Centers of Excellence: Shopper Marketing/Retail
Collaborative Economy – It’s not a Trend, It’s Movement Changing the Retail World
Posted by Marybeth in Consumer Insights, CRM/Customer Intelligence, Digital Marketing, PMA Events, Shopper Marketing/Retail, Social Media on May 1st, 2013
There is a new market opportunity on the rise that has retailers and brands rethinking their business models. It’s called “Collaborative Economy,” a term used to describe “an economic model that leverages communities or crowds to rent, share, swap, barter, trade, or sell access to products or services.” (http://www.collaborative
economycoalition.org/
what-is-the-collaborative-economy/)
Ever heard of eBay? AirBnB? Zip Car? Those are some of the Collaborative Economy pioneers changing the retail world as we know it.
Why is this something all major retailers need to get on board with? According to Jeremiah Owyang’s research, an Industry Analyst at Altimeter group, 200+ startups who have amassed millions of users and over $2 billion of funding from VC’s, are facilitating this trend in retail. Consumers are finding new ways to reuse and renew products and services. This essentially cuts the retailer out of the entire transaction and instead makes room for those businesses that are enabling this sharing. Jeremiah has divided this type of market into three distinct categories below:
The Three Categories of Collaborative Economy Markets
(http://www.web-strategist.com/blog/2013/02/24/the-master-list-of-the-collaborative-economy-rent-and-trade-everything/)
| Market Type | Description | Examples |
| First Collaborative Market | Manufactures and business owners that are now offering products for rent or barter | BMW and Toyota have made motions to offer cars from their lot for rent –beyond selling them. |
| Second Collaborative Market | Often denoted as the “Used or Second Hand” market a consumer may offer to rent or lease of used products or remnant services. | Lyft allows for any consumer to act like a taxi, and pick up members of the service. Craigslist and eBay (disclosure: client) empowers the selling of used products, worldwide |
| Third Collaborative Market | Barter, gifting, or non-currancy exchanges of used products or remnant services. | Toyswap allows parents to exchange toys with other parents, rather than purchase products that their kids will outgrow. Giftflow encourages users to ask for what they need, then to help others in the future, paying it forward |
Your consumers are becoming the retailers. It is a movement that will be fueled by cost-saving opportunities to the consumer and a sustainable impact on the environment. This is where retail is headed and many brands are already starting to get on board. Below is a list of brands Jeremiah has identified as already implementing programs to consider the Collaborative consumer:
Collaborative Economy: List of Brands and Corporations
(Jeremiah Owyang http://www.web-strategist.com/blog/2013/02/26/collaborative-economy-brand-edition/)
- BMW Drive NOW Premium Car Sharing by BMW i, Mini, and Sixt
- Volkswagen Quicar Car Share by VW (Hanover)
- Peugeot Mu Mobiliy Services Rentals
- Daimler Car2Go Sponteneity on Wheels
- RelayRides Uses OnStar technology
- Toyota Rent a Car: Offers a wide range of cars to be rented, at dealer, Feb 2013
- Barclays Cycle Hire: Barclays, a Financial Services firm offers Bike Share (2010?)
- Radiohead gifts media, asking consumers to pay what they want, (2007) hat tip Nico Ibieta
- Dodge Dart Registry: Crowdfund your next car
- Ford now was crowd sharing in Germany (submitted by Ford’s Scott Monty)
- Walmart considers having customers ship their own products (Submitted by Joe Chernov)
- Google rents Chromebooks for $30 (Submitted by Ned Boyajian)
Jeremiah Owyang will be presenting about his research on Collaborative Economy at the Digital Omni-Channel Shopper Marketing Summit, June 11-13 in San Francisco. He quotes,
“The Collaborative Economy is an unstoppable trend that brands must not avoid. Consumers will act like retailers as they trade, rent, and borrow your products from each other –bypassing brands.”
Jeremiah plans to give his audience advice on
“How to take advantage of this movement and profit from it –not be disrupted from it.”
His speech will give a market interview, based on primary research, and forecast the future trends. Most importantly, it will break down the specific opportunities for brands and give pragmatic advice on what to do to avoid being disrupted.
Interested in learning more about Collaborative Economy & shopper technology? Join Jeremiah Owyang from Altimeter, Microsoft, Google, Cisco, and more as they release the latest research and recommendations on reaching your shopper at the Digital Omni-Channel Shopper Marketing Summit.
Click here to register now or learn more about the conference
It’s that time of year again…
Posted by Marybeth in Consumer Insights, Digital Marketing, Entertainment Marketing, Experiential Marketing, Mobile/Wireless, PMA Events, Shopper Marketing/Retail, Social Media on December 14th, 2012
But once a year, a very special time comes around. Signs foretell its coming when the weather begins to grow cold, our bank accounts start to deplete, and we find ourselves pushing work off until after the new year. Amidst these fairly normal changes for the holiday season, comes one other very special event we at PMA look forward to every year…
“Why?” you may ask, do we get so giddy about it? Because it’s the one time a year we get to see the BEST and MOST INNOVATIVE marketing campaigns that happened during the past year. We get hundreds of submissions from agencies and brand managers alike depicting innovative thinking they used to solve marketing problems. From experiential marketing solutions, to National Consumer Campaigns, from Social Media Game Changers, to Shopper Marketing Technology – We see it all.
