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shopper insight

A New Scale Measures the Shopping Mall Experience

  • Haiyan Hu (Morgan State University) and Cynthia R. Jasper (University of Wisconsin–Madison)
  • JOURNAL OF ADVERTISING RESEARCH

As malls struggle to keep customers coming, a satisfying shopping experience as an effective marketing medium has become a top priority. Researchers have created a scale to measure that experience, and they offer guidance for malls based on their model’s findings.

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Where do Supermarket Endcaps have the Most Traction?

  • William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, and Pei Jie Tan (Ehrenberg-Bass Institute, Univ. of S. Australia) Larry Lockshin (Univ. of S. Australia School of Marketing)
  • JOURNAL OF ADVERTISING RESEARCH

Marketers and store managers invest significantly in endcaps— end-of-aisle displays intended to reach as many shoppers as possible. A seven-year Australian cross-country study analyzed where shoppers spend the most time in a store and which endcap space has the greatest potential reach. What do you think they found more valuable: front or back of the store?

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Men Choose Differently When They Choose with Other Men via the Harvard Business Review

We make a lot of joint decisions on a daily basis. Whether choosing to buy a car or house with your spouse, making business decisions with your coworkers, or simply deciding where to have dinner with a friend, we constantly find ourselves having to make choices with others. But when choosing jointly, are we likely to make the same choices we would if we were alone? Our research suggests the answer may depend on the gender composition of the group.

What we found surprised us. Across many different groupings of participants, stimuli, and procedures, the outcome was the same: Women are always more likely to prefer the middle option, whether alone or in a pair (either with another woman or with a man). However, pairs of men tend to choose extreme options, far more so than when men are deciding with other women or when men are deciding alone. For pairs of men, the compromise effect did not occur.

Consider how this might apply to other situations. If a father and a son are choosing a car together, they’ll likely go for the one providing the most fuel efficiency or the one offering the best interior design, instead of settling for a middle alternative that offers a little bit of both. If two men are deciding on corporate strategy together, they may be more likely to go all-in for one approach or take some cards off the table completely. If a woman is involved in the decision making, though, moderate paths are more likely.

Access full article from Harvard Business Review

Digital and mobile alter shopper marketing – via WARC (source: ANA and GfK)

A new report from the ANA (Association of National Advertisers) has found that Digital and Mobile is transforming shopper marketing to the extent that shopper marketers are struggling to reach consumers across the right touchpoints at the right time.

It also means that shopper marketing can no longer limit itself to end-of-aisle promotions or other in-store activities but instead continue to develop an omnichannel approach.

ANA President and CEO, Bob Liodice said, “Our research shows that the new goal of shopper marketing campaigns is to make brick-and-mortar visits mirror the effectiveness of the online environment while delivering a seamless shopper experience.”

Access full article from WARC

Presented at the ARF Audience Measurement Conference: A Tale of Two Addressable Ad Campaigns – brand vs category via Media Post, source: Publicis and Nielsen Catalina Solutions

The fact that two disparate campaigns, across separate addressable TV platforms, for the same (undisclosed) client, in the market at the same time, presented a unique opportunity to effectively test what happens when you target consumers on the basis of brand vs. category.

Both campaigns were proven to generate significant incremental sales lift, but the one targeted at brand buyers generated significantly more: 29% vs. only 19%.

The brand buyer-targeted campaign generated an incremental sales return of $0.75 per household reached, vs. only $0.55 for the category buyer households.

But because there are more category households in the universe, the overall reach of the category targeted campaign generated more incremental sales.

http://www.mediapost.com/publications/article/278388/publicis-addresses-household-targeting-finds-high.html

“Five Steps to Measuring Your Social Media ROI” and “Shoppers Take to In-store Video Ads”

From Ad Age – “Five Steps to Measuring Your Social Media ROI”

Numerous surveys among marketers have revealed that demonstrating social media ROI has been a challenge.

Metrics can vary, e.g. fans, followers, retweets, shares, traffic, referrals.

The author offers five steps to better measure the effectiveness of social media efforts:

See more »

http://adage.com/article/digitalnext/steps-measuring-social-media-roi/303730/

 

From VentureBeat – “Shoppers Take to In-store Video Ads

Research into Digital OOH has been expanding. Eye-tracking software and scanning technology now make it possible for marketers to see what kinds of ads people are watching and which parts of the screen they view.

