Thanks to the web, zone pricing practices now include past purchase history, browsing
history, estimated geolocation, and cost of doing business. Are we approaching the limit of acceptability for shoppers?
associates with devices and technology to better
serve shoppers in the store is a generally under-discussed idea - and one
that's likely to have a broad impact sooner than most in our opinion.
Mobile is creating a
whole new source of big data, one which adds value to business by bringing the
location of the shopper and their activities into the equation according to Clive Humby, co-founder of dunnhumby.
We think Google's strategy for capturing more shopper engagement will be a winner because its tools add value for shoppers - and because Google is looking to shoppers (not competitors) to shape their offering.
The Hub Magazine awarded it's Ultimate Prize to Asian Paints’ flagship, The Colour Store, which used technology and imagination to move
shoppers from the old feeling that painting and choosing paint is painful
to a new feeling that is fun and interactive.
Walmart suppliers recently identified Amazon.com and dollar
stores as the top competitive threat to Walmart, so it’s especially interesting
that the majority also report “working with Walmart.com is a challenging
The Evzdrop app got press as a Black Friday
assist for shoppers, but we were struck by it’s potential for building
real-time, location-based communities in which retailers and shoppers could both
Yesterday I got to see some mobile shopping trends up close and personal. The woman ahead of me at the checkout was trying out SnipSnap, and she'd already consulted her Pinterest ideas while walking the store.
Checking in on international ecommerce trends from
time to time is valuable. At the Asia Media Summit, Rakuten emphasized
expansion into markets beyond Japan, where the company is responsible for a
third of all online transactions. Their stated goal is to increase
outside-Japan revenues from the current 10% level to 70%. In the near term,
they’re looking to set up operations in an additional 7 markets, for a total of
27 so far.
At BMC, we think the intersection of food shopping and
health is an important space to watch for opportunity. A shift driven by the
increasing use of mobile devices is beginning to change the relationship
between patient and healthcare professionals to one of more continuous care. We
think this will expand options for shopper touchpoints that help guide food purchase
decisions against a specific health goal.
When a shopper becomes digitally connected, they are going to
be influenced by whole new set of touchpoints earlier in the process and herein lies opportunity. Read this
recent bazaarvoice.com blog. It describes a valuable scenario that shows the
way grocery shopping could play out in the future. Tara Demarco
does a great job of showing how shoppers could be influenced by direct
communications from manufacturers and bloggers, and even leverage
nutrition filters . . .
The addition of in-store GPS to Macy's
iPhone app for its flagship NYC store is one more sign of how shoppers are going to be able to navigate
stores more easily in the future – and be guided to featured products and deals
while they’re in the store, too. The GPS systems, provided by suppliers such as
Meridian and Point Inside, are becoming more accessible to retailers (and
museums and hotels and hospitals).
We think it’s important to keep watching
the idea that shoppers can and will take more ownership and control of
data in the future. In this Baynote blog,
Marti Tedesco explores the
IBM carbon nanotube technology could make micro-personalization possible;
shoppers could wear their data into the store for seamless communication
with retailers in the future. We wondered about shoppers
"micropersonalizing" the data they want to share - by deciding which information they want to supply to which
businesses and retailers. Doc Searls. . .
Toys ‘R Us joins a growing list of retailers who now accept in-store
payment for online orders. We think the shift signals a growing
awareness among retailers of how multi-channel the shopping experience has become. As more and more shoppers seek and expect a
blended experience, the boundaries between online and offline are softening. By accepting
in-store payment for online orders, retailers
Shopkick’s redesign aims to capture the
couch-to-store loop of the path to purchase. The new focus on layout and color
aspires to extend the app’s footprint to include more pre-shopping browsing.
Gamification isn’t gone entirely, but it’s not as prominent as it once was. Sarah Lacey says “Why fix something
that wasn’t broken?” in her Pandodaily review. But we think Shopkick is just
leveraging their strength in creating intent motivation to better serve shoppers' needs by entering the path to
purchase before the store.
The path to purchase in the supermarket increasingly includes smartphone use,
but WHO is using them is what caught our attention. The gap between
millennials and older shoppers is quite small, according to the study featured
in this Supermarket News article. Just 1% to 3% separated millenials from
shoppers ages 30 to 65 across a wide spectrum of activities.
This weekend, Walgreens reached out to a major shopper touchpoint
with the introduction of their new Happy and Healthy Magazine in many
Sunday newspapers. Did you get yours? The glossy magazine will appear
twice a year, and it's heavy on “solutions” – both health and lifestyle -
for a wide variety of shoppers. We think this new retailer magazine is important to note for two reasons.
We need to look in different places to get a full picture of leading-edge retail innovation, as Tom Van Aman observed in our recent blog on change, so Shane Happach's Huffington Post story caught our eye. Latin American shoppers are enthusiastically embracing ecommerce, which means that the leading traditional retailers across Latin America will be competing aggressively for this new business so they can better serve their customers.
We like how Charles Gold turns around the perspective on the path-to-purchase in this MENG blog. Gold says we focus too much on the internal - on sales processes, prospects, and tactics. Instead, he argues, we should be talking and thinking about buyers and buying processes.
Can a video game help people make healthier food decisions? What about a dietician in the supermarket? A gaming expert recently joined the faculty of UConn to explore creating gaming environments that ultimately teach health prevention and improvement lessons. For the supermarket-based game, the player’s cart is measured and rated based on the degree to which it contains healthy food. For a perspective on how dieticians in supermarkets can help shoppers improve their health through better food choices, see this pdf from Black Belt Ray Stone.
The path to purchase took a quick digital turn for me at Kohl’s last week when they didn't have the turtle-neck shirts in-store that I wanted. “Try using the kiosk,” the store associate suggested. I did– and I used the coupon that gave us 30% off all purchases that day – and the shipping was free. I felt pretty satisfied. But I wasn’t the only shopper with a problem that turned into a purchase thanks to the kiosk.