Wednesday, May 27, 2015

Whole Foods Focuses on Fickle Millennials

“I wish I could afford to buy good organic produce whilst still being able to pay off my student loans.” This is something I, as a millennial, say to myself every time I go to do my weekly food shop. Millennials like myself have become the focus for many retail industries due to the huge potential that they provide and Whole Foods are looking to take advantage.

Whole Foods Market recently announced their plans to launch a new store that is targeted specifically to millennials. The new stores, that are yet to be named, will be complimentary to the existing Whole Foods Markets but will provide a more limited array of foods at cheaper prices in order to cater for the beliefs and needs of the millennial generation.

Millennials are notorious for being difficult to please; they demand the best yet at low cost. Millennials being the highest users of social media have been brought up using the internet to discern the best value products by trawling reviews and forums. However when it comes to food, most good standard products do not differ a huge amount in price. I know from personal experience, that most of the time if I want cheap produce, I have to take a hit in terms of quality.


Though millennials are commonly associated as being far more concerned about ethical issues behind organic produce, the ‘boomer’ generation account for a far higher percentage of purchasers. Millennials at the moment may be at the start of their careers, not earning as much as boomers whilst paying off student debts. So Whole Foods Markets, Inc. creating smaller stores, with high quality products for cheaper prices is surely a recipe for success within the millennial generation. By setting up these stores in areas filling up with young professionals they will harness a huge market of food values driven people and could create loyalty in a notoriously disloyal demographic of consumers.
The questions on my mind that arise from such an announcement is whether consumers may ask ‘well surely Whole Foods have been ripping us off if they can set lower prices at these new stores?’ 

Could there be a potential backlash that sees the main stores see a huge decline in customers? This in turn could lead to a decline in bigger stores and an increase in new smaller ones. Will this in turn mean Whole Foods ends as a small food store to rival Trader Joes and other similar companies? If so, will these rivals lower these prices and cause continuous price drops that could create profit decline across the industry? This in turn to me could mean a decline in profit for the farmers and original producers of the food and this is what the millennials are associated with being concerned about.

Despite my negative questions, I do believe the new stores will be a success. Cheaper produce in up and coming areas will definitely be popular with millennials. There are potential roadblocks that should be addressed in a proactive fashion in order to make sure the easily bored and brand disloyal millennials grow up into a new boomer generation who stay with Whole Foods Market, Inc.


About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.   

Friday, May 22, 2015

This Week In Market Research: 5/18/15 - 5/22/15

Without Good Analysis, Big Data Is Just A Trash Dump: Making sense of nonsense

Dear Madison Avenue: Set my data scientists free

Creating Smarter Cities: How big data and the internet of things are doing just that

Three Best Practices For Executing On Big Data Strategy

Virtual Reality Is Changing Storytelling, Modern Medicine: Weighing in on how the tech will change

How To Choose The Best Marketing Toolkit For Your Budget: Increasing your ROI while staying within your budget

You Have Died of Dysentery: The Oregon Trail Generation, life before and after mainstream tech

Patagonia's Anti-Growth Strategy: The company is seeing double digit growth with this strategy

Google Says New Store Data Help Mobile Ads: Better links between mobile ads and retail purchases

Standing Out With User Experience and Creative Affiliation: Rich media, or smart banner types, are essential to become successful




About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.
 



Thursday, May 21, 2015

10 Ways to Be a Better Shopper Marketer

Shopper marketing sure isn’t what it used to be. The traditional retail environment has evolved into an omnichannel space with digital and mobile leading the way, and shopper marketers have no choice but to follow. Fortunately, OmniShopper 2015 is addressing this dramatic shift in shopper behavior and in turn, the shift in shopper marketing in Chicago this summer.

Here are 10 ways to be a better shopper marketer according to OmniShopper:

