ShopperTech Update November 20, 2014 - Volume 5, Issue 15

In This Issue

LOYALTY MARKETING: Surprise and Delight: The Anti-Commodity

LEAD Webinar: Winning at the Digital Shelf

EXPERT ANALYSIS: Big Data Getting Bigger

PROMOTIONS: Doubling Down on Double Coupons

STI MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Virtual Conference

CPGmatters Ezine

Loyalty Marketing

Surprise and Delight: The Anti-Commodity

By Jeff Berry

The basic theory for successful loyalty program design is straightforward: Keep it simple, keep it relevant, and keep it valuable for members. Today's challenge lies in implementing this winning combination in an economy where loyalty currencies and benefits are quickly becoming commoditized.

At LoyaltyOne, we increasingly see that loyalty programs have become victims of their own success. As programs have proven their worth, adoption has grown. But hard on the heels of this growth have come competition, entitlement, and a growing number of discount and points aggregator sites catering to customer desire for deals.

Some programs, though, have been able to avoid these pitfalls and grow their loyal base of customers. And they have something in common: They all make that emotional connection through surprise and delight...

read entire story

LEAD Marketng Conference

Winning at the Digital Shelf:

How and Why to Maximize Impact

Special Recording from the November 12

Virtual LEAD Marketing Conference

Online is the fastest-growing channel of retail distribution, but it's also increasingly influential over offline sales. How can brand managers, eCommerce directors, and shopper marketers adapt their strategies and tactics to maximize the impact of their brands' online presence?

With fresh data on leading retailers including Amazon, Walmart.com, Target.com, Instacart and others, Profitero's VP, Strategy & Insights Keith Anderson shares guidance on how to manage online pricing, promotion, ratings & reviews, and more.

Click on the screen at below to play the recording of his presentation from our recent virtual event..

...and visit the LEAD Marketing Conference Website to see all the sessions from our Fall conference.

Expert Analysis

Big Data Getting Bigger

Big Data is getting bigger, says a recent IDG Enterprise survey of over 750 IT executives. Almost 50 percent of respondents say they're implementing Big Data projects, or are planning to. Good News: More than one of five execs say their projects have improved both the quality and speed of decision making. Bad News: About four of ten respondents say finding the right people for Big Data initiatives is a major challenge.

Discussion Questions:

Based on your experience and/or observation, what is the biggest benefit or advantage of Big Data? What is the biggest challenge? How would you sum up the state of Big Data usage in the CPG/retail industry?

Here's what the experts have to say...

read entire story

Promotions

Doubling Down on Double Coupons

One of the more fascinating aspects of retail - grocery in particular - is the leveraging of "OPM" (Other People's Money) in a retailer's marketing, merchandising and promotion plans. A more formal industry term - let's call it the CPG's Consumer Promotion Dollars - may be accurate, but doesn't offer a whole lot of context. In addition to a retailer's own trade activity and investments, there is also a perpetual swirl of dollars and discounts available to shoppers that originate outside of the retailer's own four walls (and often beyond their control): most often coming in the form of a (manufacturer-issued) FSI coupon.

Let's think about this for a moment...

read entire story

Market Watch

SAP to Launch Customer Engagement Intelligence Solution

Inmar Acquires Grocery Coupon Provider

ARTS Updates Data Model Standards

King's Hawaiian Deploys Solution for In-Store Execution

CPGs Tip Toe into Location-Based Marketing

STI PUBLICATION

Shopper Technology Institute's Second Book,

New Directions in Shopper Technology

New Directions in Shopper Technology, the second book from the Shopper Technology Institute. Building upon the foundations of last year's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.

Those changes-and others-are presented in this book. As well as reading about their area of expertise, progressive executives will gain a fuller understanding of the entire industry.

Click here to read sample chapters and view ordering information for the paperback and Kindle editions.

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