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Shopper Tech Update April 25, 2013 - Volume 4, Issue 6 |
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STI Social Media Groups | |
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Shopper Marketing | |
 How to Achieve Superior Shopper Centricity
Consumer packaged goods marketers that best satisfy the needs of shoppers will win. To do this, companies need to understand the needs of shoppers, and execute actions that best satisfy their needs.
To do so, a key component is leveraging this asset of shopper centricity, "not just in marketing, but in merchandising, store operations, and across the organization, and then out to the vendor community as well," says Graeme McVie, vice president and general manager, business development for LoyaltyOne.
Companies need to understand customers holistically, and not take a one-dimensional view of them. Since customers are multi-faceted, there's a need to determine who they are and what their needs are, taking into account life stage, lifestyle and geo-demographics...
read entire story |
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Digital Solutions | |
e-Sampling Made Easy
Product sampling has been a popular promotion in stores and in public venues for decades. But the time is right for a quantum leap in popularity for digital sampling, also called e-sampling or online sampling. There is a simple reason for this: More consumers are spending more time online via PCs, tablets and smartphones. Clearly, the online environment is ideal to connect with people because that's where a lot of them are these days.
Online sampling starts with a call to action by placing a banner ad or button on the website of a retailer, brand, or publisher. By selecting to receive a sample, consumers actively engage with the product. They have to provide a name and address, which starts their journey along the Path to Purchase. If they like the sample, they are more likely to buy the product...
read entire story
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Promotions | |
Five Factors Driving Digital Promotions
Coupons and other promotional offers are top of mind these days. It seems we can't go a single day without hearing about another daily deal site or mobile coupon app. Combine these additions with the already established daily deal players and digital coupon vendors of Groupon, LivingSocial, Coupons.com, and many others, and you start to get sense of the breadth of the marketplace.
But it is not just an increase in vendors. Customers are seeking discounts now more than ever before and are willing to switch to products and brands that provide the best deal. So what's really fueling the fire behind all of this discount demand? There are five factors that are likely the driving forces behind the discount epidemic...
read entire story
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JUST PUBLISHED | |
Shopper Technology Institute Publishes Its First Book,
The Essentials of Shopper Technology
Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Retailers and consumer packaged goods (CPG) manufacturers are embracing these new solutions as technology becomes a true agent of change. The providers of these solutions have invested mightily in the future of this industry. Their sophisticated offerings are built on a foundation of thought leadership.
This book is all about sharing that information and insight. There are chapters that outline challenges facing merchants and marketers. Some chapters present the essentials of Shopper Technology, while others offer a deeper dive into these solutions and their implications. Because of Big Data, digital innovations, and an evolving path to purchase, the job of merchants and marketers often seems daunting. So consider this book as a way to cut through the clutter as technology roars on, competition heats up, and shoppers become more demanding. Coming to grips with technological change may be challenging, but it is the key to success.
Click here to read sample chapters and reviews, and view ordering information for the hardcover, paperback, and Kindle editions.
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