1)      Embrace OmniChannel: Tony Mardegain, Director of Shopper Insights and Shelley Christianson, Sr. Manager of Shopper Insights at The Hershey Company will discuss shopper touch-points - how many, which ones and where to leverage.
2)      Be Digital: Learn how to maximize retail opportunities in a digitally-enhanced future landscape with Jonathan MacDonald, Trends Expert and Founder of Thought Expansion Network.
3)      Tell a Story: Participate in a Storytelling workshop led by Kristian Aloma and Suzanne Cheves from Brandtrust. This workshop will teach you how to engage and inspire and audience through the power of story.
4)      Engage through Mobile: Learn how to engage your shoppers through mobile and digital with Art Sebastian, VP of Category Leadership & Shopper Insights at Kraft.
5)      Put Influencers to Work: Eric Rasmussen, VP of Market Research at Groupon  and Jon Berry, VP of Consumer Trends at GfK will talk about how important it is to understand today's highly influential consumers and how to put them to work for you.
6)      Be Empathetic: Learn about the journey of building a powerhouse home brand within the walls of Target with Tisha Boarman, Group Manager of Owned Brand Strategy at Target.
A look at how Target is moving from having a transactional relationship to a more emotional connection with the guest through our brand, Threshold.  We will dig into how we consistently and cohesively support this brand from Team structure, Product development, Marketing and Guest Insights.
7)      Utilize Big Data: Hear lessons from the data and digital trenches on winning with your shoppers, suppliers and your own organization with Keith Colbourn, Former SVP Loyalty & Analytics at Safeway.
8)      Follow Trends: David Tittensor, Category Director, Warburtons Limited will discuss shopping trends in the UK - answering the call of the omnichannel shopper through a dynamic category strategy.
9)      Think Like a Millennial: Learn how to make purposeful connections with Millennials with Neil Howe, Best-selling Author of “Millennials Rising.”
10)   Embrace Change:  Scott Jeffrey, Chief Creative Officer and Lori Parrett, VP of Client Services at Interbrand Design Forum will talk about the “Seamless Model” – how important it is to evolve beyond one size fits all.

Download the brochure for the full agenda: http://bit.ly/1LgzXdB

Use code OMNI15BLOG for $100 off the current rate. Register today: http://bit.ly/1LgzXdB

See you in Chicago!

Cheers,
The OmniShopper Team
@OmniShopper
#OmniShopper15



Tuesday, May 19, 2015

How to Change Culture through Experience Design

Photo: Jack in the Box on the South Zapata Highway in Laredo, Texas, by Billy Hathorn. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

"The goal as a company is to have customer service that is not just the best but legendary." - Sam Walton, American businessman and entrepreneur

In "It's Time to Rethink the 'Employee Engagement' Issue," Josh Bersin states that "If your people love their work and the environment you have created, they will treat customers better, innovate, and continuously improve your business."

Want to learn how to create a sustainable culture of learning and innovation? Join Andrew Walpole, Manager of Experience Design, Jack in the Box, Inc. and Megan McGuinness, Director of Jack's University, Jack in the Box, Inc. as they present "Your Most Important Customer is Your Employee: How to Change Culture through Experience Design" during the Total CX Leaders Conference June 3-4 in Miami, Fla.

In this session, you'll experience a compelling and inspirational case study of Jack's University's transformation from a simple internal training function to a thought-leader empowered to change the company culture.

Total CX Leaders Conference will help you "learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers."

Join Andrew and Megan at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders














Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.



Friday, May 15, 2015

This Week In Market Research: 5/11/15 - 5/15/15

Boosting Click Through Rates: The real value of social data

Social Network Television: The next wave of digital entertainment

The Business Case To Make Big Data Free: Treating data like a product

Catching Criminals With The Cloud: How better software can help the police

How Real Estate Uses Big Data To Track Clients: Savvy agents are buying data on clients

Cross Platform: Wunderlist announces its new public API

Biometrics And Data Security: Helpful or hurtful?

5 Ways To Enhance Your SEO With Online Coupons

Ad Tech Is Dead: Long Live Marketing Tech

Are You Addicted To Candy Crush? Marketing Needs You




About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

Thursday, May 14, 2015

Do New Technologies Mean the Beginning of a Utopian Retail World?

New technological innovations that are increasingly flooding the market are changing the way we live. Smart devices and the ever growing ease at which we can shop online are continuously pushing the need for retail innovation. Here are a few recent innovations that have caught my eye.


1.       Indoor Positioning Systems
Indoor positioning systems are something that have come about to seemingly counteract shoppers having to waste time searching aisle after aisle for exactly what they want. The system allows shoppers to plan routes prior to visiting the store. It also allows for the store to gather shopping preferences so the shopper can be sent coupons and promotions based on their route. Personally I believe whilst this system is good for shopping efficiency, it could detract from sales. Often shoppers see items that they didn’t plan on buying and make impulse purchases. This comes from browsing more of the store whilst searching for different things and specific routes could hinder this.

