Over the past few years, grocers have innovated in a number of ways to attract more customers: varying store formats fit different needs and spaces; loyalty programs coupled with gas savings drive traffic; and in-store kiosks, smartphone apps and other new media applications appeal to consumers’ passion for technology.
Marketing
What’s In Store for 2011? Insights Into the Post-Recession Consumer.
Planned purchases, modified shopping trips and shorter shopping lists have become the mainstays of today’s value-conscious consumer, but these trends might not continue in 2011.
Market shows strong correlation between Creative Strategy & Performance.
comScore, Inc. released findings from comScore ARS indicating the importance of a strong upfront strategy and creative execution in driving campaign effectiveness for TV and digital advertising campaigns in Canada. Extensive research conducted by comScore ARS also shows that creative quality drives more than half of the sales changes for brands analyzed, four times higher than the impact of the specific media plan involved, highlighting the importance of optimizing creative in ad campaigns.
Available at HispanicCMO.com and HispanicAccountPlanning.com
What is the Portrait of the American Man in 2011?
There’s no easy way to create an accurate description of the average man in the United States today. A vast diversity exists in almost every category of characteristics. There are commonalities, though, one of which is that men are more anxious than ever about money, debt and changing gender roles. According to a new white paper from Euro RSCG Worldwide PR, “Across the bulk of the U.S. population, the economic position of men has weakened while that of women has improved.”
Available at HispanicCMO.com
Global powers of retailing 2011
For the better part of two decades, retail pundits have been predicting the globalization of the industry. Now, however, they may be right. With many more companies ready to take the plunge, Global Powers of Retailing 2011 takes a close look at globalization – what lessons can be learned from retailers who have been successful? Which retailers seem to have the most international presence – and where? DOWNLOAD REPORT HERE.
Shopper-Centric Merchandising Critical to CPG and Retail Success in 2011.
To take a closer look at these strategies, SymphonyIRI Group released its current issue of Times & Trends, “Merchandising Trends: Achieving Differentiation with a Shopper-Centric Approach,” which explores current and emerging merchandising trends that CPG marketers have embraced during the last few years in an ongoing effort to satisfy shoppers’ rapidly changing definition of value.
Why does Marketing have to be so damned hard?
Fact: Failure rates in marketing are astronomically high. Only a small fraction of new marketing initiatives succeed in achieving their intended objectives. If marketing were a baseball player, it would NEVER have made the major leagues. If marketing were a horse, you’d need 10:1 odds at least (and even then you’d be best served to box your bet across win, place, and show). If marketing were a bridge, you’d certainly not want to drive across it on a windy day.
Available at HispanicCMO.com
1 in 4 Consumers have recommended a Retailer based on their use of new Technology.
To better assess how brands and consumers are interacting today, Empathica questioned survey participants about their use of retail technologies within Marketing (mobile coupons, online product research), In-Store Experience Enhancements (assisting personalized selection) and Checkout Conveniences (self-checkout, e-receipts).
Celebrity Advertisements: Exposing a Myth of Advertising Effectiveness.
Our study of more than 2,600 ads found that—contrary to popular wisdom—celebrity ads do not perform any better than non-celebrity ads, and in some cases they perform much worse. DOWNLOAD REPORT HERE.
The Just-in-Time Consumer: How Shopping Trips align with Economic Woes.
A recent Wall Street Journal article suggested that the trend of U.S. consumers making more frequent shopping trips, but buying less each trip was new, a result of the continuing tough economic conditions and a desire by consumers “to keep cash on hand.” What’s more, the article noted that food and consumer packaged goods companies as well as retailers have been introducing smaller package sizes and changing displays to attract shoppers interested in smaller sizes. Nielsen’s research supports findings in the article and we’ve taken a deeper dive into the issues to identify trends for small and large trips within specific retail channels and consumer segments.
Available at HispanicCMO.com and HispanicAccountPlanner.com
Marketing to Shoppers at every Touchpoint.
Traditionally, retailers and consumer products brands have relied mostly on offline media and promotion to deploy shopper marketing programs that help drive sales, secure customer loyalty and encourage trial of new products. However, as digital media and technology have grown more pervasive in consumers’ lives, they play an increasingly significant role in decision-making at each phase of the shopping process.
Available at HispanicCMO.com and HispanicAccountPlanner.com
Using Twitter for Marketing & PR
HubSpot’s CEO, Brian Halligan, once dismissed Twitter. Then, he discovered some new uses. “I have to admit I have not always been sold on Twitter. At first I did not get it at all. Then I thought I understood it, but thought it was stupid and useless. Then I used it a bit more and got some more followers and followed a few more people. Now I think it has value, especially as a marketing and PR tool.”
Available at HispanicCMO.com and HispanicPRpro.com
Qualitative Probe of 2010 Latina Shopper Study revealed.
Results of the qualitative portion of the 2010 Latina Shopper Study recently revealed substantial differences among the four shopper profile segments identified in the study: Exploradoras (27%), Pragmáticas (23%), Digitalistas (31%) and Fre$itas (20%). While Exploradoras “love to shop for a bargain” and Fre$itas “buy whatever I want, now”, Digitalistas are highly active in comparative internet shopping. Pragmáticas, on the other hand, are averse to the shopping experience, plan their purchases ahead and ultimately, shop for value, not fun.
Available at HispanicCMO.com
Marketers increase spending on newer Media Platforms to Reach Multicultural Consumers.
To reach multicultural consumers, more than half (56 percent) of marketers are increasing their investments in newer media platforms, according to an ANA (Association of National Advertisers) member survey. Another 35 percent are holding their spending at the same level, while only nine percent are reducing their investments in newer media.
Available at HispanicCMO.com and HispanicAccountPlanner.com
Digital Marketing is Essential in Building Brands with Hispanic Consumers.
A new digital marketing study conducted by comScore and commissioned by Terra reveals that Hispanics are the ideal online consumers. The stunning results of the Terra comScore Ad Value Research Study show a full spectrum of engagement by Hispanics across multiple digital platforms including new data about how marketing initiatives positively influence brand perception.
Santa just returned the sleigh, but the Three Kings are on their way!
For most retailers, marketers and traditional “holiday” programs, the rush of the shopping season has ended. However, if you want to truly connect to the essence of las navidades (the holidays) for us Latinos, the window of celebration and events is not over yet. While most American kids have already exchanged Santa’s milk and cookies for gifts, our kids still await the Three Kings with a little water and fresh grass for the camels. Día de los Reyes is yet to come on January 6th…so, closing shop on the 25th may be too soon. Is your brand ready? Does your promotion acknowledge the great window of celebrations that most Latinos follow as tradition? By Liliana Gil, Managing Partner & Cultural Intelligence Officer, XL Alliance
Available at HispanicCMO.com
