands and retailers who, in 2016, take a measured
and credible approach to recognising the source or
consequences of these issues through deliberate CSR
programmes will be heralded and attract loyalties
from large factions of shoppers.
shoppers have raised their
expectations of scaled
organisations’ attitudes and
responsiveness to these
difficult and complex realities
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MEANINGFUL CARE DEFINES
A BRAND’S PURPOSE