Shopper Marketing/ Engagement


 

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Arguing the future of CPG category management

It’s useful to see an argument in support of category management since some people have already concluded that being shopper-centric requires moving away from the traditional product/category orientation in order to organize around shoppers’ needs for CPGs. The “net” winners of this debate will have a significant impact on how retail analysis of data creates value for shoppers, retailers, and suppliers in the future. 
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Sears launches its marketplace

In the new “Fulfilled by Sears” program, the retailer seeks to leverage their extensive IT and distribution capabilities by offering an online marketplace experience. Third-party sellers will be able to get exposure to “Shop Your Way” rewards customers, and Sears will handle fulfillment.  We think the new venture has a lot going for it but we also have some questions.
 
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Blog Post

Selling solutions drive top-line growth

Offering shoppers "solutions" by combing complimentary items (a.k.a. bundling) is a powerful tool to increase transaction size, and it's already driving sales for both online and brick and mortar retailers.  Done effectively, bundling can have a big impact on top-line growth. Do the math: How much would your sales increase if shoppers added just one more item to half of their transactions?
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Foursquare's effort to transform the shopping experience

Foursquare Labs Inc., the startup that created an app enabling people to “check-in” their current location via smartphone, seems to be positioning itself in the thick of efforts to transform the shopping experience. They’re rapidly evolving from a check-in tool into a search app that helps create new sources of value for shoppers from geo-location data.
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Getting smarter about tracking retail returns

blue dressWhen big data analysis gets applied to apparel returns, some shoppers are going to find out that “wear/use-and-return” scams will not be as easy to pull off. This practice costs retailers a lot of money (about $8.9 billion in 2012), but many have accepted it as a cost of doing business. See how data is making it possible to get smarter with tracking and even preventing retail returns.
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