Wednesday, May 31, 2017

Insights Interview: Q&A with Lakshmi Venkataramani, Walmart eCommerce

We sat down with OmniShopper speaker Lakshmi Venkataramani who is also Senior Director, Customer Insights and Analytics at Walmart eCommerce, to discuss how retail is being disrupted.

How has retail been disrupted?

Venkataramani: What, when, where and why customers buy hastransformed. The technology revolution and the generational mindset shift has contributed to this. Key players in the industry have facilitated this revolutionand will continue to push boundaries to serve the customers’ evolving expectations   

How has omni-channel impacted retail positively?

Venkataramani: We now have the ability to know and reach customers beyond only when they are shopping in the stores. If we can talk to and serve them anywhere, anytime in a relevant and meaningful way and make their lives easy, we can create value for them and for us, retailers. 

How is this new era of shopping everywhere impacting shopper insights?

Venkataramani: With hundreds of features (attributes) pouring in from several data sources real time about every customer, combined with advanced analytics/research techniques, we can create persuasive stories to engage with the customers in the here and now. Connecting the dots has never been easier.

Why is it important to link digital and physical shopper marketing?

Venkataramani: To tell them a complete cohesive story! To understand the role of digital and physical across categories, to engage them through the most relevant marketing vehicle for the occasion and to demonstrate that we “know” who they are in totality and talk to them accordingly.

Where do you see retail moving in the next 5 years?

Venkataramani: Great merchants with quality assortment and successful technological partnerships will thrive. Formats, customer service, payments and checkout will all be redefined. Price parity for commodity goods will be the norm while speed and ability to consistently deliver on customer promise in a personalized way will be the differentiator. 

Don’t miss Venkataramani’s keynote panel session, “Shaping the Future of Retail with Science, Technology, and Consumers” on June 20th at 10:00 AM and “Omnichannel Customer Analysis” on June 20th at 2:20 PM in Minneapolis, MN.

Use code OMNI17BL for $100 off the current rate. Buy tickets:

Wednesday, May 24, 2017

Just Announced – Mavericks of Media Roundup Next Month in NYC

Don't wait until February to re-unite with the Media Insights community!

The Media Insights & Engagement Conference is excited to announce the inaugural...

Mavericks of Media Roundup
June 8, 2017
J. Walter Thompson
New York City

Ø 50+ Media Insights Leaders

Ø 1 Afternoon in NYC

Ø $129 Secures Your Spot

Join today's media insights leaders for an afternoon of discussion and camaraderie where, together, we'll uncover how to utilize next-gen research strategies to drive viewer engagement and chart the future of the media industry. Plus, we'll end the day with an epic cocktail reception - it's sure to be a can't miss! Learn more:

Mavericks Confirmed to Date:

·         Co-Chair: Jim Bono, VP Research, Crown Media Family Networks
·         Co-Chair: Theresa Pepe, VP, Marketing & Partner Insights, Viacom
·         Tom Ziangas, SVP Research, AMC Networks
·         Peter Fondulas, Principal, Hub Entertainment Research
·         Joan FitzGerald, VP Product Management & Business Development, TiVo
·         Mark Loughney, VP Research Turner Emerging Consumer Ad Sales, Turner Broadcasting

Book Your Ticket:

The Media Insights & Engagement Conference Team


Tuesday, May 23, 2017

Predicting an Unpredictable Omnichannel World

By: Mayer Danzig, SVP of Product Management, Research Now

On May 14, CNBC reported that Retail’s woes deepen, sparking a selloff and depressing stocks (Macy’s, Dillard’s, Kohl’s, etc.) …as more sales shift online, helping the likes of Amazon and Wayfair.  To remain competitive, says Thomson Reuters Director of Research Jharonne Martis, retailers must reduce store footprints, retrench in ecommerce, and appeal to Millennials.

To understand what Millennials really want, we recently surveyed 800 Millennials (Shopper Intelligence/Research Now, May 15-16, 2017.) For their top Mother’s/Father’s Day shopping destinations, they named Amazon, Walmart, Target, and Macy’s (as a distant fourth.)  If Wall Street’s doom-and-gloom predictions ring true --- where digital online/mobile ecommerce wins, and brick-and-mortar languishes cataclysmically --- then how did Walmart, Target and Macy’s garner 3 of the top 4 shopping spots? Furthermore 4 out of 5 respondents told us they did less than half of their shopping online, for popular items like flowers, clothing, gift cards, and cosmetics. Brick-and-mortar appears to occupy a share of Millennials’ minds and wallets still, but how?