Millward Brown conducted a study last month, among the notable findings:

Checkout lines are the most hated part of shopping.

Most customers are interested in watching screens.

Nearly half of customers are more likely to shop at stores with screens.

See more » http://venturebeat.com/2016/04/17/study-shoppers-take-to-in-store-video-ads/

 

 

MMA Releases White Paper on the State of In-Store Beacon Technology

According to this press release from the Mobile Marketing Association (MMA), the organization has released the latest update from their In-Store and Beacon Working Group. This white paper, “Understanding the Beacon Proximity Landscape,” defines the beacon ecosystem and outlines the opportunities and challenges facing retailers, brands, publishers, and consumers.  The privacy imperative is also addressed.

Sheryl Daija, Chief Strategy Officer of the MMA, stated, “Together with our member companies that are at the forefront of location marketing, the MMA is taking the lead in helping all stakeholders understand the state of the technology and the magnitude of the opportunity as well as provide guidance on best practice privacy measures.”

The paper concludes that beacons are receiving significant attention and high adoption rates because of their ability to provide real-world insights and location-triggered mobile engagements. Implementation, measurement, and best practices are also addressed in this paper.

 The full white paper is available for downloading from the MMA.

See all 5 Cups articles.

 

 

Teens Influence Household Purchasing Decisions

The MarketingCharts staff analyzed the results of a YouGov Omnibus Parents Survey. This analysis focused on US teens and the considerable influence they have on the purchases made by their parents.

-96% of teens have some degree of influence on the apparel purchased for them.

-95% of teens influence the selection of a fast-food restaurant.

-93% of teens influence the purchases of their personal care products.

-78% influence the purchase of in-home entertainment content.

-45% influence which vehicle the family purchases or leases.

This study shows that American youth strongly influence many parental purchases.  According to the survey, pester power is the top tactic according to 71% of the parents.  Additional teen strategies include promising to do additional chores or earn better grades or offering to pay for some portion of the product desired.

The significant direct and indirect influence of these teens should be considered by marketers when developing campaigns both for teens and for products and services used by the entire household.

 
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For more on this topic, check out the Marketing Tab in Morning Coffee.

 

Measuring Cross-Channel Shoppers Across Platforms

Gian Fulgoni, Co-Founder & Chairman Emeritus at comScore began by noting that, while technology has had a tremendous impact, a negative consequence is that it is being used by people who can’t interpret relevant/usable data. Specifically, he cited the following problem with survey panel data: the cost to run panels has dropped and, as a result, panels are being used in negative ways with major repercussions.

He cited several examples where data has been misinterpreted:

  • A recent National Retail Federation survey that showed that Thanksgiving sales dropped 11% and that 42% of all buying had occurred online. As a result of this data, retailers’ stock prices dropped. Meanwhile data from the U.S. Department of commerce revealed that only 14% of Thanksgiving commerce was occurring online.
  • Mary Meeker’s 2015 Internet Trend Report found that, in 2014, people spent 5.0 hours per day online more time than the 4.3 hours they spend watching TV. Meanwhile comScore data reveals that online time is 70% of TV time.
  • Online surveys actually overstate time spent online by 35% and understate TV by 20%.

According to Gian, there are two main reasons as to why these types of discrepancies occur:

  • Online survey panelists are heavier-than-average Internet users.
  • Consumers are poor at recall.

Key takeaways

  • Be careful when using a survey to ask people to remember what they bought: “If you want to know how much money and time people spend online, don’t ask them”.
  • It’s good to include passive behavioral panels that don’t require consumer recall and integrate findings with census level data.

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What Influences Consumer Purchase Decision? WOM and Paid TV

Jack Loechner, writing for the Research Brief from The Center for Media Research, discusses Deloitte’s 2015 Digital Democracy Survey, which highlights the influencers of U.S. consumer purchases:

-More than 80% of Americans aged 14+ report that recommendations from friends, family or known acquaintances have a medium or high influence on their purchase decisions.

-Among paid media, television ads still command the broadest influence, according to 65% of respondents.

-Other paid media influencing purchase decisions include: in-theater ads, magazine ads, and newspaper ads.

-Unpaid influencers include: online reviews/recommendations from social media friends and online reviews.

-An endorsement from an online personality is approximately as influential as an endorsement from a celebrity.

 

Understanding the paid and unpaid media influencers of consumer purchase decisions is vital for marketers.

 

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For more on this topic, check out the Media Tab in Morning Coffee.