This year, we took our judging a step further and incorporated long-time judges from the Cannes Lions International Festival of Creativity. They will take part in judging the SUPER REGGIE giving the Gold finalists a chance to have their hard work viewed and credited by the very best. To say the least, we are teeming with excitement about this relationship.
I thought this would be a perfect opportunity to resurrect the REGGIE finalist videos from last year. Have a look through our library of great submissions. And of course, if you think you have what it takes to win a REGGIE, submit to our 2013 Awards happening….RIGHT NOW!
CLICK HERE TO SIGN UP!
GUEST POST: BRANDS USE PRESIDENTIAL ELECTION TO SPUR SHOPPER PARTICIPATION
Posted by Marybeth in Experiential Marketing, Shopper Marketing/Retail on September 24th, 2012
Posted from Shopper Culture by Integer
Article written by: Kira Torgersen
Getting shoppers to buy your goods is one thing. But getting shoppers to participate and engage with your product or brand is another—and as many of us know, it’s not as easy as it sounds. Facebook, Twitter and other social media tools have helped make it easier for shoppers to participate with brand activity. But 7-Eleven has gone back to basics with their recent in store promotion. The convenience chain is leveraging a traditional, participatory element of American culture, the presidential election, to activate shopper participation in store.
The 7-Election is back at 7-Eleven, asking shoppers to “vote” with their coffee cups. Shoppers can choose from Obama blue or Romney red. Purchases are tallied and with the help of The Onion, the 7-Election is broadcasting their “voting” poll results. To further encourage participation, the chain is holding “cofFREE” day on September 28th. Shoppers can stop by for a free coffee and cast their “vote.”
Other brands including FedEx, Tostitos andMaker’s Mark are tapping into the election as well to pique the interest of shoppers. However, politics is often a sensitive and polarizing topic for Americans. What are your thoughts on using politics to market brands?
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At the PMA Digital Shopper Marketing Summit that took place last week in Stamford, NJ, Evan Brody from 7-Eleven and Will Clarke presented the latest in this interactive campaign. They enlightened the audience on how the concept came to fruition and how they are able to track the success. So far, they have been able to predict the outcome of every election they have run with this campaign. You can download a copy of the presentation on the 7-Eleven campaign here.
When To E-Tail?
Posted by Rob Fields in Shopper Marketing/Retail on April 26th, 2012
Knowledge@Wharton has some clues:
In their most recent paper, Zhang and his coauthors address a key question that e-tailers are now facing: When should they use a platform — or agency — model instead of the more conventional reselling format? In developing a theoretical model for their study, the researchers focused “on the effects of two main factors on the resulting selling format in electronic retailing: competition among e-tailers, and reaction by the manufacturer due to the impact of the electronic channel on sales in the traditional channel (brick-and-mortar retailing).” The results of their work suggest that “whenever sales in the electronic channel lead to a negative effect on demand in the traditional channel, e-tailers prefer to set up platforms, whereas when sales in the electronic channel lead to a substantial stimulation of demand in the traditional channel, e-tailers prefer reselling contracts with manufacturers.” Furthermore, “this preference is moderated by competition among e-tailers — as competition between them increases, e-tailers prefer to set up platforms.”
Keith Anderson’s Retail Landscape
Posted by David Goldberg in Digital Marketing, Integration, Marketing Accountability, Shopper Marketing/Retail, Uncategorized on March 15th, 2012
PMA President Bonnie Carlson introduced him as a retail prophet, then RetailNet’s Senior Analyst Keith Anderson backed it up in front of a packed ballroom at Chicago’s Westin River North Hotel as Game Changers 2012 moved into its second day.
Mr. Anderson capped his in-depth, one-hour look at the retail landscape with the following list of operating principles for brands hoping to get it right in today’s world.
INTEGRATION: Integrate online and offline even though it’s likely a 24-month transition.
REINVENTION: Don’t see it solely as a cost. View it as an opportunity.
ATTRIBUTION: Measure digital influence on sales.
DISRUPTION: Manage impulse and upsell in a digital world.
OPTIMIZATION: Find ways to do more with the same staff and same budgets. Find places to cut when prudent.
COORDINATION: Digital is not an afterthought. Retailer, Agency, Brand, Shopper Marketer, and Digital all need to be at the table from the outset.
SPEED: Failure will happen. Fail better and faster. Adjust budget and staff accordingly and re-focus.