When asked if there are any physical products they would never buy online, 40% cited food/grocery and automobiles.  On the other hand, 2 out of 5 Millennials listed books, clothing/apparel and electronics among items they would always buy online.  There are clearly significant differences in consumers’ need to ensure freshness in perishable consumable goods like food and flowers, versus the need to experience and “try before they buy” high-dollar-value purchases like automobiles or brand-name apparel.

Once they have decided to make a purchase online, 80% of Millennials will purchase in-app and not on a retailer’s online website.  This has clear implications for retailers’ online-vs-mobile app ecommerce strategy.

But how do they find out about new products to begin with, and why do they choose one retailer/e-Tailer over another?  To answer these questions, we had to refer back to the not-so-distant past.   

Last November, when we asked 1200 Millennials how they found out about the best Black Friday or Cyber Monday promotions, respondents ranked Online Searches (39%) and Online Ads (36%) ahead of TV Ads (15%.)  When pressed further about which communications tactics ultimately influenced where they shopped, respondents ranked Word-of-mouth (89%) and Online Advertising (87%) the highest, the most popular purchases being clothing, consumer electronics, entertainment, and gift cards. 

Affluent Millennials --- those earning household incomes of $100K or more --- showed the greatest percentage increase year/year in Holiday Promotion shopping intent, including both in-store Black Friday and online/mobile Cyber Monday.  Simply put, even affluent Millennials are value-conscious and sensitive to promotions. 

One comparison was especially surprising.  20% of Millennials planned to shop exclusively at brick-and-mortar retailers for Mother’s Day/Father’s Day, versus only 5% for the Holidays five months prior.  Putting the pieces together, this paints an interesting picture.  Perhaps brick-and-mortar can play an important role still in the customer journey.  A place where fresh flowers and produce can be perused up close, smelled, and tasted; a new Tesla can be sat in and test-driven; and the new $500 Big Baller sneakers can be ogled and tried on for size --- in short, experienced.

So, what does this all mean?  Millennials appear to be complex, value-conscious and wise.  They seem to positively exemplify Google’s Zero Moment of Truth when making purchase decisions.  Favoring authenticity (word-of-mouth) over promotion they rely on the former --- together with personal experience --- to verify the quality of the latter.

Savvy retailers and e-tailers understand the importance of marketing to and activating Millennials the “right” way - across each stage of the customer journey:  amplifying messages of “value” via Online Search and Ads to drive Awareness; rewarding Ratings, Reviews, and Referrals to generate positive word-of-mouth; providing a physical venue to allow Millennials to try and experience products; and last but not least, making the products easy to buy --- whether it be in-app, in-store, or online. 

Predictable omni-channel marketing for the consummate omni-shopper. 

About the Author: Mayer Danzig serves as Senior Vice President of Product Management at Research Now where he is responsible for defining and developing the next generation of Research Now offerings. Danzig is a digital business executive with nearly 20 years of professional experience in business development, operations, and product management. Before Research Now, he served as Chief Digital Officer for Kantar Retail where he led the transformation of the company’s online business and achieved double-digit growth by launching new products and extending the reach of existing online services. Prior to Kantar Retail, he held various product leadership roles at Thomson Financial (now Thomson Reuters) and CCBN (acquired by Thomson), where he led the turn-around of Thomson’s flagship research product and was awarded a patent for an interactive investor webcast solution. 

Friday, May 19, 2017

Free Webinar: Storytelling with Data

As insights leaders, we are constantly tasked with evolving our skill sets and staying on top of the latest market research trends. The producers of TMRE: The Market Research Event are excited to announce that we’ll be delivering the cutting-edge content and speakers to keep you informed year-round. The TMRE webinar series takes you beyond the in-person event, and is designed for executives with a relentless focus on securing the future of insights as a powerful force for business success

Our upcoming webinar is “Storytelling with Data.” Driving the value of insights forward requires much more than just unearthing great data. You need to use that data to tell a story and command influence across the broader organization. Because storytelling may not be an inherent skill, this 3-part webinar focuses on how to use data to create an engaging, informative, compelling story.  

