Food delivery service grew substantially during the COVID-19 pandemic, due to restaurant shutdowns. But new research shows that most of the growth actually came from pre-pandemic customers placing more frequent and larger orders. As restaurants reopen, consumers may revert back to pre-pandemic behaviors, challenging future growth in this category.
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At SHOPPERxSCIENCE 2021, experts presented a framework to use to create a competitive retail environment. Attendees heard the latest research and insights to effectively maneuver the changing shopping landscape. Enjoy this brief recap of the event – including the latest research and insights to keep your business and brand successful.
Key takeaways, the full event video, and presentations are available for ARF members:
If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org.
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Can adding an Internet of Things (IoT) channel help augment retail sales? A new MSI working paper states a resounding “Yes,” but with some caveats. This boost comes primarily from existing consumers and only for certain kinds of products. Adding an IoT channel adds additional benefits, however, including the ability to evaluate consumption patterns, which can ultimately improve supply chain and other operations.
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How do consumer’s latent sentiments about patriotism, nationalism, xenophobia and “economic patriotism” affect their willingness to pay for imports? This research shows that in cases of perceived economic, political or cultural conflict with the homeland, domestic products can shore up sales by emphasizing their connection a consumer’s country of origin. A “buy local” message helps defend against imports, even from allied nations.
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How much does political positioning affect a brand’s value and performance? Quite a lot, according to this new MSI working paper. It argues that business performance and firm value are driven, in part, by how closely a brand’s image aligns with that of the winning (or losing) party in a US presidential election. This goes beyond the impact of actual policy or regulatory changes. So how does a highly polarized political environment affect a brand? It presents opportunities and threats, which ultimately impact a firm’s value and performance.
At ARF’s May 12th Insights Studio, “Media Targeting: A Brave New World,” we heard what Real Chemistry, a healthcare-specialist technology and innovation company is doing to extrapolate consumer behavior data — along with de-identified health and drug data and other real-world information — into marketing insights and action. They were joined by Walgreens, who shared how they are reaching consumers responsibly and precisely.
This content is available to ARF members only. If you are interested in becoming a corporate member, please contact
New-Member-Info@thearf.org.
Do you ask Alexa from your smart speaker to purchase items for you? Research shows that voice-activated, AI-enabled devices are becoming increasingly important for online retailers. They can increase search and even purchase, especially among younger consumers and for categories of high purchase frequency or low substitutability. Rather than cannibalizing other channels, use of such devices creates positive spillover, since shopping is integrated into other, consumer routines.
Consumer packaged goods have experienced increasing fragmentation in recent decades. This is most often attributed to millennials’ preference toward smaller and seemingly more “authentic” brands. But is this true? New research suggests that generational differences in “consumption capital” may be an even more significant factor. This is based on the range of products available over time.
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