Papers & Presentations

BMC's second big data survey reveals that the relationship between big data and retail is evolving rapidly.

The findings in this report will help retailers at all stages of big data adoption either get started, decide where to place priorities, or compare their progress with what others in the industry are doing.

You will learn:

• Where and how big data is adding value for retailers on both the demand and supply sides of the business.
• The type of big data projects that are under way, and the stage of development or implementation they've reached.
• The definition of big data and how clarifying this can accelerate progress in using it.
• Barriers that are limiting its application in retail.
• Our recommended 5-step process for unlocking the power of big data.

To download a free copy of this paper, click "more" and complete the short form.

To better meet the needs of your customers, focus on six key questions:

1. Why you need strong digital marketing?
2. Where else do your customers search?
3. How can you help customers plan their shopping?
4. How Facebook can be your friend?
5. What shoppers do with their phones?
6. When to shift from print to digital?

View this presentation on Slideshare or download a pdf by clicking "more."

Six key shopper trends

Our retail Guidance for 2013 paper focuses on the most significant changes taking place among shoppers today. It identifies six key shopper trends, examines insights they reveal, and offers guidance for retailers on how to respond in the short and long term. “Responding to shoppers is the most crucial component of successful retail strategies, and these six trends point the way,” says Bill Bishop, Chief Architect of Brick Meets Click.

The paper addresses shopper changes involving promotions, value capture, peer influence, stores, reliance on digital feedback, and online ordering confidence. Among the issues discussed:

• PROMOTION OVERLOAD is becoming an issue for shoppers. Short term, they’re looking for help – but long term, ROI-per-promotion may not be the best measure of success.
• The way shoppers define the ROLE OF THE STORE is changing, now that they can perform so many shopping functions online, and in ways that will ultimately reduce its importance.
• Interest in SELF TRACKING is growing as "the internet of things" expands, and this will create many opportunities for retailers to offer new services and strengthen their relationships with customers

Read the Guidance for 2013 paper online or to download a free copy of this paper, click "more" and complete the short form.

A Guide to What's Next

The evolution of shopper marketing is being driven by growing insight into shopper behavior and the relentless expansion of digital strategies, tools, and tactics. This paper presents survey findings that explore several forward-looking hypotheses about the future of shopper marketing.

It then translates the insights and implications that arise from these findings into actions that will help retailers increase the effectiveness of their shopper marketing programs as the discipline evolves.

Topics: digital shopper marketing, personalized offers, shopper solutions, CPG growth potential

Read the Anticipating the Future of Shopper Marketing paper on-line or to download a free copy of this paper, click "more" and complete the short form.

Shifting to digital

Today, traditional media reaches only 180° of shoppers’ available touchpoints; to gain access to the other 180°, you need use digital platforms: the internet, mobile, and social media. An integrated, 360° shopper marketing strategy is a requirement if you’re going to thrive in this new world. But how do you add this to everything else you have to do?

Andy Robinson's paper cuts away the hype and confusing chatter to outline exactly what you need to pay attention to when you're ready to get started.

• Choose the right media
• Move into mobile the right way
• Make your mobile messages successful
• Discover the real power of social media
• Learn the four elements of a successful Facebook program

Throughout, real-world examples illustrate how retailers are putting these technologies and tactics to work as they expnd their shopper marketing plans to include digital.

To download a free copy of this paper, click "more" and complete the short form.

Key learnings on ecommerce

This paper focused on ecommerce synthesizes shopper interviews, original research, and wide knowledge of what's happening in the retail sector to distill information with tremendous take-away value.

"We've been dealing with ecommerce for almost a decade now," says Bishop. "It's been a messy and fascinating time, but some solid principles are beginning to emerge for operating in the new landscape."

Among the topics covered:

• Why the shopper's point of view remains the most important piece of the puzzle.
• What happens when what's on the website doesn't match what's in the store
• How technology is making it possible for shoppers to help co-develop products and assortments
• Why it's difficult to for retailers to separate the facts from the hype about shopper technology use.