About the presenters:

Kelsy Saulsbury, Manager, Consumer Insight & Analytics, Schwan's Shared Services, LLC

Having trouble getting that long report read? People today are short on time and attention and getting work noticed is harder and harder. Infographics done right can be an effective way to get the conversation going or make the key points you need to make. Learn tips for translating data to infographics and how to work effectively with designers.

Bill Greenwald, Founder and Chief Neuroleaderologist, Windsor Leadership Group, LLC

Anyone who has ever presented a data-driven presentation understands a simple truism: data alone, no matter how factual or ‘Yikes’ oriented it is, does little to inspire hearts, influence behavior, and/or drive sustained impact. Indeed, the typical data-driven presentation merely ‘informs’ but rarely ‘transforms’ the life of an audience member. For this reason, we are excited to have William join us to share how you can leverage brain science and the art of ‘Storytelling’ to optimize the relevancy and sustained impact your audience will derive from your data-driven presentations.

Thursday, May 18, 2017

Insights Interview: Kelley Styring, Principal, InsightFarm

OmniShopper Keynote Speaker Kelley Styring, Principal of InsightFarm, will be unveiling the insights from the 2017 Second Edition of her groundbreaking 2007 study, In Your Purse: Archaeology of the American Handbag. We talked with Kelley about how the rise of technology has even impacted this ubiquitous, important, yet often underestimated, accessory and how what’s happening in the purse is related to what’s happening in retail.

We’ve been talking about how retail has been disrupted. Has your research found that this disruption has also affected the purse?

Styring: Technology has disrupted them both. Retail and the purse are sisters, in a way. Ten years ago, the purse was the primary physical object that connected the home, where needs are created, and the store, where people shopped to meet those needs. Now, digital has not only disrupted brick & mortar retail shopping, but it has also changed the relationship women have with their purses.  They sometimes choose to leave the house without a purse, choosing the cell phone alone.  Now, that’s disruptive.

So, is the purse being replaced?

Styring: No. If you look at the raw numbers, more people are carrying purses than ever before. But items that were carried in the purse in 2007 – think maps, address books, calendars, cameras, and so forth – have been replaced with digital devices. And yet, the purse still weighs the same! Why? Because people are carrying phones and tablets and chargers and earphones and other related paraphernalia and they are struggling with all that stuff. The purse is still a vital tool used daily by 85% of people, it’s just being used differently.

How are shoppers changing purses?

Styring: Purse design is changing to meet the needs of different consumers. You see smaller purses that accommodate the phone and a few other items, you see more pockets designed to fit a phone. And - teaser - there’s a new group of shoppers carrying a purse that might surprise you.

How are the future of retail and the future of the purse connected?

Styring: The purse has almost become a foresight into what’s happening in retail. How we make the purse and these digital devices work in harmony is analogous to making all these ways to shop work in harmony.

How do you bring digital to bear on the purse, which is a critical item to the vast majority of people, and at the same time, leverage this convenient thing to help with all these digital devices? In the same way, how do we leverage this huge retail infrastructure where the vast majority of people still shop and help people be more successful shopping online by bringing the two together?

Where do you see the purse moving in the next five years?

Styring: In the purse, there are billions of dollars of untapped opportunity for innovation. Many of these opportunities employ technology, such as using biometric identification to prevent it from being opened by someone other than the owner. Some of them are product and packaging opportunities, and some of them provide a better way to transport and manage all things – including digital. It’s really about brands being willing to look for the opportunities and take advantage of them.

The purse, like brick & mortar retail locations, may be evolving, but neither of them is going to just disappear any time soon.

Be sure to attend Kelley’s Keynote Winning in Her Purse at 11:15 a.m. on June 20 and discover how technology has caused far-reaching disruption, even in the most ubiquitous fashion and life accessory.

Wednesday, May 17, 2017

Dude, That’s a Purse.

By Kelley Styring, Principal, InsightFarm & OmniShopper 2017 Keynote Speaker

OmniShopper 2017 attendees will get the first look at results of InsightFarm Principal Kelley Styring’s Second Edition of her groundbreaking 2007 study, In YourPurse: Archaeology of the American Handbag. We asked Kelley to share one thing she wasn’t expecting when she looked inside the often overlooked, yet oh-so-critical, handbag.