WEBINAR: Nielsen on the State of the Retail Landscape–November 10
Posted by Rob Fields in PMA Events, Shopper Marketing/Retail on October 28th, 2011
Nielsen’s State of the Retail Landscape
Thursday, November 10
2PM EDT/11AM PDT
FREE for PMA Members/ Non-members $75
With high gas prices, food inflation, a troubled housing market, high government debt, volatile financial markets, and little improvement in the job market, U.S. consumer confidence dropped below recessionary levels in the 2nd& 3rd quarters of 2011. This pattern of continued low confidence paints a picture of a slow and moderate economic recovery. One bright spot is retail sales (ex-auto) which have grown for 15 consecutive months. In this session we will review:
- Retail sales trends and how retailers are innovating to win shoppers
- Consumer spending expectations for this holiday season
- A forecast of retail channels sales though 2016
ABOUT THE PRESENTER
Todd Hale
Senior Vice President, Consumer & Shopper Insights
Todd Hale serves as Senior Vice President, Consumer & Shopper Insights for The Nielsen Company. Appointed to this role in 1999, Todd is responsible for creating thought leadership content and delivering client and industry presentations. A frequently sought-after industry and client speaker, Todd shares his insights on consumer shopping, buying and media consumption behaviors and attitudes to provide manufacturers and retailers with strategic visions to facilitate brand, category and retail sales growth. Hale is often quoted in the press and in numerous trade publications on consumer trends.
Todd has more than 33 years of experience in the consumer research industry, including 27 years with The Nielsen Company, where he held various marketing and sales management positions within advertising/product testing, advanced analytics and consumer panel practice areas.
Prior to joining Nielsen in 1984, Todd was an executive with MRCA, a U.S.-based consumer panel company.
Todd earned an MBA and a BA in Business from Wright State University.
Peapod COO Mike Brennan keynotes Digital Shopper Marketing Summit
Posted by Rob Fields in Digital Marketing, PMA Events, Shopper Marketing/Retail on August 16th, 2011
PMA is thrilled to announce that Peapod’s chief operating officer, Mike Brennan, will join the Digital Shopper Marketing Summit as our lunch keynote. In his presentation, Mike will take a look at the dynamic environment that was, is, and will be online grocery shopping. Don’t miss this insider’s view on how CPG companies can effectively harness the category’s unique drivers in order to participate, promote and thrive within the channel.
Mike joined Peapod in 1997 and has worked across numerous areas in the company, including leading Marketing as well as managing Transportation, Human Resources, Customer Service, Merchandising and Technology.
Prior to Peapod, Mike was a principal at the management consulting firm A.T. Kearney, where he focused on business and marketing strategy. Prior to A.T. Kearney, Mike was at Procter & Gamble.
Mike is a graduate of the University of Illinois and the Kellogg Graduate School of Management at Northwestern University.
There’s still time to lock in savings on the Digital Shopper Summit. REGISTER BY FRIDAY, AUGUST 19 by clicking here!
Killer lineup in place for 2011 Digital Shopper Marketing Summit!
Posted by Rob Fields in Digital Marketing, PMA Events, Shopper Marketing/Retail on July 28th, 2011
We are really thrilled with the digital and shopper marketing pros who’ve stepped up to share their insights and expertise in September! Have you see the agenda? If not, click here.
Also, register by August 19 and save. The price goes up after that.
DSM11: BIGresearch represents the voice of the shopper
Posted by Rob Fields in PMA Events, Shopper Marketing/Retail on July 7th, 2011
Look for Kim Rayburn, BIGresearch’s SVP of client Solutions & Marketing, to share how shoppers are digitally consuming marketing via online sites, social networks and new mobile devices to access retailers, categories, brands and product information.
What’s cool is this latest research will be one of up to 4 new studies being presented at the Summit.
Click on the banner below for more info and to register.
UPCOMING: PMA’s Digital Shopper Marketing Summit!
Posted by Rob Fields in PMA Events, Shopper Marketing/Retail on June 30th, 2011
Why Digital Shopper Marketing? A better question: Why not?
A more serious answer might be because the marketing world is headed that way. The 2010 GMA/Booz & Company Shopper Study indicated that 55% of respondents felt that shopper marketing budgets will increase by at least 5% each year for the next three years. Add to that the fact that “62 percent of shoppers engage in at least one digital deal activity for half or more of their shopping trips.” This means that it’s not hard to make the case that digital is, in fact, impacting the path to purchase. Individually, marketers are getting their arms around the tools from a tactical standpoint. But the digital space is ever-evolving. The question remains not only “pulling it all together”, but also understanding where to place bets, how much of a bet to place, and how to structure their organizations to best take advantage of all these new engagement opportunities.
What we’re putting together are two days of strategic discussions about the impact of digital on the path to purchase. And we’ll get perspectives from a cross-section of marketers: 3M, Coke, ConAgra, Dole, Facebook, Google, Groupon, Kraft, Moet Hennessy, to name a few; retailers and eTailers such as Alice.com, CVS.com, and SuperValu; as well as consultants and agencies at the leading edge of digital shopper marketing: BIGresearch, BzzAgent, Datalogix, eTailing Solutions, Integer, MARS, RetailNet Group, Ryan Partnership and SmartRevenue.
Some of the topics we’re going to tackle include:
- Is the sales force obsolete? What’s the impact of e-commerce on organizational structures?
- Is the path to purchase dead in an always-on world? For example, if your shoppers are using mobile and buying direct, where exactly is the path?
- Is impulse purchasing dead, or is it more alive than ever?
Plus, we’re organizing store visits so we can see how retailers are adapting to the digitally-empowered shopper.
Check out the full agenda and summit information here. More to come!
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