Mixed Results was originally published in The Hub Magazine's Sept./Oct. issue.

To download a free copy of this paper, click "more" and complete the short form.

Making shopper-centricity possible

Big data is involved in one of the most important decisions that retailers face today: How much to invest in their digital infrastructure. The May 2011 McKinsey report was the first comprehensive, economy-wide examination of the topic. Here, we focus specifically on the retail sector.

In June 2012, we surveyed Brick Meets Click readers and followers to learn more about how retail professionals view the opportunities, benefits, and challenges big data offers.

We think big data is important not because of its bigness, but because it's one of the key tools that is going to make shopper-centricity possible.

To download a free copy of this paper, click "more" and please complete the short form.

Via mobile shopping apps

Shoppers can access many technologies today while they are inside the store shopping. This paper takes a close look at one of them - a mobile app that combines mapping and indoor location technology with purchase history and intent. The idea is to support the shopper in the moment with a spatially aware engagement engine that understands both what they are interested in and where they are in the store.

Developed by Point Inside, a Seattle-based technology company, the system is already being deployed in the supermarket sector.

The paper explores three dimensions of the system:

• the shopper experience, which involves targeted savings, location systems, "remembering" capabilities, and suggestions,
• the retailer opportunity to deliver highly personalized and targeted messages,
• and the supplier opportunity for a one-to-one, closed-loop connection with purchasers. 

To download a free copy of this paper, click "more" and please complete the short form.

The Value of Facebook to Retail

Facebook's IPO has generated another round of speculation about it's value as a business – and whether or not it has value for retailers who are trying to use the platform to connect with customers.

Here, David Bishop looks at some of the things retailers are doing right as they work to attract, engage, and involve customer-fans. The most successful

• Promote their digital assets like they promote their physical assets.
• Develop ongoing processes for responding to customer comments.
• Invite customers into meaningful discussions about topics that are relevant to them.

Social media strategies are ultimately about creating value for customers, Bishop writes, and his examples show that the value created may extend far beyond the transactional. Making customers feel recognized, meaningfully involved, and influential builds very strong bonds.

To download a free copy of this paper, click "more" and complete the short form.

Multi-channel will dominate the landscape

While it is possible to imagine that Amazon’s sales may surpass Walmart’s sometime in the next 5 to 10 years, what is playing out in the competition for the digitally engaged 21st century shopper indicates that multi-channel will dominate the landscape. 

This paper expands the definition of the term, describes how multi-channel will win shopping occasions vs. online-only retailers, and draws a picture of the new landscape: smaller store footprints, more local assortments, subscription delivery of routine purchases, and more space (and staff) devoted to delivering the shopping experience. Finally, the paper reviews 6 emerging best practices for multi-channel retailers, and offers 5 questions to help organizations decide whether they can make the transition successfully.

To download a free copy of this paper, click "more" and complete the short form.

Shifting the point of sale

• For shoppers: More efficient shopping trips. More personalized offers. More savings.
• For retailers: New ways to create differentiation while meeting the needs of shoppers
• For suppliers: A dynamic connection with customers right at the shelf.

Future of Retail

2011 was a watershed year for retailing, tech-enabled consumers, and the future of shopping – and food shopping is no exception. This presentation summarizes key findings and insights on digital innovation in grocery shopping developed during BMC's work on projects and studies in 2011 and offers guidance for 2012.  

• How is technology creating new opportunities to create value and communicate with shoppers?
• What does it take to make digital business-building sustainable?
• What does the shift from mass communications to personalized communications mean for  organizational change?

These observations, retailer implications, and potential next steps also draw on Bill Bishop's 30-plus years of understanding how to help food retailers grow in response to the marketplace changes. It's "game on" in 2012, and we believe these findings can be of help to anyone who's playing.

To download a free copy of this paper, click "more" and complete the short form.