10 years ago, the last chapter of my first book, In Your Purse: Archaeology of the American Handbag, was titled Mythology and the Man Bag. I went on to discuss that, unlike the rest of my book, I had NOT painstakingly researched men and their relationships with purses, but based on available information, observation and experience, I felt that I was on firm ground stating that “Men, in general, do not carry purses.” Instead, men carried objects used to carry something specific, like business papers, gym clothes, tools or lunch.

 What a difference a decade makes.

Digital has not only changed when and where we shop, but it has changed WHO shops. Because of digital, men are responsible for more shopping than ever before. Men prefer shopping online rather than in-store and make more purchases on their phones than women. Young men, young dads in particular, are doing more of the grocery shopping.

And because of digital, about one in four men are now carrying purses. Seriously.

So, 26% of them call it a satchel and 43% of them carry a backpack. But make no mistake about it, it’s a purse. 

They carry laptops, phones, chargers, grooming items, and whatnot in them. There simply aren’t enough pockets in which to safely carry those digital devices every day, so they get a bag. Since they’re already carrying a bag for their devices, why not throw a lip balm, some tissues and your sunglasses in there, too? And, there you have it, a purse.

For over a decade, I’ve heard many, many marketers trivialize the purse and make light of this research until they hear the numbers, count the categories, and calculate the billions of dollars in business opportunity hiding from them in the humble handbag. It is an important tool of commerce that is vital to the daily life of 85% of people in the U.S.

So trivialize no more, ‘cause dude, a quarter of you are carrying a purse!

Be sure to attend Kelley Styring’s OmniShopper Keynote Winning in Her Purse at 11:15 a.m. on June 20 and discover how technology has caused far-reaching disruption, even in the most ubiquitous fashion and life accessory. 

Monday, May 15, 2017

The Wait is Over. View the Full TMRE 2017 Brochure Today!

The wait is over. The full program is ready - and it's our best one yet!

Experience the Future of Insights Live & In Person:
  • 4 Days
  • Hundreds of Speakers
  • Over 1,000 Attendees
TMRE: The Market Research Event
October 22-25, 2017 | Orlando, FL

Brilliant thinkers, doers and industry leaders take the stage for TMRE 2017, from Malcolm Gladwell to insights executives from Twitter, 3M, Facebook and Johnson & Johnson - plus dozens of other movers and shakers!

It's all happening at TMRE: The Market Research Event from October 22-25, 2017. 

Explore the Program:

See the full brochure to learn more about every session  and speaker, then start planning your week at TMRE 2017 in Orlando:

TMRE: The Market Research Event is an unparalleled opportunity to jump-start your career, build an all-star network and invigorate your brand.

Use code TMRE17LI for $100 off the current rate. Buy tickets:

The TMRE Team

Wednesday, May 3, 2017

Insights Interview: Q&A with Diana Powell, Conagra Brands

We sat down with OmniShopper speaker Diana Powell who is a Shopper Insights Manager at Conagra Brands, to discuss how retail is being disrupted.

How has retail been disrupted? 

Powell: In the food industry, traditional grocers are experiencing competition no longer just from other grocers, but from emerging channels of meal sourcing such as subscriptions, meal kits, offline and online wholesale/club stores, and hundreds of new delivery models.  Traditional brick and mortar stores are having to rethink how they do retail – with more ready-to-go options and elevating the shopping experience to draw shoppers in.

How has omnichannel impacted retail positively? 

Powell: We’ve been keeping a close eye on ecommerce and how it impacts shopping for food.  Shoppers view online shopping as complementary to their in-store experience and most don’t foresee it replacing all in-store.  Shoppers who are buying groceries in store AND online spend more overall than in-store only shoppers.

How is this new era of shopping everywhere impacting shopper insights? 

Powell: We must be ahead of the digital transformation to keep up with where shoppers are.  It’s not enough to just send the same old surveys to mobile phones, but we must find new ways to use cutting age big data to understand online behaviors that consumers don’t even know they are doing. Also, with the IoT, behavior and trends change faster than ever, so we need to update research and findings more frequently as to not lag in our reporting.

Additionally, in the food industry, we’ve also traditionally spent our time researching women. However, with equal proportions of men and women millennials doing the grocery shopping, we can’t have blinders to both genders!