2.       Augmented Reality
Augmented reality systems allow consumers to virtually try on items that they are interested in purchasing. It combines the physical real world content with the digital world to give the consumer the opportunity to make a more informed decision. There are already technologies such as a makeup mirror that allows the customer to see what they would look like with different types and colours of makeup. There are also systems to show furniture within homes and even 3D body-scanning technology that gives clothes shoppers an idea of the fit as well as the look. Many of these systems will be able to offer advice on other similar products and give the opportunity to tweet and save pictures of how they look.

3.       Interactive Touch Screens
Touchscreens have become a prominent part of today’s world. iPads especially are becoming commonly used and more affordable. Retailers are experimenting on using touchscreen technology in order to digitally enhance showrooms to serve as physical storefronts for online retail operations. Wall mounted touchscreens free up store space and provide consumers with a vast array of information such as price comparison, reviews and images. It allows for purchases to be sent to the counter for pickup or to be sent to a specific location.

Other new innovations include Virtual Reality systems that allow to venture into digital shops and browse unlimited store items. Another is Visual Recognition software that allows consumers to snap photos of items and it will be recognized. The recognized item will then be matched to product availability and pricing at nearby stores.

These new innovations mean that retail will become a lot easier and consumers will be able to make more informed decisions. My interest going forward in the retail world is whether the technologies mentioned could be incorporated together. Augmented and virtual reality combined with systems that allow to send the purchases straight to a home could spell a decline in the need for physical stores. Shoppers would be able to shop from the comfort of their sofa at home. However this utopian idea could still be well in the future, but not entirely unlikely with the advancements that are continuously being made.


About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.  

Tuesday, May 12, 2015

Customer Privacy in the World of Big Data


Photo: L'intérieur des Galeries Lafayette (Berlin) by dalbera from Paris, France. This file is licensed under the Creative Commons Attribution 2.0 Generic license.

"Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong." - Donald Porter

In "7 Myths About Big Data Dispelled," David Zaleski says "it's time to dispel some glaring misconceptions about this form of measurement."

Are you ready to learn about what big data really is and how to protect your customers' personal data? Join us for "Customer Privacy in the World of Big Data" during the Total CX Leaders Conference June 3-4 in Miami, Fla.

In this session, you'll learn how to:
- Clarify consumer concerns and expectations
- Develop and provide transparent data privacy policies
- Build trust and brand loyalty across all customer segments

Total CX Leaders Conference will help you "learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers."

Join us at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:

- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders












Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on
LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com
.

Monday, May 11, 2015

This Week In Market Research: 5/4/15 - 5/8/15

2015: The Year Big Data Becomes Agile

3 Of The Year's Best Integrated Marketing Programs

Marketing Your App: Planning ahead and making you're app easily discovered


Incredible Inbound Marketing Statistics: The cold hard facts

Content Marketing: Bringing emotion to b2b

Australia Is Leading The Way In Digital Marketing: Leading the world in proficiency

De-Buzzing Buzzwords: 10 Content marketing terms explained

3 Ways Mobile Is Impacting Your Marketing Right Now

How Big Data Could Reshape The Workforce: Thinking predictions

Hiring Data Scientists is Like Hiring Unicorns: Data scientists are rare




About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at rpolachi@IIRUSA.com.

Thursday, May 7, 2015

TrenzWalk - Getting Out Of the Office to Explore Global Trends

Market Researchers constantly look for trends in data, but today to close out the InsighTech 2015 experience we went in search of a different kind of trend.

Mikel Cirkus looks for trends on TrenzWalks, hitting the streets on foot to focus on global themes in street art, and San Francisco has some of the most vibrant street art around. He led our group today and introduced us to the work of artists like CrayoneBode, and Nate1. We even got to hear from Lisa Brewer, who encourages and provides a safe space for these artists to create by donating her time and money to support their work as well as encouraging local landlords to allow murals to be painted on their walls.
A few of the murals on the TrenzWalk during InsighTech 2015

Obviously street art trend spotting is a good barometer for what themes are becoming "cool" in underground culture, but the reality is these themes will eventually bubble up to many people (also known as consumers) in all walks of life. I must admit, knowing what is cool in street art might not seem immediately relevant to brand insights work, but training ourselves to recognize visual and cultural themes across the globe certainly is. (And it is also TONS of fun)