How are shoppers shaping the future of retail?

Powell: In food ecommerce, there is a clash between the shopper’s perspective of value and the retailers when it comes to ecommerce.  Shoppers are used to shopping online for other categories (electronics, clothing, housewares, cleaning supplies, etc.) and when they shop online for these products, they are expecting to get great deals.  They have cost comparison sites and aps at their fingertips and are quick and savvy deal shoppers.  They apply this same thinking to their online grocery shopping and expect to find good prices and deals. 

However, food retailers think that because of the convenience of online grocery shopping, shoppers should be paying a premium.  They charge fees for pickup and delivery, charge higher prices for the same products, don’t integrate as many couponing options, and some even ask for a tip for the person delivering.  Shoppers are not willing to pay such a premium (only about $5) and therefore I don’t think we’re seeing the shift as quickly as it’s happened for other goods.  It will be fascinating to see how sites like and amazon, which are modeled to give shoppers great prices, will force the traditional brick-and-mortar- e-tailers to step up their price savings game.

Why is it important to link digital and physical shopper marketing? 

Powell: Even when shoppers are in a physical store, they are connected digitally.  Whether they are using their devices for shopping related activities or not depends on the minute! A buzz from their purse or pocket triggers a look, a distraction from the shelf, but also an opportunity to influence.  Of course, we must be mindful of respecting the shopper’s desires for how often/what we contact them about – making sure to give the appropriate value exchange customized to that shopper.

Where do you see retail moving in the next 5 years?  I’m excited to see a nice balance of the tangible and intangible.  I think retail shopping will become more immersive, experiential, and destination-based.  Offering the benefits that are near impossible to recreate. Perhaps even more analog, more customized. People have a desire to disconnect sometimes, and to return to the simple. Or on the contrary, offering high tech in-person experiences that aren’t possible in your own home is also going to happen.  I’m also excited to see the continuation of the tech explosion – with voice search leading the way for a lot of cool innovation.  Deliveries will be faster, subscriptions will grow, and brand loyalty may make a comeback when shoppers spend more time speaking to their devices versus searching through.

Don’t miss Powell’s session, “Knowledge is Power, If You Can Find It!” on June 20th at 3:40 PM in Minneapolis, MN. Use code OMNI17BL for $100 off the current rate:

Tuesday, May 2, 2017

Free Webinar: Data Analytics in the Retail Store of the Future

Marketing Analytics & Data Science speaker Dave Bhattacharjee, VP of Data Analytics for Stanley Black and Decker, was unfortunately unable to be at the conference last month, but he still wanted to share his presentation with our community digitally.

In Dave’s upcoming webinar “Data Analytics in the Retail Store of the Future”, he will outline the challenges for brick and mortar retailers and their use of analytics to improve their business and create the retail store of the future. Brick and mortar retailers are going through a period of unprecedented change. To remain competitive, retailers are focused on omni-channel and the use of the retail store as a competitive advantage for both customer experience and order fulfillment. The focus for this presentation will be the innovative use of sensor and video technology, machine learning and the use of blended data to improve customer lifetime value, marketing analytics, sales lift and margin optimization.  

Dave will cover topics such as data acquisition and store instrumentation leveraging the internet of things. He will discuss advances in video analytics that enable retailers to better understand customer engagement, experience and behavior. And, he will also discuss the use of blending unstructured data to enable retailers to better assess promotions and their impact on sales and margins.

Save your seat for the webinar on Wednesday, May 31st at 2:00 PM EST:

About the Presenter:

Dave Bhattacharjee is the Vice President of Data Analytics for Stanley Black and Decker. In this role, Dave is responsible for monetizing Stanley Black and Decker’s data assets. His current projects include analytics applications for physical security, retail, healthcare, smart factory and marketing.    
Prior to Stanley Black and Decker, Dave was at Cisco Systems where as Managing Director, Dave managed and led Cisco’s consulting services for analytics and big data in the Americas. He has also held leadership positions at IBM and PriceWaterhouseCoopers where Dave worked with the Fortune 500 on large scale initiatives designed to create business value through data and technology. He has an MBA from the University of Texas at Austin and a Bachelors in Computer Science and Engineering from Arizona State University.   

The Marketing Analytics & Data Science Team